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Elements of the ASU brand

Company names

This section provides style guidelines for company names that align with the ASU brand in addition to the latest AP style updates.

Consult a company’s website for the official representation of its name. Click on the News or About tabs to find a press release from the company containing its official name.

Generally, follow an organization’s convention for capitalization, punctuation and abbreviation of the organization’s suffix (Company, Corporation, Incorporated, Limited). Do not use a comma before the suffix, even if one is included in the formal name.

  • Intel Corp.
  • UnitedHealth Group Inc.
  • Translational Genomics Research Institute on first reference, TGen thereafter

Use an ampersand if it is part of a company’s legal name, such as:

  • AT&T
  • U.S. News & World Report

Do not capitalize an article such as “the” unless it is part of the company’s formal name.

  • The Kroger Co.
  • The Arizona Republic, The New York Times

Do not use all-uppercase names unless the letters are individually pronounced. BMW

  • USA Today, not USA TODAY
  • Ikea, not IKEA

Always capitalize the first letter if it begins a sentence.

  • EBay is an online auction site, but: The item is listed on eBay.
  • EdX partners with ASU, but: ASU partners with edX.

Do not use symbols such as exclamation points, plus signs or asterisks that form contrived spellings that might distract or confuse a reader, even if one is included in the formal name: Yahoo, not Yahoo!