Guidelines for selecting the most appropriate typeface for school publication needs include determine the intended audience; decide which typefaces convey the goal, theme, or message; and select typeface for the time period the piece is meant to reflect. (MLW)

Editors of nine top institutional publications were surveyed. All of them work with limited staff and budget and produce Council for Advancement and Support of Education award-winning publications. Key tricks of the trade include make a formal editorial calendar, focus on topics important to readers, etc. (MLW)

Ways to bring college publications up to the standards of the best magazines are presented. The editors of the CASE top 10 alumni periodicals, along with several professional observers, share their views. (MLW)

It is important for alumni associations to project a consistent image. This can be accomplished in part by adopting a logo, either similar to or different from the institution's, or by instituting a visual identity program that conveys the association's personality and suits its marketing purposes. (MSE)

It is proposed that developing a new institutional image can be 95 percent politics and 5 percent design but that a well-managed program can amplify and unify thousands of visual contacts with the college's publics. Eight steps are offered to guide development of a meaningful and effective identity program. (MSE)

College alumni association mailings can be made more successful by targeting the audiences, delivering a strong proposition to readers, choosing a forceful format, and creating impressive copy. Efforts of the University of Minnesota, University of Iowa, and Southern Methodist University illustrate these principles. (MSE)

The simplest form of institutional identity program is a wordmark--a typographic treatment of the institution's name--and a set of guidelines for presenting the wordmark on all communications. A more detailed program might include a logo, standards for the placement of information on the paper, family of typefaces, etc. (MLW)

Once a school, college, or university has changed its graphic identity and developed a system for publications graphics, keeping the identity fresh over time requires additional effort. Suggestions are made concerning the role of administrators, faculty, and staff; dissemination of information within the institution; and strategies for…

For colleges and schools concerned with the image they project to the public, guidelines for creating and presenting a graphic identity, particularly for fund raising, are offered. Design principles include creating a unified communications program, accurately reflecting the institution's mission and spirit, inspiring confidence in workers and…