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Palmer Language, Style and General Information
as of April 2008
This Style and Communications Guide is for Palmer-specific uses. For general style and usage questions, please refer to the “Associated Press Stylebook and Libel Manual.”
How to Refer to the College and Campuses
To support the College structure and the Palmer brand, it’s important to use appropriate and consistent terminology when referencing the College and its campuses.
When referring to the main campus in Davenport, you may use any of the following terms:
- Palmer College of Chiropractic’s Davenport Campus
- Palmer College of Chiropractic, Davenport Campus
- Palmer’s Davenport Campus
- the Davenport Campus
For example: “Students on the Davenport Campus have a place to enjoy a great cup of coffee or a variety of specialty drinks at the Campus Grounds Café.”
When referring to the branch campus in San Jose, you may use any of the following terms:
- Palmer College of Chiropractic’s West Campus
- Palmer College of Chiropractic, West Campus
- Palmer’s West Campus
- the West Campus
For example: “William Meeker, D.C., was recently named president of Palmer’s West Campus.”
When referring to the branch campus in Port Orange, you may use any of the following terms:
- Palmer College of Chiropractic’s Florida Campus
- Palmer College of Chiropractic, Florida Campus
- Palmer’s Florida Campus
- the Florida Campus
For example: “Palmer College of Chiropractic’s Florida Campus welcomed 68 new students during its 2006 Fall Quarter.”
Collectively in the past, we referred to all of them together as the “Palmer Chiropractic University System.” Today, the proper term when referring to all three campuses is simply Palmer College of Chiropractic.
The names of each campus should not be abbreviated with initials.
- The Davenport Campus should not be referred to as "PCC" because those initials stand for "Palmer College of Chiropractic"—not the Davenport Campus. The Davenport Campus also should not be referred to as “PCCD” as that is an abbreviation for “Palmer College of Chiropractic Davenport,” which is an incorrect name.
- The West Campus should not be referred to as “PCCW” because that is an abbreviation for “Palmer College of Chiropractic West” which is a name that is no longer in use.
- The Florida Campus should not be abbreviated as "PCCF" because that campus is no longer known as "Palmer College of Chiropractic Florida."
By using the same language to refer to the College and its three campuses, all of our communications will be consistent. This not only helps us internally as we correspond with each other, it also presents a unified image to the outside world, including prospective students who are learning about Palmer for the first time.
If you have any questions about how to refer to any campus of Palmer College, please contact the Marketing and Public Relations at Ext. 5662.
General Terms
The following are general terms and their relation to Palmer College of Chiropractic usage. Most of the terms used in this guide are Palmer-specific and may not follow other style guidelines. Also included are a few frequently misused words. In these cases, the uses are exceptions from the norm; please refer to “The Associated Press Stylebook and Libel Manual” for standard language usage questions not covered in this guide.
academic titles
Capitalize and spell out formal titles (i.e. president, dean, director) when they precede the name; use lower case when appearing after the title or alone.
a.m., p.m.
Lowercase with periods.
Avoid the redundant 10 a.m. in the morning.
annual
An event cannot be annual unless it has been held at least two years in a row.
Do not use the term first annual; instead, note that sponsors plan to hold the event annually.
Board of Trustees
Can be referred to as the Board of Trustees of Palmer College of Chiropractic or the Palmer Board of Trustees. Continue to capitalize
"Board" when standing alone as a subsequent reference.
campus extension numbers
Campus phone number extensions are the last four digits of the number.
Precede extensions with "Ext." (rather than X, x or Extension).
capitalization
Capitalize titles if they directly precede a name (i.e. President Donald Kern, D.C.)
Capitalize formal names of campus buildings (i.e. Administration Building, West Hall) and departments (i.e. Admissions or Registrar’s Office).
Refrain from the use of ALL-CAPS in print documents and e-mail as they are difficult to read and time-consuming to retype if the document needs to be reformatted for publication.
class years (at Palmer College)
Each class is assigned a three-digit number. The first two digits stand for the year of graduation. The third digit (1, 2 or 3) stands for the trimester
or quarter of graduation For example, Class 992 graduated during the second trimester
or quarter of 1999.
dates
Place the day of the week before a date (i.e. The reception will be Wednesday, Feb. 10.).
When continuing a sentence beyond the day of the month, always add a comma
after the date
(i.e., Class will be held on Wednesday, Feb. 10, in W220.).
Abbreviate months in conjunction with dates (i.e. Vacation ends Jan. 5.); spell months out when no date is specified (i.e. Homecoming is held in August). Note: Some months are never abbreviated (March, April, May, June and July).
If a time is included, place it before the date (i.e. The visiting artist will perform at 9:20 a.m. Monday, March 15.)
days of the week
Capitalize days of the week.
Do not abbreviate days of the week, except when necessary in a tabular format (three letters without periods – Sun, Mon, …)
degrees
Double-check to make sure you have the appropriate degrees for an individual and the correct abbreviations.
For a Doctor of Chiropractic degree, use “D.C.” following the last name on the first reference (i.e. Peter Martin, D.C.) and use the title “Dr. with the last name on second and subsequent references. (Treat Ph.D. degree holders the same way.) It is redundant to use "Dr." and "D.C." in the same reference (i.e. "Dr. John Doe, D.C.").
Bachelor of Arts and Bachelor of Science are capitalized. The shortened bachelor’s degree is acceptable after first reference. Acceptable abbreviations are: B.A. and B.S.
departments and divisions
Capitalize departments,
divisions and offices when using the full, proper names (i.e. Marketing
and Public Relations, Financial Planning)
phone numbers
Preferred usage is with parenthesis: (563) 884-5000.
When extensions are needed: (563) 884-5000, Ext. 5801.
e-mail
Lowercase “e;” hyphenated.
her/his
Avoid presuming maleness when constructing a sentence. Avoid using either word when gender can’t be identified, or write the entire sentence in the plural form.
midnight/noon
Use midnight rather than 12 a.m. and noon rather than 12 p.m.
months
Always capitalize.
Abbreviate when using a specific date.
Spell out when using alone or with a year.
abbreviations:
Jan., Feb., Aug., Sept., Oct., Nov., Dec.
Never abbreviated: March, April, May, June and July
numbers
Spell out numbers from one to nine; use numerals for 10 and above, except ages, which are
referred to in numerical form. Palmer exception: You may use numerals
for all numbers when referring to palmer trimesters or quarters.
spacing between sentences
Single space between sentences instead of double-spacing.
state abbreviations (non-postal and postal regulations)
State abbreviations* are used in most non-postal situations. Postal regulation usage is for postal addresses only.
Ala., Ariz., Ark., Calif., Colo., Conn., Del., Fla., Ga., Ill., Ind., Kan., Ky., La., Mass., Md., Mich., Minn., Miss., Mo., Mont., N.C., N.D., Neb., Nev., N.H., N.J., N.M., N.Y., Okla., Ore., Pa., R.I., S.C., S.D., Tenn., Vt., Va., Wash., W.Va., Wis., Wyo.
*Please note that Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah are not abbreviated in non-postal situations.
The following are postal regulation abbreviations:
AK, AL, AZ, AR, CA, CO, CT, DE, FL, GA, HI, IA, ID, IL, IN, KS, KY, LA, MD, MA, ME, MI, MI, MN, MS, MO, MT, NE, NV, NH, NJ, NM, NY, NC, ND, OK, OH, OR, PA, RI, SC, SD, TN, TX, UT, VT, VA, WA, WI, WY
Trimesters/Quarters
Uppercase; write the numbers 1 – 10 with their suffixes when referring to specific trimesters or quarters (i.e. 1st Trimester, 5th Quarter).
You may also spell out the numbers when fitting.
website
One word, lower case.
Common Chiropractic Terms and Historical Information
accreditation
Palmer College of Chiropractic is accredited by the Commission on Accreditation of the Council on Chiropractic Education (CCE). In addition to the Doctor of Chiropractic degree program being accredited by this commission, Palmer College College is also accredited by the Commission on Institutions of Higher Education of the North Central Association of Colleges and Schools (NCA).
adjustment (chiropractic)
A maneuver or procedure, usually given by hand, with the specific intent to correct a subluxation.
Campus Guides
Founded by Dr. David Palmer in 1960, Campus Guides are current Palmer students who serve as the official ambassadors of the College, frequently acting as tour guides and ushers. There are Campus Guides on all three Palmer campuses.
chirocentric
Chirocentric means chiropractic centered. Chirocentric education is the idea that chiropractic education mandates a chiropractic focus. In a chirocentric curriculum, the selection and linkage of courses as well as the prioritization and presentation of class materials is conditioned upon their relevance to the chiropractic clinical experience.
chiropractic:
Chiropractic is the science that concerns itself with the relationship between structure (primarily the spine) and function (primarily the nervous system) of the human body as the relationship may affect the restoration and preservation of health.
From the Greek words cheir, which means “hand,” and practos, which means “done by” (as suggested by D.D. Palmer’s patient Reverend Samuel Weed).
Chiropractic Centennial
The year-long celebration of the 100th anniversary of the discovery of chiropractic. The Centennial celebration began in September 1994 and concluded in September 1995 with a week-long event in Davenport in September 1995.
chiropractor
Chiropractor is the acceptable term; "chiro" is considered slang and should be avoided
in official documents.
Delta Sigma Chi
This is the Palmer College fraternity founded in 1913 for the preservation of straight chiropractic. B.J. Palmer was a member and active supporter.
epigrams
B.J. originally covered the flat spaces of the
Davenport campus with epigrams (some borrowed, some original).
Eventually more than 3,000 adorned the campus. The epigrams were designed to influence attitudes of Palmer students, staff and faculty. Student and other campus groups have had an active role during recent years in repainting the epigrams on Palmer College walls.
fiscal year
The 12-month period that an institution uses for bookkeeping purposes. Palmer’s fiscal year begins July 1.
The Fountainhead
A phrase used to describe Palmer College of Chiropractic, the founding college of the chiropractic profession
(specifically the Davenport Campus). Always capitalize “The” when using this phrase. In recent decades it has come to be written as one word, Fountainhead, rather than two words, Fountain Head.
Friendship Court
Located between the Administration Building and
B.J. Palmer Hall on Palmer's Davenport Campus, Friendship Court is used for social gatherings and as a study area. Until a major construction effort in 1999, Friendship Court was an alley separating two buildings. Memorials are located in the upper level honoring the seventh president of Palmer College of Chiropractic, the late Virgil V. Strang, D.C., and the fourth president of Palmer College, the late Galen Price, D.C.
This area was formerly known as ’Twildo (a shortened form of “It Will Do”) and was the original location of D.D. Palmer’s memorial bust.
Homecoming
An annual event, which combines a homecoming celebration and opportunities for continuing education credit for returning alumni.
The Davenport Campus celebrates Homecoming in August, the West Campus celebrates theirs in October,
and the Florida Campus celebrates theirs in January.
innate
A term commonly used when describing chiropractic and how it works with the body. The term means “inborn.”
Lillard, Harvey
The first patient to receive a chiropractic adjustment, performed on Sept. 18, 1895. He was an African-American businessman who had a janitorial business in the Ryan Building in downtown Davenport, Iowa, where D.D. Palmer’s practice as a magnetic healer was located. Lillard had been deaf for 17 years prior to his first vertebral adjustment. His hearing was restored after that first adjustment.
Little Bit O’ Heaven
Little Bit O’ Heaven was an area on the west side of the Palmer Mansion, which was an exotic display of Asian art, fountains, statuary and rare and unusual artifacts from the collections of Drs. B.J. and Mabel Palmer. Little Bit O’ Heaven was opened to the public in 1924 and closed in 1979. Waning interest in the landmark, vandalism and cost of upkeep are among the reasons for its closing; the building is no longer in existence. Some items from Little Bit O’ Heaven can be seen in the Mansion Courtyard.
Lyceum
Lyceums were established by B.J. Palmer in 1914 and usually included review and discussion of difficult cases with colleagues. From 1999 to 2003, then-president Guy Riekeman, D.C., renamed Palmer Homecoming “Lyceum” in recognition of B.J.’s tradition.
manipulation
The forceful passive movement of a joint beyond its active limit of motion. Spinal manipulation therapy is the use of manipulation to restore the full range of motion to a joint. The term “adjustment” is preferred.
Mansion Courtyard
The Mansion Courtyard is located on the
north side of the Palmer Mansion and is often used by students for outdoor studying and for the occasional event. The Mansion Courtyard contains original artifacts from B.J. Palmer’s Little Bit O’ Heaven, which was torn down after 1979.
(the) Palmer family
D.D. Palmer – Known as the "discoverer" of chiropractic and the “founder” of the chiropractic profession and Palmer College of Chiropractic, Daniel David (D.D.) Palmer performed the first adjustment on Sept. 18, 1895, in Davenport, Iowa. He founded Palmer School and Cure (now Palmer College of Chiropractic) in Davenport in 1897 and died in 1913.
B.J. Palmer – Dr. Bartlett Joshua Palmer, the son of D.D. Palmer, is known as the "developer" of chiropractic. He became the dominant force in chiropractic after D.D.'s death in 1913, and is recognized for his work in bringing chiropractic to prominence in health care, for developing chiropractic X-ray techniques and pioneering research projects, for his humorous and pointed "epigrams" about chiropractic and life and for running Palmer School of Chiropractic until his death in 1961.
David D. Palmer – Referred to as "the educator," Dr. David D. Palmer was the son of B.J. and Mabel Heath Palmer. Born on the campus and raised among the faculty and students, David D. Palmer became president of Palmer in 1961. He is recognized for changing the name of Palmer School of Chiropractic to Palmer College of Chiropractic, for forming the Palmer College of Chiropractic International Alumni Association, making significant progress toward official accreditation, establishing non-profit status for the College, and for modernizing the campus. He died in 1978.
Mabel Heath Palmer – Known as the "first lady of chiropractic," Dr. Mabel Heath Palmer was born in Milan, Ill., and married B.J. Palmer in 1905. After graduating from Palmer, she studied anatomy, then taught the subject at Palmer for more than 35 years. She died in 1949.
subluxation
The condition of a vertebra that has lost its proper juxtaposition with the one above or the one below, or both; to an extent less than a luxation; which impinges nerves and interferes with the transmission of mental impulses.
neural disturbances
The alteration of the normal dynamics, anatomical or physiological relationships of contiguous articular structures.
technique
The applied science and art of chiropractic, requiring a set of complex analytical and sensorimotor skills. See the Palmer College of Chiropractic catalog or the
website (www.palmer.edu) for a list of techniques offered.
Graphic Identity
as of May 2007
Graphic identity is very important to Palmer College of Chiropractic, as it is with all organizations. It unifies and strengthens the image of an institution and projects a consistent message.
Following are the basic guidelines for the correct usage of the Palmer logos. They include approved uses of the Palmer logo(s) and Palmer Crest.
Approval
All publications, promotions and logo usage must be approved by Marketing and Public Relations. Most requested usages fall within the Palmer College of Chiropractic guidelines, so usage is not usually denied. Some cases, though, may not fall within the realm of the Palmer Tenets. It is always better to check rather then make an innocent mistake. Please call (563) 884-5662 with any questions.
Usage
Logos must be used as provided and may not be altered in any fashion without permission of Marketing and Public Relations.
To help you obtain the highest quality results, the Palmer Marketing and Public Relations is ready to provide you with assistance and consultation on logo-related projects. To request our services or to request a PC or Macintosh version of a logo, please call (563) 884-5662.
When ordering digital files, please indicate the computer operating system (Macintosh or PC) and format you will be using, as files will either be e-mailed to you or burned to a CDR.
Quality and Consistency
The Palmer name is synonymous with quality. The logos pictured within this guide are an outward symbol to the world of our commitment to the philosophy, art and science of chiropractic through education, research and patient care.
Important audiences have and will come to recognize Palmer through consistent application of these logos and will associate all the diverse parts of Palmer College of Chiropractic as a connected whole. With your assistance, we can help audiences form a clear image of Palmer College of Chiropractic and ensure that the Palmer name continues to stand for a legacy of excellence.
Palmer has invested considerable effort to create a comprehensive visual identity, including logos and design. We appreciate your help and support in maintaining and protecting the integrity of our image.
The Palmer Crest
The Palmer logo and logotype incorporates the Palmer Crest as Palmer College of Chiropractic’s primary graphic element. (The only one that does not is the Palmer Center for Chiropractic Research.)
The Palmer Crest is symbolic of Palmer College’s history and the generations of the Palmer family. It also reflects the Palmer family’s personal involvement with the school. As a symbol, it reinforces the historical significance and contributions of the Palmer family in developing chiropractic.
The coat of arms reproduced by Palmer was used by the Englishman Geoffrey Palmer, who was named a baronet in 1760. The chevron on the coat of arms is between three silver crescents, with all the crescents pointing upward. The emblem is topped by the wyvern, a mythical winged creature with two front legs, the head of a dragon and a dragon-like tail.
No organizations, including Palmer departments or student clubs, may use the Palmer Crest or any other Palmer logo without permission of Marketing and Public Relations. This is to verify the integrity of usage, not to limit the rights of departments or clubs. Call Marketing and Public Relations at (563) 884-5662 for assistance.
Palmer Logos
The following logos are the copyrighted property of Palmer College of Chiropractic and may not be used on any items or in connection with any situations that portray Palmer or any of its associated institutions in a negative or unsafe manner.
For-profit uses: The logos may not be used in connection with profit-making enterprises, such as T-shirts, cards, specialty items and other items for resale without the express written permission of Palmer. Contact Marketing and Public Relations for details at (563) 884-5662. Other uses not mentioned in this manual are also strictly by permission.
Business cards: Your business card tells others in what capacity you represent Palmer College of Chiropractic. It functions as an important piece in promoting both Palmer and yourself. Quality is vital. Externs are to order business cards through the Bookstore. Order forms are provided to students before they enter the Campus Health Center.
Stationery: Palmer letterhead, envelopes and business cards generate more impressions than any other item. Only stationery produced by our approved vendors may be used. Do not make your own stationery, as it may not fit our standard of print or paper quality.
Any letter appearing on Palmer stationery, regardless of who sends it, will be perceived as a communication from Palmer College of Chiropractic. Each piece of stationery represents Palmer, no matter how insignificant it may seem. To reinforce positive perceptions (on-campus or community-wide), it is important to use the designated stationery consistently.
Letters and Memos: In general, Palmer follows the style guidelines of the “AP Style Guide.” Regarding business letters and memos, please refer to a current copy of the “AP Style Guide” or ask Marketing and Public Relations for assistance. The Marketing Specialist will be happy to assist you at (563) 884-5457 or minda.powers@palmer.edu.
