American English vs British English
Website content should be written in American English.
Only the following type of web content may be in British English:
Letter Casing
Types of letter casing:
- Title Case: The first letter of each word (except for articles: a, an, the; conjunctions: and, but; and prepositions) is captialized
- This Is Title Case
- Sentence Case: The first letter of the first word and proper nouns only are capitalized
- This is sentence case
- Lower Case: None of the letters are uppercased, such as in filenames
- thisislowercase
- All Caps: All letters are capitalized
- THISISALLCAPS
- AVEVA is almost always in all caps per Brand
- Exceptions: aveva.com
- Do not use "Aveva"
Pages in the /legal site section are exempt from letter casing rules. The reason is that—in the legal context—bold, underlining, all caps, etc. have specific rules in legally binding content. Do not change or reformat any of the legal content without approval or direction from the AVEVA Legal department.
To ensure consistency across the AVEVA websites, follow the rules for letter casing per the tables below:
- Web Infrastructure Elements
- Page Body Elements
- Page Properties Elements
Web Infrastructure Element
Rule
Notes
Web Infrastructure Element
Top navigation content/links (Utility Nav)
Rule
Title Case
Web Infrastructure Element
Flyout navigation content/links
Rule
Title Case
Web Infrastructure Element
Footer content/links
Rule
Title Case
Web Infrastructure Element
Breadcrumbs
Rule
Title Case
Notes
- Breadcrumb
- Sitemap - these links are derived from the Breacrumb text
Inconsistently handled across sites; older pages are using Title Case, newer pages are using Sentence case
Web Infrastructure Element
Tag label and filter and facet labels
Rule
Title Case
Notes
Filters and facets are derived from the same set of tags
Facets governance
Inconsistently handled across sites; AVEVA core site uses Title Case; OIL uses sentence case
Web Infrastructure Element
Form field labels
Rule
Title Case
Notes
Form field labels are authored within Marketo and displayed on aveva.com through either of these components:
Web Infrastructure Element
Card labels
Rule
All Caps
Notes
- Used in static and dynamic Card Perspectives
- Derived from the tag that is used for the Page Label
Web Infrastructure Element
URLs
Rule
Lower Case
Notes
- URL folder names
- URL file names
Page Body Element
Rule
Notes
Page Body Element
Headings (H1-H6)
Rule
Title Case or Sentence Case
Notes
Components that allow formatting for headings:
- Background Container (H1 or H2 only)
- Heading and Description (H1 or H2 only) - when used?
- Hero Banner (H1 or H2 only)
- Text (H1-H6)
Page Body Element
Call to action text (static)
Rule
Sentence case
Notes
Page Body Element
Secondary navigation
Rule
Title Case
Notes
Inconsistently handled across sites
Page Body Element
Table headers
Rule
Title Case
Notes
Inconsistently handled across sites
Page Properties Element
Rule
Notes
Page Properties Element
Page Title (for internal search for Page Types and external search)
Rule
Title Case
Notes
- Refer to Page Properties > Basic
Inconsistently handled across sites
Page Properties Element
Breadcrumbs
Rule
Title Case
Notes
- Breadcrumb
- Sitemap - these links are derived from the Breacrumb text
Inconsistently handled across sites; older pages are using Title Case, newer pages are using Sentence case
Page Properties Element
Card Title (for dynamic cards and internal search)
Rule
Title Case or Sentence case, depending on Content Type or Page Type
Notes
- Refer to Page Properties > Card Properties
Inconsistently handled across sites
Page Properties Element
Card Subhead (for dynamic cards and internal search)
Rule
Title Case
Notes
- Used only for Formerly Known As [Product Name]
- Refer to Page Properties > Card Properties
Page Properties Element
Call to action text (dynamic)
Rule
Sentence case
Notes
Trademarks
Include a trademark in these locations:
- H1 in Top Banner - Include TM on the word AVEVA; use the Special Character option to apply the TM so that it is consistent in size and placement everywhere it is used
Do not include a TM in any of these locations:
- SEO Page Title (for internal and external search) - No TM
- Card Title - No TM
- Breadcrumb for product pages - No TM
- SEO Description - assuming No TM
- Card Description - assuming No TM
Punctuation
Follow these rules for punctuation on each web page:
- No end punctuation on headings
- No end punctuation on bullets
- Do not include a space before a colon (:); only include a space after the : (this is an American English vs. British English difference)
- Correct usage is like this: item, item, item
- Include a space before and after an em dash: AVEVA — a global company
- Exclude the serial comma in list of 3 or more items: apple, orange and grape