Writing Style Guide Writing Reference Punctuation/Grammar Quotation marks Dash Parentheses Apostrophe Double quotation marks when used with other punctuation: A dash is made up of two hyphens, and both are written with no space on either side. Use parentheses to enclose an abbreviation and/or a confirmation of a term following Used primarily when showing possession and omission of letters (contractions) Don’t confuse the usage of dashes and hyphens. the written-out term when it is used for the first time: All periods and commas at the end of a sentence go inside the quotation marks. Dallas Love Field (DAL) has some competition with at least one major area Possession All semicolons and colons go outside the quotation marks. Dash: airport, but DAL can hold its own. DO: I LUV working at Southwest—it’s a dream job! When a parenthetical comes at the end of a sentence, the sentence’s punctuation Place the apostrophe before the s when showing possession by one person: All exclamation points and question marks go outside the quotation marks, unless the I LUV working at Southwest — it’s a dream job! always follows the final parenthesis: exclamation point or question mark is part of the material quoted. I LUV working at Southwest-it’s a dream job! the boy’s hat Do you know how to pronounce “trough”? Hyphen: The fee is collected immediately (if not beforehand). To show possession by more than one person, make the noun plural first, then Be sure to use the appropriate sentence punctuation when a complete sentence is immediately use the apostrophe: the dogs’ house I know how to pronounce “through”! heads-up; written-out; 1990-1995 contained in a parenthetical: low - fare airline To show singular possession with proper nouns ending in s or an s sound, drop The book stated emphatically that the word draught is “one of the most low—fare; 1990—1995 The fee must be collected (You mean there is a fee?) immediately (if the s that would normally follow the apostrophe: Ms. Jones’ office mispronounced words in English!” not beforehand)! Use a dash to signify an interruption or clarification of thought; and, if the thought To show plural possession with proper nouns ending in s or an s sound, make the The question she asked was, “Do you know how to pronounce rough?” continues, use a dash on either side of the interruption or clarification: proper noun plural first, then immediately use the apostrophe: the Joneses’ house Ellipsis “I didn’t know that ‘slough’ was pronounced like that!” she exclaimed. I LUV working at Southwest—it’s a dream job! With a singular compound noun, show possession with ’s at the end of the word: my An ellipsis [ … ] consists of three evenly spaced dots (periods) with spaces between the mother-in-law’s hat Single quotation marks are used to enclose quotations within quotations. When It’s not likely—although it is always possible—that she will go to Boston. ellipsis and surrounding letters or other marks a quotation appears in a headline, use single quotation marks. With a plural compound noun, show possession with ’s at the end of the word: my two Use a hyphen in compound modifiers; when combining words that describe character If the ellipsis comes after the end of a sentence, it will be placed after the period, brothers-in-law’s hats The newspaper article quoted Gary’s latest whimsical observation: “Kelly or a character; and in fractions: cost-effective; research-driven; stay-at-home; four- making a total of four dots. noted that ‘even if you’re the tallest member of a tribe of pygmies, you’re still a year-old; one-fifth Use the apostrophe and s after the second name only if two people possess the same item: pygmy,’ thus illustrating that he is the businessman’s comic.” When to use: Bill and Ted’s excellent adventure; but: Bill’s and Ted’s hats Exception: Don’t use a hyphen in a compound modifier that includes an adverb ending The Definitive Guide to LUV: ‘Protect Our People’ in ly: widely known; snappily dressed; heavily drugged When you’re quoting material and you want to omit some words. BUT: When a sentence ends with a word in single quotation marks, punctuation marks go on Semicolon To indicate a pause in the flow of a sentence. Don’t confuse it’s and its: It’s a beautiful day outside, and an ant is trudging along with the outside of the final single quotation mark: its little piece of sand. Use the semicolon in place of a period to separate two sentences where the Abbreviations Don’t use an apostrophe with possessive pronouns—they already show possession: his; Jack said, “I wouldn’t call that shack a ‘house’, although it is someone’s ‘home’.” conjunction has been left out: When a sentence ends in an abbreviation, the period of the abbreviation will serve as hers; theirs; ours; yours Comma Call me tomorrow; I will give you my answer then. the sentence’s closing period. If, however, the sentence ends with a question mark or exclamation point, the abbreviation period remains: Use an Oxford comma to separate and or or from the preceding items in a series of Use a semicolon in front of words such as therefore and however when connecting Contraction (omission of letters) three or more; in other words, always use a comma after the second-to-the-last item two complete sentences: The meeting adjourned at 5:30 p.m. in a series of three or more, before the and or the or: I wanted to get a quick bite to eat; relax; take it easy; read a book; etc. DO: I wanted to go; however, I could not. The meeting adjourned at 5:30 p.m.? Southwest Airlines flies to Reno, Boise, and Amarillo. it is = it’s Use the semicolon to avoid confusion where commas already exist: you are = you’re You can fly on Southwest Airlines to Reno, Boise, or Amarillo. I simply wanted to get a quick bite to eat; relax; take it easy; read a book; etc.! is not = isn’t We fly to Boise, Idaho; Los Angeles, California; and Nashville, Tennessee. let us = let’s Use a comma to separate two complete sentences connected by the word and, and Abbreviations for states will differ depending on whether the context involves place the comma before the word and: Use a semicolon before an expression such as for example; e.g.; that is to say; i.e. addresses or straight copy. BUT: The Wright Compromise will pass, and we will be free! ADDRESS: 134 Coppell Lane Arlington TX Don’t confuse your and you’re: Colon Use a comma after a dependent clause that comes at the beginning of a sentence: COPY: Today, we visited Arlington, Tex. Your inviting me to dinner shows that you’re civilized. Depending on the outcome of the vote, we could be in for a real treat! Skip one space after a colon. Months should only be abbreviated in press releases and when the full date is present. Don’t confuse their, there, and they’re: Exception: Instead of skipping one space after the colon in the “Enclosure” and “Copy Use a comma when using the word however, if there is not a complete sentence before to” components of a memo or letter, use a tab space instead, so that the elements in Jan. 13, 1974 Their house is over there, and they’re at home. and after the word however. If there is a complete sentence before and after the word those components line up: Jan. 1974 however, use a semicolon before the word however: Don’t confuse lets and let’s: Enclosure: A Note We will not know, however, until the votes are counted. Copy to: Some People Southwest Titles A Guest Pass lets us fly standby for free, but while we are waiting let’s grab some lunch. Many will vote for the Wright Compromise; however, some will not want it to pass. Use a colon when introducing a list of items: Titles should be formatted in the following manner: Don’t use an apostrophe to show plurals of numbers, letters, and figures, unless necessary Use a comma after the word that when introducing the first phrase of an We rely on several major forms of transportation: planes, trains, Gary Kelly, Chairman, President, & CEO to avoid confusion: incomplete thought: and automobiles. Mike Van de Ven, Executive Vice President & Chief Operating Officer Tammy Romo, Executive Vice President & Chief Financial Officer MDs; Did you know that, of all major airlines, Southwest is the most profitable? Our planes can do amazing things: 1) fly thousands of feet in the air, 2) cruise 80s; at hundreds of miles per hour, and 3) carry more than 100 Customers. the 1960s; Do not use a comma before or after the word too. Use a colon when introducing a direct quotation: BUT: I agree too that it is not rational. The Supervisor’s report is precise: “When Mr. Smith got to the gate, I looked Always dot your i’s and cross your t’s. I wanted to go too. at my watch and noted that it was right at 3:15 p.m.” Use a colon following the salutation of a business letter: Dear Mr. Smith: Writing Style and Trademark Guide Southwest Airlines Brand Style Guide | 119