INTRODUCTION GENERAL STYLE

Transcription

1 STYLE GUIDE

2 PANTONE 1795 C WHITE PANTONE COOL GREY 3C PANTONE COOL GREY 5C PANTONE COOL GREY 7C PANTONE COOL GREY 9C BLACK INTRODUCTION The following guidelines should be used for all digital and printed communications the Montana Lottery releases. By employing consistent style, the Lottery brand will strengthen with enhanced recognition. GENERAL STYLE COLORS Primary Lottery colors are red and black, with cool greys and white to support Lottery red is PANTONE 1795 C. CMYK C-6%, M-99%, Y-87%, K-3% RGB R-217, G-39, B-46 Hexadecimal ##D22630 Greys alternate between Pantone Cool Grey 3C, 5C, 7C, and 9C for a range of dimension Other colors may be used to support products with their own color schemes (for example, blue and yellow for pieces focusing primarily on Mega Millions). DESIGN The Montana Lottery website URL (formatted without the www. ), social media icons, and QR codes should appear on all printed materials and appropriate digital materials. Common Lottery design elements include stars and waves. Unless it s completely unavoidable, eliminate orphans and widows. Unless it s completely unavoidable, don t end a page with the first line of a new paragraph. FONTS HEADLINE SUBHEAD BODY FUTURA STD (BOLD) FUTURA STD (MEDIUM, MEDIUM OBLIQUE) FUTURA STD (BOOK) or Garamond 2

3 WRITING For press releases, AP style supersedes the following. Dates should appear without st, nd, rd, or th. Times should include zeroes and a space between the time and the part of day. AM and PM should be capitalized without periods. (For example, 8:00 PM.) Phone numbers should be formatted like so: Use words for one to nine unless referring to jackpots. Use numerals for 10 and up. Reduce excessive zeroes where possible. (For example, $250 million instead of $250,000,000. One exception would be for oversize checks, in which case the zeroes are preferred.) Odds should be expressed rounded to no more than one decimal point. Do not use the serial comma unless it clarifies the sentence. Place commas and periods inside of closing quotation marks. Don t capitalize the first word following a colon unless the word is already capitalized (due to being a proper noun, etc.) or unless the following copy is an independent clause. LOTTERY-SPECIFIC STYLE 10 Spot Not Ten Spot. Big Sky Bonus Progressive-style draw game exclusive to Montana. Bonus Play e-playslip estop - Department of Revenue online licensing program where retailers can obtain their Montana Lottery licenses. EZPLAY The registration mark is required. Additionally, the following statement is required to appear on major digital and printed communications: EZPLAY is a registered trademark of the Ohio Lottery Commission. No longer used. fixed Do not use. Set is preferred. (e.g., Power Play increases prizes by set amounts.) 3

4 Fun Play games Scratch games should be enclosed with quotation marks for press releases but should go without elsewhere. Lotto games should always be capitalized without quotation marks. Hot Ball Hot Lotto Hotline Lucky 7 Mega Ball Mega Millions Megaplier microlot Montana Cash The logo is stylized Montana Ca$h, but do not use the dollar sign otherwise. Montana Lottery Not Montana State Lottery. On second reference to the Montana Lottery, the Lottery may be used. Do not capitalize for lotteries in general. (e.g., The Lottery transfers proceeds to the General Fund and Most U.S. lotteries benefit education. ) Montana Sports Action MPNG When referring to terminals. No longer MP. Multi-Draw on-line game Lottery term to be used internally only. For public use, consider terminal-issued game or draw game. parimutuel Player s Club playslip Powerball Refers to the game as well as the 6th number drawn for each draw. Power Play Quick Pick Scratch Capitalize in reference to the Montana Lottery product line of instant games but do not capitalize in reference to scratch games in general or while using as a verb (e.g., He scratched his Scratch ticket ). Scratch games should be enclosed with quotation marks for press releases but should go without quotation marks elsewhere. In other uses, use sentence case for 4 names of Scratch games.

5 Second Chance 2nd Chance is acceptable for headlines. Tel-Sell Treasure Play Instant online games offer a variety of Lottery and progressive play styles with predetermined odds. Treasure Play games can be played and validated immediately without waiting for a draw, much like a Scratch game. webcode Wild Card WinStation CORRESPONDENCE By default, the body of s sent from Montana Lottery staff should be formatted in Arial 11- point font. Additionally, the Lottery uses a standard signature formatted in Arial 10-point font: FIRST LAST Title Montana Lottery #### (D) The hyphens above the name are required to separate the signature from the body of the . Signatures may be modified to include additional information such as cell phone or fax number if these numbers are frequently used and/or important to the position. Additional forms of con-tact should be added to the end of the second line, separated with a vertical line and identified with a single initial (C for cell phone, F for fax, etc.). The signature must still fit on two lines. FIRST LAST Title Montana Lottery #### (D) #### (F) LOGO USAGE In general, use a Montana Lottery logo for all digital and printed communications. The logo may be horizontal or vertical in orientation and solid red, black, white, or two tone, depending on the context in which it is used. The M icon may be used as a design element separate from the logo, provided the complete logo is also used elsewhere. The original aspect ratio of Montana Lottery and game logos must be preserved. The Board of Horse Racing logo must appear on all Montana Sports Action materials. 5

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