Depending on our target audience, the University at Buffalo School of Dental Medicine has different branding.
The University at Buffalo School of Dental Medicine refers to our school as an academic institution. Any content discussing research, education, outreach, and content targeting potential or current students and faculty uses "University at Buffalo School of Dental Medicine."
UB Dental was established to create a brand recognizable to our patient population and the community of Western New York. Any content about clinical/patient care uses "UB Dental."
Web copy should adhere to the practices established by the Office of University Communications for style.
The full name of the school is:
University at Buffalo School of Dental Medicine
First reference
The first/formal reference in all external uses is always “University at Buffalo School of Dental Medicine”.
For internal uses, where the School’s affiliation with the university is known, it is acceptable to use “School of Dental Medicine” or "SDM".
Acceptable second, third, fourth reference, etc.
“UB School of Dental Medicine” can be used for second, third, and fourth references. This includes usage on UB websites and in social media, news releases, alumni magazine stories, UBNow stories, marketing copy in ads, and viewbooks, voiceovers, captions, speeches, posters, etc.
Use of "UBSDM" is permitted in cases where it would be redundant or confusing to use multiple first and second references in the same sentence.
In a List With Other UB Schools
The style guide calls for the full name of the school followed by the university’s name.
In this instance, push the name of the school to the front, followed by the full name of the university, followed by a shortened “UB” and a lowercase “schools,” and then, finally, the capped names of the other schools.
“...as well as faculty from the School of Dental Medicine at the University at Buffalo and UB’s schools of Nursing, Management, Education, Law, Architecture and Planning, and Public Health and Health Professions.”
The university brand identity is supported by a clear hierarchy. In the brand identity hierarchy, departments, divisions, offices, programs, and other parts of the school are sub-brands.
Names of departments, divisions, offices, and programs follow the name of the school when it is necessary to identify the unit in the university hierarchy.
First Reference
For internal uses, where the unit’s affiliation with the School of Dental Medicine or its parent unit is clear, it is acceptable to use the unit name.
Second, Third, Fourth Reference, etc.
On subsequent references, use the generic unit identifier (department, division, office, program, etc.).
In a List With Other Departments
When it is necessary to differentiate a list of the School of Dental Medicines departments in a larger list, you may use the following construction:
“... the School of Dental Medicine departments of Orthodontics, Oral Diagnostic Sciences, and Restorative Dentistry.”
Unacceptable Uses
Exceptions
Exceptions include units that: