WHARTON BRAND STANDARDS
WHARTON HOME WebSite design
Increasingly, our stakeholders’ experience of Wharton is online. As websites at Wharton continue to grow, it is critical to present not only the information for which the users came, but also to provide an overall Wharton brand experience.
Design Guidelines
Wharton is embarking on a new website redesign that will include templates for websites across the School. For those who currently have websites or are building new ones, here are some key guidelines.
Key Components of a Wharton Website
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- The Wharton logo. The banner must display the Wharton logo prominently (against a white background preferably). The logo should link to the School’s homepage: www.wharton.upenn.edu.
Note: Please read “My Guidelines” for specific instructions based on your affiliation with Wharton and website use. - Identify your program / initiative. Do not add competing logos on the banner. Display the name of the program / initiative in text type (see Wharton Fonts).
- Link back to Wharton homepage. At the top of the website’s homepage, add a link back to the Wharton homepage. The link should read either “Wharton Home” or “The Wharton School,” and it should link to: www.wharton.upenn.edu. If this is an official Wharton website, the link to the Wharton homepage should open up in the same browser window.
- Wharton Values. The "About Wharton" or equivalent text that speaks to the Wharton values must appear prominently on the website homepage.
- Copyright and disclaimers. Include copyright information and any disclaimers on the homepage.
The website should follow Wharton’s Design Guide specifications for fonts, colors, and photography.
Overall Website Policies
Content
The Wharton Website is an official publication of the School. Unless otherwise indicated, all text and photographs are under copyright protection (see Copyright below). All images, including banners, navigational buttons, and photography, require permission for use elsewhere, including other School-related sites.
Use of the Wharton Name and Marks
Official Wharton websites must use the Wharton Name and Logo. Some student and partner organizations / events may maintain external websites affiliated with Wharton. See Guidelines for Students and Guidelines for External Organizations for specific usage directions.
Links
When an academic department or research center has a new website targeted to an external audience, the chairperson or director may request that a link to the website be added to the Wharton homepage. The Deputy Dean's office, in consultation with the Communications Office and Wharton Computing & Information Technology (WCIT), will suggest modifications and, when appropriate, add the link. The link from the Wharton Website will be maintained solely at the discretion of this office.
Wharton Inside is an intranet developed by WCIT to facilitate communication with students and others within the Wharton/Penn community. Wharton Inside is an appropriate vehicle for course-specific home pages; information for current students, faculty, and staff; student organization pages; and other internal communications. Access is limited to internet users within the Penn community (i.e., the upenn.edu domain). For links, contact WCIT.
Copyright
Although a copyright notice is not required to assert your rights to your material, it is considered prudent to include a minimal notice of copyright. All materials belong to the University. The copyright text should read: The Wharton School of the University of Pennsylvania.
Identification
Websites at Wharton should identify themselves by their official School name. They may make reference to, but should not identify themselves as, the Wharton Website, Wharton Worldwide, the Wharton Information Network, or Wharton Inside.
The title of the opening page should be the name of the group it represents. Titles like "Welcome" or "Introduction" are inappropriate, since it is the title that browsers will bookmark.
HTML Code Example:
<Title>Insurance and Risk Management Department</Title>
Remember to add title and description information on all key pages of your website in the metatag. Search engines look at the metatags for keywords and relevance.
Responsibility
Offices, organizations, and individuals involved in creating and maintaining websites at Wharton, or those related to the Wharton name, are responsible for ensuring that all School, University, and other copyright policies are followed. The individual maintaining a website for a Wharton program or group should be the department chairperson or program director's designee. This person (the editor) should be a permanent staff or faculty member as designated by the vice dean, chairperson, or director and should be the one answering e-mail for this page. For student groups, the editor should be a club officer or the club president's designee.
Complaints
If there is a complaint about material displayed on a page, editors should be aware that the link to the page will be removed until the issue is resolved with the complainant. The link will be restored at the discretion of the Deputy Dean's office. This procedure admits no wrongdoing, but it is the School's policy to err on the side of caution in these matters.
Contact Information
The website should have a street address and an e-mail address for inquiries. Telephone and fax numbers are optional.
Example:
Insurance and Risk Management Department
The Wharton School
Colonial Penn Center
3641 Locust Walk
University of Pennsylvania
Philadelphia, PA 19104.6218
+1.215.898.7761 (telephone)
+1.215.898.0310 (fax)
insurance@wharton.upenn.edu
For additional information, concerns, or support, please contact the Publications Office..
My Guidelines
