In order to consistently communicate on Henkel Adhesive Technologies, we rely on some basic rules for writing. Consistently creating engaging content is only possible when we follow a common best practice for how to do things with intellectual property, words, digits, punctuation, SEO, and other areas.
Intellectual property, Rule 1: use ® to indicate a registered trademark with LOCTITE® AQUENCE® , BONDERITE® , TECHNOMELT®, and TEROSON® + (in the US only!) all other US-registered trademarks, as shown in the table below (as of October 2022), in
- headlines, titles, and other prominent uses, and
- the first time the trademark is used in normal text
Henkel – Adhesives Trademarks – US Registrations | ||
0 SEC. INSTANT GRAB & design | 242 | 3E |
404 | 5900 | 5910 |
60SEC & design | ABLESTIK | ACHESON |
AEROBOND | ALDOX | ALODINE |
APPERTA | AQUENCE | AVIATION |
BERGQUIST | BERGQUIST HI-FLOW | BIG FOOT |
BIOGUARD | BIPAX | BLACK MAX |
BOND-A-MATIC | BONDERITE | BOND-PLY |
C-200 | C5-A | CAPFIX |
CLARITY THAT LASTS | CLEANOX | Click & Fix |
CLOVER | Clover Leaf Design | CONTROL |
COOL WRAP | COOL-LOK | CORE-TITE |
DACREZ | DAG design | DAREX |
DAREX (Stylized) | DAREX AEA | DELTACAST |
DELTAFORGE | DEOXALUME | DEOXIDINE |
DERMA-TAK | DIAL-A-SEAL | DISPOFIX |
DISPOMELT | DORUS | DRI-LOC |
DTI | DURO | DURO-TAK |
EA | EASYFLOW | EASY-PAC |
ECCOBOND | EMI-STRATE | EPIX |
EPIX & design | EUROMELT | EXTEND |
FASTGASKET | FERMADUR | FERMAPOR |
FIXMASTER | FIXODINE | FLASHCURE |
FORM-A-THREAD | Forscherwelt (Logo - in english "researcher's world") | FREKOTE |
FUN-TAK | GAP PAD | GASKET ELIMINATOR |
GELVA | GO 2 | GO 2 & design |
GO 2 REPAIR XTREME | GRANODRAW | HALO |
Henkel Qhesive Solutions | HEXAGONAL PRODUCT DESIGN | HIGHROAD |
HM-270 | HUBB | HUBB HELPING YOU BUILD BUSINESS |
HYSOL | INFINITY | INSTANT GRAB |
INVISIPRINT | ISOEDGE | KOVER KRACK |
LAST-O-COAT | LIFFT | Lighthouse logo |
LIGHTHOUSE PRODUCTS | LINEGLUE professional | LINEGUARD |
LINEGUARDX | LIOFOL | LIQUI-BOND |
LIQUI-FORM | LOCTITE | LOCTITE (Stylized) |
LOCTITE INSTANT-MIX | MACROPLAST | MASTER GASKET |
MAX | MD & House Design (New Form) | M-D and House Design |
MISL | MOLECULE | MULTAN |
NACOR | NANOGLUE | NATURAL BLUE |
NCS45 | NORDBAK | OMBRELLA |
OPTAMYL | OSI | OSI and Design |
OSI TOUGHER THAN THE ELEMENTS | OSI TOUGHER THAN THE ELEMENTS & DESIGN | OXY-CAST |
P3 | P3 ALMECO | P3-T |
PARCO | PAT GEL | PERFECT FINISH |
PERM-COTE (Stylized letters) | PHOTOPLASTIC | PL |
PL POLYURETHANE | PL PREMIUM | PL PREMIUM MAX |
PL100 | PL200 | PL300 |
PL400 | PL500 | POLYSEAMSEAL |
POWER GRAB | PRECISION PEN (Stylized) | PRESSURE PACK |
PRITT | PRODUCER | PROLOC |
PST | PURBOND | PURFECT GLAZE |
PURMELT | PURWELD | Q-PAD |
QUAD | QUAD MAX | QUICKSTIX |
QUICKTAPE | QUICKTITE | RAIN GUARD |
RE-NEW | REPELFLEX | REPELSHELL |
RESINOL | RIDOLINE | RIMLEASE |
RODINE | ROTOLEASE | RT-600 |
S.B.R. | SEALLUBE | SELHAMIN |
SILICONE 1 | SILICONE 2 | SIL-PAD |
SISTIAGA | SOFTFACE | SOLO |
SOLUCRYL | SOLUTIONS THAT CURE | SOLVO-RUST |
SONDERHOFF | SONDERHOFF & design | SPEEDPAINT |
STIK 'N SEAL | STYCAST | SYNCORE |
SYNSPAND | TAK PAK | TECHNOMELT |
TECTALIS | TEROSON | THE ORIGINAL THREADLOCKER and Design |
THERMEXIT | TISSUE-LAM | TISSUE-LOK |
TISSUE-TAK | TITE FOAM | TOBACOLL |
TOUCH-N-PREP | TUB & TILE ULTRA & Design | TURCO |
TYCEL | U CAN | ULTRAGEL |
ULTRA-GUARD | VECTORPATCH | VECTORSEAL |
VELOCITY | VIP | VP-275 |
WHITE MAGIC | WOLO | WORKS WHERE OTHER CONSTRUCTION ADHESIVES WON'T |
ZETA |
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Intellectual property, Rule 2: all trademarks should be shown in a way that distinguishes them from the surrounding text – usually in ALL CAPS, but italics or a different font or color would also be okay.
DO --> LOCTITE threadlocker.
Intellectual property, Rule 3: for LOCTITE (in the US only!) add the ™ symbol next to product numbers. Only in headlines, titles, and other prominent uses
- DO --> LOCTITE® 690™
Caveat: some product numbers are registered trademarks (see table above), and should get the ®
Example:
- DO --> LOCTITE® 242®
- DO --> LOCTITE® 404®
Intellectual property, Rule 4: use descriptors
Brand names should always be used as adjectives, not nouns; to avoid the mark losing its distinctiveness, always use a descriptor (e.g., LOCTITE adhesives)
No plurals – Instead, use the brand with a plural descriptor afterward, and do not make the trademark itself plural.
- DO --> GAP PAD® thermal interface materials
- DO --> GAP PAD® brand pads
- DON’T --> GAP PADs®
Trademarks should refer to the product, not the business.
- DON’T --> “LOCTITE’s equipment . . .” or “LOCTITE’s portfolio of glue products. ”
- DO --> “LOCTITE-brand equipment” or “Henkel’s LOCTITE portfolio of glue products.”
FYI: 2 key rules for content that is not specific to US
- Use ® only with LOCTITE, BONDERITE, TECHNOMELT, TEROSON, AQUENCE
- Never use the ™ symbol
a. Abbreviations and acronyms
If there’s a chance your reader won’t recognize an abbreviation or acronym, spell it out the first time you mention it. Then use the short version for all other references. If the abbreviation isn’t clearly related to the full version, specify it in parentheses.
First use: Technical Data Sheet
Second use: TDS
First use: Pressure Sensitive Adhesive
Second use: PSA
If the abbreviation or acronym is well known, like API or HTML, use it instead and don’t worry about spelling it out.
b. Capitalization
We only capitalize the first letter of the first word, in headlines as well as in body copy.
Remember that capitalizing random words in the middle of sentences for emphasis is not allowed.
c. Contraction of words
Contracted words, also known as contractions, are short words made by putting two words together. Letters are omitted in the contraction and replaced by an apostrophe.
The apostrophe shows where the letters would be if the words were written in full. It’s perfectly acceptable to use contractions. It helps make your copy more direct and builds a relationship with your reader, but do not overdo it. As a rule of thumb, please stick to these examples:
d. Ellipsis
Don’t use ellipsis for emphasis or drama. It’s ok, though, to use ellipsis in brackets to show that you’re omitting words in a quote:
“The opening of our state-of-the-art Songdo plant is a milestone […] for our broad global customer base in electronics with high-impact solutions […]” said Jan-Dirk Auris, Executive Vice President Henkel Adhesive Technologies.
e. Bold
We don’t use bold to amplify a certain message in regular body copy. For that purpose, you should take a step back and re-write your messaging to make it more engaging.
However, using typography as visual support for messaging in headlines is a central part of our branding efforts. Read on for more information about usage of typography.
f. Pronouns
If your subject’s gender is unknown or irrelevant, use “they,” “them,” and “their” as a single pronoun. Use “he/him/his” and “she/her/her” pronouns as appropriate. Don’t use “one” as a pronoun.
a. Numbers
In general, spell out numbers one through nine and use numerals for numbers larger than that.
However, since our writing can be technical, we may need to break this rule. If you come upon a case where you have two related numbers in the same sentence, you should write them both as numerals if you would write one as a numeral. The idea is to write them the same way when they are in the same sentence.
So even though you would normally write “Today, we launched three adhesives”, you should actually go with numbers in this case: “Today, we launched 3 adhesives that are capable of pulling an 11-ton train”.
b. Dates
In general, we spell out dates to avoid any confusion among countries that order them differently. So: Use the appropriate date arrangement for the country you’re writing for. Even if you order a date improperly, spelling out the month provides clarity to the user so that it won’t be misinterpreted.
c. Temperature
Use the degree symbol and the capital F abbreviation for Fahrenheit or capital C for Celsius:
d. Telephone numbers
Use dashes without spaces between numbers. Always use a country code:
e. Decimals and fractions
Spell out amounts less than one, using hyphens between the words.
Use decimal points when a number can’t be easily written out as a fraction, like 1.375 or 47.2. This is a general rule that doesn’t apply to technical documentation.
f. Percentage
When writing non-technical copy, use figures and spell out the word. As in: “Drone batteries can retain 80% of power capacity when they are changed, so they could be reused instead of recycled in other, less critical applications.”
If you’re beginning a sentence with a percentage, spell out the number as well as percent. As in: “Until now, conventional hotmelt adhesives for packaging have usually contained no more than 50 percent bio-based raw materials.”
Repeat percent with each individual figure. As in: “This corresponds to significant organic sales growth of 7.1 percent compared with the average market expectation of 4.3 percent.”
This is a general rule that doesn’t apply to technical documentation.
g. Money
For numeric amounts, use the symbol for currencies (e.g., €5, £2,000, $10,000). Indicate currency by using its three-letter abbreviation, such as USD for American dollars or CAD for Canadian dollars.
Use the currency symbol and decimal/comma system for larger amounts. For amounts exceeding $1 million, use the $ sign and numerals up to two decimal places. As in: “it is worth $4.45 million.”
h. Time
Use numerals and a.m. or p.m. with a space in between. Don’t use minutes for on-the-hour time.
Use a hyphen between times to indicate a time period. If a time period is entirely in the morning or evening, use a.m. or p.m. only once.
Always specify time zones.
g. Dashes & Hyphens
Use an em dash (—) without spaces on either side to offset an aside. Use a true em dash, not hyphens.
Use a hyphen (-) without spaces on each side to link words into a single phrase, or to indicate a span or range.
a. Apostrophes
The apostrophe’s most common use is making a word possessive. If the word already ends in an s and it’s singular, you also add an ‘s. If the word ends in an s and is plural, you just add the apostrophe.
b. Commas
When writing a list, use the serial comma.
Otherwise, use common sense. If you’re unsure, read the sentence out loud. Where you find yourself taking a pause, use a comma.
c. Colons
Use a colon (rather than an ellipsis, em dash, or comma) to offset a list. As in:
“As already announced in 2021 Loctite has validated several materials on the ETEC Envision One printers, including: Loctite 3D 3955 HDT280 FST, Loctite 3D IND406 HDT100 High Elongation, and Loctite 3D IND402 A70 High Rebound.”
d. Periods
Titles, subtitles, headers and CTA buttons should end without a period. Only exception is ‘WE MAKE IT HAPPEN.’
That always ends with a periodPeriods go inside quotation marks. They go outside parentheses when the parenthetical is part of a larger sentence, and inside the parentheses when the parenthetical stands alone.
e. Question marks
Question marks go inside quotation marks if they’re part of the quote. Like periods, they go outside parentheses when the parenthetical is part of a larger sentence, and inside the parentheses when the parenthetical stands alone.
f. Quotation marks
Use quotation marks to refer to words and letters, titles of short works (like articles), and direct quotations.
Periods and commas go within quotation marks. Question marks within quotes follow logic—if the question mark is part of the quotation, it goes within. If you’re asking a question that ends with a quote, it goes outside the quote. Use single quotation marks for quotes within quotes.
g. Dashes & Hyphens
Use an em dash (—) without spaces on either side to offset an aside. Use a true em dash, not hyphens.
Use a hyphen (-) without spaces on each side to link words into a single phrase, or to indicate a span or range.
h. Exclamation marks
Use exclamation points sparingly, and never more than once at a time. They’re like high-fives: A well-timed one is great, but too many are annoying.
Exclamation points go inside quotation marks. Like periods and question marks, they go outside parentheses when the parenthetical is part of a larger sentence, and inside parentheses when the parenthetical stands alone.
Never use exclamation points in failure messages or alerts. When in doubt, avoid it.
Use an em dash (—) without spaces on either side to offset an aside. Use a true em dash, not hyphens.
i. Bullet points
Choose formatting based on the average length of the majority of bullet points in the list.
• CASE A) If sentences, end each one with a period (full stop).
• CASE B) If just one word, a few words or fragments, use no end punctuation.
a. URL naming
b. Page title
c. Meta description
d. Image filename and alt text
e. Header tags
f. Internal links
g. Body copy
a. URLs
Capitalize the names of websites and web publications. Don’t italicize.
Avoid spelling out URLs, but when you need to, leave out http://www.
b. File extensions
When referring generally to a file extension type, use all uppercase without a period. Add a lowercase to make plural. As in: GIF, PDF, HTML, JPGs.
When referring to a specific file, the filename should be lowercase. As in: press_release_1.gif
c. Names and titles
The first time you mention a person in writing, refer to them by their first and last names. On all other mentions, refer to them by their first name.
Titles should be capitalized when they immediately precede one or more names.
When a title stands alone or is offset from a name by commas, it should be lowercase.
d. States, Cities and Countries
Spell out city and state names. Don’t abbreviate city names.
In the United States, all cities should be accompanied by their state, with the exception of: Atlanta, Baltimore, Boston, Chicago, Cincinnati, Cleveland, Dallas, Denver, Detroit, Honolulu, Houston, Indianapolis, Las Vegas, Los Angeles, Miami, Milwaukee, Minneapolis, New Orleans, New York, Oklahoma City, Philadelphia, Phoenix, Pittsburgh, St. Louis, Salt Lake City, San Antonio, San Diego, San Francisco, Seattle, Washington.
On first mention of a country, write out the full name. On second mention, the commonly accepted abbreviation is fine (European Union, EU; United Kingdom, UK, etc.).
e. Schools
The first time you mention a school, college, or university in a piece of writing, refer to it by its full official name. On all other mentions, use its more common abbreviation.