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Copywriter's Style Guide

Please follow these guidelines to ensure consistent style and usage in Graco's marketing communications. For more information, refer to:

• The Associated Press Stylebook
• Merriam-Webster's Collegiate Dictionary – Tenth Edition
• "The Elements of Style" by Strunk and White

Contents

To jump to the style guide for a particular topic, select from the links below:

Abbreviations/Acronyms

In general, avoid abbreviations. Do not use abbreviations or acronyms that the reader would not quickly recognize. Spell out long names or terms on the first reference with an abbreviation in parentheses, and abbreviate thereafter.

Example:
The Fusion Mechanical Purge (MP) Gun offers easy mechanical cleaning. In fact, Fusion MP significantly reduces maintenance costs for your business.

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Callouts with bullets

Be active. Begin each callout with a verb. Also be sure to include a benefit with the feature.

Example:
NXT Air Motor

• Provides quieter operation, better performance and improved efficiency

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Capitalization

Product literature

• Headlines and major subheads: Always use initial caps
• Subheads: Capitalize the first word only (unless proper nouns)

Print ads

• Headlines and major subheads: Always use initial caps
• Subheads: Capitalize the first word only (unless proper nouns)

Company divisions
Capitalize names of divisions as follows:

• Applied Fluid Technologies Division (AFTD)
• Contractor Equipment Division (CED)
• Industrial Products Division (IPD)
• Lubrication Equipment Division (LED)

Brand names and trade names
Capitalize trade names and trade marks, but the noun is lower case.
Example:
Graco^® pumps
Gusmer-Decker™ equipment

Capitalize specific product names.
Examples:

Occupational titles
Titles used after the name are not capitalized.
Examples:
Graco President and CEO Pat McHale
Pat McHale, Graco president and CEO

Occupational descriptions before names should not be capitalized.
Example:
contractor John Smith

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Commonly misused terms

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Dashes

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Dates

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Form numbers

Form numbers (deliverable number) must be printed on the back of each literature piece. These numbers are used for ordering literature, inventory at our Literature Center and electronic archiving. New documents are assigned revision letter "A." When a piece gets revised, it will be assigned the next letter (B, C, D, etc.). If a piece is being reprinted with no changes, do not change the form number and letter.

Use this format for the Graco form number.

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Graco brand personality

These descriptors help define the personality of Graco and they will help guide you when you're choosing words or images to represent the company.

Graco stands for:

• Innovative, high-quality products
• Technologically superior products
• Pre-engineered standard and configured products
• Global reach

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Graco brand platform

Concrete attributes:
Graco manufactures products and systems to move, measure, control, dispense and apply a wide range of fluid and viscous materials

Functional and emotional benefits:
Quality and durability that keeps you working, with leading innovation that keeps you competitive, plus confidence that comes from doing things right

Characteristics:
Superior quality in product and organization, champion of valuable innovation, a global leader, always fair and ethical, the industry standard

Values:
Do things the right way, win with integrity, embrace continuous relentless improvement, value people and partners, a culture of success

Role:
Define the leading edge of quality and competitiveness

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Graco tone statement

Copy tone guidelines:

• Address the reader directly. Use personal and possessive pronouns like "you" and "your." Avoid "we and our."
• Use benefit-oriented copy. Explain how the Graco product will improve their business or bottom line.
  Example:
  Our new tool works faster than anything in the marketplace.
  The new tool helps you get the job done faster than ever before.
• Don't be pompous or condescending. Instead, use a friendly, "I am one of you" tone.
• Use the active voice.
  Examples:
  There were a great number of dead leaves lying on the ground. (passive)
  Dead leaves covered the ground. (active)
  Graco employees were addressed by Pat McHale last week. (passive)
  Pat McHale addressed Graco employees last week. (active)
• Simplify! Use simple words or phrases whenever possible.
  Inoperative – doesn't work. Finalize – finish. Optimize – improve.
• Cut unnecessary words.
  At this point in time now
• Use specific words
  Material epoxy

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Graco tagline

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Hyphenations

If two words are used to describe a noun, hyphenate the descriptor.

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Internet terms

Measurements

Do not use " for inches or ' for feet.

In body copy:
Spell out the measurement.
Example:
A 300-foot hose; a 12-inch ruler

In technical specifications and ordering information:
Use numerals and abbreviate measurements to save space.
Example:
100 ft (30.5 m)

See guidelines in technical specifications and ordering information section.

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Numbers and numerals

In technical specifications and ordering information, always use numerals.
In body copy and news releases, follow these guidelines:

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Percent

In body copy:
Use figures and spell out the word percent.
Example:
1 percent, 2.5 percent

The word "percent" takes a singular verb when standing alone or when a singular word follows an "of" construction.
Examples:
The teacher said 60 percent was a failing grade.
He said 50 percent of the membership was there.

It takes a plural verb when a plural word follows an "of" construction.
Example:
He said 50 percent of the members were there.

In technical specifications and ordering information:
Use numerals and use the percentage sign to save space.
Example:
10%

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Product names

The Graco logo is a seal of approval and it is the most important element for our product names. With this in mind, always place Graco before the product.

Capitalization on product names:

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Punctuation

For punctuation marks not listed here, refer to the Punctuation Chapter in the Associated Press Stylebook.

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Technical Specifications and Ordering Information

Use abbreviations and follow these guidelines to save space in Technical Specifications and Ordering Information sections of product literature. However, in body copy of literature and other communications, it is acceptable to spell out the word or phrase.

Always include metric conversions in parentheses following the traditional English measurement; for example: 310 ft (95 m). Because we do not put a period after the metric abbreviation, no period is needed after the traditional English abbreviation.

Abbreviations for tech specs:

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Telephone/Facsimile

Always call phone numbers listed in your publications or on your web pages as part of the proofreading process.

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Trademarks

Always use a ® or ™ on first reference of the product name. It is not necessary to repeat the trademark symbol after the first reference.

View a complete list of Graco trademarks.

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