RULES OF USAGE
Headlines
Headlines serve two purposes . They catch a reader ’ s eye and draw them into the subject matter , and they create a hierarchy for readers , aiding in their understanding .
The top headline in any piece is known as an H1 . We always use title case when writing an H1 headline , meaning that we capitalize every word , except for prepositions , articles , and conjunctions of three letters or fewer . Treat hyphenated words in title case as independent of each other and capitalize both .
Examples of H1s : How to Talk to Kids About Summer Camp
Advancements in Long-Term Care for Children with Down Syndrome
All other headlines below the H1 are considered subheads , or H2s and H3s . For these , we use sentence case . In sentence case , we only capitalize the first word and any proper nouns .
Do not use terminal punctuation in headlines or subheads unless they are written as a question .
Brand Guidelines 2024-08 25