Style and brand content review checklist
Spelling & Punctuation
Identify any words that are misspelt.
Identify any punctuation errors.
• Example: Quotation marks not closed.
Abbreviations
Do not use in headlines
On first mention of text, write out entire name or term and follow it up with acronym or
abbreviation in parentheses. Use abbreviated form in the rest of the document
• Example: Sample Company Investment Group (IG)
Bulleted lists
Use bullets for list items.
• For first level bullets use the solid dot.
- For second level bullets use the dash.
Only use numbers when steps must be done in a certain order.
Line spacing should be consistent throughout list.
Capitalize the first word of a bulleted item or step.
Use periods at the end of bullets only if the bullets are complete sentences.
Capitalization
Use sentence case for headlines and subheads.
Do capitalize:
• Proper names, proper nouns and names of programs
• Formal titles preceding a name: Chief Investment Officer John Doe
• The first letter only of headlines, subheads and bulleted items
Don’t capitalize:
• Generic financial terms or product names: universal life insurance, mutual funds
Color – Primary color palette
The primary color palette of this exercise consists of two colors: Blue and white. The Blue
listed below is the only variation of blue approved.
Dates
When stating a date and a month abbreviate Jan., Feb., Aug, Sept., Oct., Nov., and Dec.
• Use the full name for March, April, May, June, July
When stating a month and a year, spell out the full name of the month.
Check dates and year for accuracy
Email
Do not hyphenate email
For advisor and employee communications write the name of the mailbox, instead of
spelling out the entire email address.
• Example: Send an email to Corporate Communications.
Footnotes
Always use superscripted numbers, never asterisks.
Footnote numbers should flow in order the items appear on page.
Never repeat the same number for two different footnotes in a document.
Margins (for applicable software)
Top: 1.2 inches
Left & Right: 0.8 inches
Bottom: 0.8 inches
If absolutely necessary, the bottom margin can be adjusted.
Numbers
Spell out numbers 1 ̶ 9; use numerals for 10 and above (with the exception of “2
million,” for example).
Time
Use a.m., p.m., noon and midnight.
Eliminate zeros when minutes aren’t stated: 8 p.m.
Use to rather than a dash for a range of time: 8 to 10 a.m., 9 a.m. to 1:30 p.m., 10 a.m.
to noon.
Write out words and capitalize as shown: The meeting is at 3 p.m. Central time (CT). The
abbreviation is CT. Do not use daylight, standard, CDT or CST.
Typography – Print/published/PDF use
NOTE: If Publico Headline and ITC Franklin Gothic are not available, use Times New
Roman in place of Publico and Arial in place of ITC Franklin Gothic
Publico Headline should be used for:
• Document titles
• Headings
• Level 1 and 2 subheads
• Content introductions,
• Chapter dividers
• Inspirational stories.
• Highlight numerals in infographics.
Publico Headline Italic should be used for:
• Quotes
• Pull-out statements
• Editorial headlines and subheads
ITC Franklin Gothic should be used for:
• Body copy
• Subheads within body copy
• Captions
• Regulatory information
• Folios
• Graphic titles
• Side bars
• Creditations
Phone numbers
Use periods around the area code and between the remaining numbers.
Always include the full 10 digit number
• Example: 1.800.XXX.XXXX
If the phone number is followed by an option key a comma appears after the phone
number and ‘option’ is capitalized.
• Example: 1.800.XXX.XXXX, Option 4.
Formatting
This is the last step because other edits that are made could have a formatting effect on
the entire document.
Review for spacing, alignment and sentence wrapping.
Storyline
Intro/welcome slide must note whether or not the course contains audio
If the course contains audio, the course player must include an audio transcript in
the notes for slides with audio
Name of each slide should be changed from “Untitled” to match slide header
All text and/or graphics must be correctly rotated, aligned, clear, sharp and not fuzzy or
distorted.
Conclusion slide must contain instructions: "Click the 'exit' button to return to the
Learner Dashboard."
