VI. Writing Style

Writing Style Overview

We use more than visuals to communicate the essence of The Master’s College; we use words. The tone of our communications should reflect our personality as clearly as our colors and imagery.

Let your messages take on the qualities of our College, both in content and style. For example, The Master’s College is the standard bearer for Jesus Christ in higher education in America. College communications should be respectful, reverent and sincere. The College is also a bold innovator in Christian higher education. Therefore, write in active voice whenever possible. Our tone should never be pretentious, but always warm, natural and engaging.

College Style

As a rule, all marketing materials, brochures, flyers, posters, newsletters, newspapers, alumni publications, online content and other campus communications should follow The Associated Press Stylebook.

All scholarly articles and formal correspondence should follow The Chicago Manual of Style.

Style Guidelines:

  • When referring to our college in print or online communications, use The Master’s College for the first reference. Afterwards, use Master’s, always being careful to include the possessive apostrophe. Do not refer to Master’s as Masters. You may also use TMC after the first reference.
  • Capitalize College in reference to The Master’s College.
  • Use the full name, The Master’s College, for the first reference. Thereafter, use College.
  • When referring to student housing, use “residence halls,” not “dormitories.”
  • Match the following styles when identifying alumni and parents:
    • John Doe (’06)
    • Jane Doe (BA ’06)
    • John Doe (P ’06)
    • John Doe (’06, MBA ’08)
  • When referring to The Master’s College, or any department or unit name in text, do not format differently from the rest of the text, such as with boldface, larger type size, italics or underlining.