Channels
The voice and the editorial style guide apply everywhere. These are the extra rules for each channel.
Website (trlibrary.com)
- Every page has an SEO title, a meta description and an Open Graph image (a real photograph, with alt text).
- Hours live only at /visit/hours. Link; don't restate.
- No current or future years in evergreen visitor copy. Write seasons as months.
- A visit is about three and a half hours. Never suggest less is typical.
- Introduce links with a title and a short teaser for each, not a count.
- Write for AI search as well as people: answer the question in the first sentence, use specific names and places, and keep facts consistent with the rest of the site.
Social media
- Every post carries a way to visit (trlibrary.com/visit or a ticket link), except press-coverage posts.
- Long-form set: Facebook, Instagram, LinkedIn, X. Short-form (under 300 characters): Threads, Bluesky.
- Hashtags: #DareGreatly (evergreen), #TR250 (campaign). #TeddyRoosevelt is allowed as a hashtag only.
- Verify every handle before tagging.
- Press-coverage posts:
- Tag the outlet and author wherever the platform allows.
- Link only to the article. A second link breaks automatic article previews.
- Instagram: include the article link in the caption, and use the article's
photos with a credit line (
Photos: Name). - Threads doesn't pull preview images; attach the photo.
- On This Day (#OTD) posts follow the accuracy rule like everything else.
- From name: Theodore Roosevelt Presidential Library, always.
- One primary call to action.
- Plain, specific subject lines.
Press
- Lead with the news. Put the most important fact first.
- Never lead with a negative.
- Thank sponsors and Benefactors once, in a sentence or a standard paragraph.
- Quotes from Library leadership are approved by the person quoted.
- See Accuracy and approvals for what needs review.
Letters from leadership
- Composed and formal; never folksy or familiar.
- Gratitude said once, plainly and specifically. See Gratitude.
- Direct and factual about vision. Skip flowery language.
Presentations
- Start from the Library's master presentation template in Canva (request access from Marketing & Communications).
- Covers use the real logo.
- Real photographs, not renderings. For text over photos, use a Night Sky gradient behind the text.
Design work
- Build Library designs in Canva with the Library's brand kit (fonts and colors), unless Marketing & Communications agrees otherwise.
- Use real photographs from the Library's asset library. See Imagery and media.
- Follow Visual identity for logo, color and type.
Print, merchandise and signage
- Use Pantone C values for spot color and embroidery, Pantone U on uncoated stock.
- Wayfinding, donor recognition and environmental signage use TRPL Gothic, matched to existing signage mechanicals. Signage is coordinated through Marketing & Communications, which supplies the typeface and mechanicals.
- Patterns are for retail and apparel only, and drawn from authentic sources.