Michigan Ross Style Guide

Stephen M. Ross School of Business at the University of Michigan

Brand Standards: Visual Standards & Editorial Policy

Our brand – to paraphrase David Ogilvy – is the intangible sum of all that people see, hear and experience about our school, students, graduates, faculty, and communications efforts. It serves to attract prospective students, increase our global reputation, and cement our leadership.

We make our brand stronger when we consistently use a common set of expressions – visually, written, and verbally – in all that we do as members of the community of the University of Michigan’s Ross School of Business.

Our official name is the Stephen M. Ross School of Business at the University of Michigan. But it is not realistic to use this official name in every instance. What follows makes it clear what to use and when.