Content Guidelines

Explore guidelines and resources to help create clear, consistent and engaging communications that reflect SFSU’s brand. Find guidance for writing, social media, website content and other University communications.

Describing the University

Find sample language to describe SFSU, its mission and its role in the Bay Area for use in University communications, publications and websites.

View University Descriptions

Editorial Style Guide

Follow University editorial guidelines to ensure clear, consistent language across communications. Find guidance on writing conventions, terminology and University-specific style.

View Editorial Style Guide

Social Media

Explore social media guidelines and best practices for creating engaging content that reflects SF State’s brand and connects with the campus community.

View Social Media Guidelines

Website Content

Find branding and accessibility guidelines, training and resources to help create consistent, accessible content for University websites.

View Website Content Guidelines

Email Best Practices

  • Use static table-based layouts 
  • Keep template width to 600px or 680px 
  • Use simple, inline CSS 
  • Images need to be uploaded to your own website and referenced back to BlackBoard Connect 
  • Always resize your image to the exact dimensions as displayed in your email 
  • Do not use: 
    • Background images 
    • Custom fonts 
    • Embedded CSS 
    • Javascript 
    • Iframes 
    • <div>
  • Be descriptive 
  • Keep it short 
  • Focus on your key message 
  • The most effective email has one clear message. Consider multiple emails or a series if you have multiple messages. 
  • Keep it short 
  • Always reduce the length of your email to be as simple as possible. Most people spend less than 15 seconds reading an email 
  • Be strategic with your content 
  • The most important information should appear at the top 
  • Read More 
  • If you have too much information, link to a page on your website where your audience can read more
  • Don't forget to proof your content and your design. Using a spellchecker on word can catch many common mistakes 
  • Check all links for validity 
  • Send a test email to yourself 
  • Test the email in different email clients 
  • See how it looks on a mobile device