Guidance
Style Guide copy page link
Version 1.0.0
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Commonly used terms:
Yes:day-1 connectivity
No:Day-1 connectivity
Yes:first mover
No:first-mover
Yes:first to market
No:first-to-market
Yes:NetCloud platform
No:NetCloud Platform
Yes:NetCloud Service
No:NetCloud service
Yes:store within a store
No:Store-Within-a-Store
Yes:Wi-Fi
No:WiFi
Yes:Wireless WAN
No:wireless WAN
Abbreviations
Don’t use internal abbreviations in customer-facing copy.
Don’t use apostrophes for plural abbreviations.
Don’t use i.e. or e.g. They are not localization friendly.
Yes:Cradlepoint NetCloud, netcloud.cradlepoint.com, developer.cradlepoint.com
No:CP NC, CP, DAC, CD's, 1980's, i.e., e.g.
Capitalization for headlines and subheads
Main headlines and subheads should be sentence case. Do not punctuate unless it is a full sentence.
Example:
The freedom to connect your enterprise — anywhere.
Yes:The freedom to connect your enterprise — anywhere.
No:The Freedom to Connect Your Enterprise — Anywhere.
DESIGN TIP: Create emphasis with strategic color strings in headlines, such as “anywhere” in the above example.
Bullet points
Bullet points should be sentence case and should only include a period if the sentence is complete. Use a long dash in bold, sunrise instead of a traditional bullet point.
- — Connect your people, places, and things
- — Deliver nonstop WAN availability
- — Gain security, lose extra boxes
- — Your choice of cellular networks
- — Manage more with less
Use colons instead of em dashes following a highlighted term for a cleaner treatment.
Character usage
Series Comma:
In a series of three or more terms, a comma should be used following each term, including before ‘and’ or ‘or’. (Oxford style.)
Ampersands (&):
Only be used in tables, labels, or in rare occasions where space is an issue. A Series Comma is not used with an ampersand. ‘And’ should be spelled out in all other cases.
Dashes (—):
Long dashes should be used instead of hyphens and include a space on either side.
Yes:Example: one, two, and three.
No:Example: one, two and three.
Yes:Connect your people, places, and things with LTE and 5G for an enterprise Wireless WAN.
No:Connect your people, places, & things with LTE and 5G for an enterprise Wireless WAN.
No:Connect your people, places & things with LTE and 5G for an enterprise Wireless WAN.
Yes:The freedom to connect your enterprise — anywhere.
No:The freedom to connect your enterprise - anywhere.
No:The freedom to connect your enterprise—anywhere.
Quote treatment
Formal titles, including job titles, lowercase is the default.
Yes:Donna Johnson, senior vice president of marketing, Cradlepoint
No:Donna Johnson, Senior Vice President of Marketing, Cradlepoint
Date and time representation
- — Omit ordinal suffixes when following a date (–st, –nd, –rd, or –th)
- — Regional time zones should be used rather than standard time zone (example: MT vs. MST) and in all caps
- — For 12-hour clock designations, use AP format (a.m./p.m.), lowercase
Yes:September 17, 2018 at 2:00 p.m. MT
No:September 17th, 2018
No:2:00 PM MST
No:2:00pm MST
Text CTAs
CTAs should be sentence case. Punctuate only if it is a full sentence.
When spelling out a URL, the C in Cradlepoint should NOT be capitalized nor underlined and always in the color river. This link should be clickable and bold. Exclude the use of “www” or “https://” for maximum simplicity and legibility.
Yes:Learn more at cradlepoint.com/yourlandingpage
No:Learn more at Cradlepoint.com/YourLandingPage
No:www.cradlepoint.com/yourlandingpage
No:https://cradlepoint.com/yourlandingpage
Tables and labels
Table headers and initial column = title case
Table descriptions = sentence case
Illustration labels = sentence case
Example:
December 16th, 2022