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AI Guidelines for Marketing and Communications

Using AI at ������ý

AI tools are transforming how we create content, and ������ý is committed to using them honestly and responsibly. These guidelines will help you make sound decisions whenever AI tools are used to create content on behalf of the university, and avoid contributing to negative brand perceptions and creating inconsistent visual and editorial expressions of the ������ý brand.

They apply to anyone creating content for ������ý — including faculty, staff, student workers, community partners and vendors — and to all colleges, departments, programs and affiliated entities.

Content created with AI must meet the same brand, accuracy and style standards as any other ������ý content.

Brand Identity

������ý's official logos and brand marks represent who we are as a university. These marks are carefully protected and cannot be recreated or modified using AI tools.

Do not use AI to:

• Recreate or alter the master brand logo, Athletic spirit mark or any official university logo
• Generate new or stylized versions of ������ý's logos or brand marks
• Change the colors of official logos outside the approved brand colors
• Suggest ������ý endorsement using AI-generated images with ������ý logos

AI-generated or AI-assisted content must follow the same review and approval process as all ������ý materials. If AI is used in significant ways, it should be noted when submitting the work for brand or compliance review.

For more information about university logos, refer to the Logo Guidelines. All ������ý and specialized unit logos are available for download. For questions, email branding@callutheran.edu.

Colors, Typography and Visual Style

������ý's brand includes a color palette composed of our primary colors (heritage purples and golds), and secondary colors. Please refer to ������ý’s official brand color guidelines for the complete color palette and corresponding color specifications. AI-generated visuals should follow these colors and match ������ý’s overall look and feel.

Do not use AI tools to create text styles that copy or compete with ������ý’s official fonts. Raleway is our primary typeface, and is a free, open-source font that AI tools may easily use.

If Raleway is unavailable in your software, environment, or system, you must use one of the following web-safe, cross-platform fallbacks. These ensure a consistent visual hierarchy across both Mac and PC platforms: Arial: Use as the primary universal substitute for body copy and digital applications. It is pre-installed on virtually all Windows and macOS devices. Helvetica: Use as the preferred substitute on macOS systems if Arial is not desired for design-heavy layouts. Calibri: Use as an acceptable secondary alternative for internal documents, spreadsheets, and presentations (e.g., Microsoft PowerPoint or Word).

Graphics and Media

At ������ý, our visual storytelling reflects the real students, faculty, staff and surrounding community we serve. AI-generated visuals require careful human oversight to ensure they meet our standards for accuracy and respect.

Standards for AI-created visuals:

• Do not present AI-generated images as real photos of ������ý students, faculty, staff, campus landmarks, or events
• Do not unnecessarily “over brand” the visual; for example, do use not use variations of the university name repetitively in generated visuals (CLU, Cal Lu, ������ý)
• Do not alter attendance, participation or endorsement of specific university events or activities
• Do not use AI tools to alter or replace the identity or appearance of people or campus buildings and locations in photographs. This includes replacing, removing, adding, or significantly changing people, faces, architecture, or other recognizable features.
• Basic edits such as cropping, color correction, exposure, and minor cleanup are permitted.
• Carefully inspect any AI-generated content for inaccuracies before posting to internal and external channels
• Use photos found in our photo library available to all campus communicators:

When AI tools assist with photo editing, such as touch-ups, background removal or enhancement, the final image must still reflect ������ý’s standards for accurate and respectful representation. AI can be used to adjust lighting, color, and other similar photo adjustments. It can also be used to subtly extend parts of the background to better fit a particular layout. But the content or subject of the photo should not be significantly altered.

Campus photography is available via the ������ý Photo Gallery on Photoshelter (requires logging in with ������ý credentials).

Accessibility

AI can help generate alt-text, captions and transcriptions, but human review is always required. All AI-assisted accessibility content must be reviewed for accuracy, tone and contextual appropriateness before publication.

Accessibility review checklist:

• Review all AI-generated alt-text for accuracy and appropriate context
• Manually verify AI-generated video captions before publishing
• Ensure AI-assisted transcriptions reflect spoken content accurately, including speaker identification where relevant

Editorial Standards

AI-generated written content must be reviewed and edited to align with ������ý's established voice, tone and editorial style before publication.

AI tools can help with drafting, summarizing, proofreading and brainstorming. However, they do not replace human judgment or responsibility. The department or individual who creates the content is responsible for what is published.

Editorial standards for AI-assisted content:

• Review content for accuracy, including statistics, rankings, program details and names
• Make sure the writing matches ������ý’s voice and style guidelines
• Check all program details and official statements against trusted sources
• Do not publish AI-generated quotes from ������ý leaders, faculty, students or other real people
• Do not use AI to create misleading, biased or harmful content

Full writing guidelines are available in the ������ý Editorial Stylebook.

Ethics & Integrity

As a liberal arts university, the content we produce must be authentic and truthful. AI tools can be helpful, but they must always be used responsibly and ethically.

������ý communicators must never use AI to:

• Create misleading, biased, harmful or discriminatory content of any kind
• Generate content that misrepresents ������ý's rankings, research, academic programs or institutional claims
• Fabricate quotes, testimonials or endorsements from real individuals
• Produce “deepfake” imagery, video or any content designed to deceive audiences about its origin
• Impersonate ������ý officials, faculty or public figures in AI-generated content
• Generate content that would violate ������ý's Non-Discrimination Policy or Title IX obligations
• Violate copyrights or trademarks owned by other brands by including 3rd party logos without permission

Brand Review Process

All branded content produced for external audiences, whether created with AI tools or through traditional workflows, is subject to brand review and approval. Strategic Brand Communications is responsible for stewarding ������ý's brand across all platforms and channels.

Submit work for review when AI tools are used to:

• Generate primary visual assets like illustrations, composites, hero images or video intended for external publication
• Produce content for high-profile campaigns, institutional advertising or materials representing ������ý to external audiences, regardless of the channel or platform
• Create content featuring or referencing ������ý logos and brand marks
• Develop materials for external media placement, sponsorship activations or partner-facing communications

To request a review, email your materials to branding@callutheran.edu along with details about how the materials will be distributed and to which audiences.

Evolving Standards for AI

AI capabilities and best practices are changing rapidly. These guidelines represent ������ý's current standards and will be updated as the landscape changes. Communicators are encouraged to stay current with developments in AI tools and to bring questions to the Office of Strategic Brand Communications.