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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.


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

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 "

Dia: 15"-16"; Grip: 2 ¾"-3 "

 

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, " OD

Replacement O-Ring, " 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

 

All Kits Include:

• 4x pad retaining clips

• 4x pad cotter pins

• 8x bolts

• 8x nuts

• 8x lock washers

 

Positive Lock Tie Kit includes:

• 8 - 9" Locking Ties (Up to 2" diameters)

• 4 - 14" Locking Ties (Up to 4" diameters)

• Locking Tie Tool

 

Kit Includes:

• Pad Retaining Clips (Qty 4)

• Bolts (Qty 8)

• Nuts (Qty 8)

• Lock Washers (Qty 8)

 

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

 

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.