University Web Guidelines

Table of Contents


The Radford University website serves a variety of audiences and is often the first impression prospective students, parents, faculty and staff have of the institution. The community, state and national legislators, the media, alumni, donors and other constituents also visit and form ideas about the campus based on what they find. Additionally, the site is a daily part of the lives of the campus community.

The website seeks to create a consistent image for Radford University. Through words, banner images, site architecture, colors, fonts and key messages, the site will reflect who we are and where we are to its many audiences.

The university’s website is an official publication of Radford University. As one of the primary – and often the first – connection points for external audiences, the site must reflect the university’s strengths and distinctiveness. Guidelines for website design that address identity standards and best practices for navigation and usability are put in place to protect the Radford University brand.

The Radford University homepage and all other sites within will adhere to these guidelines.

College, academic, and administrative departments  adopt the CMS and use the templates provided to ensure a consistent user experience, and to support the university’s brand.

The Digital Communications and Marketing team will also provide an image size specification manual to assist content editors throughout campus on the appropriate use and sizing of images.

Hosting Official Departmental Sites

All official Radford University departments – including academic departments, colleges, schools, centers, minors and administrative departments – will have their websites hosted on the domain. Using the hosting services of external providers, such as, is not permitted. The Radford University website will not link to any official departmental sites that are hosted off campus and no redirects will be put in place to direct people from a address to an off-site address.

Hosting sites on the domain signals to stakeholders visiting the pages that the site is providing official information about the institution. Further, it ensures that Radford University “owns” the content and has the ability to modify or delete the site if necessary.

Use of the university’s content management system is the most efficient way to ensure continuity should the person maintaining a website leave the university; a new individual can be trained and given access to the content management system. Finally, it ensures compliance with the Freedom of Information Act should requests be made for content on official university sites.

Exceptions to this guideline are made on an individual basis and require a business purpose for the site to be hosted off-campus. For example, if the site has the need to collect credit card information, that portion of the site may be hosted by an external vendor. Departments or units who require such an exception should contact Web Strategy prior to making arrangements.

The university strongly encourages official departments or units to utilize the CQ5 Content Management System for new site development. Exceptions to this guideline are made on an individual basis and require a business purpose. Departments or units who require such an exception should contact Digital Communications and Marketing prior to site development.

 Individual faculty, staff or student websites, as well as club sites, do not fall within these guidelines.


All Radford University websites are built within a templates for that unit whether it is a college, academic or administrative unit. The templates are designed to reflect the university’s brand, using large banner images on each page. When special template needs arise, Digital Communications and Marketing will consider those on a case-by-case basis.

General Guidelines

The following are general guidelines for university websites.  Information specific to design, content, color, fonts, photography and videography follows.

  • URLs should be no more than two words, all lowercase, separated by a hyphen.  If there are two words (or in rare instances, more than two words), those words should be linked together by a hyphen (-) not an underscore (_), this helps with Search Engine Optimization. In most cases, one word is sufficient. Examples: /deadlines; /tuition; /advising. Otherwise, two words should fulfill the needs of the URL name. Examples: /family-weekend; /help-desk.
  • Use descriptive file names. File names for images, PDFs, Word documents or other files uploaded to the Digital Asset Manager should be descriptive to aid in Search Engine Optimization. Spaces in a file name should be replaced with a hyphen (-) not an underscore (_). Examples: information-request-form; roommate-request-form; application-for-admission-2012; tuition-waiver-form
  • Use appropriate page descriptions. Page descriptions (found in Page Properties) should be limited to 200 characters and should include the words “Radford University” within the description to aid in Search Engine Optimization.
  • Avoid using "RU." The acronym “RU” is discouraged; spelling out Radford University aids in Search Engine Optimization.
  • Tell people when they are opening a PDF. When linking to a PDF, (PDF) should follow the link to indicate to users that they will be opening a document rather than visiting a page.
  • Create links that are useful. Use descriptive, clear, and user-friendly words and phrases when adding hyperlinks links to a section of text. Avoid putting links in a section that aren't clear about where they will take the person who clicks them. For example, make "Apply to the program" as the linking words instead of just "click here."

Content Guidelines

Content appearing on Radford University websites must meet the following requirements:

  • Be substantially complete. “Under construction” pages are not permitted.  If a page must be published before complete content is available, provide as much information as possible with a note that more information will be coming soon.
  • Provide timely information. Outdated information or announcements should be removed to avoid confusion among visitors. Event announcements or event microsites should be deactivated following the event.  The pages may be saved for use in the future but should not remain live after the event.
  • Link to standardized content. Information such as the course catalog, tuition information, admissions requirements, etc., should be linked to or pulled in with the “Reference” component.  This ensures that when the content is updated by its owner, it is reflected across the university’s websites.
  • Follow AP Style.
  • Be accessible to individuals with visual or physical impairments. Images used for anything other than purely decoration must have “alt-text” describing the content in the image. Charts and graphs presented visually must have “alt-text” descriptions of the content.  Alt-text should avoid the use of acronyms.
  • Contact information must be available. Contact information for the unit must be published on the site, preferably within one click of the site’s homepage.


The design of Radford University websites should adhere to the following guidelines to ensure consistency for users.

  • All websites have a large banner image, also called a 'hero' image. These are images are also on each page (b-level page) of a website and should not be removed. If you have questions or concerns about this, please contact Digital Communications and Marketing.
  • Up to two “Promotional Box” components are permitted per page.
  • Up to two “Sidebar Box or Adjunct Box” components are permitted per page.
  • Up to five “Call to Action” buttons/components are permitted per page.
  • Up to six “Related Links” are permitted per page.
  • Up to 12 “Quick Links” are permitted on a homepage.
  • The “Table” component should not be used for images. Instead use the “Column Control” component.
  • Links to pages within the Content Management System should not open in a new window or tab. Only when leaving the domain should links open in a new window or tab.

Color Palette

Color is often linked to an organization’s identity. Consider Target (red and white), John Deere (green and yellow), and Starbucks (green). In higher education, this is particularly highlighted, with most schools have “school colors”. Many of the most prestigious institutions can be identified by color alone.

At Radford University, the official school colors are red and white. A color palette specifically for use on the University's website, has been developed based closely on the official colors in the print palette. All web colors are given in hexadecimal (#ffffff), and RGB (255,255,255) values.

Primary Website Colors


HEX: #c2011b
R: 194 G: 1 B: 27


HEX: #808285
R: 128 G: 130 B: 133


HEX: #d1d3d4
R: 209 G: 211 B: 212


R: 225 G: 255 B: 255

Secondary Website Colors


Hex: #003C71
R: 0 G: 60 B: 113


Hex: #B3A369
R: 179 G: 163 B: 105


Hex: #F1E6B2
R: 241 G: 230 B: 178


Hex: #000000
R: 0 G: 0 B: 0 

Accent Website Colors


Hex: #A9C47F
R: 169 G: 196 B: 127


Hex: #FFBF3F
R: 255 G: 191 B: 163

pantone 2603

Hex: #702082
R: 112 G: 32 B: 130


Hex: #61BAB4
R: 97 G: 186 B: 180

Additonal Website Colors


Hex: #15365b
R: 21 G: 57 B: 91


Hex: #072a48
R: 179 G: 163 B: 105


Hex: #396085
R: 57 G: 96 B: 133


Hex: #297a73
R: 41 G: 122 B: 115


Hex: #8db7b0
R: 141 G: 183 B: 175


Hex: #3c819b
R: 60 G: 129 B: 155


Hex: #0e5edb
R: 14 G: 94 B: 219


Hex: #bbb190
R: 187 G: 177 B: 144

Fonts on the Web

Primary fonts are the official fonts of Radford University. Only when primary fonts are not available should the substitute fonts be used.

Font Licensing

Gotham is a font licensed through Units may purchase Gotham for use, and must purchase a license for each computer on which it is installed. Units not wishing to purchase Gotham may use Arial as a substitute font for Gotham.

*Note: Radford University Printing Services holds a license for the Gotham font. All outside vendors must purchase their own copy of licensed fonts used in your materials unless the materials are provided to the vendor as pdfs.

Gotham Family*
Gotham Light
Gotham Light Italic
Gotham Book
Gotham Book Italic
Gotham Medium
Gotham Medium Italic
Gotham Bold
Gotham Bold Italic

Arial Family (substitute for Gotham)
Arial Regular
Arial Italic
Arial Bold
Arial Bold Italic
Arial Narrow Regular
Arial Narrow Italic
Arial Narrow Bold
Arial Narrow Bold Italic

Photography on the Web

Photography is a key element in storytelling and displays proof of our brand promise. Imagery documents hard work, inspiring opportunities and successful outcomes. The action-oriented approach reflects the real-world experience of Radford, tells a story in a glimpse, and is always executed with quality to help enhance the image and reputation of the University. Above all, it is real and not overly posed.

Previously taken high-quality photography is also available for use in your materials by logging into the Digital Asset Management System (DAM) using your Radford University login and password. Requests for access to the DAM can be made by filling out the CMS Access Form available through Digital Communications and Marketing.

Videography on the Web

Like photography, videography can be a powerful branding tool. Many of the same guidelines that exist for photography also apply to videography.

Professional video should be used for promotion of the university. Examples of this could include a message from the President, student profiles, or a brief overview of the university. Non-professional / YouTube-style video can be used for more content-focused material like plays/shows, yearly commencements or athletic events. Most video produced for the web ranges in length from 30 seconds to five minutes. Video running longer than five minutes should be edited into two videos with shorter running times. The purpose of this is to keep the user’s interest and also to keep video file sizes manageable when uploading and subsequently streaming from the server. Videos should be posted on Vimeo and brought into the CMS using the Vimeo Video component.

Advertising on the Web

Consistent with Radford University and commonwealth policy on the appropriate use of equipment, the Radford University  website (signified by the address "") cannot be used for commercial, non-mission-related purposes. This means that advertising cannot be sold at any level of the website.

Advertising refers to any situation in which Radford University or one of its units receives payment or in-kind gifts in exchange for a link or brand placement on a Radford University website. While advertising cannot be sold at any level, links to commercial vendors may be made in the following specific situations:

  • Licensed software required for Web viewing:
    • The logo or graphic represents licensed software on which a core function of the page is based (for example, Netscape, Adobe Acrobat Reader, RealAudio, VeriSign).
  • Links to separately contracted vendor:
    • The logo or link is to a vendor or other entity separately contracted to provide services to the University (TIAA, Fidelity Insurance, etc.).
  • Sponsorship Recognition:
    • Within a unit’s website, a text-only link may be posted on the homepage of the site.
    • Within a unit's website, a logo can be displayed at that unit's second level page or below to acknowledge support of the unit's mission-related activities through sponsorship. Such logos or links are deemed to be recognition of corporate or other external sponsorship; payment may not be accepted for that link or logo. The logo should not appear larger than 150 pixels by 150 pixels.
    • Obtain a sponors permission before using their logo or link on your website.
    • Such links should go to the home page of the entity's Web site and, wherever possible, links should not go to pages on which products or commercial services are offered for sale. The logo, text, or graphic should not include any qualitative or comparative language or descriptions of the non-University party's products, services, facilities, or company, including but not limited to price information, inducement to purchase, endorsements, savings, or value.
    • Logos for sponsors or other corporate recognition on a unit's homepage will not be allowed.


Note: The images in the footer of the university website are "badges" received when the university was recognized by those publications and are allowable.