Consistently naming our business school and its offerings is one of the most important ways we can strengthen our brand identity.
Names appear on every piece of W. P. Carey marketing and communications content — accurate usage is the first step toward conveying a single, clear message about who we are, what we do, and why that’s important.
Our official name is the W. P. Carey School of Business.
Our official name replaces preexisting names such as ASU BUSINESS, ASU College of Business, College of Business, or any other expressions historically used to refer to business education at ASU. use preexisting names for the school other than in a clearly historical context.
On all mentions, W. P. is always capitalized, with a space in between and periods following each letter.
Use nonbreaking spaces — preceding the P. and Carey — to ensure W. P. Carey always appears on a single line. In HTML, this would read
W. P. Carey. In Microsoft Word, use the shortcut
Ctrl+Shift+Space to enter a nonbreaking space.
The phrase school of business is capitalized only when preceded by W. P. Carey.
On first reference, write out the full name of the school. All of the following forms are acceptable, noting that some may be more favorable depending on an audience’s familiarity with our school and the university at large:
On subsequent references, the terms W. P. Carey or W. P. Carey School are acceptable.
To avoid confusion with the Johns Hopkins Carey Business School, use shortened references such as the following: Carey School of Business, Carey School, or Carey.
Preface the member group with the term W. P. Carey when referring to members of the school community:
Where business is personal® defines the W. P. Carey School’s commitment to a customer-focused experience. From current and future students to key external stakeholders and members of the community, where business is personal® is a reminder that every opportunity to engage, whether it’s website content, a campus tour, or an alumni event, is a front door to the W. P. Carey School.
As a registered trademark of the W. P. Carey School, the phrase must appear in full and must be accented with the registered trademark symbol — ® — in printed or digital marketing materials. In Microsoft Word, use the shortcut
Ctrl+Alt+R or type
(r) to enter the registered trademark symbol.
Although quotation marks should not be used, no other specific rules apply to capitalization of or punctuation around the phrase.