Writing style guide copy page link

Capitalization for headlines and subheads

Per Ericsson guidelines, main headlines and subheads should be sentence case. Do not punctuate unless it is a full sentence. Note that all caps should also not be used, per Ericsson guidelines.

DESIGN TIP: Create emphasis in headlines using contrasting font weights, such as Hilda light or extra light paired with Hilda bold.

Unlock the power of 5G for your enterprise.

Abbreviations, apostrophes, and ampersands

Abbreviations

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

Avoid using i.e., etc., or e.g. Write out “for example” or “such as” (e.g.); “and so on” (etc.); and “that is” or “in other words” (i.e.).

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.)

Commas and dashes

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.

Bullet points

When a complete sentence, the first letter in a bullet point should be capitalized and should only include a period if the sentence is complete.

• NetCloud Manager provides unified cloud management and orchestration, enabling centralized control across the network.
• Organizations gain single-pane-of-glass visibility from the network edge to the core, simplifying monitoring and management.
• Plug-and-play cellular access points and zero-touch onboarding of Ericsson Cradlepoint routers make network deployment fast and easy.

For short and concise phrases, decapitalize the first word in each point and do not use punctuation at the end of each line:

• Connect your people, places, and things
• Deliver nonstop WAN availability
• Gain security, lose extra boxes
• Your choice of cellular networks
• Manage more with less

Job titles

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

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.
• AM/PM should be capitalized with no periods in between the letters.
• When stating a period of time, use “to” in between the start instead of a dash. However, use of the en dash in tables, infographics, and invites is allowed.

Measurements

• Use the International System of Units
• Measurements should be singular
• Place a space between the figure and the measurement

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.

Telephone numbers

Use the international dialing code and format for written telephone numbers unless intended for local audience in one country. Where possible, write the main numbers (excluding country, state, and region codes) in groups of four.

For Sweden, for example: