Skip to Main Content
Brand Center text with gray underline

Web Publishing

General Recommendations

  • Think of your audience.
  • Keep content relevant and up-to-date.
  • Avoid unnecessary and superfluous information. Most visitors skim pages, not read.
  • Layout and formatting is most effective when it is clean, clear, and consistent.

File Names

  • Avoid using special characters when naming folders, content blocks, uploaded files, and uploaded images. For example: ' " # % & + / : ; < > ( ) { } [ ], etc.
  • Use strong, descriptive keywords when naming folders, content, and uploaded files.
  • Give page headlines (H1) a strong, descriptive name. For example, any site could have "Forms" or "About Us". Use instead "Human Resources Forms" or "About Physical Facilities".


  • UNF Writing Styles. Refer to the UNF Writing Style Guidelines for full listing.
  • Avoid the use of ALL CAPS for large sections of text.
  • Avoid the use of underline.


  • Do not use the navigation term "Home" unless it links to the UNF homepage,
  • Opening a hyperlink in a new window is generally not recommended. Excessive and inappropriate use can be an annoyance to the viewers.
  • Use strong keywords for hyperlinks.


  • Do not upload print marketing brochures to the web in PDF format. If content is important enough to post on your site, it should be presented in a web-optimal format.
  • When possible, build content into a content block, instead of attaching as a document.
    • Content will be indexed for searching.
    • Content will be editable using the CMS web editor (as opposed to editing offline and re-uploading)
    • Content will be accessible to screen readers.
    • Site visitors may not always have the necessary software application or version to open attached files.
  • If an uploaded attachment is necessary, the recommended format is PDF.
  • Files that must be downloaded and used in the original format (ie Excel spreadsheets with calculations) are acceptable.

ADA Compliance

  • Attach the appropriate ADA alt tags to images, hyperlinks, and tables in CMS content.
  • Validate your content for ADA compliance prior to publishing.
  • Give image alt tags an appropriate and informative description (alt tag). Consider how it will be read by a screen reader to users that cannot see the image.
  • When presenting information in audio or video format, provide a transcript for users who cannot hear or see the multimedia content.
  • Learn how your webpages measure up! Evaluate your pages using accessibility evaluation tools such as provided at

Logos and Advertising

  • The website logo will be provided for departments. Do not attempt to re-create or use logos other than those officially provided.
  • In most circumstances, only one UNF logo (as site identification in the header) is appropriate on a webpage.
  • Follow the UNF Visual Identity guidelines for all additional uses of the UNF logo.
  • Non-UNF logos (for advertising, partnerships, endorsements, sponsorship and acknowledgements) cannot be larger than the UNF logo located at the top of the template. The UNF logo is approximately 85px by 220 px.

Photography & Graphics

Photo Releases

UNF strongly recommends that departments obtain written approval from people in photographs before using their image in web or printed publications. A photo release form should be signed by each person that is recognizable in the photo.


  • Photos should represent UNF's diversity of ethnicity, age, and gender.
  • Photos should support UNF's brand of individualized attention. For example, in a classroom setting, photos of individual students and small groups are preferable to an auditorium full of hundreds.
  • No "sensitive" information should be visible in the photo. For example, car license plates.
  • No logos of competing schools should be visible in the photo. For example, a student sweatshirt featuring a favorite college football team.

Clip Art & Stock Photography

In striving to maintain a professional and unique appearance, clip art and stock photography is typically not recommended.


If your department elects to use stock photography, please comply with all licensing and copyright restrictions for the imagery.

Optimize graphics for the web:

  • Convert to RGB (CMYK format may prevent the picture from displaying)
  • 72 dpi
  • Properly cropped and resized.