ASU Foundation for a New American University Toolkit

On first reference, use the full name: ASU Foundation for a New American University. In subsequent references, use ASU Foundation.

In the following cases, you may use ASU Foundation on first reference:

Headlines.
Short-form copy that appears beside the full ASU Foundation for a New American University logo.
Internal communications to staff.
Copy that has character limits (common in social media, graphic design and web layout).
Social media handles and hashtags (e.g., @asufoundation, #ASUFoundation).
In conjunction with longer names (e.g., ASU Foundation Donor Appreciation Day).

Endorsed logos are available for download from the ASU Brand Guide. Sub-unit and office lockups are available for download from the ASU EP Toolkit.

Capitalization

In the full name, ASU Foundation for a New American University, the preposition “for” and the article “a” are not capitalized. This is AP style.

🚫 Don't: ASU Foundation For A New American University

In text, both names are preceded by “the.”

✅ Do: The letter was from the CEO of the ASU Foundation for a New American University.

✅ Do: Last year, the ASU Foundation raised more than $1 million on Sun Devil Giving Day.

🚫 Don't: The scholarship was funded through ASU Foundation for a New American University.

🚫 Don't: ASU Foundation is a private, nonprofit corporation.

Do not spell out Arizona State University in either name. Use ASU in both instances.

🚫 Don't: Arizona State University Foundation for a New American University

🚫 Don't: Arizona State University Foundation.

Never abbreviate the full names in formal communications. ASUF may be used informally with staff members only.

🚫 Don't: ASUFNAU

Professional titles: Use the full name of the organization after a professional title in business cards and email signatures.

Jane Doe

Director of Development Writing

ASU Foundation for a New American University

Translation: When translating copy to another language, the name should remain in English.

✅ Do: The ASU Foundation hat in Frankfurt eine neue Initiative gestartet.

Legal documents: Contact the Office of General Counsel at ASU Enterprise Partners for guidance.