Brand Standards and Trademark Use
Our brand standards help ensure that Finger Lakes Community College is represented consistently and appropriately across communications and materials. Two documents establish the standards for using the FLCC brand and its marks: the FLCC Branding Guide and the Trademark and Service Mark Use Policy.
Together, they explain how FLCC logos and other marks should be used, who may use them, and when approval is required. Review both documents before using FLCC logos or other College marks. For a quick overview, explore the key guidelines below.
The FLCC Branding Guide sets standards for using the College’s visual identity, including the official FLCC logo, location-specific logos, athletics and mascot marks, and other approved branding treatments.
Key Guidelines
- Use the right mark for the right purpose. Use the official FLCC logo when representing the College as a whole. Location-specific, athletics, mascot, and other specialized marks should only be used for the audiences or purposes they represent.
- Use official logo files exactly as provided. Do not change colors, stretch or distort a mark, add effects, overlap it with other elements, add or remove information, or create new versions.
- Protect clear space and legibility. Maintain the required space around each mark and use it only on approved backgrounds. Do not place logos over photographs, patterns, or other busy backgrounds.
- Choose the correct version for your project. Color, grayscale, black-and-white, and knockout versions have specific uses. Make sure you're using a file with the appropriate resolution for print or digital applications.
- Ask before improvising. If an existing mark doesn't meet your needs or you're unsure which version to use, contact Marketing or PR/Communications rather than modifying or creating something new.
The Trademark and Service Mark Use Policy governs the use of FLCC's protected marks. These include "Finger Lakes Community College," "FLCC," the official seal and College logos, and other current or future trademarks, service marks, word marks, and designs used by the College.
Key Guidelines
- Understand who the policy covers. It applies to employees, students, College divisions/departments, affiliated organizations, vendors, community members, and others who use FLCC marks.
- Request approval when required. Student groups and outside organizations need approval to use FLCC marks. College units also need approval for certain consumer materials and products covered by the policy.
- Avoid implying FLCC endorsement. Do not use an FLCC mark in a way that suggests the College supports or recommends another organization, product, or service without prior authorization.
- Use FLCC marks appropriately. Marks cannot be used in ways that violate the College's anti-discrimination policies. FLCC may approve or deny any use, even when it is not specifically prohibited by the policy or guidelines.
- Follow the Branding Guide. All uses of FLCC marks must also meet the College’s brand standards.
Voice and Writing Style
How we write is an important part of how people experience FLCC. Our communications should be clear, welcoming, useful, and focused on the people we serve. Keep these principles in mind whenever you write on behalf of the College.
- Keep it simple – Lead with what matters most. Use plain language, short sentences, active voice, and an easy-to-follow structure.
- Make it personal – Write for people, not the institution. Consider what your audience needs to know, what matters to them, and what will help them take the next step.
- Write for everyone – Use inclusive, accessible language. Avoid jargon, unnecessary complexity, and assumptions about your audience’s knowledge or experience.
- Make it engaging – Bring warmth, curiosity, and a sense of possibility to your writing. Look for opportunities to make information interesting and inviting without compromising clarity.
- Details matter – Be specific, accurate, and helpful. Use consistent terminology and give readers the information they need to understand what to do next.
FLCC Editorial Style
The guidelines in this section set forth FLCC’s standards for capitalization, terminology, punctuation, names, titles, and other common writing questions. For style questions not covered here, refer to the Chicago Manual of Style.
Our public voice is warm, practical, and empowering. We speak to students as capable people with real goals, questions, and constraints. Our communications balance encouragement and aspirations with clear guidance on how to get there.
Examples of Our Tone
Tone Sample Language What it does Aspirational “Your future begins here.” Motivates without exaggeration. Welcoming “You'll be seen, heard, and valued.” Reassures and recognizes individual experience. Practical “Apply in minutes. No application fee required.” Encourages action while addressing common concerns. Warm “Staff are here to help.” Makes support feel available, approachable, and personal. Empowering "Prepare for a successful transfer." Gives students agency over their future. Understanding “Returning to college after some time away can feel like a big step." Acknowledges anxiety while offering practical reassurance. Rule Example Avoid Use FLCC after first reference to Finger Lakes Community College and when the context is clear FLCC offers flexible schedules and a supportive community. Repeated use of Finger Lakes Community College Abbreviated degree use periods A.A.S. AAS Associate degree does not end in 's associate degree associate's degree Bachelor's degree does end in an 's bachelor's degree bachelor degree Use a space between the course prefix and number NUR 111 NUR111 Use "program" to describe academic offerings Explore our degree programs Explore our majors Capitalize college locations and use the full name Victor Campus Center VCC / Victor Campus Capitalize official office, department, and program names One Stop Center one stop center Use "the College" when referring to FLCC in formal copy The College reserves the right to update policies. The college reserves the right to update policies. Lowercase college in generic references Lower the cost of college with scholarships. Lower the cost of College with scholarships. Rule Example Avoid Spell out a number when it begins a sentence Thirty faculty 30 faculty Otherwise, use numerals for # over ten All 30 faculty All thirty faculty Use hyphens or parentheses for phone numbers 585-785-1735 or (585) 785-1735 585.785.1735 Numbers over 3 digits get commas 1,000 1000 Use punctuated, lowercase time designations a.m. / p.m. AM / PM Use percentages rather than fractions 80% 4/5 If fractions are necessary, use “out of” 4 out of 5 4/5th Avoid decimals whenever possible Over 80% 80.75% Use the currency sign before the amount $20 20 dollars Rule Example Avoid Use people-first language, not labels Students with disabilities Disabled students Use inclusive language that does not assume identity Chairperson, representative Chairman Avoid assumptions about ability and perception Review course options. See course options. Use exclamation points sparingly, to show excitement Congratulations! Hey!!!!! Emphasize text with bold, not italics or all caps Hours HOURS Periods and commas go inside quotation marks. "Quote." "Quote".
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