Voice
Principles
Clear.Plain language. One idea per sentence.
Concise.Remove words that add nothing. Omit a description rather than pad it.
Precise.Exact figures, names and terms. No superlatives or unverifiable claims.
Formal.No contractions, slang, emoji or exclamation marks.
Style
ContractionsDo not · It isWrite words in full.
HeadingsTitle Case HeadingsPage and section headings. Body copy in sentence case.
ListsLogo, color and typeNo serial comma.
Numbers3 modules · 100 pxNumerals for all quantities.
Examples
USEAVOID
Do not alter its colors or direction.Don't change its colors or direction.
Email uses Arial.Email is the one exception: it can't load our font, so email uses Arial.
Integrates with your loan origination system.Works seamlessly with all your favorite tools!
For Ink backgrounds.White word. For Ink.