Thunderbird follows the ASU writing style guide for all internal and public-facing communications. The ASU guide is based on the Associated Press Stylebook and serves as the primary reference for spelling, punctuation, grammar, formatting and tone.
When in doubt, start there for all of your writing style needs.
The callouts below highlight a few areas that come up most often in Thunderbird communications. Scroll further to find commonly asked questions and specific nuances.
How we refer to ourselves shapes how others recognize us. Consistent naming reinforces our identity and makes every mention—on a webpage, in a press release, or across social media—unmistakably Thunderbird. This section covers how to name the institution, its people, and its places so that our voice stays unified wherever it appears.
On first reference, always use the institution's full name: Thunderbird School of Global Management.
Note the absence of a definite article. Don't place "The" before the name. It adds no meaning, lengthens the name, and weakens the branding—our name carries more impact when Thunderbird comes first, as the logo makes clear.
Do: Thunderbird School of Global Management
Don't: The Thunderbird School of Global Management
After the first reference, you may shorten the name to Thunderbird or the School. Capitalize School only when it stands in for the full name:
Avoid "The Thunderbird School." It's common in conversation but shouldn't appear in official communications, where the preferred short form is simply Thunderbird.
T-bird refers to students and alumni—not to the School itself—just as ASU students are Sun Devils. Thunderbirds works for students and alumni too. Mind the exact spelling and capitalization:
Do: T-bird
Do: Thunderbirds
Don't: Tbird
Don't: T-Bird
Don't: t-bird
The Pub at Thunderbird captures the spirit of Thunderbird's original Glendale, Arizona campus while looking ahead to the next 75 years and beyond. It's where T-birds laugh, play, and grow. Memories are made at the Pub. Business deals happen at the Pub.
Use the Pub at Thunderbird on first reference, and the Pub thereafter.
Do: The Pub at Thunderbird
Don't: The Thunderbird Pub
Don't: Thunderbird Pub
These are the conventions that come up most often in Thunderbird writing—how to handle times, dates, numbers, titles, and symbols. Each entry includes quick examples to follow.
Use figures for times, with lowercase a.m. and p.m. (with periods). Include a space between the figure and the abbreviation. Don't use zeros for the top of the hour.
Do: 9 a.m., 1 p.m., 10:30 a.m.
Don't: 9:00 a.m., 1:00 PM, 10:30am
Use the word "to"—not a hyphen or dash—for spans of time in text.
Do: The session runs from 9 a.m. to noon.
Don't: The session runs from 9 a.m. – noon.
For more, see Times, Days, Months, Seasons, Years.
Don't use numerical treatments of dates in headlines or narrative content. Spell out the month and day instead.
Do: The event is Tuesday, Nov. 5.
Don't: The event is 11/5.
Abbreviate only Jan., Feb., Aug., Sept., Oct., Nov., and Dec.—and only with a specific day. Spell out March, April, May, June, and July in all cases, and spell out every month when it stands alone or with only a year.
Do: The deadline is Jan. 15.
Do: The program launched in January 2022.
Do: The summit takes place July 10.
Don't: The program launched in Jan. 2022.
When a phrase includes a month, day, and year, set off the year with commas before and after.
Do: The event on Feb. 14, 2025, drew record attendance.
Don't: The event on Feb. 14 2025 drew record attendance.
Don't use ordinal suffixes with dates.
Do: July 12
Don't: July 12th
For more, see Times, Days, Months, Seasons, Years.
Spell out one through nine. Use figures for 10 and above, and always use figures for ages and units of measurement.
Do: five students, 12 countries, 3 miles, 18 years old
Don't: 5 students, twelve countries
Spell out a number at the start of a sentence, except for calendar years.
Do: Twenty students enrolled in the program.
Do: 2024 was a milestone year for Thunderbird.
For more, see Numerals.
Capitalize and spell out formal titles only when they appear directly before a person's name. Use lowercase in all other instances.
Do: Dean Smith addressed the incoming class.
Do: Jane Smith, dean of the school, addressed the incoming class.
Don't: Jane Smith, Dean of the school, addressed the incoming class.
Use Professor—not Dr. or Prof.—before the names of faculty members, unless they hold a medical degree.
Do: Professor Jones taught the course.
Don't: Dr. Jones taught the course.
Don't: Prof. Jones taught the course.
For more, see Titles.
Don't use & in place of "and" in body copy, headlines, pull quotes, or program and event names.
Do: Marketing and Communications
Don't: Marketing & Communications
The ampersand is acceptable when it's part of a formal company or publication name, and in character-limited contexts like social media when necessary.
Do: U.S. News & World Report
Do: Procter & Gamble
For more, see Punctuation and Symbols.
One exception to ASU style is that Thunderbird uses the Oxford comma. Always include a comma before the final conjunction in a series.
Do: She studied marketing, communications, and global strategy.
Don't: She studied marketing, communications and global strategy.
Our writing conventions exist to support a bigger idea: how Thunderbird sounds and what it stands for. This section covers the language that anchors every piece of Thunderbird communication — our mission, our positioning, and the boilerplate copy to use when representing the school externally.
Thunderbird educates visionary leaders who innovate with a global digital mindset to shape future organizations for enduring impact.
A world shaped by global leaders who transform complexity into clarity, elevate technology with purpose, and drive responsible innovation across borders and sectors.
Thunderbird School of Global Management at Arizona State University is the world's premier leadership and management school, developing future-ready leaders who innovate with a global digital mindset to shape future organizations for enduring impact.
Future-forward. Future-ready. Global leadership for a connected world.
(Recommended for news releases, formal communications, institutional materials)
Thunderbird School of Global Management at Arizona State University develops future-ready global leaders who create lasting impact in an interconnected world. Since 1946, Thunderbird has prepared leaders to address the world's most pressing challenges, bringing together a globally diverse community. Ranked No. 1 in the world for international trade for four consecutive years, Thunderbird advances leadership development grounded in global perspective, digital fluency, and ethical decision-making. With students and alumni in more than 150 countries, Thunderbird integrates management, global affairs, and technology to navigate complexity, drive ethical innovation, and create sustainable impact worldwide.
(For media, partnerships, marketing, executive education, external-facing materials)
Thunderbird School of Global Management at Arizona State University develops future-ready global leaders who drive innovation and sustainable prosperity across borders and sectors. Known as the "United Nations of Business," Thunderbird brings together global learners to lead through complexity and change. Ranked No. 1 in the world for international trade, Thunderbird prepares leaders to shape impact in a connected world.
For social media, program materials, event copy, bios, space-limited uses
Thunderbird School of Global Management at Arizona State University, ranked No. 1 in the world for international trade, develops future-ready global leaders to shape innovation and sustainable impact worldwide.
Or
Thunderbird School of Global Management at Arizona State University, ranked No. 1 in the world for international trade, develops future-ready global leaders who shape the future of organizations and societies worldwide.
Thunderbird's six pillars define a leadership model built for a world without borders, silos, or static solutions. Together, they form an integrated system for developing leaders who can navigate complexity, harness disruption, and create impact at a global scale.
