One of the main functions of the main website is to serve as a recruitment tool for Marshall University. Opportunity, community, tradition and history, and a spirit of innovation and vision are identified as primary themes through which Marshall University’s strengths can be understood and conveyed. These themes should be integrated directly into the website copy to educate users and further reinforce the brand. The tone should be confident but friendly, direct but reassuring. The copy should also reflect a sense of belonging and include action-oriented language.
Section titles should be worded as calls to action, rather than solely as descriptors. Words like find, get, learn, or discover are used to encourage users to act, while associating dynamism with the overall Marshall University brand experience.
Do not modify typefaces or colors. These choices were made carefully to adapt the established print guidelines for the web. Do not justify any text. This style creates spaces between words called "rivers of white" which can run down the page and make it difficult for users to read. For best practice, keep all text aligned to the left.
H3-H6 heading text should NOT be in all caps or contain colors at the end of the line.
Web Type Color Combinations
To ensure legibility and consistency, we have defined type treatments over backgrounds of different colors. Below are the most common combinations found on the site.