Abbreviations, apostrophes, and character usage

Abbreviations

Don’t use internal abbreviations in customer-facing copy.

Don’t use i.e. or e.g. They are not localization friendly.

Apostrophes

Don’t use apostrophes for plural abbreviations.

Ampersands (&)

Don’t use ampersands in regular sentences; “and” is preferably spelled out. Reserve ampersands for use in tables, labels, or in rare occasions where space is an issue.

Note: a series comma is not used with an ampersand. (See more information in next section.)

Serial Comma

In a series of three or more terms, a comma should be used following each term, including before “and” or “or.”

Dashes (—)

Long (em) dashes should be used instead of hyphens or en dashes (–) and include a space on either side.

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.

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

DESIGN TIP: Use colons instead of em dashes following a highlighted term for a cleaner treatment.

Quote treatment

Formal titles, including job titles, are lowercase as default.

DESIGN TIP: Use Lora when styling a quote in a design treatment. See Typography for more information.

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.

Text CTAs

Calls to action (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.