Headlines
Headlines
need to be intriguing, attention-grabbing, bold, interesting, and inviting.
There are two distinct types of headlines: primary and secondary.
Primary headlines are to
be used for high-profile elements and executions such as covers and divider
pages in publications, website landing pages, and social media profiles, as
well as print, out-of-home, and digital display ads. All primary headlines
should begin with the word “fierce” and answer one of two questions: “What is
LSU fierce for?” or “What does LSU do fiercely?”
Secondary headlines are
to be used in places such as sections within brochures, trifolds, reports, and
web pages. They should not use the word “fierce” but should strive to convey
the energy and urgency “fierce” implies. Try to make them single-minded and
confident so even if someone reads nothing else on the page, they will come
away with an important message.
Whether writing primary
or secondary headlines, remember: be bold, be
disruptive, and always, always be positive.
Sample primary headlines:
Fierce for the Future.
Fierce leads the charge.
Fierce inspires the next
generation.
Fierce is what we are.
Sample secondary
headlines:
The stakes are too great
for cautious ideas.
Progress doesn’t happen
by accident.
No one outworks us. No
one outdreams us.