We follow the PSR-2 Coding Guidelines.
In general, we use single quotes to enclose literal strings:
$neos = 'A great project from a great team';
If you’d like to insert values from variables, concatenate strings. A space must be inserted before and after the dot for better readability:
$message = 'Hey ' . $name . ', you look ' . $appearance . ' today!';
You may break a string into multiple lines if you use the dot operator. You’ll have to indent each following line to mark them as part of the value assignment:
$neos = 'A great ' .
'project from ' .
'a great ' .
'team';
You should also consider using a PHP function such as sprintf() to concatenate strings to increase readability:
$message = sprintf('Hey %s, you look %s today!', $name, $appearance);