Introduction and index of contents
Introduction
The consistent representation of our brand across all channels plays an important role in creating the positive experience we want our audience to have when interacting with Athabasca University.
To help all our content creators write in alignment with the Athabasca University brand, we encourage you to become familiar with our editorial style for consistency and our collective writing approach.
This guide is largely based on recommendations from The Canadian Press (CP) writing guides, including The Canadian Press Stylebook and The Canadian Press Caps and Spelling.
For topics not described in this guide, please consult The Canadian Press Stylebook or contact the Athabasca University Communications team (communications@athabascau.ca).
Index of contents
Voice and tone
Learn more about the voice and tone of AU communications.
Writing goals and principles
Whenever we represent the AU brand with our written word, please make sure we do so in accordance with the following principles.
- Respect and value our audience
- Educate in an accessible way
- Support learners
- Foster community
- Inspire new ways of thinking
AU terminology and spelling
Learn more about AU terminology, including how we refer to the university, programs, people, and more.
- University name
- Faculties, centres, and departments
- People
- Certificates, diplomas, and degrees
- Spelling
- Other AU terms
Our writing style
Learn more about AU's specific grammar and vocabulary guidelines.
- Abbreviations, acronyms, and initialisms
- Active voice
- Capitalization
- Inclusive language
- Numbers, dates, and times
- Concise and relevant content
- Conveying a clear message
- Engaging our readers
- Being part of the conversation
- Reader-friendly content structuring
- Important things first
- Break things down
- Summarize in headings and subheadings
- Simple words
- Verbs vs. nouns
- Short sentences and paragraphs
- Active voice
- Positive or negative form
- Choose simple verb forms
- Flesch-Kincaid reading level
- Punctuation
Indigenous Peoples language
Learn important guidelines for using Indigenous language respectfully.
- Our acknowledgement statement
- Indigenous vs. Aboriginal
- Indigenous style vs. CP style
- Capitalization
- Terms to avoid
- Indigenous trauma
- Specific editorial issues
- Content considerations
- Review and reconsider
Formatting for the web
Learn general tips and best practices for using and formatting text on web pages.
- Accessibility
- Headings, subheadings, and body copy
- Italics, bold, and underline
- Links and buttons
- Lists – bulleted and numbered
Search engine optimized (SEO) content
Get tips on how to create web pages that rank highly in search results.
Resources
Learn more about resources available that cover themes and subjects outside of the scope of this guide.
Updated August 12, 2024 by Digital & Web Operations (web_services@athabascau.ca)