All web entities that are affiliated with the Chapman University brand must observe the following guidelines. Failure to adhere to a guideline will result in a request to conform to the guideline you’re violating and, if you do not comply, eventual removal of the web entity.

1.1. Introduction

The universal guidelines concern the display of content items that are common to all instances of the Chapman University web presence, including blogs, email, and social media.

1.2. Branding (web specific)

1.2.1. Logos: Strategic Marketing and Communications (SMC) must approve Chapman logos and supplementary logos in accordance with our general branding guidelines [link]. Do not use a department-specific logo on a web page unless a web coordinator approves its usage.

1.2.2. Colors: Each school or college has a unique set of approved colors that must be used in all related websites. The SMC web team must approve the use of other colors for general branding purposes.

1.2.3. Style Sheets: If SMC has designed and developed a web property for you, do not adjust the style sheets (e.g. text formatting, colors, spacing, etc.) without approval from SMC.

1.2.4. Message and Tone: Web content must be relevant to the department or University message found in the general branding guidelines [link].

1.2.5. Writing Style Guide: Make sure that all content conforms to the grammatical and naming conventions listed in the Writing Style Guide.

1.2.6. Links and Calls-to-Action: Do not use red or underlined text unless you want to indicate a link. This style is reserved exclusively for links. The text of all links should contain relevant descriptors, for example, “View 2013 Viewbook.” Do not use “click here” or “learn more.”

1.2.7. Catalog and Course Information: Do not list class schedules and program specifics outside of the course catalog. Link to the catalog when necessary.

1.2.8. Phone and Email: The correct format for phone numbers is to enclose the area code in parentheses, followed by the number separated by a hyphen, for example,
(714) 555-1212. Emails should always be linked using [mailto:email-address].

1.2.9. Statistics and Facts:

1.2.9.1. You must reference official Chapman resources like the Institutional Research Office or the Office of Admission for all Chapman specific statistics and facts you wish to display on your site.

1.2.9.2. Cite any sources you use on your web page, for example “* IRO 2014”

1.2.9.3. You are responsible for updating any factual or statistical information in a timely manner. If not, a web coordinator from Strategic Marketing and Communications will remove out-of-date information from the page.

1.2.10. URLs, Subdomains, Redirects, and Shortcuts:

1.2.10.1. URL naming conventions must follow the Chapman standard of using lowercase text with dashes between words. For example, www.chapman.edu/admission-forms.

1.2.10.2. Basic URL structure must follow the folder structure of the website. (eg. www.chapman.edu/admission/undergraduate/transfer-students)

1.2.10.3. You can create a shortcut URL that redirects to your web page to be used for print through Strategic Marketing and Communications (SMC). Naming of the shortcut must be approved by SMC. Use this form to request a URL shortcut.

1.2.10.4. The University does not issues or allow the use of subdomains unless:

•  There are security concerns that mandate usage.
•  The technical architecture of the site requires the distinction (determined by SMC/IS&T).
•  To mask a third party url as a chapman.edu domain. (approved by SMC)
•  All University branding requirements are met (approved by SMC)

1.2.11. Tables and Data Display: You should use tables only to display data, not to force a design layout or to get something to align correctly. Only your web coordinator can make exceptions to this rule.

1.2.12. Content Freshness: You must review the content on your pages at least every six months to ensure that the information it contains is current and accurate. Old information will be flagged and potentially removed by your web coordinator if not corrected.

1.2.13. Image Handling:

1.2.13.1. Do not include text in images. Important information should always be written out on the webpage and not in the imagery. Exceptions may be made with your Web Coordinator’s approval.

1.2.13.2. Do not use copyrighted materials (images from other websites). Google Images is not a valid image source.

1.2.13.3. Observe the image size limitations required by each specific medium.

1.2.13.4. Ensure that your image meets minimum visual image display quality: 72 dpi to size.

1.2.13.5. Don’t stretch or warp photos disproportionately.

1.2.13.6. Ensure that all photos have proper alternative text per the Americans with Disability Act (ADA) requirements. This action is prompted in the insertion point in the content management system.

1.2.13.7.  Creating or using a non-Chapman designed image button is prohibited.

1.2.13.8. Use .jpg, or .png for image extensions.

1.2.13.9. Do not use images containing graphical elements, such as illustrations, logos, or flyers. Exceptions may be made with your Web Coordinator’s approval.

1.2.14. Documents: Make all documents embedded font PDFs for legibility in all browsers. Use other document formats only if you need the editing or viewing functions.

1.3. Compliance – Per American with Disabilities Act (ADA):

1.3.1. Do not add more than one H1 heading to a page. On the main website the ‘page title’ is reserved as the H1.

1.3.2. Add any other heading tags to the page in sequence (H2, H3, etc.) and verify that they are properly nested.

1.3.3. Supply alternate text for all images on the page.

1.3.4. Ensure that tables have appropriate summary and title tags and that column and row headers use the tags for identification.

1.3.5. Ensure that forms have appropriate label, ID, and aria-required attributes on all fields.

1.3.6. Attach a full transcript of all embedded videos.

1.4. Privacy

1.4.1 Never put private information in public content areas.