Keegan Houser / UC Regents

Cal Alumni Association Brand Identity Guidelines

Editorial Style

CAA’s editorial style is clean, professional, and positive, employing an active tense and focus on a defined call-to-action whenever possible. CAA defers to the Chicago Manual of Style. While there are overarching trends in CAA’s writing style, voice and tone are tailored to specific audiences for individual departments and programs.

Editorial Style Guidelines

Please observe these guidelines in official CAA-produced communications when referencing the following:

Acceptable
Acceptable

CAA	Cal Alumni Association (CAA) CAA (after introducing parenthetically) I work at the Cal Alumni Association I work at CAA
The University	University of California, Berkeley Cal UC Berkeley Berkeley (after introducing as UC Berkeley or University of California, Berkeley)
Calendar Information	Dec. 8 December 8 10 p.m. 10:00 p.m. Monday Mon.
CALIFORNIA® Magazine	California (in ordinary, running copy) CALIFORNIA® Magazine (in titles and collateral) Either version can be accompanied by “magazine” in lowercase (except in headers).
CALIFORNIA Online	CALIFORNIA Online California Online CALIFORNIA Online (if italics not available)