Brand Guidelines

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Language elements

Abbreviations
Acronyms
Ampersands
Apostrophes
Contractions
Forward Slash
Full Stops
Hyphenation
Publications
Punctuation
Referencing and Quotations
Websites and Hyperlinks

Abbreviations

We never say it’s or we’ve – we always state it full – it is, or we have. That is because, although our tone is informal, we still need to be respectful with people.

Acronyms

The first mention of an acronym must provide the full name followed by the acronym in brackets. Use the acronym for the remainder of the document. The acronym should always be capitalised and never contain full stops within it. For example: National Greenhouse and Energy Reporting System (NGERS). Then you would refer to NGERS throughout the rest of the document.

Note it is incorrect application to use the acronym first with the full name in brackets.

Ampersands

Ampersands should only be used in website navigation titles when space is limited. Avoid using ampersands in all text and headings.

Apostrophes

Use apostrophes correctly. Apostrophes can be used correctly in three different ways, and convey three different meanings:

- the tenant’s liability (one tenant)
- the tenants’ liability (several tenants)
- Jones’ liability (the liability of a party called Jones, a name which ends in ‘s’ – don’t add another apostrophe)

<Abbreviations><Acronyms>< Ampersands><Apostrophes>< Contractions><Forward Slash><Full Stops><Hyphenation>< Publications>
<Punctuation><Referencing and Quotations><Websites and Hyperlinks

Contractions

Apostrophes are also used in contractions like it’s (short for it is), we’ve (short for we have), etc. Where possible avoid using contractions in your writing, and use the full words (it is instead of it’s, we have instead of we’ve, will not instead of won’t, etc).

Forward Slash

Using a forward slash in text can commonly mean ‘or’, or ‘as opposed to’ or ‘and’. Avoid using the forward slash where possible as its meaning is ambiguous. Use ‘or’ or ‘as opposed to’ or ‘and’. Forward slashes are permitted in web addresses as the meaning is implicit.

Full Stops

Use a full stop at the end of an abbreviation but not a contraction. Never use a full stop:

- at the end of a heading or sub-heading
- at the end of individual terms in a bulleted list (when the list is made up of incomplete sentences)
- at the end of captions
- at the end of dates
- at the end of symbols for units of measurement
- at the end of terms in a contact lists, or
- at the end of hyperlinks or email addresses.

Hyphenation

The rules for hyphen usage in the English language are complex and often contradictory. The FKP style relies on minimal usage of hyphens. When you are unsure whether to hyphenate a word please refer to the FKP Dictionary. If the words you are seeking to clarify are not in the FKP Dictionary, please email the Brand Manager.

Publications

Italicise the full title of publications.

Punctuation

Punctuation should be used as an aid to understanding and must be used consistently. Generally, keep punctuation to a minimum. Too many commas indicate a sentence is too long and should be broken down into separate sentences or lists.

Referencing and Quotations

Referencing

Use endnotes.

Quotations

When quoting direct speech or for citations or referencing, always use single quote marks. Use double quotes only when a quotation is made within a quotation. Use quotation marks sparingly and opt for other means of emphasis where possible. See Emphasis.

Websites and Hyperlinks

Underline web links in offline materials, and drop ‘http://’. Web addresses should be presented without ‘http:’ For example: www.saltwatercoast.com.au

Italicise names of websites as you would italicise a publication for example Saltwater Coast website.

Avoid using the URL or domain name as a link in web content. Use natural language for linked text, and be descriptive of the content available via the link.

Never use language such as Click here, Click, Read more or other equivalents in favour of descriptive and unique linking text. This improves accessibility and discoverability via external search engines.