uppercase with no periods, unless they are specifically part of a brand name or the result spells out a different word.
This is a tricky one. For the most part all human beings are to be referred to as “Athletes”. However our “teammates” (see “horse”) can sometimes be referred to as “athletes” as well. Rule of thumb, try to keep “athlete” for use when the thing you are referring to only has two legs. If the thing has four legs make sure you are very clear that you are referring to a “teammate”.
The only acceptable term when two or more athletes and their teammates come together and compete.
do not use: we refer to “athletes” or “people”
EQUO® is a registered wordmark of EQUO US, LLC. It is also our preferred common name. When referencing EQUO for the first time we request that the trademark symbol be used to acknowledge our trademark rights. Subsequent copy can omit the trademark symbol. Additionally EQUO should always appear in ALL CAPS, there are no exceptions to this rule.
EQUO US, LLC
EQUO US, LLC is our official company name. However it should only be used sparingly, in cases of legal documents, or press releases. When using it should only be used once (unless absolutely necessary) and then all other references to EQUO should use our preferred common name. Additionally it should always be in all caps when used, with no periods, and one comma.
Headlines (h1, h2, etc)
all headlines, page titles and calls to action should either be “Sentence case” or “ALL CAPS”. Only proper nouns (names of people, places, etc.) or when requested by our partners brand identity guidelines should exceptions be made
do not use: we refer to them as “athletes”, “teammates”, or “partners”
This is our biggest pet peeve. It should never be used ever. Athletes work and train far to hard to be reduced to “Showing”. Athletes and there teammates compete at Competitions
Should never be used. It portrays that athletes are along for the ride, and really don’t do anything. As any athlete in our sport can attest to this is far from the truth.
do not use: see Horse Show
Only to be used when a retail partner predominantly serves the general public. If the retail partner serves the equestrian market, see: “Tack Shop”
Exclusively used when a retail partner predominantly serves the equestrian market.
The preferred method of referencing our four legged partners.
The proper term to use when EQUO is going to have a retail presence at a show ground, equestrian center, or other event. Additionally should be used when referencing a pop-up location for our retail partners.
all uppercase, no periods, but URLs themselves (equo-us.com, etc.) are lowercase
avoid using (like the plague!) before URLs; it is not 1999 anymore