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ATS 2020 Style Guide

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

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 Convention Center Name

On first reference: T/the Pennsylvania Convention Center
On second reference and in headline: PCC

ATS 2020 International Conference Name

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

  • ATS 2020 Philadelphia (No dot, hyphen, en dash, or em dash between year and location.)
  • ATS 2020
  • T/the International Conference
  • In longer texts - in which variety makes copy more readable - conference (rather than 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 Exhibit Hall
On second reference and in headlines: T/the Exhibit Hall
Not acceptable: Exhibit Floor.
Acceptable References to Booth Numbers
The following are all acceptable references to booth numbers at ATS 2020. For references that appear outside of the Pennsylvania Convention Center (mailers, etc.) "at ATS 2020" is required after each of the options listed below. For references that appear inside the convention center (banners, floor clings, etc.), it is not.
  • Stop by Booth #XXX
  • Visit Booth #XXX
  • Visit Stand #XXX
  • Visit us at Booth/Stand #XXX

Not acceptable: Exhibit Floor

Graphic Design Rules

NEW THIS YEAR: The ATS allows approved use of the ATS 2020 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. The ATS 2020 Logo Use and Permission Guidelines will be available October 1, 2019.  Please check back for more information.

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)

INDUSTRY PROGRAMS

Required Text for Guru Bar Ads/Invitations/RSVP Landing pages

  1. A Guru Bar presentation at the ATS 2020 International Conference
    This presentation is sponsored by ________ (name of sponsor) and is open to all ATS 2020 International Conference attendees.

Required Text for Industry Theater/Mini Theater Ads/Invitations/RSVP Landing pages

  1. An Industry Theater presentation at the ATS 2020 International Conference
    This presentation is sponsored by ________ (name of sponsor) and is open to all ATS 2020 International Conference attendees.
    -OR -
  2. An Industry Theater presentation at the ATS 2020 International 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 Industry-Organized Non-CME Symposia Ads/ Invitations/RSVP Landing Pages

  1. An Industry-Organized Symposium at the ATS 2020 International Conference
    A Non-CME educational program sponsored by _______ (name of sponsor) open to all ATS 2020 International Conference attendees.
    -OR -
  2. An Industry-Organized Symposium at the ATS 2020 International Conference
    A Non-CME educational program sponsored by _______ (name of sponsor). Due to regulatory restrictions, this program is only available to attendees (from/not from) the United States (or other regions/countries).

Required Text for MECC-Organized Non-CME Symposia Ads/Invitations/ RSVP Landing pages - (MECC - Medical Education Communication Company)

  1. A MECC-Organized Symposium at the ATS 2020 International 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 International Conference attendees.
    -OR -
  2. A MECC-Organized Symposium at the ATS 2020 International 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).

Required Text for Practical Workshop Ads/Invitations/RSVP Landing pages

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

Additional items pertaining to 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.
  • When referencing two programs it is necessary to reference both i.e.  An Industry Theater and Guru Bar presentations with the required text above.
  • Do not use any honorific titles behind people’s names such as FACP.

Room Locations

When referencing room locations, include hotel name, followed by room name, followed by building and/or level in parenthesis.

  • The Notary Hotel, Autograph Collection, Grand Ballroom (Level 1)

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.