Skip to content
- Apostrophes and quotation marks—Always use smart (curvy) apostrophes and quotes.
- Ampersand—Avoid unless a space issue. Typically will only be used in headings and drop-down menus.
- Comma—Use serial or Oxford comma; a comma preceding the final conjunction in a list of three or more items.
- En dash (keystroke: option + hyphen)—No spaces, used for date ranges.
- Em dash (keystroke: shift + option + hyphen)—No spaces on either side.
- Exclamation points—Avoid and never use in headings. Reserved for special cases, like a customer’s very first lead.
- Forward slash—Use a space before and after the slash only if one or both of the terms separated by the slash consist of two or more words. For example, yes/no but Likely connection / Unlikely connection.
- Spaces—Only a single space after a period. (Unless you want Tana to have a stroke.)
- Ellipses—Three-letter character (…), no spaces between, before, or after. Use sparingly and never in headings or buttons. Mostly reserved for animation indicating product action taking place (Searching…)
