> For the complete documentation index, see [llms.txt](https://brand.coingecko.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://brand.coingecko.com/verbal-identity/style/capitalization.md).

# Capitalization

There are many ways to capitalize words and phrases, including all caps, sentence case, and title case. We primarily use sentence case, with few exceptions. It's easy to read and takes up less space than other styles.

## Default to sentence case for everything

Capitalize only the first word of strings and sentences, and lowercase all others. This guidance applies to headers, subheads, button labels, and everything else.

{% hint style="success" %}
Add to portfolio
{% endhint %}

{% hint style="danger" %}
Add To Portfolio
{% endhint %}

***

## Exceptions

Retain capitalization for proper nouns and words that are capitalized for stylistic reasons:

* Cities, names of people, days of the week, and months
* Names of some legal documents, like **Terms & Conditions**
* CoinGecko products, features, and programs that are formally named.

{% hint style="success" %}
CoinGecko Premium, CoinGecko API
{% endhint %}

{% hint style="danger" %}
CoinGecko premium, CoinGecko api
{% endhint %}

***

## Examples

### Button Copy

Put button copy in sentence case.

{% hint style="success" %}
Subscribe
{% endhint %}

{% hint style="danger" %}
SUBSCRIBE
{% endhint %}

{% hint style="success" %}
Go ad-free
{% endhint %}

{% hint style="danger" %}
Go Ad-Free
{% endhint %}

### Video Titles

Use title case for video titles. (This is the norm on YouTube.). 

{% hint style="success" %}
How Do Crypto Games Actually Work?
{% endhint %}

{% hint style="danger" %}
How do crypto games actually work?
{% endhint %}

Avoid all caps text & exclamation points (!) when trying to emphasize text in a video title. Only use all caps where necessary. For example, coin tickers and abbreviations of well understood terms.

{% hint style="success" %}
Crypto's Latest: ETH ETF Excitement, Pro Crypto Regulations, New Project Developments
{% endhint %}

{% hint style="danger" %}
Crypto's LATEST: ETH ETF Excitement, Pro Crypto Regulations, NEW Project Developments!!
{% endhint %}


---

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