Name and Writing Style

Naming

This institution has changed significantly since it was first established in 1925, and we have had several names, from the Vancouver School of Decorative and Applied Arts, to Emily Carr College of Art and more

As we embark on a new era in a new campus setting, we need to manage our name carefully to build recognition and reduce confusion in our audiences. 


Choose the right name for the right situation:

EMILY CARR UNIVERSITY OF ART + DESIGN
This is our formal name.

When to use it: All formal uses, verbal and written. For example: Graduation diplomas, press releases, news stories, web search results, introducing a speaker at a conference, primary exterior signage, printed documents such as student calendars, President’s Report, etc. In documents, use the informal name after the first mention.


EMILY CARR UNIVERSITY
This is our semi-formal name.

When to use it: For day-to-day use in written media. For example: campus posters, emails. In documents, use the informal name after the first mention.


EMILY CARR
This is our informal name.

When to use it: For day-to-day use verbally and within the university. For example: while teaching, on website, in social channels.


ECU
This is our acronym.

When to use it: For day-to-day use in written media. For example: short form for multiple mentions in a piece of text. Please avoid using ECUAD or EC.


Writing style 

Our written communication can reinforce the values of our logo and designs: warm, approachable, intelligent and engaging.


Strive for these characteristics in your writing:

  • First person: Address your reader as “you”. Refer to Emily Carr University using “we”, “us” and “our”.
  • Plain language: Use the shorter, clearer word or phrase whenever possible. For example, “teaching” instead of “facilitation of the learning process”.
  • Short sentences: Warm and approachable writing is to the point. Try writing the way you speak, with a clear idea in each sentence. Sentence fragments are fine. Keep paragraphs to a few sentences each.
  • Use Canadian spelling: Centre, grey, humour, colour, theatre, cheque, etc.
  • Use humour carefully: Be witty, not silly or juvenile. Keep humour out of bad news or media releases. When in doubt, have a member of your target audience read it over. Don’t be derisive or insulting.
  • Slang: avoid or use sparingly.