Editorial Style Guide For:
Poppin Joe’s Gourmet Kettle Korn
Prepared By:
Date: Dawna Mason, April 17, 2024
EXTERNAL STYLE GUIDE
● We will use the Associate Press (AP) Style Guide as the major style book. If something is not covered in this style guide, please refer to the AP Style Guide to answer any questions.
o Resource: https://www.apstylebook.com/
GENERAL WRITING BEST PRACTICES
● Tone: Writing should be done in a friendly and familiar tone. Like you are conversing with a friend. Always use positive language. Be informal. Use plain English (no slang).
● Tense: Always stay consistent with tense, with present tense being preferred. Past or future tense is acceptable when appropriate, but always stay consistent.
● POV: Writing should be done in a first-person point of view when writing from Joe’s point of view. If writing from a company point of view, first or third person is acceptable, but always stay consistent.
VOICE AND TONE
Our brand voice is:
● Our brand is friendly and exciting, not pushy or overbearing.
● Our brand is informal, not uptight.
● Our brand is inclusive, not judgmental.
● Our brand is engaging, not overwhelming.
HOW TO REFER TO BRAND
The following versions are acceptable when using the Poppin Joe’s Gourmet Kettle Korn name.
Do not use any other versions or abbreviations.
● Poppin Joe’s Gourmet Kettle Korn
● Poppin Joe’s
● Poppin Joe’s Kettle Korn
● PJ’s (if using this abbreviation do so only after you have spelled out one of the above versions and put (PJ’s) in parentheses next to it. For example: Poppin Joe’s Gourmet Kettle Korn (PJ’s). After that, you may use PJ’s in the remainder of the content. Always remember the apostrophe. Do not use PJs with no apostrophe.
CONTENT TYPES + STANDARDS
The content types we will create are:
o Product news, events, media mentions, and exciting news we want to share.
o Product news, events, media mentions, and exciting news we want to share. Also include “behind the scenes” views like outtakes, funny things that happen at events, etc.
o Product news, events, media mentions, and exciting news we want to share.
Content types we won’t create (right now)
● TikTok
● YouTube
FORMATTING GUIDELINES
● Links: Link to any external content used. Always use hyperlinks, but make them look different than the regular text. Use bold font, different color text, or underlined text.
● Best practices for hyperlinking text:
o Do not include preceding articles. For example:
▪ Yes: Vist the calendar page
▪ No: Visit the calendar page
o Do not link punctuation marks
o Write links like normal text. Do not say “Click here”, etc.
IMAGERY
● What types of images are in our content:
Content Type
Social Media (Instagram, Facebook, or Twitter)
Image Style
Informal and fun, but still use professionallooking photos. Do not use blurry or out-offocus photos.
Website Professional photos to be used.
● Image Credits:
o Always include credits for photographs.
o Always source any images used.
o Format credits consistently, using the photographer’s name, source (if applicable), and any other relevant information like the date or location.
o If using stock images, follow licensing requirements and include proper attribution.
● Captions:
o Captions should be brief but descriptive.
o Use captions to highlight key features, products, or tell a story related to the image.
o Maintain consistency in voice and tone.
o Ensure captions are accurate, especially when providing product information and identifying individuals or locations.
● Caption Placement:
o Captions should be placed below the image being captioned.
● Content Image Sizes
o Minimum image resolution of 72 pixels per inch (PPI).
o Higher resolution images preferred.
o Maintain consistent aspect ratios (4:3, 16:9, and 1:1 preferred).
o Do not skew or distort photos by resizing them without maintaining the proper aspect ratio.
DESIGN ELEMENTS
● Color Palette Hex Code:
● Typography
o Header/Sub header font: LTCFlash–thiswillbeusedintheregular styleonlyasitisalreadyaboldfont.Donotusebold.Itcanbe usedforallcapsifdeemedappropriate.
o Standard font: Arial – this willbe used for all standard typography. It can be used in the regular or bold styles. It can also be used for allcaps if deemed appropriate.
● Font Sizes
o Header/Sub header:
▪
▪
▪ Large–36
▪ Medium–24
▪ Small–20
o Standard font:
▪ Large – 20
▪ Medium – 16
▪ Small – 14
▪ Extra small - 12
● Current Logos
o Link to Poppin Joe’s Gourmet Kettle Korn current logo
o Link to Poppin Joe's Gourmet Kettle Korn banner logo
o Using our logo:
▪ Either logo may be used as appropriate.
o Size:
▪ When resizing the logo, always use the same aspect ratio. Do not skew, distort, or warp the logo in any way.
o Cropping:
▪ Do not crop the logo in any way. You may resize but do not crop.
