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:

Last Update
December 16th, 2022

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