Grammar

Consistent grammar and mechanics keep copy clear and on-brand. In an industry where a single character can change a line of code, we treat our written language with the same level of scrutiny.

Guidelines

Sentence case for UI: Use sentence case for buttons, headings, and UI labels (e.g., “Start for free” or “Explore open roles”). This keeps the interface feeling modern, approachable, and less like a legacy enterprise tool.

The Serial (Oxford) Comma: Use the comma before “and” or “or” in a list of three or more items. In security data, precision matters; the serial comma prevents ambiguity.

• Correct: “Monitor coverage, configuration, and performance.”

Active Voice: Always prefer the active voice. It is more direct, shorter, and emphasizes the user’s agency.

• Correct: “Submit the form.” / “Validate your controls.”

Standardized Punctuation: Avoid exclamation points in the product. Confidence comes from the data, not the punctuation. Use periods for full sentences, but omit them for standalone labels or tooltips.

Do not

Use passive voice: Avoid constructions where the subject is being acted upon.

• Avoid: “The report was generated by Origin.”
• Correct: “Origin generated the report.”

Use unexplained jargon: While we are a technical brand, we never use “insider” jargon or acronyms without context for new users. Define specialized terms on first use.

Personify the platform: Avoid “I” or “We” within the product UI. The platform is a tool, not a person.

• Avoid: “I found 5 gaps in your coverage.”
• Correct: “5 coverage gaps identified.”

Over-capitalize: Do not use Title Case or ALL CAPS for emphasis. Let the hierarchy and typography do the work.