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CUSHMAN & WAKEFIELD STYLE GUIDE FOR WRITTEN COMMUNICATIONS Updated 10.2018 A PR

CUSHMAN & WAKEFIELD STYLE GUIDE FOR WRITTEN COMMUNICATIONS Updated 10.2018 A PROPOSAL FOR CUSHMAN & WAKEFIELD 1 TABLE OF CONTENTS Welcome to the Style Guide ................................................................................ 2 Use of Cushman & Wakefield .............................................................................. 3 Brand Identity ....................................................................................................... 3 Grammar and Usage ........................................................................................... 4 Abbreviations ............................................................................................ 4 Acronyms and Abbreviations in RFPs ....................................................... 6 Calendar .................................................................................................... 7 Capitalization ............................................................................................. 8 Currencies ................................................................................................. 9 Frequently Confused Words .................................................................... 10 Numbers .................................................................................................. 19 Punctuation ............................................................................................. 20 Style and Tone ................................................................................................... 28 Biographies ............................................................................................. 32 A PROPOSAL FOR CUSHMAN & WAKEFIELD 2 This style guide has been developed as a tool for all Cushman & Wakefield professionals preparing written documentation in English, including marketing materials, proposals, letters, emails, press releases, research reports, etc. Our company employs tens of thousands of people in offices and countries around the world. It is essential that when speaking on behalf of Cushman & Wakefield, we sound consistent as a company while retaining our individual voices. Communications and marketing teams should pay particular attention to the Style Guide to ensure a consistent, professional and standardized approach, which is key for a successful brand. When writing, do so with the end-user in mind. If you have a question that you don’t see answered, please contact Liz Radford in Americas Corporate Communications. WELCOME TO THE STYLE GUIDE A PROPOSAL FOR CUSHMAN & WAKEFIELD 3 Use of Cushman & Wakefield, CW and C&W Our Name “Cushman & Wakefield” should be written in full whenever we go to market externally. We strongly suggest the same is done internally. This distinguishes our brand from the competition and their use of acronyms, and from other firms across various industries which use the initials “CW” or “C&W.” The use of “Cushman & Wakefield” leverages brand name awareness and the prestige of our formal name. In legal contracts and proposals, after the first use of “Cushman & Wakefield” you are permitted to use “C&W” thereafter. Abbreviation to “C&W” is occasionally permitted in social media or digital marketing where space restrictions exist. Our Tense “Cushman & Wakefield” is always written in the singular tense. This means you must write: • Cushman & Wakefield is • Cushman & Wakefield has • Cushman & Wakefield was Never use “Cushman and Wakefield.” Brand Identity The Cushman & Wakefield logo is a valuable brand and business asset. As such, it is our responsibility to protect it and grow its value. Our logo should serve as the primary identifying unit for all our offices and Cushman & Wakefield businesses. It should appear at least once in every communication. When the Cushman & Wakefield name appears outside of text, it is to appear in the logo format. It must never be re-drawn, distorted or dismantled. The logo should never be separated or used as two pieces. The icon should never be used by itself without the Cushman & Wakefield lettermark attached to it. It must remain as one. View our full brand guidelines on the Brand Center. A PROPOSAL FOR CUSHMAN & WAKEFIELD 4 Grammar and Usage Abbreviations Addresses When referring to a numbered address, use the abbreviations “Ave.,” “Blvd.” and “St.” Example: The tenant moved into a new Class-A building at 1600 Pennsylvania Ave. When part of a formal street name without a number, spell them out. Example: The new Class-A, build-to-suit building is located off of Pennsylvania Avenue. When used alone or with more than one street name, use lowercase and spell out. Example: I walked down the avenue. Example: The tenant will move to the new building, located between Massachusetts and Pennsylvania avenues, next fall. United Kingdom Abbreviate to UK. United States Abbreviate to U.S., except when denoting currency (US). Vs. versus V. versus Versus • In the U.S.: Abbreviate “vs.” with a period/full stop instead of using “versus.” • In the UK: Abbreviate “vs” without the period/full stop instead of using “versus.” • In legal documents, use “v.” (U.S.) or “v” (UK). • When pairing two other abbreviations, use “versus” (e.g., i.e. versus e.g.). Square Feet Spell out “square foot”/“square feet” in the first reference in the document, followed by the abbreviation “sf” in parentheses; thereafter, use “sf.” Example: The client currently leases approximately 170,000 square feet (sf) of space at 515 West Greens Road in Houston, Texas. Do not use “SF,” “S.F.,” “sq. ft.” or “s.f.” You may use SF in a headline. Use “square foot” for any amount smaller than one foot (e.g., 0.7 square foot). Use “square feet” for any amount greater than one foot (e.g., 1.2 square feet). A PROPOSAL FOR CUSHMAN & WAKEFIELD 5 When using “sf” as an adjective, such as “a 100,000-square-foot (sf) building” or “a 100,000-sf building," use hyphens. 5 million square feet (msf) becomes 5 msf. In headlines, separate “M” or “K” from SF (e.g., Team Completes 5M SF Deal). When using “per square foot” (psf), indicate in text and in charts and graphs whether rental rates are quoted monthly or annually. “Price per square foot per month” should be abbreviated psf/mo. “Price per square foot per year” should be abbreviated psf/yr. Assorted Other Rules for Abbreviations Spell out “triple net rents.” On industrial properties, rental rates are quoted on a triple-net basis. Do not use “NNN.” It is important to use “i.e.” and “e.g.” literally and to punctuate them correctly. Many writers confuse “e.g.” and “i.e.,” and many type “et al.” improperly or do not properly recognize what words it represents. e.g. The abbreviation “e.g.” is from the Latin exempli gratia and means, literally, “for example.” Periods/full stops come after each letter and a comma normally follows unless the example is a single word and no pause is natural: Example: Any facial response (e.g., a surprised blink of both eyes) was recorded. i.e. The abbreviation “i.e.” is from the Latin id est, meaning “that is.” Loosely, “i.e.” is used to mean “therefore” or “in other words.” Periods/full stops come after each letter and a comma normally follows, depending on whether the wording following the abbreviation dictates a natural pause: Example: In every case Angle 1 was greater than Angle 2—i.e., every viewer perceived a circle. et al The phrase “et al.”—from the Latin et alii, which literally means “and others”—must always be typed with a space between the two words and with a period/full stop after the “l” (since the “al.” is an abbreviation). A comma does not follow the abbreviation unless the sentence’s grammar requires it. Some journals italicize the phrase because it comes from the Latin, but most do not. Example: Schweiger et al. applied the neural network method. Never begin a sentence with any of these three abbreviations; if you want to begin a sentence with “for example” or “therefore,” always write the words out. A PROPOSAL FOR CUSHMAN & WAKEFIELD 6 Commonly Used Acronyms and Abbreviations in RFPs Please make sure that there is a first reference spelling out the term before using the abbreviation. If you use more than three abbreviations in one paragraph, you should probably spell it out. Acronyms BOMA Building Owners and Managers Association CCIM Certified Commercial Investment Member CPA Certified Public Accountant CPM Certified Property Manager EPA Environmental Protection Agency IREM Institute of Real Estate Management IFM Integrated Facilities Management ISO International Organization for Standardization KPI Key Performance Indicator LEED Leadership in Energy and Environmental Design developed by the U.S. Green Building Council (USGBC) MBE/WBE Minority and Women Business Enterprise MRO Maintenance, Repair and Operating Expenses NAIOP National Association of Industrial and Office Properties OSHA Occupational Safety and Health Administration PCAOB Public Company Accounting Oversight Board PMO Program Management Office (in the context of Project Management) PMP Performance Management Program PSC Portfolio Service Center QARS Quality Assurance Review RCM Reliability Centered Maintenance REITs Real Estate Investment Trusts SIOR Society of Industrial and Office Realtors SLAs Service Level Agreements SPOC Single Point of Contact TOBY The Office Building of the Year A PROPOSAL FOR CUSHMAN & WAKEFIELD 7 Calendar Formatting for time and dates varies by region. Offices may stick to accepted formats for originating correspondence. U.S. International MONTH DAY, YEAR DD MM YYYY September 14, 2015 – Correct September 14th, 2015 – Incorrect 14 September 2015 – Correct 14th September 2015 – Incorrect September 14th 2015 – Incorrect Months may be abbreviated to three letters followed by a single space without punctuation. Example: Jul 15 Months may be abbreviated to three letters followed by a single space without punctuation. Example: Jul 15 9/14/2015 09 14 2015 Days should be capitalized: Monday, Tuesday, Wednesday, etc. Months should be capitalized: January, February, March, etc. Holidays should be capitalized: Christmas, Easter, Thanksgiving, etc. Seasons are not capitalized: winter, spring, summer and autumn/fall. Decades In text, write out phrases like “1998 to 1999;” do not use dashes in such phrases (e.g., 1999-2001). Do not use apostrophes when referring to decades (e.g., 1990s, not 1990’s). Do not abbreviate decades (e.g., 1980s and 1990s, not 1980s and 90s, or Eighties and Nineties). In tables and graphics, dashes are acceptable in decade ranges, but decades should still not uploads/Litterature/ cw-writing-style-guide-2017.pdf