Moss Motors Style Guide
Along with our quality products and services, our brand is our most valuable asset. This style guide establishes the rules and guidelines to maintain a consistent identity system to be used throughout all marketing. A well managed visual identity is an important part of strengthening Moss Motors as a brand and will help reach the broader goals of strengthening our reputation and prominence. It also helps our audience to easily identify Moss Motors and feel confident in their decision to purchase from us. This style guide has been carefully crafted to ensure we are properly and authentically representing Moss Motors through all of our collateral to promote brand continuity. Through use of examples, this guide lays the groundwork for future design work for Moss Motors so that all marketing maintains a consistent aesthetic.
MOSS MOTORS | MOSS CLASSIC JAGUAR | MOSS MIATA | GRAMMAR GUIDE |
Grammar Guide
The following section provides some common grammar related use case scenarios when writing for Moss Motors.
Abbreviations & Contractions
Abbreviations are formed by providing enough initial letters of a word to convey the meaning, adding a period, and deleting the rest of the word. Contractions are formed by removing letters in the middle of a word or phrase and adding an apostrophe. Abbreviate “require” as “req.” When necessary, use the contraction “req’d” for “required”.
CORRECT |
INCORRECT |
req. |
req |
req’d |
req. / req / reqd |
Initialisms and Acronyms
An initialism is formed from the initial letters of each word in a phrase, but are pronounced separately (e.g. IRS, CPU). An acronym is formed from the initial letters of each word in a phrase, but are pronounced as a word (e.g. NATO, NASA). Use capitals; do not use lower-case. Do not use periods. Some acronyms have actually become words in their own right through popular usage (e.g. laser, sonar). These are used as regular nouns.
PHRASE |
CORRECT |
INCORRECT |
threads per inch |
Fine Thread 12 TPI - Left Hand |
Fine Thread 12 t.p.i. - Left Hand |
pounds per square inch |
Pressure adjustment is 3 PSI to 9 PSI. Pre-set to 3-3.5 PSI for SU & ZS carbs. |
Pressure adjustment is 3psi to 9 psi. Pre-set to 3-3.5 PSI for SU & ZS carbs. |
positive crankcase ventilation |
PCV Valve |
P.C.V. Valve |
exhaust gas recirculation |
EGR Valve |
E.G.R. Valve |
Numbers
Break up large numbers with a comma every three digits left of the decimal point.
CORRECT |
INCORRECT |
2,000 |
2000 |
Express all specific measured quantities (dimensions, degrees, weights, distances, sums of money, etc.) in numeral form.
CORRECT |
INCORRECT |
1.3 seconds |
One point three seconds. |
$25,000 |
Twenty-five thousand dollars |
2 A |
two amperes |
Write numbers beginning a sentence as words.
CORRECT |
INCORRECT |
Twenty-three screws are included. |
23 screws are included. |
Write approximate or non-specific numbers in a sentence as words.
CORRECT |
INCORRECT |
about half; a quarter of; four times as often. |
about ½; a ¼ of; 4 times as often. |
He was in his sixties when he bought his first MGB. |
He was in his 60s when he bought his first MGB. |
When referring to a year, always use numerals. Do not spell out a year. Do not truncate a year.
CORRECT |
INCORRECT |
Triumph originally formed as a bicycle company in 1887. |
Triumph originally formed as a bicycle company in eighteen eighty-seven. |
By 1977, Moss Motors was established as an industry leader. |
By ’77, Moss Motors was established as an industry leader. |
sixties, Sixties, 60s, ’60s, 60’s, nineteen-sixties, 1960s, 1960’s?
Write decades as words whenever space allows and capitalize them. If space does not allow, do not use an apostrophe between the year and the “s”. When truncating a decade, use an apostrophe to indicate the missing digits omitted from the first part of the year.
CORRECT |
INCORRECT |
This is an authentic reproduction of the rack supplied in the Sixties by the manufacturer. |
This is an authentic reproduction of the rack supplied in the sixties by the manufacturer. |
Alloy fenders were popular in the 1970s. |
Alloy fenders were popular in the 1970’s. |
Sporting sedans set the bar for luxury transport in the ’50s. |
Sporting sedans set the bar for luxury transport in the 50s. |
Hyphenate compound adjectives when they come before the noun they modify and act as a single idea whenever doing so avoids confusion.
CORRECT |
INCORRECT |
18-month warranties. |
18 month warranties. |
Our 2-year warranty is the longest in the business. |
Our 2 year warranty is the longest in the business. |
Hyphenate all compound numbers from twenty-one through ninety-nine in a sentence.
CORRECT |
INCORRECT |
There are twenty-three screws included. |
There are twenty three screws included. |
Hyphenate spelled-out fractions in a sentence.
CORRECT |
INCORRECT |
two-thirds |
two thirds |
Write decimals as numbers. Place a zero in front of decimals with no whole number.
CORRECT |
INCORRECT |
0.128 mm |
.128 mm |
1.33 mm |
One point three three millimeters. |
Use a space between whole numbers and fractions.
CORRECT |
INCORRECT |
1 ½ |
1½ |
2 ¾ |
2-¾ |
Write out ordinal numbers as “first”, “second”, “third”, etc. in titles, product names, and when used as a noun in a sentence. Otherwise, if space does not allow, truncate using superscript with the cardinal number 1st, 2nd, 3rd, etc.
CORRECT |
INCORRECT |
Third Brake Light Kit |
3rd Brake Light Kit |
3rd Brake Light Kit |
3rd Brake Light Kit |
Use the Third Brake Light Kit. |
Use the 3rd Brake Light Kit |
For a range of numbers, use an n-dash with no spaces before or after.
CORRECT |
INCORRECT |
Dia: 15"–16"; Grip: 2 ¾"–3 ⅛" |
Dia: 15"-16"; Grip: 2 ¾"-3 ⅛" |
Units of Measure
Treat unit names like ordinary nouns when spelled out in full. Thus, the names of units start with a lower-case letter except at the beginning of a sentence or in a title.
UNIT NAME |
UNIT OF MEASURE |
USE |
millimeter |
mm |
1 mm |
centimeter |
cm |
6 cm |
amperes/amps |
A |
4 A |
volts |
V |
8 V |
watts |
W |
12 W |
joules |
J |
6.7 J |
lumens |
lm |
142 lm |
ohms |
Ω |
10 Ω |
decibels |
dB |
120 dB |
hertz |
Hz |
160 Hz |
inches |
in |
6 in |
feet |
ft |
14 ft |
gauge |
ga |
18 ga |
Units of measure are case-sensitive. mm is millimeter (one thousandth of a meter) Mm is megameter (1,000,000 meters)
CORRECT |
INCORRECT |
A 5 mm x 0.8 mm pitch tap. |
A 5 MM x 0.8 mm pitch tap. |
Use a space between numbers and units of measure.
CORRECT |
INCORRECT |
89 mm Piston & Liner Set |
89mm Piston & Liner Set |
Do not use a space between numbers and measurement signs.
CORRECT |
INCORRECT |
11% |
11 % |
A 36° angle. |
A 36 ° angle. |
5' 3" |
5 ' 3 " |
Use fractions with imperial.
CORRECT |
INCORRECT |
5⁄16" |
0.3125" |
Painted, 60 spoke, 15" x 4 ½" |
Painted, 60 spoke, 15"x4.5" |
Use decimals with metric.
CORRECT |
INCORRECT |
7.9375 mm |
5⁄16 mm |
Use decimals with temperature scales. Express temperature degrees with the ° symbol. Use a space after the number, but not between the symbol and temperature scale. Kelvin refers to an absolute scale and therefore is not represented by degrees.
CORRECT |
INCORRECT |
15.1 °F |
15.1F |
-45 °C |
-45°C |
2,700 K |
2700 °K |
Do not use “plural” units of measure.
CORRECT |
INCORRECT |
14 lb |
14 lbs |
2 lm |
2 lms |
Do not use a period after a unit of measure. They are not abbreviations.
CORRECT |
INCORRECT |
14 lb |
14 lb. |
12 ft 9 in |
12 ft. 9 in. |
Express dimensions width (X-axis) first, then height (Y-axis), and then depth (Z-axis) separated by an “x” with spaces in between. Do not list dimension units (e.g. w, h, l, d).
CORRECT |
INCORRECT |
8 ½" x 11" x 1" |
8½"x11"x1" |
8.5 cm x 11 mm x 1 cm |
8.5cmx11mmx1cm |
Size: 7 4⁄5" x 2 ¾" x 27 ½" with 3" end stop |
Size: 27½" (L)x74⁄5" (W)x2¾" (H) with 3" end stop |
Do not mix imperial and metric.
CORRECT |
INCORRECT |
21.59 cm x 1 mm |
8 ½" x 1 mm |
Do not mix symbols and units
CORRECT |
INCORRECT |
1" x 6' Easy Loom |
1" x 6 ft Easy Loom |
1 in x 6 ft Easy Loom |
1" x 6 ft Easy Loom |
Always spell out “gauge” where space allows. Otherwise, use lower-case “ga” with no period.
CORRECT |
INCORRECT |
guage / ga |
g / ga. / GA |
Truncate “outer diameter” as “OD” not “O.D.” and not “od”.
CORRECT |
INCORRECT |
Replacement O-ring, ⅞" OD |
Replacement O-Ring, ⅞" O.D. |
Abbreviate diameter as “Dia.” or use the symbol “⌀” (Not the empty set symbol “∅”, the Scandinavian letter “Ø”, or the Greek letter Φ.)
Derived Units of Measure
A pound-foot (lbf⋅ft) is a unit of torque. A foot pound-force (ft⋅lbf or ft⋅lb) is a unit of energy.
Abbreviate “square feet” as “sq. ft” with a period after “sq” but no period after “ft” unless it’s at the end of a sentence. Do not use “sq. feet”, “ft2”, or “sq. ft.”.
CORRECT |
INCORRECT |
square feet |
sq. feet |
sq. ft |
sq. ft. |
Plurals vs Contractions
“MGBs” is plural. “MGB’s” means “belonging to MGB”.
Upgrade your MGB’s interior with these classic Suffolk Seat Assemblies.
“SUs” is plural. “SU’s” means “belonging to SU”.
“Polos” is plural. “Polo’s” means “belonging to Polo”
“it’s” means “it is”. “its” means “belonging to it”.
Add a space after w/
Spell “O” ring to O-ring
‘ (single prime)
“ (double prime)
‘’ (single quotation marks)
“” (double quotation marks)
’ (apostrophe)
Emphasize book titles in sentences with italics
CORRECT |
INCORRECT |
When British Sports Cars Saved a Nation celebrates this compelling story with authoritative text from John Nikas... |
When British Sports Cars Saved a Nation celebrates this compelling story with authoritative text from John Nikas... |
When describing books, use “hardcover” or “softcover” spelled as one word. Only use “paperback” (a type of softcover) for mass-produced (i.e. lower quality) books with a flexible binding. Do not use “soft bound” or “hard bound”.
CORRECT |
INCORRECT |
hardcover / softcover / paperback |
hard cover / soft cover / paper back |
hardcover / softcover / paperback |
hard bound / soft bound |
Truncate the number of pages for book descriptions as “pgs” with no period and list it at the end of the description followed by other key details separated by semicolons, e.g. #pgs; cover; images; dimensions.
CORRECT |
INCORRECT |
112 pgs; softcover; 8 ¼ " x 9 ¾". |
Softbound, 8¼" x 9¾", 112 pages. |
96 pgs; softcover; 76 color & b/w photos. |
96-page paperback with 76 color and black & white photos. |
208 pgs; softcover. |
208 pages, softcover. |
300 pgs; hardcover; color images; 10" x 12". |
300 pgs; Hard Bound; Color Images, 10"x12". |
Hyphenate the word “hands-free” when used as an adjective. Bluetooth is always capitalized as it is a trademark named after King Harald Bluetooth, who united the disparate Danish tribes into a single kingdom.
CORRECT |
INCORRECT |
Bluetooth w/ hands-free mic input |
Bluetooth w/handsfree mic input |
The Bluetooth mic input is hands free |
The Bluetooth mic input is hands-free |
How to list quantities of items? #x / # - / (Qty #) / (#) / # each / (# Pack). We need to pick one for consistency.
CORRECT |
INCORRECT |
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All Kits Include: • 4x pad retaining clips • 4x pad cotter pins • 8x bolts • 8x nuts • 8x lock washers |
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Positive Lock Tie Kit includes: • 8 - 9" Locking Ties (Up to 2" diameters) • 4 - 14" Locking Ties (Up to 4" diameters) • Locking Tie Tool |
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Kit Includes: • Pad Retaining Clips (Qty 4) • Bolts (Qty 8) • Nuts (Qty 8) • Lock Washers (Qty 8) |
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Positive Lock Tie Kit includes: • (8) 9" Locking Ties (Up to 2" diameters) • (4) 14" Locking Ties (Up to 4" diameters) • (1) Locking Tie Tool |
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30 each 18GA, 16GA, 14GA Crimp Bullets |
|
Crimp Bullets - 18GA Wire (10 Pack) |
“Manufacturer’s Warranty” not “Manufacturer Warranty” “Buyer’s Guide” not “Buyers Guide”
Do not use single quotation marks for emphasis in a sentence. Instead, use double quotation marks.
CORRECT |
INCORRECT |
Fully automatic “connect and forget” charging |
Fully automatic ‘connect and forget’ charging |
What is the difference in meaning between the following constructions?
TR250/6
TR250-6
TR5/250/6
TR5/250 & TR6
TR250/TR6
TR250, TR6
Do not capitalize “Classic” or “Roadster” in a sentence.
Do not capitalize “rubber bumper” or “chrome bumper” when describing MGBs.
“logo’d” is not a word. Use “branded” instead.