Capitalization Rules

Types of capitalization

Title Case

All the major words are capitalized — everything except articles, conjunctions and prepositions. Question marks and exclamation points are used where appropriate. Example:

• Women Take Heart

Sentence Case

The first word of a sentence is capitalized, along with all proper nouns. Periods or other end punctuationis used. Example:

• Debbie knew something was wrong immediately.

Fragment Case

The first word of a fragment is capped, along with all proper nouns. No period at the end of the sentence. Question marks and exclamation points are used where appropriate. Example:

• Questions about your billing statement from Duke

Capitalization rules

White Callouts

• Title: Title case
• Copy: Sentence case

Blue/Gray Callouts and Image/Video Callouts

• Title: Title case
• Copy: Sentence case
• “Learn More” arrow link: Title case

Full-Width CTAs

• Title: Fragment case
• Copy: Sentence case
• Button: Title case

Hero Banners

• Headline: Title case
• Subhead: Sentence case
• Button: Title case

Campaign Landing Page

• Quote: Sentence case
• Form title: Title case
• Form description: Sentence case

Other

• H1: Title case
• Subhead: Sentence case
• H2-6: Fragment case
• Accordion and Tab titles: Title case
• CTA Buttons: Title case
• Buttons: Title case
• Navigation titles (left sidebar): Title case
• Open Graph Titles: Title case
• Open Graph Description: Sentence case