Professional Documents
Culture Documents
™
Our Image
Dear Members of the AMDA Community:
AMDA recently introduced a revised logo and new tagline that will appear on all AMDA materials
including all electronic and printed materials as well as its Web site, www.amda.com. The change
updates the logo design while maintaining our brand and promotes the multidimensional,
interdisciplinary and forward-moving nature of our constituency. More than just a new look, this logo
and tagline form part of AMDA’s strategic framework.
The logo solidifies AMDA’s reputation and expands our presence in a rapidly changing heath-care
marketplace. Through consistent use of these newly designed graphic components in all of our
messages, AMDA will reinforce our standards, position and dedication to excellence and position
AMDA for continued success. To communicate a unified visual image, we ask all AMDA staff and
vendors to adhere to the standards specified in this new Brand Identity Manual and Style Guide.
The manual comprises examples of our graphic identity in all association communications and
functions. This tool removes the guess work when using these valuable visual company assets and
provides “do’s and don’ts” relating to size, color and placement. Consistent usage of AMDA’s logo and
tagline on all printed materials is essential in conveying the ideals associated with the AMDA brand.
We appreciate your support and compliance. The AMDA board embraces this new visual look and
message for our organization. The strategic plan calls for an integrated approach to our programs and
our materials. With these strategic changes to our visual assets, AMDA’s brand creatively reflects this
integration important for our future success.
Sincerely,
Lorraine Tarnove
AMDA, Executive Director
i | Table of Contents
Table of Contents
Brand Identity
Brand Management is Asset Management
In today’s competitive marketplace, successful organizations realize the power of effective asset
management in all aspects of their business. Of those various assets, one’s brand identity and its
logo remain the prevalent symbols of an organization’s strategic vision in the marketplace.
Organizations that effectively manage these oftentimes intangible yet visible assets significantly
connect with their customers. Successful brand management invoke emotions, establish trust and
echo an organization’s guiding principles. Simply put, one’s brand can bring an organization to life.
2 | AMDA Brand
AMDA Brand
Established in 1976, AMDA’s founding president, Dr. William Dodd, recognized the need to
better organize and educate physicians who would fulfill the role of physician medical director.
This vision and ideal provided a solid foundation upon which AMDA would build and expand
its advocacy on matters impacting national medical public policy. AMDA has grown to be a
recognized resource on clinical practice and physician leadership in long term care. For 30 years,
AMDA’s activities exemplified its commitment to education and advocacy for those involved
in long-term care medicine. Today, AMDA promotes the collaborative efforts of an entire team
involved in quality patient care in the long term care settings.
AMDA’s tagline “Dedicated to Long Term Care Medicine” resonates as a guiding principle. It
clarifies the nature of the organization and its constituents – long term care facility medical
directors as well as attending physicians and other practitioners (such as pharmacists and nurse
practitioners) who work throughout the long term care continuum.
Graphic identity | 3
Graphic Identity
An institution’s logo is the dominant outward visual expression of its personality, values and as-
pirations. A distinctive AMDA logo and tagline “Dedicated To Long Term Care Medicine” evoke a
commitment that has local, regional, national and international audiences. Our logo and printed
materials express our serious commitment to conveying the AMDA brand image as well as the
underlying qualities upon which our visual identity is built.
This Brand Identity Manual and Style Guide is the guide to applying our image and logo to the
materials through which we communicate to all our constituencies. Consistent application of
these standards over time will benefit AMDA through improved awareness, recognition and
professional appearance.
4 | AMDA Logo
AMDA Logo
AMDA’s logo represents the association’s character as well as its aspirations for the future. The
logo symbol –diamonds interlocking to join members and colleagues in a unified approach–
resonates the fundamental nature of AMDA by its progressive diamonds of growth and its quest
for knowledge of ” Dedicated To Long Term Care Medicine” vision. It is also an image rich with
positive associations to programs and medical knowledge. The diamonds form arrows pointing
to the AMDA letter form while the letter “d” backbone is the staff of Asclepius with a single
serpent encircling the staff.
™
Primary Logo | 5
Primary Logo
The official AMDA logo is a combination mark consisting of a graphic symbol with customized
typography. Whenever possible, the two-color or four-color version of the logo should be used,
printed in the specified PMS colors or in a process color conversion of those PMS colors when spot
colors are unavailable. When restrictions limit the number of colors used, the logo should be pre-
sented in black or russet. Adobe Illustrator CS3 software was used to create logos.
PRIMARY LOGO REVERSED PMS 208 AND BLACK ON A DARK COLOR BLUE PMS 541
™
6 | Logo Clearance
™
8 | Alternate Logo
Alternate Logo
For situations where the tagline would be considered unnecessary, the alternate diamond and
amda only logo may be used. Example applications of this would be on commercial items or
on association identification signage. Color and graphic element restrictions of primary logo
might apply because of production processes and are dependant on vendor mechanical
capabilities. See the following page for sample applications.
Alternate Logo (Without Tagline) Reversed Overlay Black Simplified for a Production Process of Silk Screening.
Applications of Logo | 9
AMDA RED:
C=0, M=91
, Y=34, K=38
PMS 208
Training
™
Signage
Apparel
10 | Logo Options
Primary Logo In Black and PMS 208 (Two Color) Primary Logo In Reversed Over a PMS 295 (Two Color)
™ ™
Primary Logo In Black (one color) Primary Logo In Black over a 10% PMS 295 (Two Color)
™ ™
“Dos and Don’ts” | 11
Dedicated To Long Term Care Medicine Dedicated To Long Term Care Medicine Dedicated To Long Term Care Medicine
DO NOT print the color version DO NOT alter the composition of DO NOT reproduce the logo on a
of the logo on colored paper—this logo elements. patterned background or paper.
will affect the color of the logo. Use
the black version of the logo when
printing on colored stock.
Dedicated To Long Term Care Medicine Dedicated To Long Term Care Medicine
DO NOT apply special graphic effects DO NOT distort the proportion of DO NOT print a one-color version of the
to the logo. the logo horizontally or vertically. logo in a color other than black, PMS 208
or its CMYK equivalent. Reverse versions
are also viable options.
™
DO NOT use the symbol alone DO NOT use the trisymbol alone
as anything other than a subtle as anything other than a subtle
background element. background element.
12 | Symbol Use
Note: the following examples are to illustrate cropping, screening and transparency
options only—the symbol is never used as a standalone element.
Black @ 25 % opacity PMS 208 @ 25 % opacity 40% opacity white over color 40% opacity white over photo
Program Logos | 13
Program Logos
Core Curriculum Evidence-Based Course
Interdisciplinary Content
Web Logos
CPGNews.org
™ Start Here
14 | Logo Colors
Logo Colors
The AMDA logo uses russet red and black. Spot colors are PMS 208 russet. When using four-color
process inks and spot PMS colors are not an option, the logo may print as a process-color build:
Color representation
of printing throughout
this manual is not an
exact match due to the PMS 2
08: Black:
limitations of the digital
reproduction process. For
this reason, please refer to
a Pantone® swatch book,
available from either AMDA 75% 75%
or a commercial printer.
50% 50%
25% 25%
10% 10%
Secondary Colors | 15
PMS 289:
PMS 5275:
PMS 7470:
PMS 7528:
100C 60C 80C 0C
64M 47M 15M 3M
0Y 0Y 0Y 10Y
60K 30K 45K 10K
Typography
Times New Roman is the basic typeface used to create the customized AMDA logo. Times (Regular, Italic,
Bold, Bold Italic) is therefore the suggested body typeface for advertising and print materials. To maintain a
consistent image, use Times as the standard text whenever possible.
Myriad Pro (Light, Light Italic; Regular, Italic; Bold, Bold Italic) is a sans serif font that subtly contrasts the more
traditional look of the Times New Roman font and provides great flexibility with its multiple weights and
variations.
In print, when Myriad Pro fonts are not available, or in live text Web applications, Arial can be substituted.
Collateral Materials
The Stationery Set
AMDA’s logo within the Stationery set serves as a principal visual vehicle in today’s complex marketplace.
Letterhead, envelopes, mailing labels and business cards play an important role in representing the
association and its communications about mission programs and advocacy papers. Presentation of the
logo in a consistent form will continue to build unified brand strength and brand identity. Diagrams
depicting the approved logo treatment are shown in the following pages.
Toll Free
(800) 876-AMDA
FAX
(410) 740-4572
President
Charles Crecelius, MD, CMD
St. Louis, Missouri
President-Elect
David A. Brechtelsbauer, MD, CMD
Sioux Falls, South Dakota
Vice President
Paul R. Katz, MD, CMD
Rochester, New York
Executive Director
Lorraine Tarnove
Standard Letterhead
The logo is to be positioned as shown and printed in
two colors. Address/contact block should display as
specified below.
10 picas
™
American
Medical
Directors
Association 42 picas or 7 inches
11000 Broken Land Parkway
Suite 400
Size Columbia, MD 21044
(410) 740-9743
8 1/2 x 11 inches www.amda.com
Washington, DC
(301) 596-5774
Paper Stock
Strathmore #24
Toll Free
(800) 876-AMDA Live Content Area
white wove FAX
(410) 740-4572
Printing Inks
PMS 208, Black
President
Charles Crecelius, MD, CMD
St. Louis, Missouri 31 picas or 5.25 inches
President-Elect
David A. Brechtelsbauer, MD, CMD
Sioux Falls, South Dakota
Vice President
Paul R. Katz, MD, CMD
Rochester, New York
Secretary
Matthew S. Wayne, MD, CMD
Shaker Heights, Ohio
Treasurer
Jonathan M. Evans, MD, CMD
Charlottesville, Virginia
Executive Director
Lorraine Tarnove
American
Spring 2008
Medical
Directors
Association
Dear Members of AMDA:
11000 Broken Land Parkway
Suite 400
Columbia, MD 21044
(410) 740-9743
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nam nibh. Nunc varius facilisis eros. Sed erat.
www.amda.com
In in velit quis arcu ornare laoreet. Curabitur adipiscing luctus massa. Integer ut purus ac augue
Washington, DC
(301) 596-5774 commodo commodo. Nunc nec mi eu justo tempor consectetuer. Etiam vitae nisl. In dignissim lacus ut
ante. Cras elit lectus, bibendum a, adipiscing vitae, commodo et, dui. Ut tincidunt tortor. Donec
Toll Free
(800) 876-AMDA nonummy, enim in lacinia pulvinar, velit tellus scelerisque augue, ac posuere libero urna eget neque.
Cras ipsum. Vestibulum pretium, lectus nec venenatis volutpat, purus lectus ultrices risus, a
FAX
(410) 740-4572 condimentum risus mi et quam. Pellentesque auctor fringilla neque. Duis eu massa ut lorem iaculis
vestibulum. Maecenas facilisis elit sed justo. Quisque volutpat malesuada velit.
Nunc at velit quis lectus nonummy eleifend. Curabitur eros. Aenean ligula dolor, gravida auctor, auctor
et, suscipit in, erat. Sed malesuada, enim ut congue pharetra, massa elit convallis pede, ornare scelerisque
President
Alva (Buzz) S. Baker, MD, CMD libero neque ut neque. In at libero. Curabitur molestie. Sed vel neque. Proin et dolor ac ipsum elementum
Sykesville, Maryland
malesuada. Praesent id orci. Donec hendrerit. In hac habitasse platea dictumst. Aenean sit amet arcu a
President-Elect turpis posuere pretium.
Charles Crecelius, MD, CMD
St. Louis, Missouri
Nulla mauris odio, vehicula in, condimentum sit amet, tempus id, metus. Donec at nisi sit amet felis
Vice President
David A. Brechtelsbauer, MD, CMD blandit posuere. Aliquam erat volutpat. Cras lobortis orci in quam porttitor cursus. Aenean dignissim.
Sioux Falls, South Dakota
Curabitur facilisis sem at nisi laoreet placerat. Duis sed ipsum ac nibh mattis feugiat. Proin sed purus.
Immediate Past President Vivamus lectus ipsum, rhoncus sed, scelerisque sit amet, ultrices in, dolor. Aliquam vel magna non nunc
Steven A. Levenson, MD, CMD
Towson, Maryland ornare bibendum. Sed libero. Maecenas at est. Vivamus ornare, felis et luctus dapibus, lacus leo convallis
diam, eget dapibus augue arcu eget arcu.
Secretary
Paul R. Katz, MD, CMD
Rochester, New York
Fusce auctor, metus eu ultricies vulputate, sapien nibh faucibus ligula, eget sollicitudin augue risus et
Treasurer dolor. Aenean pellentesque, tortor in cursus mattis, ante diam malesuada ligula, ac vestibulum neque
Jonathan M. Evans, MD, CMD
Charlottesville, Virginia turpis ut enim.
AMDA • 11000 Broken Land Parkway • Suite 400 • Columbia, MD 21044 • (410) 740-9743 • amda.com
News Release Format | 23
NEWS RELEASE
™ NEWS RELEASE
AMDA Announces Revised Logo and Tagline that Reflect Strategic Vision
Columbia, MD – AMDA has introduced a revised logo and new tagline that will appear on its Web
site and all electronic and printed materials starting this month. The change updates the logo
design while maintaining its brand and promotes the multidimensional, interdisciplinary, growing,
and forward-moving nature of the organization’s constituents.
Two years of discussions about AMDA’s vision for the future have resulted in a broader, more
inclusive approach—visually represented by the refreshed logo. A strategic framework also has
been developed that includes extensive input from the association’s staff and volunteers and
responds to the members who told AMDA leaders they need to embrace all those who work with
them to succeed in improving care.
Executive Director Lorraine Tarnove notes, “AMDA is still an association representing physicians
who practice in long term care. But, our members told us loud and clear, they can’t do their jobs
without having meaningful collaboration with all the members of the care team. We found out that
physicians are willing to step away from the traditional physician image to be members of a team–
to mentor, educate, and collaborate so patients receive the care they deserve.”
The new logo will retain the lower case lettering, red color, and diamond shape that have become
identified with AMDA. Its redesign simplifies and stylizes the logo while updating it visually and
making it more easily useable in various media. The new tagline, “Dedicated to Long Term Care
Medicine,” clarifies the nature of the organization and its constituents—long term care facility
medical directors, as well as attending physicians and other practitioners (such as pharmacists and
nurse practitioners) who work throughout the long term care continuum.
“The revisions to the logo will make it easier to use, while maintaining the elegant style and
branded elements that have marked AMDA products and materials in the past,” says Tarnove.
“The tagline was added because people don’t always understand exactly what AMDA is and who it
represents,” she adds.
The change started with a discussion by the organization’s staff regarding what they wanted the
logo to convey. They then worked with a top graphic artist to develop the new logo. Additionally,
the staff devised a list of possible taglines and voted on the top ones. The AMDA Communications
Committee narrowed the list further, and the AMDA Board of Directors made the final decision.
“We felt that this tagline best conveyed who we are and what we want visitors to our Web site and
others to understand about our organization and its members and other constituents.”
—more—
Business Card
AMDA’s business card measures 31⁄2 inches by 2 inches in a
horizontal orientation. The logo is to be positioned as shown
and printed in two colors.
9/16 inch
™
3/16 inch
Size
3 1/2 x 2 inches
Orientation
horizontal
Paper
white house stock of
selected printer
Printing Inks
PMS 208, Black
No. Ten Envelope | 25
Envelope
The AMDA logo is to be positioned as shown and printed in
two colors. This set up is recommended for #10 regular and
window envelopes. Address contact block should display as
specified below.
3/16 Inch
American Medical Directors Association
™
11000 Broken Land Parkway
9/16 Inch Suite 400
Dedicated To Long Term Care Medicine Columbia, MD 21044
1/4 Inch Address Service Requested
26 | Mailing Label and Name Tag
Mailing Label
The AMDA logo is to be positioned as shown and printed in
two colors. Address block should display as specified below.
3/16 inch
Size
6 x 4 inches
Paper
white house stock of
selected printer
Printing Inks
PMS 208, black
Name Tag
The Name Tag below is an example of a variety of
tags available.
Size
11/4 x 3 inches
Media ™
60-mil.-thick
plastic laminate
with magnetic or Dedicated To Long Term Care Medicine
clip fastener Jane C. Smith, MD, CMD
Adjunct Lecturer- Palliative Care
Printing Inks
four color
Electronic Media | 27
E-mail Masthead
To address all common forms of communication, the
following masthead has been developed for use in
e-mail correspondence. This jpeg image would position
at the top of the e-mail and Times Roman text following
would indent left to align with the split of the symbol.
™
Dedicated To Long Term Care Medicine
PowerPoint Template
For professionally branded presentations, the following
PowerPoint background images have been produced
for an intro screen and subsequent content screens.
™
28 | Electronic Media
CD Label
CD labeling illustrated below depicts the positioning
of the brand. Typically the logo should be separate and
placed over a white background color.
Insert Title
and /or
Picture
110 044
0 0 Br tion 21
okenAmerican Me t o r s A ssocibaia, MD
Land Pa dical Direc 00 Colum
rkway Suite 4
Creative Use | 29
Style Guide
Guide to Associated Press style
Dr. Michael S. Sweeney, Utah State University
Why AP Style?: You must know Associated Press style if you intend to get a job in print
journalism. The stylebook is widely used and contains much that will prevent writers from
making errors of fact, grammar and punctuation.
A publication’s use of a particular style provides consistency, accuracy, and tone. For ex-
ample, the styles of The New York Times and Rolling Stone differ significantly. The AP style
falls somewhere in between, aiming at a general audience with a tone that is neither too
elite nor too common. Although you won’t find an explanation of the logic of AP style in the
stylebook, it has been my experience that AP likes information presented so it is:
1. Totally accurate.
2. Totally clear to anyone with a high school education.
3. As tight as can be, given No. 1 and No. 2.
4. Inoffensive, unless there is an overriding reason, central to a significant news story, to
include potentially offensive words or concepts.
The Associated Press was founded in 1848 as a cooperative effort among six New York
newspapers that wished to pool resources for gathering international news. From the
beginning, AP reporters have written their dispatches for readers from diverse social,
economic and educational backgrounds and a wide range of political views. The AP
therefore strives to keep its writing style easy to read, concise and free of bias. The
Associated Press Stylebook, first published in 1977, clarified the news organization’s rules
on grammar, spelling, punctuation and usage. Now in its sixth edition, the Stylebook is the
standard style guide for most U.S. newspapers, magazines and public relations firms.
The following Quick Reference is taken from The Associated Press Stylebook and Libel Manual,
Sixth Trade Edition.
Style Guide | 31
Numbers Abbreviations
• Spell out the numbers one through nine; United States
for 10 and up, use Arabic numerals. For • as a noun, United States: The prime minister
ages and percentages, always use Arabic left for the United States yesterday.
numerals, even for numbers less than 10. • as an adjective, U.S. (no spaces): A U.S.
• Spell out numerals that start a sentence; if soldier was killed in Baghdad yesterday.
the result is awkward, recast the sentence: • as part of organization names (see the AP
Twenty-seven detainees were released Stylebook under “U.S.”)
yesterday. Yesterday, 993 freshmen entered
the college. States
• The one exception to this rule is in a • Spell out the names of the states in text
sentence that begins with a calendar year: when they appear alone: Wildfires continued
1938 was a turbulent year for Leon. to rage through southern California
• Use Roman numerals for wars, monarchs yesterday.
and Popes: World War II, King George VI, • Abbreviate them when they appear in
Pope John XXIII conjunction with the name of a city, town,
• The figures 1, 2, 10, 101, and so on and the village or military base: Needham, Mass.,
corresponding words – one, two, ten, one Oxnard Air Force Base, Calif.
hundred one and so on – are called cardinal • Do not abbreviate Alaska, Hawaii, Idaho,
numbers. The terms 1st, 2nd, 10th, 101st, Iowa, Maine, Ohio, Texas and Utah (the two
first, second, tenth, one hundred first and states that are not part of the contiguous
so on are called ordinal numbers. United States and the states that are five
• For large numbers: use a hyphen to letters or fewer)
connect a word ending in y to another • When abbreviating U.S. states, do so
word: twenty-one, one hundred forty-three, as follows:
seventy-six thousand five hundred eighty- Ala. Ga. Mich. N.J. R.I. Wis.
seven Ariz. Ill. Minn. N.M. S.C. Wyo.
• Do not use commas between other Ark. Ind. Miss. N.Y. S.D.
separate words that are part of one Calif. Kan. Mo. N.C. Tenn.
number: one thousand one hundred fifty- Colo. Ky. Mont. N. D. Vt.
five. Conn. La. Neb. Okla. Va.
• Spell out casual expressions: A thousand Del. Md. Nev. Ore. Wash.
times no! Fla. Mass. N.H. Pa. W.Va.
• Proper names: use words or numerals • Place one comma between the city and
according to an organization’s practice: 3M, the state name, and another after the state
Twentieth Century Fund, name, unless at the end of a sentence or
Big Ten.
32 | Style Guide
in a dateline (e.g. She traveled from San people by degree on first reference would
Diego, Calif., to go to school in Kansas City, make the preferred method cumbersome;
Mo. Now, she ‘s thinking of moving to Santa use the abbreviations only after a full name
Fe, N.M.) and set the abbreviations off with commas:
Datelines Samuel Cotton, Ph.D., lectured yesterday on
• Put the city name in CAPITAL LETTERS, bioethics
usually followed by the state, country or Dates
territory where the city is located. • Always use Arabic figures, without st, nd, rd
• Domestic and international large cities or th.
stand alone in datelines (see the AP • Capitalize months.
Stylebook under “datelines” for a complete • When a month is used with a specific date,
listing). abbreviate only Jan., Feb., Aug., Sept., Oct.,
• Do not abbreviate Canadian provinces and Nov. and Dec. (e.g. Oct. 4 was the day of her
territories. birthday.)
• In most cases, use the conventionally • When a phrase lists only a month and year,
accepted short form of a nation ‘s official do not separate the month and theyear
name (e.g. Argentina rather than Republic with commas. (e.g. February 1980 was his
of Argentina), but there are exceptions. best month.)
• Use an article with El Salvador (but not with • When a phrase refers to a month, day and
Gambia, Niger, and so on). year, set off the year with commas. (e.g.
• Within stories: Follow the city name with Aug. 20, 1964, was the day they had all
further identification in most cases where been waiting for.)
it is not in the same state or nation as the
dateline city. Time
• Use figures except for noon and midnight
Academic Degrees • Use a colon to separate hours from minutes
• Avoid abbreviations: Billy Bob, who has a (e.g. 2:30 a.m.)
doctorate in philosophy. • 4 o’clock is acceptable, but time listings
• Use an apostrophe in bachelor’s degree, a with a.m. or p.m. are preferred
master’s, etc.
• There is no apostrophe in Bachelor of Arts
or Master of Science.
• Use abbreviations such as B.A., M.A. and
Ph.D. only when the need to identify many
Style Guide | 33
Punctuation
Apostrophe (‘) Dash (--)
• For plural nouns ending in s, add only an • Make a dash by striking the hyphen key twice.
apostrophe: the girls’ toys, states’ rights. Put a space on either side of the dash: Smith
• For singular common nouns ending in s, offered a plan – it was unprecedented – to
add ‘s: the hostess’s invitation, the witness’s raise revenues.
answer. • Use a dash after a dateline: SOMERVILLE – The
• For singular proper names ending in s, use city is broke.
only an apostrophe: Descartes’ theories,
Kansas’ schools. Hyphen (-)
• For singular proper names ending in s • Use a hyphen for compound adjectives before
sounds such as x, ce, and z, use ‘s: Marx’s the noun: well-known actor, full-time job,
theories, the prince’s life. 20-year sentence
• For plurals of a single letter, add ‘s: Mind • Do not use a hyphen when the compound
your p’s and q’s, the Red Sox defeated the modifier occurs after the verb: The actor was
Oakland A’s. well known. Her job became full time. He was
• Do not use ‘s for plurals of numbers, or sentenced to 20 years.
multiple letter combinations: the 1980s, RBIs • Do not use a hyphen to denote an abrupt
change in a sentence — use a dash.
Colon (:)
• Capitalize the first word after a colon
only if it is a proper noun or the start of a Parentheses
complete sentence: He promised this: The • The perceived need for parentheses is an
company will make good all the losses. But: indication that your sentence is becoming
There were three considerations: expense, contorted. Try to rewrite the sentence, putting
time and feasibility. the incidental information in commas,
• Colons go outside quotation marks unless dashes or in another sentence. If you do use
they are part of the quoted material. parentheses, follow these guidelines:
• If the material is inside a sentence, place
Comma (,) the period outside the parentheses.
• Do not put a comma before the • If the parenthetical statement is a complete
conjunction in a simple series: John, Paul, independent sentence, place the period
George and Ringo; red, white and blue. inside the parentheses.
• Use a comma to set off a person’s
hometown and age: Jane Doe, Framingham,
was absent. Joe Blow, 34, was arrested
yesterday.
34 | Style Guide
Period Titles
• Use a single space after the period at the • Of books, computer games, movies,
end of a sentence. operas, plays, poems, songs, television
• Do not put a space between initials: C.S. programs, lectures, speeches and works
Lewis; G.K. Chesterton. of art:
- Put quotation marks around the title.
Quotation marks (“ “) - Capitalize the first and last words of
• In dialogue, each person’s words are placed the title.
in a separate paragraph, with quotation - Capitalize the principal words, including all
marks at the beginning and end of each verbs and prepositions and conjunctions
person’s speech. with more than three letters.
• Periods and commas always go within - Translate a foreign title into English, unless
quotation marks. the American public knows the work by
• Dashes, semicolons, question marks and its foreign name: Nietzsche’s “Thus Spake
exclamation points go within the quotation Zarathustra”; Mozart’s “Magic Flute” BUT
marks when they apply to the quoted “Amores Perros”; “The Bhagavad-Gita.”
material. They go outside when they apply
to the whole sentence. • Of newspapers and magazines:
• Use single marks for quotes within quotes: - Do not place in quotation marks.
She said, “He told me, ‘I love you.’” - Capitalize the in the name if that is the way
the publication prefers to be known.
Tech Terms - Lowercase the before names if listing
cyberspace database several publications, some of which use the
dot-com DSL as part of the name and some of which do
e-mail home page not: Time, Newsweek, the Washington Post,
hyperlink hypertext and the New York Times.
Internet intranet - Where location is needed but not part of
login logoff the official name, use parentheses: The
logon online Huntsville (Ala.) Times, The Toledo
shareware Web site (Ohio) Blade.
webcast webmaster
World Wide Web
Style Guide | 35
Spelling:
1. accommodate (two c’s, two m’s) 19. Kmart
2. adviser (AP likes an “e” in it) 20. knowledge
3. afterward (no “s” at the end) 21. livable
4. all ready (everyone is prepared; all are 22. long term care
ready) and already (completed action)
23. Marshall, marshal, martial (a person’s name,
5. altar (table in church) and alter (modify) a military rank, and an adjective meaning
military)
6. amid (has no “st” at the end)
24. National Organization for Women (not “of”
7. among (has no “st” at the end) women)
8. busing (transporting by bus) and bussing 25. nuclear
(osculating, i.e, kissing)
26. officeholder (one word)
9. calendar
27. percent
10. canceled, cancellation (these are AP’s pref-
erences) 28. preventative / preventive
11. Caribbean 29. principal (meaning primary or major, as in
the title of the high-ranking school official)
12. cemetery (the vowels are “e’s”)
30. principle (a fundamental law or doctrine)
13. embarrass (two “r’s” and two “s’s”)
31. privilege (no “d”)
14. harass (only one “r.” My old boss told me to
remember it this way: her ass.) 32. sheriff
15. homicide (not homocide) 33. State Presidents Council (no apostrophe)
16. indiscreet (meaning imprudent) 34. subpoena (pronounced “suh-PEEN-a”)
17. indiscrete (meaning not separated 35. Vietnam (one word)
into parts)
18. judgment (there is no “judge” in judgment)
Contact Us
Marcie O’Reilly
Columbia, MD 21044
Phone: 410-992-3126
Fax: 410-740-4572
moreilly@amda.com
www.amda.com
AMDA RED: C=0, M=91, Y=34, K=38 PMS 208