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Style Guide Template FPO Cheat Sheet by

Corporate Style Guide
writing

Abbrev­iations

End punctuate, unless dates with spatial constr­aint.

Accent Marks

Accent marks are used on all foreign language words.

Alphab­eti­zation

Alphab­etical order sorts by first word, regardless of the part of speech.
[Ex. “The Buffet” listed under “T” not “B”.]

Asterisks

• Use two asterisks for discla­imers: One after last ref. word in copy, and one before 1st word of corres­ponding discla­imer.
• When multiple discla­imers occur, use *(sin­gle), ** (double), ***, ****, † (dagger), ‡ (double dagger), etc.
• If occurs with casino marketing discla­imer, then asterisked discla­imers listed 1st, in order by *(sin­gle), ** (double), ***, ****, † (dagger), ‡ (double dagger), etc., inserting a space between the two discla­imers is recomm­ended, though not required.
• If disclaimer follows immedi­ately after text or applies to entire collat­eral, such as text messaging discla­imers, then italics are accept­able.
• If disclaimer applies to image, caption or portion of collat­eral, then double asterisks on each end, all italics, is accept­able.
Note: If an asterisk occurs in copy, it must have corr. discla­imer.

Bullet Points

• Use all phrases or all sentences; same cap., tense, person, punct.
• Lists of all sentences require end punctu­ation.
• Lists of all phrases are not end punctu­ated.
• Excp: Lists containing both phrases and sentences end punctuate.

Capita­liz­ation Cases

A. ALL CAPS
- ALL LETTERS
EX. THE VITAMINS IN HERE ARE FROM MY FRESH CALIFORNIA RAISINS.
B. Initial Case
- All words
Ex. The Vitamins In Here Are From My Fresh California Raisins.
C. 1. Title / AP Case
- 1st, last and words with 4+ letters [Ex. From, With, That]
Ex. The Vitamins in Here Are From My Fresh California Raisins.
C. 2. Title / MGMR Case
- No articles, prep. or conjunct. (last word?) [Ex. from, with, that]
Ex. The Vitamins in Here Are from My Fresh California Raisins.
D. Sentence Case
- 1st word and proper nouns only
Ex. The vitamins in here are from my fresh California raisins.
E. Menu/O­ffer
- Featured items
Ex. 20% OFF Vitamins with purchase of any Spa Treatment.
F. 1. All Lower - Common
- Proper nouns only
Ex. the vitamins are from my fresh California raisins.
F. 2. All Lower - Rare
- all words, regardless of other brand's req.
Ex. the vitamins are from my fresh california raisins.

Check-­In/­Che­ckout

Check-In
one word, hyphen
noun; place, thing, process
Ex. VIP Check-In
Checkout
one word
noun; place, thing
Ex. Express Checkout
check in
two words
verb; action
Ex. Wait here to check in.
check out
two words
verb; action
Ex. Check out from room.
How to tell the differ­ence:
“at” / “upon”
-“at check-in”= place, noun, one word
-“upon check in” = action, verb, two words
"c­hec­king”
- If "­che­ck" can be replaced w/ “checking” = verb, two words.
“It is” / “I am” / “to”
- If follows “It is...” = noun, one word
-If follows “I am...” = verb, two words
-If follows “to...” and not a compou­nd-­mod­ifier = verb, two words. [Ex. We are to check out.]

Colons

Introduce a list, sentence or long quotat­ions.

Em Dash, En Dash, Hyphen Overview

Em Dash
Interrupts a senten­ce—like this!—­between two words, no spaces
En Dash
Shows durati­on/­range, introduces info (quote, def.) space each side
Hyphen
Connects two words into one, no spaces

En Dashes

• Shows duration or range. [Ex: Sunday – Friday, 1:00 P.M. – 2:30 P.M., 5th – 7th]
• Introduces quote source. [Ex: “Best Show” – Tony Devalle, Las Vegas Review­-Jo­urnal]
• Introduces info or defini­tion. [Ex: OFA – Out for Approval]
Keyboard:
Mac: Option­-hyphen key or PC: Ctrl-Num hyphen key, space each side.

Hyphens

• Compound modifiers (adjec­tives used together to describe a noun). [Ex: house-made sauce]
• Note: Adjectives after noun, do not hyphenate. [Ex: A Chicag­o-style hot dog is Chicago style.]
• Do not hyphenate adverbs (words ending in "­ly"). [Ex. critically acclaimed chef]
• Capitalize first letter before and after hyphen when using initial caps. [Ex: Check-In, 2-For-1]
• Separate duplicate vowels, triple conson­ants. [Ex: shell-­like, re-entry]
• Suspensive hyphen­ation contin­uance. [Ex: He received a 10- to 20-year prison sentence].
• Except­ions: Proper names [Ex. High Limit Slot Room, Mile High Stadium]
Keyboard:
• Mac or PC: Hyphen key. Located between zero and = keys; Use within a single word, no spaces.

Numerals

• Use comma in amounts over 999.
• Spell out one – nine. Use numerals at 10; spell out if begins sentence. [Ex. Ten win.]
• Plural numbers do not have apostr­ophes, only “s.” [Ex: 100s of Beers]
• Numbers with ordinals (st, nd, rd, th) for place/­prize structures and annual events, never dates.
• When using ordinals on numbers, use numerals. [Ex.19th Annual, not Nineteenth Annual]

Parent­heses

• Use period outside parent­hesis, if enclosed is not a full sentence (such as this fragment).
• Use period inside closing parent­hesis. (If material enclosed is a full sentence, like this.)

Periods

• Periods always go inside quotation marks and outside of symbols, except asterisks.
• Use if statement is a suggestion than a question or rhetor­ical.
[Ex: Why don't we go.]

Phone Numbers

• Do not use “1-” before phone numbers. Use periods for separa­tors.
• Use “702” area code on local phone numbers.

Plural Nouns

• Do not use “s” at the end of plural nouns.
[Ex: meat, beer, cheese, wine, fruit, ice cream]

Quotation Marks

Quotes within quotes: alternate between double and single marks.
Single quotation marks used when occur in headline.
Punctu­ation always goes inside quotation marks, except semico­lons. Exception: “O”.
Use for song titles and tour names. The name is initial caps in quotes, tour is normally lowercase as separate word.
[Ex: "­Ame­rican Idol" tour, "A Bigger Bang" tour]

Quotes

• Quote, end punct., inside quot. marks (space or next line) en dash (space) person's first and last name (comma) source­/pu­bli­cation name.
• In copy: Use double; In headlines: Use single quotation marks.
(If print pub., use italics. If digital pub., no italics. If BOTH, then italics.)
[Ex: “Best Show” – Tony Delvalle, Las Vegas Review­-Jo­urnal]
• Quote verbiage must match original verifiable source verbatim.
• Full quote must have similar message and content.
• Choose only current, accessible quotes with a blunt, clear purpose.
Change selection if quote:
- is more than five years old.
- cannot be found via advanced Google search.
- requires ellipsis to fit into existing copy.
- contents of full quote do not agree with present copy's message.

Semicolons

• Use when a coordi­nating conjun­ction is not present between two related sentences.
Coord­inating conjun­ctions: FANBOYS – for, and, nor, but, or, yet, so.
[Ex: The package was due last week; it arrived today.]
• Use to separate long phrases containing commas in a series.
• Use to join indepe­ndent clauses alone or followed by a conjun­ctive adverb and comma.
Conju­nctive adverbs: however, nevert­heless, otherwise, thus, moreover, additi­ona­lly.

Social Media

Addresses
No "­fac­ebo­ok.c­om­" before "­/"
Icon Colors
Black, white or brand color only
Order
Fb, Twit, Instagram, Pinterest
Note:
Do not change color of social media logos, except for black and white.
If using name in copy, please verify compliance here, [link].

Websites

no "­www." / if occurs at end of CTA, preference is not to end punct.

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