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