Product
In body copy, the first mention of the product must include the entire product name as detailed below and inclusion of the TM identifier. The exception to this rule is the Brewer Basic and Brewer Element.
The first letter of each word of the product is capitalized with the remaining letters lower case. Provide for one space between each word.
Brewer AssistTM Power Procedure Table
Brewer AccessTM High-Low Exam Table
Brewer AccessTM Exam Table
Brewer Basic Exam Table
Brewer Element Treatment Table
After the initial capitalization of the product’s name, it is no longer necessary to include the ™, and it is acceptable to shorten them as follows:
Brewer Assist
Brewer Access High-Low
Brewer Access
Brewer Basic
Brewer Element
Company
In the development of any text, the first mention of the company must always include the full name of the company (i.e. The Brewer Company). Subsequent uses of the company’s name may be shortened (i.e. Brewer).
Slogan
The Brewer Company slogan (more possibilities) is a part of the logo composite. The logo should never be presented without the slogan, unless expressed written permission has been obtained from the Brewer Marketing Department.
Ideally, in all correspondence, the last paragraph should incorporate the slogan (which should be presented in bold type face (not italicized). For example, “As always, with Brewer... there are more possibilities.”
The slogan is not to be altered without expressed written permission obtained from the Brewer Marketing Department.
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