Brand Guidelines

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Vocabulary

!

Never use exclamation marks.

&

Avoid using ampersands outside brand names, trademarks, formal titles, or in logotypes, (e.g., Ogilvy & Mather, Standard & Poor).


%

Use % when dealing with numerals. Use "percent" when the numbers are written out.
Example: 5%. 10%. The stock is up five percent on the month.


24/7

Not 24x7


24/7/365


32 bit, 64 bit

No hyphens


affect

Verb, to influence
Effect - verb, to cause; noun, result


a lot

Two words


among

Among introduces more than two items, between introduces two items.

Example: The funds were divided among Ford, Carter, and McCarthy.


anti-spam


anti-malware

Hyphenated


antivirus

One word. Do not use AV as an abbreviation.


apps


appliance

Sophos appliances (but Sophos Email Appliance/Sophos Web Appliance)


auto-update


back end

Example:
The new back end is great.


back-end

Example:
The back-end processor is powerful.


-based

Example:
PC-based


BlackBerry, BlackBerrys

Not BlackBerries or Blackberry


Blackhat


blacklist

Use in preference to block list.


cellphone


co-branded


complimentary

A compliment, with an i, is a kind or flattering remark. If a friend says he likes your new shoes, he’s giving you a compliment.

Example:
The CEO complimented the staff on their efforts. He made complimentary remarks about their recent work. 


complementary

A complement, with an e, is a full crew or a set, and when something complements something else, it means they go well together. You might talk about a picture frame that complements a photo or the crew complement needed to operate a ship.

Example:
Enjoy the complementary drinks.

Sophos Clean complements Sophos Endpoint Protection.


coordinate


cybercrime


cybercriminal


day zero

Use zero day (no caps, hyphen if adjective); do not use 0-day.


data center

Two words


data loss

Not data leakage


datasheet

One word


DDoS


desk aid

Two words


dial-up


Distributed denial-of-service attack


DOS


double-click


dropdown


ecard

No hyphen or caps


ecommerce


effect

See affect


e.g.

Write e.g. in lowercase and follow it with a comma. When giving an example, use e.g.
Use i.e. if you need to give further explanation (i.e., to explain a point you’ve made already in more depth).


email

One word, no hyphen


end user

Noun


end-user

Adjective


endpoint


Enterprise Manager

Not EM


etc.

Write in lowercase and always follow it with a period

Example:
Serial, parallel, USB, IEEE 1394, etc.


every day

Not everyday, unless as an adjective

Example:
Everyday occurrences happen every day.


Facebook

Capitalize


failover


fake antivirus

Not Fake AV, not fake anti-virus


false negative


false positive


farther

Use farther to talk about distance, and use further to talk about time or amount.

Example:
Paris is farther north than Barcelona. (Distance)
This year, we’re further along in the development cycle. (Time)


fewer

Use less when you’re talking about things you can’t count individually; use fewer with objects you can count one-by-one.

Example:
There were fewer attacks this month.
There was less activity in the first half of the year.


filename


focused, focusing

One ‘s’


four-color process

Not 4-color process


full-strength

If preceding a noun


further

See farther


front end

Noun

front-end

Adjective

Example:
front-end interface


FTP


genotype


healthcare


help desk

Use as two words

Example:
Call the help desk for further information.


home page


HTTP


IDE


IP


IT

Not I.T.


i.e.

Use it if you need to give further explanation (i.e., to explain a point you’ve made already in more depth). Write i.e. in lowercase and follow it with a comma. To give an example, use e.g. instead.


inbox


InterCheck technology


internet

No capitalization


intranet


kernel-mode

Adjective


keyword


knowledgebase

One word

Example:
Sophos support knowledgebase


left-hand

Adjective; not left hand


less

See fewer


licence

Noun (U.K./AU)


license

Verb (U.K./AU); noun and verb (U.S.)


licensee

All countries


licensing

All countries


Linux


Ltd./ Inc.

Use abbreviation always. Don’t use Limited.

Example:
Sophos Ltd.


Mac/Macintosh

Not MAC


Mac OS X

Not OSX


macro


message box


mid-size business

Use mid-size business, not medium-sized business


more than

Use “more than” to discuss numbers, never “over”


NetWare


next-gen firewall

Hyphenate “next-gen” when followed by a noun


ongoing


online

Not on-line


onsite


OpenVMS


OS/2


outbox


Outlook


Outlook Express


Partner

Example:
Sophos Partner
Our partners (no capitalization when not using Sophos before partner)


PC


PDF


peer-to-peer


Plc

For Sophos; most other companies use plc or PLC - use their preference


plugin


popup

Use as one word

Example:
A popup window opens


practice

Noun in U.K.; noun and verb in U.S.


practise

Verb in U.K.


predefine


pre-empt


proactive


pull-down

Noun and adjective


PureMessage


real-time

Adjective; otherwise real time

Example:
A real-time transaction. He updated it in real time.


re-enter


registry


removable


re-read


right-hand

Adjective; not right hand


rollout


scalable


screensaver


smartphone


smartcard


Sophos Antivirus

Not Sophos Anti-Virus or SAV


SPARC

Not Sparc


spear phishing


standalone

Adjective; when used after a verb, stand alone is two words

Example:
A standalone computer; they stand alone.


SMTP


spam

No caps


startup


strapline

Not strap line


SUSE


system requirements

Use this phrase when referring to software. If referring to hardware use “technical specifications.”


technical specifications

Use this phrase when referring to hardware. If referring to software use “system requirements.”


troubleshoot

One word


whitepaper

One word