Use 鈥渢he 蘑菇传媒鈥� on first reference, especially in communications intended for external audiences or in materials where the reference needs to be clear or consistent with references to other organizations. Include the article 鈥渢he鈥� in running copy but note that it is not part of the University鈥檚 official name and is not capitalized unless it falls at the beginning of a sentence.
On second and subsequent references and in context where the full name is present in the logo or otherwise written out, 蘑菇传媒 is acceptable.
For readability and flow, 鈥渢he University鈥� can be alternated with 蘑菇传媒 on third and subsequent references in long-form storytelling for some audiences, such as alumni.
Avoid using just 鈥淩ochester鈥� when referring to the 蘑菇传媒 since this can easily be confused with the City of Rochester and other municipalities of the same name.
Avoid 鈥淯 of R,鈥� 鈥淯R,鈥� and 鈥淯 of Rochester,鈥� except in informal presentations, quoted material, social media, or where the use has been sanctioned.