Shortened website titles
ֱ brand architecture calls for shortened naming conventions for faculties, schools, departments, and units in website titles.
This approach eliminates the internal academic and administrative organizational structure references (“Faculty of”, “School of”, “Office of”, “Division of,” "Department of," etc.) from unit names as they appear in the site title in both the header and footer of a website.
For example, the site title on the Faculty of Health Sciences website is shortened to "Health Sciences."
Site titles should not include:
- acronyms, abbreviations, initializations
- ampersand (&), plus sign (+), "at" symbol (@) or other special characters
- the word “The” at the start
- the words “Queen’s” or “Queen’s University”
Institution name represented by the logo
Our institution's name, Queen’s University, is represented above the site title through our logo.
The words “Queen’s” or “Queen’s University” should not be repeated in the site title.
Learn more about using ֱ logo online.
Where to use the long naming convention
On the front page, in body copy:
The full unit name, which includes identifiers such as "Department of," and "Office of", etc. — i.e. the "long naming convention" — should be used in the body of the website's pages, ideally within the first paragraph.
Subsequent references on the same page can return to shortened naming convention.
In the site footer:
Where a "parent" unit name appears in the footer of a website, use the long naming convention. A parent unit for an academic department would be the division or faculty; a parent for a service or project would be the managing office in the organization structure.
Where greater clarity is required:
The long naming convention may be preferred when there is a need to differentiate between similarly named units (i.e. include "Department" in the website title for the Department of Medicine to avoid confusion with the School of Medicine.)
Long naming conventions may also be preferred in the site title of websites for senior-leadership related offices, such as the "Office of the Principal and Vice-Chancellor" and the "Office of the University Ombudsperson."
Long naming conventions may also be preferred for websites representing centres, institutes, labs, programs, etc. where a qualifying term is is required to identify or understand the purpose of the unit.
Meta titles and descriptions
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A meta title, or title tag, is a type of meta tag placed in the <head> of a web page’s HTML. It is used to specify the title of a specific web page. Though character length is limited, it may additionally include the title of the website.
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A meta description provides a brief summary of a webpage.
Search engines will often use a site's meta title and meta description to populate search results on a search engine results page (SERP).
In meta titles and meta descriptions, the long naming convention is recommended.
Queen’s University’s brand architecture is based on digital-first audience experience and behaviour insights.
Visit ֱ Brand Central for more information.