Editorial Tools

We have created these editorial tools to unify the brand voice across all marketing materials, whether it be the website, brochures or email. No matter the audience or the medium, we are still the same brand. These editorial guidelines and best practices provide the tools you'll need to present a consistent and unified voice and tone.

Refer to the Editorial Style Guide for grammar, style, punctuation and naming rules.

Editorial Style Guide (updated September 2023)

Refer to the Inclusive Language Guide for key terms and best practices regarding diversity, equity and inclusion.

Inclusive Language Guide (updated August 2023)

Refer to the Institutional Social Media Guidelines for best practices regarding the creation and management of institutional social media accounts representing Hood College departments, programs and offices. 

Institutional Social Media Guidelines  (updated March 2024)

The language developed from the 2017 SimpsonScarborough research serves as a guide for our marketing efforts. It includes our positioning statement, brand personality and pillars, and key messages.

A positioning statement defines how Hood distinguishes itself, the value we give to our students and how our students benefit.

In a place that fosters self-exploration and the pursuit of their passions, Hood students gain the personal confidence and professional skills to realize their full potential. 

A brand personality is a list of adjectives that describe the College. These words can help capture the voice and tone of our words and help differentiate from our competitors.


Brand pillars are the attributes we want to communicate. Learn more about these pillars in Key Messages.

Education beyond the boundaries
Supportive mentoring
Active and inclusive community
Ideal location
Confident individual
Well-rounded, skilled professional