Content Style Guide
Heading Casing Rules for TCW Authors.
A short reference so every page, section, card and FAQ reads the same way. Two casing conventions cover the whole site: Title Case for display headings, sentence case for natural questions and quotes.
The Rule in One Line
All display headings use Title Case. FAQ questions and pull quotes stay sentence case.
Display headings are H1–H4, section titles, eyebrows, card titles, article section headings and CTA band titles. They are designed text, so they follow Title Case. FAQ entries and featured pull quotes read as natural spoken sentences, so they stay in sentence case.
Use Title Case
Heading type
Where it appears
Example
Keep Sentence Case
Heading type
Where it appears
Example
How to Apply It
Title Case Means Capitalise Every Principal Word
Capitalise nouns, verbs, adjectives, adverbs, pronouns and words of four or more letters. Lowercase short conjunctions (and, or, but), short prepositions (in, on, to, for, with, of) and articles (a, an, the) unless they start the line. Always capitalise the first and last word regardless of length.
Sentence Case Means Only the First Word Is Capitalised
Capitalise only the first word of the line and any proper nouns (TCW, Inbox, British Standards, ACOPs). Brand names keep their own casing regardless of position. Do not capitalise a word just because it follows a colon mid-sentence.
Apply the Rule Before You Publish
New routes, new sections and new content entries must follow this guide on first commit. Do not rely on a later pass — casing is part of the design system, not a polish step.
Eyebrows Follow Title Case
The small kicker labels above headings (the `.eyebrow` class) are display text and use Title Case: “AI & Engineering Governance”, “The Repositioning”, “Free Download”. They are uppercase via CSS, but the source text is Title Case.
Brand Element — The Data Dots
The TCW Magnifying Glass
The key component of our primary logo is the TCW magnifying glass, created by hundreds of brand-coloured dots that represent data flow. The dots are the atomic unit of the brand: they can be used on their own to link things together, forming a DNA-like structure that shows connection between data concepts and assets.
Primarily the dots appear in our brand colours — green, blue, amber and red. A second, ghosted tone keeps the same geometry at reduced transparency so the element can sit on black surfaces as quiet texture rather than a loud graphic.
Brand Tone — Foreground Use
Full brand colours. Use where the dots are the subject: hero graphics, section openers, diagrams showing links between assets and evidence.
Ghost Tone — Surface Texture
Same geometry, reduced transparency, single neutral colour. Use behind copy, inside cards and across dark sections where the dots should read as depth, not decoration.
- Never recolour the dots outside the five brand colours; the grey is reserved for the ghost tone.
- Keep clear space around the magnifying glass equal to the lens radius — never crowd it with type.
- Strands connect two ideas. Use rungs sparingly; the structure should read as data, not decoration.
Quick Checklist
- 01Page H1 written in Title Case, including the gradient-highlighted line.
- 02Every H2 and H3 section title in Title Case.
- 03Eyebrow kicker labels in Title Case (they render uppercase via CSS).
- 04CTA band titles in Title Case.
- 05Card titles and inline article section headings in Title Case.
- 06FAQ questions kept in sentence case, ending with a question mark.
- 07Featured pull quotes left in sentence case — they are spoken lines.
- 08Brand names (TCW, Inbox) keep their own casing in any position.