Pherona Studios

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Branding guideline style manual for Pherona Studios I designed back in 2011

Transcript of Pherona Studios

Page 1: Pherona Studios

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Brand Guidelines and Style Manuallast updated: 06.02.10

2011

Page 2: Pherona Studios

What is a Brand?

The Pherona Show® brand is more than a logo or a set of colors. It is how we present our association’s annual tradeshow to our members, our key target audiences and the public. It is reflected in how we write, what we say and how our materials look — from the simplest note to the most elaborate guidebook.

In order to maintain the integrity brand of the show, this Brand Guidelines and Style Manual document was created. It includes information on both design and copy creation standards as well as helpful reference materials.

It is the responsibility of each and every one of us to comply with our brand guide-lines and approved style. To help you, we have appointed three “brand managers” to provide additional guidance when you have questions or cannot find the answer within these pages.

Logo Usage............................................................................4

Co-Branding.........................................................................11

Partner Logos......................................................................15

Logo Placement Examples...................................................16

Pherona Brand.....................................................................18

Typography. ........................................................................20

Pherona Show Written Style................................................21

Contacts...............................................................................27

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Brand Managers For all questions regarding the logo and brand print design, please seeSenior Designer and Art Director Steven Ruddy.

For all questions regarding written content, messaging and style, please seeManaging Director of Marketing and Design Hugo Cardinale.

For all questions regarding Web design and Web content additions, please seeManaging Director of Marketing and Design Carlos Keeling.

For all questions regarding email and social marketing campaigns, please see

Manager of Web Marketing and Social Media Carlos Keeling or Hugo Cardinale.

Content Development ProcessAll copy should be thoroughly edited prior to submitting it to graphic or Web design-ers. For copy review, please see Senior Designer and Art Director Steven Ruddy.

Design Development ProcessOutside Vendor DesignAll work done by outside design vendors must be approved by Senior Designer and Art Director Steven Ruddy. for brand standards and consistency, as well as logo place-ment. This also applies to any design that is done in-house, but not specifically by the Pherona Show graphic design team.

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Logo Usage

The logo is the essence of the Pherona Show brand. The consistency of usage across all print and digital formats will ensure that the messaging remains cohesive to all audiences in all media.

The logo consists of a mark and type combined, and a tagline. It functions as a single piece.

The following pages will provide basic guidelines for logo color and usage.

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Logo Usage

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Logo Lockup

When using the logo lockup, it is important to retain the freespace standard that has been developed.

Certain branded items (mugs, shirts, etc.) may only use the word “Pherona” and not include the tagline. This usage should be limited to instances where it’s not possible to read the tagline when the logo is reduced.

Clear space around logo

the Pherona logo should always have an appropriate amount of clear space equal to the size of the “p“ from the logo. this is the absolute minimum amount of space that should surround the identity. This space should always use the same propor-tions and should never be occu-pied by extraneous information. This rule does not apply to co-

branded applications.

PRIMARY LOGO

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Logo Usage

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Logo Color Guide

The chart below displays the acceptable uses of color, ranked in order of preference.

Logo in Color

The Pherona logo should pri-marily appear in color when color can be used. On printed

materials,

Logo in blackwhen color is not available, the Pherona Logo should appear in

black.

Logo in WhiteThe Pherona Logo should ap-pear in white when set against

a dark background

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Logo Usage

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Logo Color Guide

Our logo is made of two colors, blue and black. Depending on print and budget con-siderations, either a 60 percent Black or PMS Cool Gray 10 should be used. The Cool Gray adds a third color. It should always be used in large format or high-end applica-tions (such as the annual report).

Color breakdown

Colors should be printed us-ing Pantone Matching System (PMS) inks whenever possible for absolute accuracy. PMS numbers vary according to the

paper finish and intended use.

RGB breakdowns should be used for on-screen purposes.

CMYK breakdowns should be used for process, digital, and

in-house printing.

PMS 2925C, PMS 7540C, should be used when printing

on coated paper.

PMS 2925U, PMS 7540U, should be used when printing

on uncoated paper.

PANTONE 2925 C PANTONE 7540 C

PANTONE 2925 U PANTONE 7540 U

C: 100M: 10Y: 0K: 5

C: 0M: 0Y: 0K: 100 (80%)

PROCESS, DIGITAL, AND IN-HOUSE

PANTONE-COATED

PANTONE-COATED

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Logo Usage

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Logo Size

In order to retain the legibility, with the tagline, the smallest the logo can appear inprint is 1 1/2” x 3/4”.

In some instances, where the logo must be very small, printing restrictions mayrequire the omission of the tagline. In this case, the registered mark should beomitted as well.

Logo proportions

The space between “Pherona’s logotype” and “Pherona’s” (A) and the space between “Phero-na’s” and “studios” (B) should never be altered and should always be proportionally scaled.

Logo sizeThe Pherona logo should never appear smaller than 1 1/2 in.

wide.

A

B

1 1/2

3/4

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Logo Usage

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NEVER use tagline without rest of logo.

Brand Mark too small.

Full tagline is too small.

Do not use tagline with the mark alone.

The logo should NEVER ap-pear in vertical format.

The logo should NEVER ap-pear in any color besides blue,

white, or black.

Logo Don’ts

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Logo Usage

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Logo Usage with Imagery

It is important to keep the logo clear and unobstructed when using it in conjunctionwith imagery. While placement may vary, proper contrast is vital for logo visibility.When possible, place logo over a white background.

Good Contrast!

Not enough contrast. Back-ground colors too similar to

logo.

Wrong logo version.

Correct logo version!

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Logo Usage

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Co-Branding the Pherona Show with Other Logos

In the event that the Pherona Show logo appears with other organization logos, fol-low the guidelines established below. Percentages are based on the area measure-ment of the corresponding logos.

• If the Pherona Show is the MAIN SPONSOR, the Pherona Show logo should appear50 percent larger than any co-sponsoring logos.

• If the Pherona Show is a CO-SPONSOR, the logos should appear at equal size.A clear space equal to the ‘p’ from the type should separate the Pherona Show logofrom any co-sponsors.

The Pherona Show logo should always be the first logo, and therefore, should be placed to the left of all other logos.

AFFILIATE-LOGO-

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Co-Branding

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Logo Placement

The Pherona studios logo may appear in conjunction with an affiliate’s logo in two styles. The logos can appear bottom aligned horizontally side by side or the logos can appear vertically positioned with the Affiliate logo on top. In both cases, the logos must allow clear space equal to the size of four “p“s from the Pherona studios logo. These rules ap-ply to co-branded applications and when the logos are used in

close proximity to each other.

The Pherona studios logo must be a maximum size of 75% of the longest dimenstion of the Affiliate logo. It may appear in

blue, black, or white.

A suite of logos is available for download form the Extranet site, www.pherona.com. Affili-ates should not attemtp to re-

create the logos

AFFILIATE-LOGO-

AFFILIATE-LOGO-

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Co-Branding

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Multiple Logo Placement

The vertically positioned Phero-na studios logo may appear in conjunction with other partner logo(s) should appear to the right of the Pherona studios logo. The other partner logo(s) must allow a minimum clear space equal to the right size of four “p“s from the Pherona studios logo. These rules ap-ply to co-branded applications and when the logos are used in

close proximity of each other.

The Pherona studios logo must be a maximum size of 75% of the longest dimension of the Affiliate logo. The other partner logo(s) must be a maximum size of 75% of the longest dimen-sion of the Pherona studios logo. It may appear in blue,

black, or white.

A suite of logos is available for download form the Extranet site, www.pherona.com. Affili-ates should not attemtp to re-

create the logos

OTHER PARTNER-LOGO-

AFFILIATE-LOGO-

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Co-Branding

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Contact Placement

Contact informatioon may ap-pear in conjunction with the Af-filiate logo in two styles. First, the information can appear underneath the Affiliate logo, using the horizontal logo lock-up. Second, the information can appear to the right, left, top, or bottom of the vertically posi-tioned Pherona studios logo. The information must allow a minimum clear space equal to the size of four “p“s form the Pherona studios logo. These rules apply to co-branded ap-plications and when the logos and information are used in

close proximity to each other.

The Pherona studios logo must be a maximum size of 75% of the longest dimension of the Affiliate logo. The other partner logo(s) must be a maximum size of 75% of the longest dimen-sion of the Pherona studios logo. It may appear in blue,

black, or white.

A suite of logos is available for download form the Extranet site, www.pherona.com. Affili-ates should not attemtp to re-

create the logos.

CONTACT NAME • STREET ADDRESS • CITY, STATE ZIP CODE • XXX XXX XXXX T • XXX XXX XXXX F • WEB SITE ADDRESS

AFFILIATE-LOGO-

CONTACT NAME STREET ADDRESS • CITY, STATE ZIP CODE

XXX XXX XXXX T • XXX XXX XXXX F • WEB SITE ADDRESS

AFFILIATE-LOGO-

CONTACT NAME STREET ADDRESS • CITY, STATE ZIP CODE XXX XXX XXXX T • XXX XXX XXXX F • WEB SITE ADDRESS

AFFILIATE-LOGO-

AFFILIATE-LOGO-

CONTACT NAME STREET ADDRESS • CITY, STATE ZIP CODE

XXX XXX XXXX T • XXX XXX XXXX F • WEB SITE ADDRESS

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Co-Branding

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Partner Logo Lockup

When using the logo lockup, it is important to retain the freespace standard that has been developed.

MEDIA PARTNER

CONFERENCE PARTNER

MEDIA PARTNER

EXHIBITOR

OFFICIAL VENDOR

SUPPORTING ORGANIZATION

BLOG

Partner Logos

Companies associated with the Pherona studio may use the ap-propriate partner logo on their marking materials. Usage rules

follow

Partner Logo Size

In order to retain the legibility, with the tagline, the smallest the logo can appear in print is 1.50” x .75”

Partner Logo Usage with Imagery

It is important to keep the logo clear and unobstructed when using it in conjunction with imagery. While placement may vary, proper contrast is vital for logo visibility. When possible, place logo over a white background.

MEDIA PARTNER

1 1/2

3/4

MEDIA PARTNER

MEDIA PARTNER

MEDIA PARTNER

MEDIA PARTNER

Good contrast!

Not enough contrast.Background too dark.

Use white box aroundlockup on dark backgrounds

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Partner Logos

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Print materials & Web sites

The following are examples that illustrate proper logo placement on print materials

and Web site frames.

AFFILIATE-LOGO-

AFFILIATE-LOGO-

AFFILIATE-LOGO-

354-678-8901www.AFFILIATECOMPANY.COM

354-678-8901www.AFFILIATECOMPANY.COM

354-678-8901www.AFFILIATECOMPANY.COM

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Logo Placement Ex.

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AFFILIATE-LOGO-

Navigation

Content

Image

Content

AFFILIATE-LOGO-

PARTNERLOGO

PARTNERLOGO

PARTNERLOGO

Image

Navigation

AFFILIATE-LOGO-

Navigation Content

Image

Brand RestrictionsThe “Pherona studios” cannot appear:• without “Exclusive Affiliate of.”• On legal contractual agreements.• In association with properties less than $1M. (For properties of a lesser value,

please contact your Regional Vice President or Client Services Representative for approval.)

• On other Graphic Design Web sites.• On Promotional items or vehicle branding without approval from your Regional

Vice President.• On any Corporate advertisements, other than those supplied by Pherona studios

without our prior approval.

Pherona studios cannot be referred to as a partner or an employer.

The Pherona studios name cannot appear in URL and e-mail adddresses.

The use of “Pherona studios” as text accompanying an Affiliate logo is permitted in instances when it is not possible to use the “Pherona studios” logo.

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Logo Placement Ex.

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Pherona BrandThe “Pherona” brand is used for general Pherona Show branding.

Pherona Brand Elements:

Pherona_white.epsPherona_2C.eps

Pherona_gradient.tif(gradient fades from 30% of 2925C at thetop to 100% of 2925C on the bottom)

Pherona_pattern.eps

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Pherona Brand

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2010Pherona Show Demographics Report

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Website

Pherona Show Demographics Report

Pherona Show Letterhead

Pherona Brand Implemented

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Pherona Brand

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About the Primary Font

The sans serif font Arial should be used in all text applications and email correspon-dence. Arial was chosen for its contemporary design and wide availability. The sans serif font Avenir is a secondary font that can be used on printed and styled pieces.

As both a verbal and visual form of communication typog-raphy plays an essential role for providing clear communi-cation. Good typography must be clear, legible and inviting, enabling the reader to bet-ter understand and absorb the page content. It must be flex-ible enough to establish a visual hierarchy for blocks of text, such as headlines, subheads and

captions.

ArialArial Regular

Arial Italic

Arial Bold

Arial Bold Italic

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abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

AvenirAvenir Light

Avenir Light Oblique

Avenir Roman

Avenir Heavy

Avenir Black

Avenir Black Oblique

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abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

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Typography

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Specific Style Formatting by Category

a.m. (ante meridian), p.m. (post meridian):

Lowercase with periods.

Ampersand(&):Do not use unless part of an official title. Should never be used in place of “and.” Product categories are considered official titles and should use an ampersand.Example: Distribution & Delivery.

Broader-casting®:Broader-casting is a registered trademark and should use the appropriate symbol thefirst time it is mentioned in copy.

Comma:Do not use a comma between the last two items in a series unless needed for clarity.

Place a comma before and after the following when they appear in the middle of a sentence:

1. A year, if it follows a month and date. Example: I was born on November 6, 1958, in Madison, Wis.2. A state, if it follows a city or county name. Example: I was born in Madison, Wis., on November 6, 1958.

Composition Titles:Capitalize the principal words, including prepositions and conjunctions of four or more letters.

Capitalize an article — the, a, an — or words of fewer than four letters if it is the first or last word in a title.

Put quotation marks around the names of all such works except the Bible and books that are primarily catalogs of reference material. In addition to catalogs, this category includes almanacs, directories, dictionaries, encyclopedias, gazetteers, handbooks and similar publications. Do not use quotation marks around such software titles as WordPerfect or Windows.

Italicize proper newspaper and magazine titles.

Translate a foreign title into English unless a work is known to the American public by its foreign name.

Most Common Composition Titles“Books”“Movies”“Songs”“Radio/TV Programs”“Lectures/Speeches”NewspaperMagazine

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Written Style

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Convention Center References:

In running copy the Las Vegas Convention Center can be abbreviated as the Conven-tion Center (initial caps) or LVCC if space is limited.

Dashes/Hyphens:Em dash —Always use a space before and after an em dash. Use to indicate abrupt changes. Example: We will fly to Paris in June — if I get a raise. When a phrase that otherwise would be set off by commas contains a series of words that must be separated by commas, use dashes to set off the full phrase. Example: He listed the qualities — in-telligence, sense of humor, looks, charm — that he liked in a woman.

(To create an em dash in Word, type two hyphens after a word with no space inbe-tween the word and the hyphens, then hit return and an em dash is created.)

En dash –Always use a space before and after an en dash. An en dash is supposed to be the size between a hyphen and an em dash. For reference, an en dash is used to connect numbers or words in a range. Examples: Open 10 a.m. – 6 p.m., Monday – Friday.Dur-ing the years 1999 – 2003.

(To create an en dash in Word, type a space after a word and two hyphens after the space, then hit return and an en dash is created.)

Hyphen -In general, use hyphens in combinations that modify something. Example: full-time job.

Do not use hyphens when used as a noun. Examples: The job is full time. Exhibits Only Registration closes on April 16.

Never hyphenate words with the adverb very or any adverbs that end in -ly. But when a modifier that would be hyphenated before a noun occurs after a form of the verb to be the hyphen usually must be retained to avoid confusion. Examples: The man is well-known. The woman is quick-witted. The play is second-rate.

Compound adjectives should be hyphenated. Examples: Register for an Exhibits-only Pass today! An Oscar-nominated director will be the keynote. Also see AP Style.

Dates:Always use numbers without st, nd, rd or th. Examples: January 30, 2007, is the date the report is due. Does January 6 work for lunch?

email:

Lowercase and no capital E unless at sentence start. The Pherona Show prefers no hyphen.

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Written Style

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Event Names:

The Pherona Show®The 2011 Pherona Show® (not the “Pherona Show 2011”)

Use “The” before show names in running copy. Do not initial cap “The” if not start-ing a sentence. Pherona Show and the show’s tagline — Where Content Comes to Life® — are registered and should use the appropriate symbol the first time they are mentioned in copy. Additionally, for direct mail or any piece that could often be read starting on the back cover or panel with a mailing address, the first Pherona Show reference on the back cover/panel should also use the appropriate symbol.

HD Radio™:HD Radio is trademarked and should use the appropriate symbol the first time it is mentioned in copy. For further information or specific questions, please refer to iBiq-uity’s HD Radio™ Trademark Style Guide at http://www.ibiquity.com.

Inc.:Do not precede it with a comma unless the comma is part of the proper name of a publication or business.

Inch Marks and Foot Marks (‘and “):Used only for measurement. Do not substitute for quotation marks or apostrophes. Example: The boy’s height is 5’7”.

Internet/Net:Initial Cap. Capitalize Net when using the shorthand reference to the Internet.

Numbers:Any number up to the value of 10 must be spelled out. Example: 10 little Indians, five tiny cowboys.

Spell out numerals that start a sentence: If the result is awkward, recast the sentence. Example: Twenty-seven detainees were released yesterday. Yesterday, 993 freshmen entered the college.• The one exception to this rule is in a sentence that begins with a calendar year.Example: 1938 was a turbulent year for Leon.• Use Roman numerals for wars, monarchs and popes: Example: World War II,King George VI, Pope John XXIII• For large numbers, use a hyphen to connect a word ending in y to another word: Example: twenty-one, one hundred forty-three, seventy-six thousand five hundred eighty-seven.• Do not use commas between other separate words that are part of one number. Example: one thousand one hundred fifty-five.• Spell out casual expressions: Example: A thousand times no!• For proper names, use words or numerals according to an organization’s practice: Example: 3M, Twentieth Century Fund, Big Ten.

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Written Style

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Onsite vs. On site:

Onsite should be used as an adjective to describe something else.Example: Onsite Guide, Onsite Registration Form

On site describes a location. Example: Pick up your passes on site.

Do not use the hypenated version on-site.

Percent:Always spell out when used in a sentence as opposed to a chart.

Phone numbers:Phone and fax numbers in a list should use the following format: 703 683 4300 Ext 000. Use spaces, not periods. The exception is in running copy, in which case use this format: (703) 683-4300.

Quotation Marks (“ ” and ‘ ’):Use quotation marks around titles that represent part of a complete published work — articles in newspapers or magazines, titles of essays or lectures. Example: An excit-ing article, “Stock Market Hits 12,000” appeared in yesterday’s Washington Post.

Use single quotation marks for a quotation or title using quotation marks inside an-other quotation or title, which uses quotation marks. Example: “I was hard pressed to answer her when she asked, ‘Does this outfit make me look fat?’” John quipped.

States:

Always spell out state names within a document when they stand alone. Example: Missouri — not MO. When states are used in copy in conjunction with a city, town, vil-lage or military base, you may use the style abbreviation. Example: Needham, Mass., Oxnard Air Force Base, Calif. When referring to Washington, D.C., in running copy, always place a period after D and C. Use lowercase in all “state of” constructions. Example: the state of Maine. Do not abbreviate Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah (the two states that are not part of the contiguous United States and the states that are five letters or fewer)

When abbreviating U.S. states in written text, as opposed to part of an address block, do so as follows: Ala., Ga., Mich., N.J., R.I., Wis., Ariz., Ill., Min., N.M., S.C., Wyo., Ark., Ind., Miss., N.Y., S.D., Calif., Kan., Mo., N.C., Tenn., Colo., Ky., Mont., N.D., Vt., Conn., La., Neb., Okla., Va., Del., Md., Nev., Ore., Wash., Fla., Mass., N.H., Pa., W.Va.

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Time:

Lowercase with periods: a.m. (ante meridian), p.m. (post meridian)

Use figures except for noon and midnight. Use a colon to separate hours from minutes. If there are no minutes, use hour only, unless times are arranged in a listed schedule format. (See example on the next page)

In referring to ranges, put a space before and after the en dash.Example: 9 a.m. – 10 p.m., not 9 a.m.–10 p.m. Or Noon – 3 p.m.

If in the same time frame only, use one a.m. or p.m.Example: The session lasts from 9 – 10 a.m.

Within a schedule or list, always display the hours and minutes separated by a colon.Do not use noon or midnight. Example:

Trademarks:

Trademarked event names, taglines, protected words or phrases owned by Pherona and industry terms for which other parties hold a trademark or registered trademark should use the appropriate symbol (™ or ®) the first time the word or phrase is men-tioned in copy. Example: I can’t wait to hear the exciting new sounds and program-ming available through my HD Radio™. This HD Radio technology is great.

United States:• As a noun, United States: The prime minister left for the United States yeterday. • As an adjective, U.S. (no spaces): A group of U.S. soldiers came home from Iraq.

Web:In Web site, the W is always capitalized, and it is always two words. When using the terms webcast, webcam or webmaster, they are not capitalized andare one word.

Web Addresses Web addresses and URLs should not be italicized in text.

8:00-11:30 a.m. Dickstein Shapiro LLP Presents Broadcast Financing 2011 Wednesday, September 23

Engineering program Sessions8:00a.m-12:00 p.m.

3:00-6:00 p.m. Registration Opens

Tuesday, September 22

Meet and Greet Reception4:00-6:00 p.m.

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Who vs. Whom

Use who and whom for references to humans and animals.

Who is the word when someone is the subject of a sentence, clause or phrase. Use who whenever he, she, they, I or we can be substituted in the who clause. Whoever is the plural form. Examples: Who shall I say is calling? He is calling. The matter of who should pay was not decided. He should pay. Whoever wins the primary will win the election. She wins the primary.

Whom is the word when someone is the object of a verb or preposition. Use whom whenever him, her, them, me, or us could be replaced as the object of the verb or preposition. Whomever is the plural form. Examples: To whom were you talking? You were talking to him. Whomever you designate will get the promotion. You designate her. Steve is the person whom we all thought the committee would nominate. We all thought the committee would nominate him.

WiFi:

Do not hyphenate WiFi.

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Show Marketing Primary Contact

Carlos KeelingManaging DirectorWeb Design Marketing321 695 4651

Hugo CardinaleManaging DirectorLead Generation407 733 7587

Artwork InquiriesSteven RuddySenior Desinger and Art Director252 209 1463

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Contacts