Guidance
Writing style guide copy page link
Version 1.0.0
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.
Yes:Unlock the power of 5G for your enterprise
No:Unlock the Power of 5G for Your Enterprise.
No:UNLOCK THE POWER OF 5G FOR YOUR ENTERPRISE
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.
Yes:Enterprise Wireless Solutions, Cradlepoint, NetCloud
No:EWS, CP, NC, CP, DAC
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.).
No:i.e. or e.g.
Yes:“In other words...” or "For example ..."
No:Etc.
Yes:And so on
Apostrophes
Don’t use apostrophes for plural abbreviations.
No:CD's, 1980's
Yes:CDs, 1980s
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.)
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.
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.”
Yes:one, two, and three
No:one, two and three
Dashes (—)
Long (em) dashes should be used instead of hyphens or en dashes (–) and include a space on either side.
Yes:The freedom to connect your enterprise — anywhere.
No:The freedom to connect your enterprise - anywhere.
No:The freedom to connect your enterprise – anywhere.
No:The freedom to connect your enterprise—anywhere.
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.
Yes:John Smith, Head of Business Area Networks
No:John Smith, head of business area Networks
Yes:Jane Doe, President and CEO
No:Jane Doe, president and CEO
Date and time representation
Omit ordinal suffixes when following a date (–st, –nd, –rd, or –th).
Yes:September 17, 2018
Yes:17 September 2018
No:September 17th, 2018
- 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.
Yes:2:00 PM MST
No:2 p.m. MT
Yes:11:00 AM to 1:00 PM PT
No:11:00–1:00 PM PT
Measurements
- Use the International System of Units
- Measurements should be singular
- Place a space between the figure and the measurement
Yes:6 kg
No:6 kgs
Yes:12 kg
No:12kg
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.
Yes:Learn more at cradlepoint.com/yourlandingpage
No:Learn more at Cradlepoint.com/YourLandingPage
No:www.cradlepoint.com/yourlandingpage
No:https://cradlepoint.com/yourlandingpage
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:
Yes:+46 8 5883 3149
Yes:+1-877-974-2445
No:(877) 974-2445
June 2nd, 2025