Brand Guide

Brand Guide

Punctuation

No comma is necessary before an ampersand, even if it is the serial comma before the last item in a list. The oxford comma should be used. No comma is necessary before “Jr.,” “Sr.,” or any numeral suffix. There should only be one space after periods and colons. Commas and periods are placed inside quotation … Read more

Internet Standards

Correct spelling and capitalization standards are as follows: email home page Internet online Capitalize “Web” when used as an abbreviation of World Wide Web, but not in website, web page, web address, webmaster. Not all addresses begin with “www” or “http.” When writing web addresses, you should include “http://” only if the address does not … Read more

Word Choice & Sentence Structure

Whether you write in second person (you) or third person (he or she) depends on your audience. Whatever the case, be consistent throughout your document. Whatever the purpose of your publication, assume an audience of intelligent nonspecialists. Avoid technical jargon and abbreviations (unless identified at least once in the beginning of the document). When a … Read more

Style Rules

The “and” in Adult & Teen Challenge is always written using an ampersand. “National Office” should be considered a proper noun and capitalized when referring to the Adult & Teen Challenge National Office in Ozark, MO. When abbreviating “Adult & Teen Challenge” it should be written “ATC”. Use gender-neutral language such as “chair” or “chairperson” … Read more

Business Cards

Business cards should be of a substantial weight/thickness and printed with a matte finish. Additional phone numbers and contact information may be added when requested by an employee.

Micro-Enterprise Branding

Centers are free to create their own trademarks and branding for their micro-enterprise. However, the Adult & Teen Challenge trademark may not be modified in any way.

Social Media Policy

Be Smart, Be Respectful, Honor God These Online Social Media Principles are intended to outline how these values should be demonstrated in the social media space and to guide your participation in this area, both when you are participating personally, as well as when you are acting on behalf of Adult & Teen Challenge. It … Read more

Email Signatures

Name (bold)Title (italics)LogoAddress (on one line)Phone Number & ExtensionColor: black (except for logo) Example Jonathan MayOnline Marketing Specialist PO Box 249, Ozark, MO 65721(417) 581-2181 ext. 208

Media Releases

A signed media release is mandatory any time you are sharing the story of a student or staff member. We have a media release template available to download. Even with a media release, the individual is only granting Adult & Teen Challenge permission to share their story. Staff members shall not post these stories from … Read more

Sources

Anytime statistics or other facts are quoted, include a reference to your source. This does not always have to be a direct link to the URL that you found it on (like if you are quoting a statistic in a video), but the name of the publication you found the information in should be made … Read more