Buckinghamshire New University style guide

When we became Buckinghamshire
New University in October 2007, a
new corporate identity was drawn up
to reflect the University’s vibrancy
and dynamism. This should be used
consistently throughout our written
and online publications and
materials.
Our writing style should also reflect
the ethos of the University. We need
to write in a way that engages the
reader and gives the best
impression. The reader should be
able to understand a document at
first reading and in the same sense
that the writer meant it to be
understood.
introduction
General writing tips
Aim to be as clear and concise as possible. Using plain English does not mean
you are dumbing down your text, rather that you are simply delivering your
message in the clearest way possible. This will help you create the greatest
impact. Remember that you are writing for a mixed audience – English may not be
the first language of many of your readers.
Keep it positive
Our courses are definitely not traditional. They are designed to ensure that
graduates hit the ground running when they embark on their working lives. Try and
reflect this when writing about the University and its courses.
Aim to attract your reader’s attention from the beginning. Keep sentences short.
When writing for the web in particular, break your text into paragraphs two or
three sentences long. Be direct, and when you need to impart more detailed
information do so clearly and without using jargon.
Example:
Foundation degrees are exciting, vocational degrees, designed to give you a
flying start towards your chosen career. If you’re already in work, they can
provide you with extra skills to enhance your promotion prospects. Once you
achieve the award, you’re able to add the letters FDA or FDSc after your
name. You can also progress to an honours degree or to professional
qualifications.
2 Buckinghamshire New University Style Guide