Penn State Smeal
Style Guidelines

An extension of the Penn State Brand Book

Messaging Guidelines

Naming References

Proper Name:

Penn State Smeal College of Business

This should be used on initial reference in articles and promotional copy. The article “the” should be used, but not capitalized unless it appears at the beginning of a sentence.

Acceptable Secondary Reference:

Penn State Smeal

Acceptable Subsequent References:

Smeal

Smeal should never be used on initial reference or unless a Penn State identifier (logo mark or other reference) appears adjacent to the reference.

Messaging Platform

Attribute Lifelong Learning

Smeal is committed to being a partner in lifelong learning. We have aspiring and working professionals covered – whether they are in high school thinking about the future, an undergraduate learner, just starting their career, an experienced executive, or anyone in between.

Message Priorities

We offer programs, support, and resources for every career stage and life circumstance. Our degrees and certificates are designed to help learners evolve their careers over time.

Proof Points:

Programs for high school students considering a career in business
Penn State’s 2+2 plan
Nine undergraduate majors, an integrated Master of Accounting program, and the Sapphire Leadership Academic Program
Integrated Portfolio of professional graduate degree programs and certificates

Customizable executive education programs and alumni webinars, podcasts, and symposiums
Integrated residential and online modes of learning.
Faculty research, centers, and institutes

Messaging Platform

Attribute Student Sucess First

Smeal is a business college that cares about the academic and long-term success of its students and truly puts them first.

Message Priorities

Smeal learners embrace hard work and collaboration to achieve success. Like all Penn Staters, Smeal grads look out for one another by opening doors, offering advice, and making connections.

Proof Points:

High academic standards, challenging entrance-to-major requirements, and high-quality, rigorous courses of study
Integrated professional graduate programs and stackable credentials
Case competitions, leadership challenges, and experiential opportunities

Research productivity
The Penn State alumni Network

Messaging Platform

Attribute Preparedness

Smeal moves at the pace of and is grounded in the real-world to ensure students are prepared to make an immediate impact.

Message Priorities

Our graduates master the fundamentals and are equipped to become change makers immediately. Smeal learners are exposed to the real world and make connections that endure.

Proof Points:

An emphasis on the fundamentals
Mentoring programs
Real-world Leadership Experience and Engagement
Undergraduate leadership and experiential learning programs

Global and leadership immersion programs for graduate students, and industry professionals who work inside virtual classrooms
Co-ops and internships for students and employers with support from the Smeal Business Career Center
More than 40 student organizations

Messaging Platform

Attribute Socially Conscious

Smeal believes that business can be a powerful force for social good. Our culture and our commitment to advancing research and competencies focused on integrity, diversity and sustainability prepare learners to lead in this global environment.

Message Priorities

We prepare future business leaders with the skills and perspective to be a powerful force for social good. Holding ourselves and others to the highest ethical standards is paramount to our success.

Proof Points:

A culture of honor and integrity
The Smeal Honor Code
A commitment to diversity
The Business Building: the first Penn State building to earn LEED for Existing Buildings: Operations & Maintenance Gold Certification”

A commitment to developing competencies and advancing the research, study and integration of sustainability, ethical business practices and social responsibility into businesses

Boilerplate

A boilerplate is a description of the business college that should stay relatively stable over time. A boilerplate is most commonly used in an ‘About Us’ segment and can be utilized on both the Smeal College of Business website and externally (for example, in a US News description).

At the Penn State Smeal College of Business, we develop lifelong partnerships by inspiring learning and fostering connections.

Established in 1953, Penn State Smeal is a globally ranked business college with a community of more than 6,000 students, 92,000 alumni, and 800 faculty and staff members from all over the world. Located on Penn State’s University Park campus, Smeal is highly respected for its collaboratively competitive culture, focus on lifelong learning, research productivity, passion for student success, and commitment to diversity and ethical and sustainable business practices.

Penn State Smeal is a destination of choice among top global organizations seeking talent who are uniquely prepared to make an immediate impact.

Brand Narrative

The measure of a businessperson is the ability and ambition to grow – to get better – and as a result, to make their organization, community, and world better.

An effective leader has the foresight to see what’s next, the intelligence and motivation to prepare for it, and the confidence to embrace it when it arrives.

So much of your success as a leader depends on what you know (the skills and experiences you acquire in college and your career) and what you do (the analyses you perform and the decisions you make day-to-day). Equally important, however, is who you have around you from the start.

We are your best resource for that: a true partner for life. At 760,000 strong, the Penn State community is your biggest asset: We are everywhere in the world and always in your corner – ready to open doors, offer advice, and cheer you on.

We are invested in your personal and professional growth – throughout your life. Wherever you are today or imagine yourself tomorrow, bring your talent, drive, and determination, and we’ll prepare you not only for your next great opportunity, but also for the one after that – and the one after that. At each stage of your career, we’ll also help prepare you to make business better for our communities and the world by advancing sustainability, diversity, integrity, and socially responsible practices.

We are the Penn State Smeal College of Business. Here, our individual passions and competitive spirit are met with a culture of collaboration where we support and inspire one another to greatness.

Let’s go into business, together

For Learners:
We provide confidence through career opportunities, skills, and credentials so you feel prepared to thrive.

For Faculty and Staff:
We provide confidence through career opportunities and professional support so that your contributions to teaching and research are heard around the world and valued here at home.

For Alumni:
We instill confidence through career support and a proud network of skilled professionals who connect and create opportunities for one another at every turn.

For Recruiters and Hiring Managers:
We offer job candidates who have leadership experience, strategic thinking ability, and analytical skills, giving you confidence that your hires will succeed.

For Business Decision-makers:
We develop skills and produce academic research that’s proven to improve performance, so you can have confidence in the decisions you make for your organization.

Smeal College of Business
Better Business Partners.

Web and Social Descriptions

Meta Description (155-character limit)
The Penn State Smeal College of Business is a globally respected business college known for developing lifelong partnerships by inspiring learning and fostering connections. [150 characters]

Facebook Description (255-character recommendation):
Penn State Smeal is more than a college of business; we’re a college of business partners. We’re everywhere in the world and always in your corner, ready to open doors, make connections, and prepare you for that next great opportunity. [194 characters]

Facebook About Us (No character limit)
The Penn State Smeal College of Business is a globally ranked business college with a community of more than 6,000 students, 92,000 alumni, and 800 faculty and staff members. We take pride in being partners at every stage of our students’ careers – preparing them with the knowledge, the network, and the adaptable leadership skills to make business better, for their communities and the world.

Twitter (160-character limit)
At Penn State Smeal, we are your business partners for life. We’re everywhere in the world and always in your corner, ready to open doors, foster connections, and prepare you to make an impact. [160 characters]

Instagram (150-character limit)
At Penn State Smeal, we are your business partners for life. We’re everywhere in the world and always in your corner, ready to foster connections and prepare you to make an impact. [149 characters]

YouTube (No character limit)
At Penn State Smeal, we’re your business partners for life. Because doing well in business starts with having the right people at your side — at every stage of your career. With a degree from Smeal, you join a network of more than 760,000 Penn Staters who are all around the world and always in your corner — ready to open doors, foster connections and cheer you on. Smeal gives students access to innovative programs that are rooted in practice and taught by some of the brightest minds in the world of business. Wherever you are today or imagine yourself tomorrow, Smeal will prepare you for that next great opportunity. And the one after that.

LinkedIn (2000-character limit)
The Penn State Smeal College of Business is a globally ranked business college with a community of more than 6,000 students, 92,000 alumni, and 800 faculty and staff members from all over the world. More than a business school, we take pride in being better business partners at every stage of our students’ careers — preparing them with the knowledge, the network, and the adaptable leadership skills to make business better, for their communities and the world.