Consistency is the watchword when it comes to effective branding, and that doesn't just mean consistent colors and fonts and images. UAB offers a Guide to Style and Design as guidelines and examples to help maintain consistency in written materials produced throughout UAB. The guide is based on three common style guides: the Associated Press (AP) Stylebook, The Chicago Manual of Style, and the American Medical Association (AMA) stylebook.

We recommend that every unit within UAB use this guide to cover the basics of UAB style. If you have a style question not answered in this guide, refer to one of the three books mentioned above and use its recommendations consistently throughout your writing. Traditionally, AMA style is used in publications for health professionals, Chicago style is used in materials aimed at academic professionals, and AP style is used in writing for the general public. Where AP, Chicago, and AMA styles disagree with the UAB Guide to Style and Design, follow the recommendations in the UAB guide. For consistent spelling, we suggest you refer to dictionaries published by Merriam-Webster.

Look to UAB's Writing Style Standards A to Z to help adapt your writing style to UAB's standards. If you have questions or need advice not addressed there, contact the BrandWorks team for writing help.