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ATS 2020 Virtual Style Guide

Requirements for all advertising, sponsorships, mailing lists, and all other promotional materials. The ATS edits text to conform to the Style Guide.

Academic, Courtesy, Legislative, Professional Titles and Surnames

If title precedes name, uppercase (Professor of Pediatrics Samuel Smith, MD). If it follows, lowercase (Samuel Smith, MD, professor of pediatrics). Notes:

  • On first reference, MD, PhD, or RT
  • Dr. on second reference.
  • Not a doctor: use Mr. or Ms. on second reference.
  • Use of first name acceptable in direct quotes.
  • When referencing institution after title, the inclusion of city and state is not necessary for major institutions: “Samuel Smith, MD, professor of pediatrics at Johns Hopkins University School of Medicine.”
  • Rep., Reps., Sen. and Sens. as formal titles. Spell out, lowercase representative and senator in other uses.
  • Do not use any honorific titles behind people’s names such as FACP. 

Acronyms, Abbreviations

No periods (MD, PhD, AJRCCM). Exceptions: U.S., Dr., Rep., a.m., p.m. Do not put abbreviations or acronyms in parentheses behind full names unless they’re difficult to recognize on second reference.

Notes:
Acceptable: “The National Institutes of Health announced.” 
Not acceptable: “The National Institutes of Health (NIH) announced.”

American Thoracic Society

On first reference: The American Thoracic Society
On second reference/use in headline: T/the ATS or T/the Society. Possessive: the ATS's (not the ATS'). 

ATS 2020 Virtual Conference Name

On first reference: The/the ATS 2020 Virtual (Exceptions include pages within the Virtual Conference website and promotional materials in which the context is immediately clear, or space is limited).
On second reference and in headlines:

  • In longer texts - in which variety makes copy more readable - conference (rather than Virtual International Conference) is acceptable.

Not acceptable: meeting, annual meeting, congress, or event.

Cities, States

All domestic and international cities are followed by state, province, and/or country. Domestic cities do not need to be followed by country. Example: Philadelphia, Pennsylvania

Dates, Months

Abbreviate these months AP Style: Jan., Feb., Aug., Sept., Oct., Nov., Dec. Do not include “th” in the date. Examples: Jan. 7 and July 7. Use a year if not apparent: Jan. 7, 2020. Spell out when using alone or with a year:

  • It was an unseasonably warm December.
  • They planned to revive the initiative by March 2020. (No comma between month and year in this instance.)
  • How to list time for events: Time and Time Zone, Day, Date.
    • Example: 5 p.m. EDT, Thursday, Aug. 27, 2020

Exhibit Hall

On first reference: T/the ATS 2020 Virtual Exhibits
On second reference and in headlines: T/the virtual exhibits
Not acceptable: Exhibit Floor.

Graphic Design Rules

NEW THIS YEAR: The ATS allows approved use of the ATS 2020 Virtual Conference logo.
Advertisers, exhibitors and supporters are required to submit a request to use the conference logo along with a reference, description or sample by emailing czahn@thoracic.org.

Advertisers, exhibitors and supporters cannot:

  • Use the ATS association logo or tagline
  • Use the ATS blue (reflex blue)
    • ATS Blue: Pantone - Reflex Blue C, RGB - 37, 65, 143, CMYK -100, 90, 10, 0
  • Use the ATS 2020 artwork (except approved exhibitor ATS 2020 conference logo) or colors
    • RGB - 92, 59.85, CMYK - 62, 79, 43, 31, WEB - #5c3b55(and its 'family' - i.e. similar colors in the PMS and/or Web-safe palettes)
    • RGB -181, 0.101, CMYK - 26.76,100,34.38, 3.75, WEB - #b50065 (and its 'family' - i.e. similar colors in the PMS and/or Web-safe palettes)
    • RGB - 255, 222, 133, CMYK-1, 11, 57, 0, WEB - #ffde85 (and its 'family' - i.e. similar colors in the PMS and/or Web-safe palettes)

VIRTUAL INDUSTRY PROGRAMS

Required Text for Virtual Industry Program Ads/Invitations/RSVP Landing pages

  1. An Industry Program at the ATS 2020 Virtual Conference
    This presentation is sponsored by ________ (name of sponsor) and is open to all ATS 2020 Virtual attendees.
    -OR -
  2. An Industry Program at the ATS 2020 Virtual Conference
    This presentation is sponsored by _______ (name of sponsor). Due to regulatory restrictions, this presentation is only available to attendees (from/not from) the United States (or other regions, countries).

Not acceptable: Product Theater

Required Text for MECC-Organized Virtual Industry Program Ads/Invitations/ RSVP Landing pages - (MECC - Medical Education Communication Company)

  1. A MECC-Organized Program at the ATS 2020 Virtual Conference
    A Non-CME educational program sponsored by ________ (name of sponsor) and supported by a grant from ________ (name of supporter) open to all ATS 2020 Virtual attendees.
    -OR -
  2. A MECC-Organized Program at the ATS 2020 Virtual Conference
    A Non-CME educational program sponsored by ______ (name of sponsor) and supported by a grant from _______ (name of supporter).  Due to regulatory restrictions, this program is only available to attendees (from/not from) the United States (or other regions/countries).

Additional items pertaining to Virtual Industry Programs

  • It is strictly prohibited to use “American Thoracic Society”, “ATS”, “ATS 2020”, or any reference thereof, in a website link, email address, rsvp link, or registration link.
  • Do not use any honorific titles behind people’s names such as FACP.

Time

Midnight, 12 p.m., 11 a.m., 1 p.m., 9 to 11 a.m. or 9‒11 a.m., 9 a.m. to 5 p.m. All times should indicate time zone (EST, EDT, etc.) unless it’s clear from the context or a previous reference in the text to the time zone. (The ATS IC Final Program receives special treatment due to layout consistency — time may be shown with double 0s. For example: 9:00 a.m.) Note: Do not use “noon.” Instead, use “12 p.m.”

  • How to list time for events: Time and Time Zone, Day, Date.
    • Example: 5 p.m. EDT, Thursday, Nov. 5, 2020.

United States, U.S.

Acronym acceptable when used as an adjective or noun. Examples:

  • We have many members based in the United States.
  • We have many members based in the U.S.
  • We value our U.S. members.