Guidance

Writing Style Guide copy page link

Version 1.0.0

Abbreviations, apostrophes, and character usage

Abbreviations

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

  • Yes:Cradlepoint, NetCloud

  • No:CP NC, CP, DAC


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

  • No:i.e. or e.g.

  • Yes:"For example ..."


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.


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.


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

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.

  • Yes:John Smith, guest experience manager, Disney

  • No:John Smith, Guest Experience Manager, Disney


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.

  • Yes:2 p.m. MT

  • No:2:00 PM MST


For 12-hour clock designations, use AP format (a.m./p.m.), lowercase.

  • Yes:2 p.m.

  • No:2:00 PM

  • No:2:00pm


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

Last Update
August 16th, 2023

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