Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 1 of 26
BRAND IDENTITY
AND STYLE GUIDE
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 2 of 26
CONTENTS
Introduction 3
Brand Elements—Tools for Telling Our Story 4
a. Brand Promise 4
b. Strategic Brand Elements 5
c. Brand Key Messages 6
Brand Visuals 8
a. Logo 8
b. Colors 12
c. Typefaces 13
d. Athletic and Arts Logos and Other Visual Elements 14
e. Photo and Image Style 16
f. Samples 17
Editorial Style Guide—Tools for Writing About Country Day 20
a. Resources 19
b. Country Day A–Z 20
c. Building and Facility Names 25
Contacts 26
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 3 of 26
A strong and consistent brand identity will:
• Build an even deeper trust in our institution.
• Give Country Day materials a distinct personality and
identity that differentiates us from other schools.
• Deliver and reinforce our key messages.
• Encourage loyalty among students, faculty, staff, alumni, and families.
It is important that everyone follow these standards carefully, especially
regarding the Country Day logo.
If you have questions about Country Day’s brand or would like to be supplied
with brand artwork, please contact the Marketing and Communications
Department:
Natalie Pruett (natalie.pruett@charlottecountryday.org, 704-943-4547) or
Lee-Anne Black (lee-anne.black@charlottecountryday.org, 704-943-4548)
INTRODUCTION
Charlotte Country Day School’s Brand Identity and Style Guide helps ensure we represent Country
Day consistently in all communications and speak with one voice as a school community.
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 4 of 26
BRAND ELEMENTS
TOOLS FOR TELLING OUR STORY
Brand Promise
The unique benet that Country Day promises to deliver: Country Day Ready. It encompasses
everything we do, every day, to prepare students for life today and in the future.
Our Key Brand Messages Support Our Brand Promise
A Strong,
Forward-
Thinking
Institution
1 + 2 + 3 =
COUNTRY DAY
Ready.
Ready to learn.
Ready to help.
Ready to lead.
Ready to serve.
Ready for the world.
Going
Beyond
Academics
Exceptional
Academic
Results
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 5 of 26
Strategic Brand Elements
The following tools will help us bring our brand to life in everything we say and do.
Living Our Brand
Presenting a consistent and compelling Country Day story is a
fundamental responsibility of everyone associated with the school
through every aspect of school life—not just by what is said, but by
what is done daily.
Brand Ambassadors
Whether you are faculty, students, alumni, parents, athletes, or
staff—you are the face of Country Day in the world. Wherever you
go you are a Standard Bearer for Country Day—carrying our brand
and reputation forward with every action and word.
Warm and Welcoming Hosts
Every day, in every way, we should show hospitality to others who
come in contact with Country Day whether they are on campus, on
the playing eld, or on the other side of the world.
Country Day Ready
Ready to teach. Ready to learn. Ready to help. Ready to lead.
Ready to serve. Ready for the world.
Brand Personality
Every brand needs a voice and style for its communications.
Country Day conveys:
Smart
Knowledgeable
Accessible
Impressive
Engaging
Interesting
Fun
Aspirational
Welcoming
Conversational
Unpretentious
Personal
Real
Innovative
Energetic
Imaginative
Compelling
BRAND ELEMENTS
TOOLS FOR TELLING OUR STORY
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 6 of 26
BRAND ELEMENTS
TOOLS FOR TELLING OUR STORY
Brand Key Messages
KEY BRAND MESSAGE 1:
We are a strong school with a long history of forward thinking.
Talking Points:
Long History
First
Proud Heritage
Traditions
Forward Thinking
Visionary
Legacy of Firsts
Adaptive
Strong Leadership
Lead with Heart
Wise
Thoughtful
Financial Stability
Environment
Student-Centered Campuses
Safety
Sustainability
Partnership
Faculty/Coaches/
Advisors/Student
Parents
Community
Globally
Atmosphere
Welcoming
Kind and Caring
Warm
Inclusive
Culture of Giving
Fiscal Health
Distinctive Opportunities
Responsibility to Serve
KEY BRAND MESSAGE 2:
We produce exceptional academic results.
Talking Points:
Tenacious Scholarship
Academic Rigor
Practical Skills
High Expectations
Distinctive Programs
Passionate Learners
Outstanding Faculty
Master Teachers
Committed Scholars
Inspiring Mentors
Innovative, Integrated Curriculum
Deep Discovery
Broad Perspective
Coordinated JK-12
Interdisciplinary Approach
Leadership
Faculty Leaders in their Disciplines
Forward-Thinking
Developing Student Leaders
Proven Track Record
College Successes
Academic Scholarships
Alumni
Purposeful Lives
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BRAND ELEMENTS
TOOLS FOR TELLING OUR STORY
Brand Key Messages (continued)
KEY BRAND MESSAGE 3:
We go beyond academics to more completely prepare students for life.
Talking Points:
Principled Character
Integrity
Honor
Moral Courage
Accountability
Empathy
Leadership
Discipline
Ethical
Determined and Purposeful
Engaged Citizenship
Responsibility to Serve
Public Good
Making a Difference
Ingenuity
Critical Thinking
Creativity
Curiosity
Adaptability
Resiliency
Problem Solving
Developing Talent
Athletic
Artistic
Ambitious Pursuit of Passions
Cultural Fluency
Valuing Diversity
Respectful of Others
Inclusive
Global Mindedness
Well-informed
Connected to the World
Culturally Adept
Meaningful Relationships
Enduring Friendships
Caring
Accepting
Supportive
Well-Being
Balance
Healthy
Well-Rounded
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Logo
Our school’s logo is the primary visual identier of Country Day. Together with our color palette, typefaces, and photo and image style, it gives
Country Day communication materials a distinct look and feel.
BRAND VISUALS
TOOLS FOR IDENTIFYING COUNTRY DAY
Horizontal: Stacked:
Note: Horizontal logo use is preferred.
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Logo (continued)
BRAND VISUALS
TOOLS FOR IDENTIFYING COUNTRY DAY
Correct Usage
The Country Day logo is a specially designed art le and should never be recreated or tweaked. These correct variations of the logos are supplied
with the ofcial brand artwork. Consistent application of the logos will reinforce Country Day as a brand.
2-Color 2-Color On Green
2-Color On Green Knockout On Green Knockout On Black
2-Color 1-Color Black
1-Color Knockout On Green
Black Knockout On Black
Horizontal Stacked
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Minimum Allowable Size
To maintain legibility and visual integrity of the mark, the minimum
width for the wordmark portion of the Country Day logo is 1.50”
when printed and 103px when used digitally. This is a minimum,
not a recommendation. Whenever possible, the logo should appear
larger than this size:
108 pixels1.5” wide
Clear Space Usage
The minimum clear space to surround the Country Day logo is
the width of the capital “C” in the logo. This is a minimum, not a
recommendation. Whenever possible, the logo should appear with
more white space than provided here. This space should increase
proportionately if the logo is enlarged.
Height of the Country Day “C” in the logo and wordmark
BRAND VISUALS TOOLS FOR IDENTIFYING COUNTRY DAY
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 11 of 26
Incorrect Logo Usage
Country Day’s logo and wordmark are art les and should never be recreated or tweaked.
Do not change the color, shape, or
size of any element of the logo.
BRAND VISUALS TOOLS FOR IDENTIFYING COUNTRY DAY
Do not move “Charlotte Country
Day School” outside the horizontal
or stacked versions previously
illustrated in this guide.
The logo and watermark should only
appear on white or green backgrounds
except when printing b/w, in which
case the logo should be white on black
or black on white. See pages 9 & 10.
CHARLOTTE
COUNTRY DAY
SCHOOL
CHARLOTTE
COUNTRY DAY
SCHOOL
CHARLOTTE
COUNTRY DAY
SCHOOL
CHARLOTTE
COUNTRY DAY
SCHOOL
Do not reverse the color
of the acorn or other
elements of the logo.
Do not change the typeface
used within the logo.
Do not change the proportions of
the logo or typeface in relation to
one another.
CHARLOTTE
COUNTRY DAY
SCHOOL
CHARLOTTE
COUNTRY DAY
SCHOOL
CHARLOTTE
COUNTRY DAY
SCHOOL
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 12 of 26
Colors
Whether communicating in print or online, it is important to maintain the correct color match. Color changes slightly depending on medium.
BRAND VISUALS TOOLS FOR IDENTIFYING COUNTRY DAY
Country Day Green
PMS: 342
CM YK: 9 3/10/75/43
RGB: 0/103/71
HEX: #00664a
Country Day Gold
PMS: 130 (on coated stock)
PMS: 129 (on uncoated stock)
CMYK: 0/30/100/0
RGB: 242/169/0
HEX: #ffc658
Spot Color (PMS)
Use when creating pieces with two or three spot colors, such as
brochures, iers, and posters. These are the Pantone Matching
System (PMS) numbers to give an outside printer.
Process Color (CMYK)
Four-color printing uses CMYK (cyan, magenta, yellow, and black). Always print
offset with 5 colors—four-color process, plus PMS 342 as spot color.
Digital Color (RGB and HEX)
Digital medium (Web sites, Powerpoint, PDF) colors run in RGB or HEX. Use
these RGB or HEX formulas to maintain the colors on a screen or monitor.
Primary Palette
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 13 of 26
Primary Typefaces—Sans Serif
ITC FRANKLIN GOTHIC STANDARD—BOOK & BOOK ITALIC
The quick brown fox jumps over a lazy dog.
The quick brown fox jumps over a lazy dog.
ITC FRANKLIN GOTHIC STANDARD—MEDIUM & MEDIUM ITALIC
The quick brown fox jumps over a lazy dog.
The quick brown fox jumps over a lazy dog.
ITC FRANKLIN GOTHIC STANDARD—DEMI & DEMI ITALIC
The quick brown fox jumps over a lazy dog.
The quick brown fox jumps over a lazy dog.
Primary Typeface—Serif
FILOSOFIA—REGULAR & ITALIC
The quick brown fox jumps over a lazy dog.
The quick brown fox jumps over a lazy dog.
Alternative Typefaces—Sans Serif
FRANKLIN GOTHIC—BOOK & BOOK ITALIC
The quick brown fox jumps over a lazy dog.
The quick brown fox jumps over a lazy dog.
FRANKLIN GOTHIC—MEDIUM & MEDIUM ITALIC
The quick brown fox jumps over a lazy dog.
The quick brown fox jumps over a lazy dog.
FRANKLIN GOTHIC—DEMI & DEMI ITALIC
The quick brown fox jumps over a lazy dog.
The quick brown fox jumps over a lazy dog.
Alternative Typeface—Serif
CENTURY SCHOOLBOOK—REGULAR & ITALIC
The quick brown fox jumps over a lazy dog.
The quick brown fox jumps over a lazy dog.
Typefaces
Two primary fonts are available as part of our brand standards. The Sans Serif Franklin Gothic Standard fonts convey a modern feeling, while the
Serif Filosoa fonts connote a more traditional feel. Used together, they create visual interest and contrast, balancing our brand messages of a
strong foundation and forward-thinking.
BRAND VISUALS TOOLS FOR IDENTIFYING COUNTRY DAY
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 14 of 26
BRAND VISUALS
TOOLS FOR IDENTIFYING COUNTRY DAY
Athletic and Arts Logos and Other Visual Elements
Four Athletics logos are available for use, each of which incorporates the CD monogram.
Note: These logos are artwork; do not recreate using fonts in Word,
Publisher, InDesign, or other desktop publishing software.
Arts Logo
The Upper School Fine Arts
Department has developed this
logo for use in its materials.
Athletics Logos
The Country Day Athletics Department offers several acceptable logos. These logos
should run in Country Day green PMS 342, or white when knocked out of a solid green
background. Country Day’s Athletics logos are specially designed art les and should never
be recreated or tweaked.
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 15 of 26
BRAND VISUALS
TOOLS FOR IDENTIFYING COUNTRY DAY
One-Color Seal Green One-Color Seal Black
For Professional Design Use Only
Ofcial Seal
Designed in 1985, our ofcial school seal represents Country Day’s tradition of excellence. It is important that Country Day’s brand be consistent
and clear. As a result, our ofcial school seal has been elevated for use on a few formal materials only, such as diplomas, recognition plaques
on buildings, and the school’s highest-level recognition awards. The seal will no longer be used in communications and marketing. For a list of
appropriate uses of the seal vs. the school logo, please see the Appendix to this Brand Identity and Style Guide.
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 16 of 26
BRAND VISUALS
TOOLS FOR IDENTIFYING COUNTRY DAY
Photo and Image Styles
Country Day branded materials will use a consistent style of artwork and photography that conveys our smart, engaging, welcoming, and innovative
personality. This includes using an editorial style of photography and employing student art and captivating images from the world of academia. For
access to professional photos, please contact Natalie Pruett at natalie.pruett@charlottecountryday.org or (704) 943-4547 or Lee-Anne Black at
lee-anne.black@charlottecountryday.org or (704) 943-4548 in the Marketing and Communications Department.
Editorial Photography
Images should capture education
as it happens at Country Day
and help tell an authentic,
believable, and engaging story
through pictures.
Student Art Images
Art and photography created by
Country Day students.
Academic Images
Images from the worlds of
science, history, literature,
math, and other academic
pursuits.
Infographics
A chart or diagram used to
visually represent Country Day
information and data.
- Parents
- Faculty
- Staff
- Students
- Alumni
- Parents of alumni
- Grandparents
- Current/former trustees
- Diverse student body
- Academic rigor
- Health and well-being
- Culture of excellence
- Engaged citizenship
- Global mindedness
- Durable traditions
- Seamless technology
- Fiscal responsibility
- Sustainable buildings
- Exceptional faculty
- Innovation
- Community partnerships
The Strategic Planning Committee,
Administrative Council, and Board
of Trustees formulated four student-
centered goals, which became our
Shared Visions.
CHARLOTTE COUNTRY DAY SCHOOL STRATEGIC PLAN 5
LISTENING
SESSIONS
700
+
COMMUNITY MEMBERS
OFFERED THEIR IDEAS
600
+
ADDITIONAL COMMUNITY
MEMBERS OFFERED FEEDBACK
FROM ONLINE SURVEY
>
10,000
RESPONSES GENERATED
SHARED
VISIONS
4
Prepare
students to lead
and thrive in a
changing world
Instill
personal integrity
and well-being
Inspire a
love of learning
through exceptional
faculty and
staff
Create a
distinctive and
sustainable
learning
environment
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 17 of 26
SAMPLES - BUSINESS PAPERS
Cannon Campus | 1440 Carmel Road | Charlotte, NC 28226 | (704) 943-4500
charlottecountryday.org
Ready.
charlottecountryday.org
COUNTRY DAY
Natalie Pruett
Director of Communications
O: (704) 943-4547
F: (704) 943-4578
natalie.pruett@charlottecountryday.org
1440 Carmel Road | Charlotte, NC 28226
Please use available templates and
other approved materials where
possible to achieve consistency in our
communications. See the appendix for
more information on available templates,
such as PowerPoint, invitations, and e-mail
signature lines, and details about where
materials may be purchased, including
business cards, letterhead, and more.
Business Card
Letterhead
Business Envelope
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 18 of 26
SAMPLES - MARKETING MATERIALS
Many of tomorrow’s
jobs have yet to be
invented.
Sounds perfect.
Your child can either be prepared
for the future or be surprised by it.
We believe being prepared wins
every time.
Visit charlottecountryday.org or
call (704) 943-4500 to learn more.
Open House Print Ad
Invitation
Welcome Banner
Print Ad
Open House Dates:
October 7, 7 pm
(Junior Kindergarten/Kindergarten)
October 22, 7 pm
(Junior Kindergarten
–
Grade 4)
Your child’s
future is closer
than you think
Experience how Country Day
can help make your child ready
to tackle complex challenges
and succeed in a world none
of us can even yet imagine.
November 6, 1:30 pm
(Grades 9 – 12)
Call or Come Visit:
(704) 943-4530
charlottecountryday.org
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 19 of 26
EDITORIAL STYLE GUIDE
TOOLS FOR WRITING ABOUT COUNTRY DAY
Resources
Consistent use of editorial style—whether in printed or online communication—helps maintain the Country Day brand and positions our school as a
place that strives for excellence.
Essential References:
• The Chicago Manual of Style (chicagomanualofstyle.org)—Country Day follows these guidelines, many of which are included in this guide for easy
reference.
• Merriam-Webster’s Collegiate Dictionary (merriam-webster.com)—Bookmark it and get in the habit of looking up those pesky compound and
hyphenated words (is it kickoff, kick-off, or kick off?).
Other useful references include:
• The Yahoo Style Guide (styleguide.yahoo.com)—A useful reference for communicating in the digital world.
• Common Errors in English (wsu.edu/~brians/errors/)—A homegrown reference site (or is it sight? Or cite?) that claries common mistakes in
usage. Check it out anytime … oops, any time.
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 20 of 26
EDITORIAL STYLE GUIDE
TOOLS FOR WRITING ABOUT COUNTRY DAY
Academic degrees
In prose, do not capitalize academic
degrees; however, you do capitalize the
area of study when it is a language.
Correct: Margie earned a bachelor’s
of science in physics, and Jim earned
a master’s degree in French.
Exception: It is OK to capitalize the name of
a degree when it is displayed on a business
card, diploma, alumni directory, or anywhere
it looks like a title rather than a description.
Do not punctuate degrees/
credentials (BA, MA, MBA, RN).
Acronyms
Spell out on rst reference and
note acronym in parenthesis.
Correct: The North Carolina Association of
Independent Schools Athletic Association
(NCISAA) honored four players. Two coaches
also received NCISAA recognition.
Exception: Internal use of LS, MS, US
(See Division Names for more specics)
Alumni
Insert the last two digits of the class year
after the names of all alumni, leaving a
space between the name and year.
Correct: John Smith ’68 (Note the
direction of the apostrophe.)
Also pay attention to correct usage:
Alumnus—singular, male graduate
Alumna—singular, female graduate
Alumni—plural, male or male and female
Alumnae—plural, female only
Alum/Alums—Acceptable colloquial
for either male or female graduate(s)
in non-formal communication
Ampersand (&)
Do not use the ampersand as a
substitute for “and” unless it is
part of an ofcial name or title.
Area Codes
Set off area codes with parentheses.
Correct: (704) 549-4500
Boosters Club
Always capitalize and note
the “s” in Boosters.
Buccaneers
Ofcial school mascot name.
Bucs: Acceptable colloquial for male
and female athletic teams. Do NOT
refer to female teams as Lady Bucs.
BucsNet
Always capitalize and note the capital N.
Buildings
Use the full names of Country Day buildings.
See page 26 for a complete listing.
Country Day A-Z
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 21 of 26
EDITORIAL STYLE GUIDE
TOOLS FOR WRITING ABOUT COUNTRY DAY
Campuses
Refer to our two campuses
using their correct names.
Correct: Cannon Campus, Bissell Campus.
Incorrect: Carmel Road Campus, main
campus, Green Rea Road Campus, middle
school campus (You can say: Bissell
Campus, home to our Middle School).
Charlotte Country Day School
Correct: Charlotte Country Day School on
rst mention; after that Country Day.
Incorrect: Charlotte Country Day, Country Day
School, and any acronyms (CCDS, CCD or CD)
Exception: CD may be used
in athletic logo only.
City/States
Use a state name with all but the very largest
cities and always spell out the state name.
Correct: The Smiths recently left Waynesboro,
Tennessee, to live and work in San Francisco.
Class year
Freshman, sophomore, junior, and senior
may be used interchangeably with ninth,
tenth, eleventh, and twelfth grade. Do
not capitalize and watch out for the
easily overlooked freshman/freshmen.
Correct: Judy, a freshman at Country Day,
is one of 125 freshmen at the school.
Do not capitalize junior kindergarten
or kindergarten. Students in grades 1
through 12 are interchangeable with
students in rst through twelfth grade.
JK/K may be abbreviated and capitalized
in handbooks, calendars, programs, and
other documents where space is tight.
Click here
Avoid using “click here,” when writing
for the Web site. Instead, construct the
sentence to embed the link from within.
Poor form: Click here to see
the Photo Gallery.
Preferred: The Photo Gallery contains
hundreds of shots of Country Day students.
Coach
Capitalize only when it is used
as a title before a name.
Correct: Jane Jones, the softball coach,
is respected by everyone on the team.
Everyone respects Coach Jones.
College and university names
Spell out college names (Southern Methodist
University, not SMU). For North Carolina
public universities, use these names:
• UNC-Chapel Hill
• N.C. State University
• UNC-Charlotte
• Appalachian State University
Comma in a series
Use a comma to separate three
or more items in a series.
Correct: Students grow corn, squash,
and beans in the community garden.
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 22 of 26
EDITORIAL STYLE GUIDE
TOOLS FOR WRITING ABOUT COUNTRY DAY
Country Day Ready
Our brand promise. Always capitalize
each word of the promise. If using
the word ready in a sentence without
Country Day, do not capitalize.
Correct: We are Country Day Ready.
Correct: We are ready for a great school year.
Compound Adjectives
When two adjectives modify a noun,
they usually need to be linked by
a hyphen. Usage matters.
Example: First-grade students put on a
play. (Compound adjective, use hyphen)
Example: Students in rst grade put on a
play. (Prepositional phrase, no hyphen)
Cross-country
It always needs a hyphen.
Dashes
An em dash (—) is used to set off a
series of words or to mark an emphatic
pause in a sentence. Close up the
space surrounding an em dash.
Example: Mr. Smith taught many
subjects—history, English, music,
dance, and art—during his career.
An en dash (–) is half the size of an em
dash, but longer than a hyphen (-). Use an
en dash primarily to indicate continuing or
inclusive numbers, such as dates or times.
Example: The 2014 – 15 College Fair
will take place from 7 – 9 pm.
Dates
Use commas to separate the year
when month, day, and year are used in
prose, but eliminate the comma when
only month and year are used.
Correct: The picnic will take place on
September 10, 2014, on Cannon Campus.
Correct: In September 2014, more than
500 people attended the picnic.
Do not use ordinals to describe a date
(even if Word automatically adds it).
Incorrect: The picnic will take place
on September 10th, 2014.
Days of the week
In prose, spell out the days of the
week. They may be abbreviated in
handbooks, calendars, programs, and
other documents where space is tight.
Division names
In prose, spell out and capitalize division
names—Lower School, Middle School,
and Upper School. In documents that are
internal in use, such as calendars and
handbooks, or when space is tight, it is
acceptable to abbreviate LS, MS, US.
E-mail
Yup, it’s hyphenated. You may see it
elsewhere as email, but we are following
Chicago Style and Merriam-Webster.
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 23 of 26
EDITORIAL STYLE GUIDE
TOOLS FOR WRITING ABOUT COUNTRY DAY
Exclamation points
Exclamation points have a place in your
diary and on your Facebook page, but not
usually in Country Day communications. Use
exclamation points sparingly and never use
multiple exclamation points for emphasis.
Avoid using exclamation points in headlines
or captions. (If your headline needs more
impact, write a more impactful headline.)
Formatting text
Use one space after a sentence, not
two. (The two-space rule is leftover from
typewriter days when all letters used equal
space, whether a skinny “l” or a wide “m.”
Word processing programs automatically
adjust for, or kern, the needed spacing.)
Internet
Always capitalize.
Italics
Use italics, not underline, for the titles of
books, journals, magazines, plays, poems,
lms, etc. Use italics for scientic names
of plants and animals and for uncommon
words or phrases in a foreign language.
Numbers
Spell out numbers under 10; use
numeric gures for 10 and above.
Correct: Mrs. Smith teaches four courses
with a class average of 15 students.
Exception: Maintain consistency when
comparing items of the same category
within a sentence when one item is
10 or larger. (Mrs. Smith teaches 18
students in biology, 14 students in
chemistry, and 9 students in physics.)
In general spell out ordinals, unless they
are part of a formal name or title.
Correct: Students in rst grade and
twelfth grade will take part in the
40th Anniversary Celebration.
Spell out numbers at the beginning of
a sentence or rework the sentence.
Correct: Nineteen eighty-seven was the
rst year students used computers.
Better: Students began using
computers in 1987.
Always use numerals in sports scores.
Correct: Country Day defeated
Charlotte Latin 7 – 3.
Online
Always write as one word with no hyphen.
Parents’ Association
Always capitalize and note the placement
of the possessive apostrophe.
Percent
In prose, always spell out percent. In
charts and listings, where space may be
tight, it’s acceptable to use the symbol %.
Be consistent and it’s hard to go wrong.
Quotation marks
In prose, punctuation marks such as
commas, periods, and question marks
always go inside the quotation mark.
Example: To customize your BucsNet
calendar, click “Customize Calendar.”
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 24 of 26
EDITORIAL STYLE GUIDE
TOOLS FOR WRITING ABOUT COUNTRY DAY
Seasons
Do not capitalize a season name unless
it is part of an ofcial name or title.
Example: Join us for Spring Alumni Weekend
and plan to attend spring sports events.
Varsity
Use lowercase for varsity or junior varsity,
unless part of a formal name or as part of
a listing, such as in a program or directory.
Always use uppercase when abbreviating JV.
Correct: The varsity lacrosse team begins practice on
March 1, and the JV team begins March 10. The Bucs
won the Boys Varsity Lacrosse Championship game.
Note: Sports teams are always plural, but not
possessive—varsity girls tennis, boys swimming—
when gender precedes the team name.
Web site
It’s capitalized and separated by a space. Like
e-mail and online, usage varies, so you may
see it as “website” elsewhere. However, we
are sticking with Web site as our standard for
now. We follow Miriam-Webster for spelling.
A NOTE ABOUT PRINT VS. DIGITAL
In print publications, even if Word
automatically inserts a hyperlink (blue
underlined type), you should remove the link
(Ctrl + K, then click “Remove link”) so the
text is no longer underlined.
In writing for the Web never underline type
that is not hyperlinked, as users expect
underlined type to lead them elsewhere.
Web site addresses/URLs
When writing Web site addresses or URLs,
eliminate the www. preceding the address.
Correct: charlottecountryday.org
ZIP code
ZIP is always capitalized because it’s an acronym for
Zone Improvement Program. Code is not capitalized,
because, well, it’s not an acronym.
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 25 of 26
EDITORIAL STYLE GUIDE
TOOLS FOR WRITING ABOUT COUNTRY DAY
Building and Facility Names
Cannon Campus/Buildings
Barnhardt Hall
Barrett’s Courtyard (area surrounding US gazebo)
Belk Hall (also Kathryn McKay Belk Hall)
Bray Hall
Bruton Smith Athletic Center
Harris Gymnasium
O’Leary Sports Medicine Center
Cannon Library (Upper School)
Cannon Science Building
Claudia Watkins Belk Hall (also called Claudia Belk)
Cramer Hall
Dickson Kindergarten Building
Dickson-Sanger Dining Hall
Upper School Student Center (given by Henrietta
C. Cannon)
Elizabeth Reddig Lower School Library
Dowd Family Computer Lab
Fine Arts Center
Gorelick Family Theater
Hance Fine Arts Center
Hance Family Gallery
Imagination Garden
Levine Center
Hynes Atrium
Junior Kindergarten Building
Lineberger Quadrangle (area between Barnhardt
and Pell)
Margaret Gragg Reading Garden
Pell Hall
Students’ Courtyard (campus store and senior area)
Cannon Campus/Athletic Facilities
Belk Stadium
Cook Field
Blythe Field (practice eld)
Bruton Smith Athletic Center
Harris Gymnasium
O’Leary Sports Medicine Center
Crawford Field (soccer practice)
Dowd Field (eld hockey, lacrosse)
Rankin Tennis Courts
Ed Walton Field (baseball)
Bissell Campus Buildings
Dougherty Media Center
Dowd Science Building
Rea Hall
Sklut Center
Charlotte Country Day School | BRAND IDENTITY AND STYLE GUIDE | Page 26 of 26
CONTACTS
For more information please contact:
Marketing and Communications Department
Natalie Pruett
Director of Communications
natalie.pruett@charlottecountryday.org
Lee-Anne Black
Communications Manager
lee-anne.black@charlottecountryday.org
Published September 2014
