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Economic Development Winnipeg brand guide
Writing style
Names
» Always spell out the full name of person or business on the first reference.
» Depending on the tone of the writing, you can either use the first or last name in
subsequent referrals. However, you must be consistent with your usage – pick one and
stick with it.
Numbers
» Spell out zero through nine, use numerals for 10 and above, until you reach 1 million.
Then use the word along with the preceding number.
There are nine companies involved in the talent recruitment mission
A city population of 749,500.
A provincial population of 1.3 million.
» Use comma separators for every number starting at 1,000.
» Numbers can be used for dimensions and times, even for zero through nine.
» When shortening numeral values, use a capitalization of the amount with no space
between the letter and numbers.
$50M
1.3B
Percent
» The word "per cent" is spelled out in body copy, but the "%" symbol is used in tables
and promos.
Possessive
» Add an apostrophe and 's' on singular nouns
the child's toy
the girl's parents
Xerox's sales manager
» Add an apostrophe and 's' on plural nouns
Children's toys or Children's book
Cats' tails
Exceptions- have a final word in the form of a plural—ending with an s
Beverly Hills' current mayor
Cisco Systems' CEO
Words don't end in an 's' but there are exceptions: Women's or Men's clothing
