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Commonly used terms:

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.

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

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.

Quote treatment

Formal titles, including job titles, lowercase is the 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
• — For 12-hour clock designations, use AP format (a.m./p.m.), lowercase

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.

Tables and labels

Table headers and initial column = title case
Table descriptions = sentence case

Illustration labels = sentence case

Example: