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End punctuate, unless dates with spatial constraint.
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• Use two asterisks for disclaimers: One after last ref. word in copy, and one before 1st word of corresponding disclaimer.
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• When multiple disclaimers occur, use *(single), ** (double), ***, ****, † (dagger), ‡ (double dagger), etc.
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• 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.
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• If disclaimer follows immediately after text or applies to entire collateral, such as text messaging disclaimers, then italics are acceptable.
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• If disclaimer applies to image, caption or portion of collateral, then double asterisks on each end, all italics, is acceptable.
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A. ALL CAPS
- ALL LETTERS EX. THE VITAMINS IN HERE ARE FROM MY FRESH CALIFORNIA RAISINS. |
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B. Initial Case
- All words Ex. The Vitamins In Here Are From My Fresh California Raisins. |
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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. |
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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. |
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D. Sentence Case
- 1st word and proper nouns only Ex. The vitamins in here are from my fresh California raisins. |
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E. Menu/Offer
- Featured items Ex. 20% OFF Vitamins with purchase of any Spa Treatment. |
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F. 1. All Lower - Common
- Proper nouns only Ex. the vitamins are from my fresh California raisins. |
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F. 2. All Lower - Rare
- all words, regardless of other brand's req. Ex. the vitamins are from my fresh california raisins. |
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Check-In
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one word, hyphen
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noun; place, thing, process
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Ex. VIP Check-In
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Checkout
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one word
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noun; place, thing
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Ex. Express Checkout
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check in
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two words
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verb; action
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Ex. Wait here to check in.
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check out
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two words
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verb; action
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Ex. Check out from room.
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Introduce a list, sentence or long quotations.
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Em Dash
Interrupts a sentence—like this!—between two words, no spaces
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En Dash
Shows duration/range, introduces info (quote, def.) space each side
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Hyphen
Connects two words into one, no spaces
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• Shows duration or range. [Ex: Sunday – Friday, 1:00 P.M. – 2:30 P.M., 5th – 7th]
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• Introduces quote source. [Ex: “Best Show” – Tony Devalle, Las Vegas Review-Journal]
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• Introduces info or definition. [Ex: OFA – Out for Approval]
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• Compound modifiers (adjectives used together to describe a noun). [Ex: house-made sauce]
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• Note: Adjectives after noun, do not hyphenate. [Ex: A Chicago-style hot dog is Chicago style.]
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• Do not hyphenate adverbs (words ending in "ly"). [Ex. critically acclaimed chef]
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• Capitalize first letter before and after hyphen when using initial caps. [Ex: Check-In, 2-For-1]
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• Separate duplicate vowels, triple consonants. [Ex: shell-like, re-entry]
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• Suspensive hyphenation continuance. [Ex: He received a 10- to 20-year prison sentence].
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• Exceptions: Proper names [Ex. High Limit Slot Room, Mile High Stadium]
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• Use comma in amounts over 999.
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• Spell out one – nine. Use numerals at 10; spell out if begins sentence. [Ex. Ten win.]
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• Plural numbers do not have apostrophes, only “s.” [Ex: 100s of Beers]
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• Numbers with ordinals (st, nd, rd, th) for place/prize structures and annual events, never dates.
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• When using ordinals on numbers, use numerals. [Ex.19th Annual, not Nineteenth Annual]
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• Use period outside parenthesis, if enclosed is not a full sentence (such as this fragment).
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• Use period inside closing parenthesis. (If material enclosed is a full sentence, like this.)
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• Periods always go inside quotation marks and outside of symbols, except asterisks.
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• Use if statement is a suggestion than a question or rhetorical.
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Quotes within quotes: alternate between double and single marks.
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Single quotation marks used when occur in headline.
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Punctuation always goes inside quotation marks, except semicolons. Exception: “O”.
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Use for song titles and tour names. The name is initial caps in quotes, tour is normally lowercase as separate word.
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• Quote, end punct., inside quot. marks (space or next line) en dash (space) person's first and last name (comma) source/publication name.
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• In copy: Use double; In headlines: Use single quotation marks.
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(If print pub., use italics. If digital pub., no italics. If BOTH, then italics.)
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[Ex: “Best Show” – Tony Delvalle, Las Vegas Review-Journal]
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• Quote verbiage must match original verifiable source verbatim.
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• Full quote must have similar message and content.
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• Choose only current, accessible quotes with a blunt, clear purpose.
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• Use when a coordinating conjunction is not present between two related sentences.
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Coordinating conjunctions: FANBOYS – for, and, nor, but, or, yet, so.
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[Ex: The package was due last week; it arrived today.]
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• Use to separate long phrases containing commas in a series.
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• Use to join independent clauses alone or followed by a conjunctive adverb and comma.
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Conjunctive adverbs: however, nevertheless, otherwise, thus, moreover, additionally.
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Addresses
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No "facebook.com" before "/"
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Icon Colors
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Black, white or brand color only
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Order
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Fb, Twit, Instagram, Pinterest
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Cheatography n. The art of mapping complex subjects into clear, instantly navigable reference guides.
