GBU Life Content & Grammar Guidelines
Version 1.0 | Last updated: April 2025
1. General Grammar & Formatting Rules
1.1 AM/PM Formatting
• Times should be formatted as H:MM AM or H:MM PM (e.g., 11 AM, 12:30 PM).
• Use uppercase with no periods.
1.2 Dates
• Past dates should omit the day of the week.
• Use full date format in written materials (e.g., “September 30, 2025”).
1.3 Time Zones
• Use ET, not EST.
1.4 Ellipses
• Always format with spaces before and after: ...
1.5 En Dashes vs. Em Dashes
• En dash (–): No spaces before or after.
• Em dash ( ): Use spaces before and after.
2. Capitalization Rules
2.1 GBU Program Names
• Capitalize 'GBU' and the program name, lowercase descriptors (e.g., GBU Youth Leaders program).
2.2 Job Titles
• Capitalize if preceding name or includes proper noun.
• Lowercase if following name.
2.3 GBU Terminology
• Lowercase 'member' and 'district' (unless with number).
• Capitalize 'Home Office' and 'The GBU Foundation' as specified.
2.4 Headings and Bulleted Lists
• Use sentence case for headings.
• Capitalize first word in bullets after a colon.
3. Punctuation & Usage
3.1 Oxford Comma
• Do not use the Oxford comma.
3.2 Commas Between Modifiers
• Use if 'and' could sensibly be inserted.
3.3 Log in / Log into
• Use 'Log in to the GBU Life Member Community'.
3.4 Registered Trademarks
• Use ® once per piece, preferably in headlines or intro.
4. Brand & Editorial Style
4.1 First Reference to GBU
• Use 'GBU Life (GBU)' first, then 'GBU'. Headlines may use either.
4.2 GBU Life Member Community
• Use this exact phrasing.
4.3 Community Pillars
• Wellness, Education, Charitable Giving and Hometown Hero Support.
5. Typography & Fonts
5.1 Font Usage
• Design: Raleway (headers), Roboto (body)
• IT/Forms: Verdana (headers), Arial (body)
• The Reporter: Flexible
5.2 Headings & Spacing
• Less spacing after heading than before.
6. Naming Conventions
6.1 GBU Address
• GBU Life 4254 Saw Mill Run Blvd. Pittsburgh, PA 15227
6.2 District Names
• Use em dash with spaces (e.g., District 45 Altoona, Pennsylvania).
7. Program & Product Language
7.1 FIA Product Terms
• Use updated terms: Participation rate, Fixed Interest Rate, Booster Fee.
• List selling features in approved order.
8. Special Cases & Internal Language
8.1 Fraternals
• Okay internally; use 'fraternal organization' externally.
8.2 Society Capitalization
• Capitalize when referencing GBU specifically.
9. Visual Design & Links
9.1 URLs
• Bold all URLs (e.g., gbu.org).
9.2 Italics
• Italicize only tangible content (books, videos).
10. Official Titles (Partial List)
Chief Executive Officer William W. Hunt
Executive VP/Chief Financial Officer Mark Cloutier
Executive VP/Chief Marketing Officer Lesley B. Mann
Sr. VP/Chief Operating Officer Wil Lombardi