Capitalization
GOJO style uses sentence-style capitalization. That means everything is lowercase except the first word and proper nouns, which include the names of brands, products, and services.
Use sentence-style capitalization most of the time. That means:
Capitalize the first word of a sentence, heading, title, or standalone phrase.
Capitalize proper nouns.
Use lowercase for everything else.
Always capitalize the first word of a new sentence.
Don't use all uppercase or initial caps for emphasis. It's OK to use italic sparingly for emphasis.
Don't use all lowercase as a design choice. Although all uppercase is used occasionally as a design element, don't use it in body text.
Don't capitalize the spelled-out form of an acronym unless it's a proper noun.
When words are joined by a slash, capitalize the word after the slash if the word before the slash is capitalized. Don’t put spaces between words and slashes.
Examples
Country/Region
On/Off
Lowercase all words in the spelled-out form of an acronym except for proper nouns.
Examples
trade development plan (TDP)
commercial sales director (CSD)
performance management process (PMP)
Examples of GOJO proper nouns
Enterprise Alignment Venue (EAV)
Long-Term Strategy Venue (LTSV)
People and Culture Venue (PCV)
Centers of Excellence (COE)
Sales Leadership Council (SLC)
Critical Enterprise Initiatives (CEI)
Use sentence-style capitalization in most titles and headings: capitalize the first word and lowercase the rest.
Exceptions
Proper nouns are always initial capped and GOJO corporate and brand names are always all caps. If a heading includes a colon, capitalize the first letter in the word right after the colon. Calls to action of three words or fewer should include capitalization of each word.
Examples
He lives in Akron and works for GOJO
Tip: Always wash your hands before eating
LEARN MORE
Headings of blog posts, articles, documentation topics, and press releases use sentence-style capitalization.
Examples
Reinforce your high standards with the PURELL® brand
Provide best-in-class service for your facility
Occasionally, title-style capitalization — capitalizing most words — is appropriate. For example, product and service names, the names of blogs, book and song titles, article titles in citations, white paper titles, and titles of people require title-style capitalization. In a tweet, it's OK to use title-style capitalization to highlight the name of a quoted article.
On the rare occasions when title-style capitalization is required, follow these guidelines:
Always capitalize the first and last words.
Example
A Home to Go Back To
Don't capitalize a, an, or the unless it's the first word.
Example
The GOJO Blog
Don't capitalize prepositions of four or fewer letters (such as on, to, in, up, down, of, and for) unless the preposition is the first or last word.
Example
How to Personalize Your Dispenser
Don't capitalize and, but, or, nor, yet, or so unless it's the first word or the last word.
Example
Monitoring a PURELL ES4 or ES8 Dispensing System
Capitalize all other words, including nouns, verbs (including is and other forms of be), adverbs (including very and too), adjectives, and pronouns (including this, that, and its).
Example
Fight Cold and Flu
Capitalize the second part of a hyphenated compound if it would be capitalized without the hyphen or it's the last word.
Examples
Self-Paced Training for the PURELL SOLUTION™
Energy-on-the-Refill: Always Ready and Touch-Free
Always use the PURELL® and GOJO trademark in all capital letters to set the PURELL® trademark apart from the surrounding text. If other trademarks are used, they also appear in all capital letters.