WRITING RULES (U.S.)

Intro: 

Different countries have different rules regarding trademark symbols: in some countries, it is illegal (and in a few countries, criminal) to use the ^® symbol if the mark is not registered in that country; in others, we cannot use the TM symbol unless we have a pending application in that country. In the US, notice of trademark rights is required in order to obtain damages in an infringement suit. But in other countries (such as Germany), there is no legal benefit. Other countries fall somewhere in between.

^® symbol

A. For products and materials distributed only in the US, the ^® symbol should be used with ALL marks that are registered (not just pending) in the US. If you are unsure if a particular mark is currently registered, please contact the TM Department.

B. For non-US and global products and materials:

• We know that LOCTITE^® AQUENCE^®, BONDERITE^®, TECHNOMELT^® and TEROSON^® are registered in the countries in which we do business. Therefore, we always use the ^® symbol with these marks. 
• This refers to PRITT^® and PATTEX^® for non-US purposes as well. For US use please contact the TM Department.
• For all other trademarks, we say: “All marks used above are trademarks and/or registered trademarks of Henkel and its affiliates in the US, Germany, and elsewhere.”

™ symbol

• As a general rule, we do NOT use the ™ symbol. 
• The sole exception is in the US only, where we traditionally add the ™ symbol next to the LOCTITE product numbers (for example, LOCTITE^® 690™). Note, however, that certain product numbers (namely, 242 and 404) are ALSO registered trademarks, so should get the ^® instead of the ™. 

How to use

1. ^® symbol should be used in:

• headlines, titles, and other prominent uses, and
• the first time the trademark is used in normal text

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.

Never use the acronym “HAT”. 

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:

Examples of acceptable contractions

• do not --> don’t
• is not --> isn’t
• he is --> he’s
• we are --> we’re
• cannot --> can’t

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.

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.

• Do: January 24, 2023
• Do: 24 January, 2023

c. Temperature

Use the degree symbol and the capital F abbreviation for Fahrenheit or capital C for Celsius:

• Do: 200° F
• Do: 200° C

d. Telephone numbers

Use dashes without spaces between numbers. Always use a country code:

• Do: +1-404-123-4569

e. Decimals and fractions

Spell out amounts less than one, using hyphens between the words.

• Do: Two-thirds
• Don’t: 2/3

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.

• Do: 7 a.m.
• Do: 7.30 p.m.

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.

• Do: 7 a.m.-10.30 p.m. (morning and evening)
• Do: 7-10.30. (only morning)

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.

• Do: The team recommended thread sealants. This met the customer’s needs in every way.
• Do: The team recommended thread sealants. This met the customers’ needs in every way.

b. Commas

When writing a list, use the serial comma.

• Do: As the market leader in adhesives, sealants, and functional coatings for the automotive industry, Henkel drives automotive designs forward by increasing performance and comfort while reducing vehicle weight.
• Don’t: As the market leader in adhesives, sealants and functional coatings for the automotive industry, Henkel drives automotive designs forward by increasing performance and comfort while reducing vehicle weight.

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 period.

Periods 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.
• Do: “Based on their outstanding problem-solving concept we look forward to eliminating plastic waste and creating a positive impact on the environment.”
• Do: “Based on their outstanding problem-solving concept we look forward to eliminating plastic waste (and creating a positive impact on the environment too).”
• Do: “Based on their outstanding problem-solving concept we look forward to eliminating plastic waste. (Creating a positive impact on the environment is, of course, another benefit).”

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.

• Do: The CEO said, “This marks the largest single investment in our company’s history.”
• Do: The VP said, “You know what they say, ‘Pioneers are the ones who have the courage to go where no one has gone before’.”

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.

• Do: Increase cost-efficiency without reducing performance
• Do: We are leading with high-impact solutions
• Do: To reduce failures and optimize production—which should always be an objective—why not switch from a mechanical snap fit to a fast-curing bonding solution?
• Do: Potential solutions needed to be fast curing—failure is not an option.

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

a. URL naming

• Keep URLs as simple and accurate as possible .
• Keep URLs short and clear. 
• Include target keyword(s). 
• Use hyphens to separate words. 
• Use lower case letters. 
• Avoid numbers.

b. Page title

• Include target keyword(s) in the beginning of the title. 
• Use active language (CTA/Feature). 
• Use the brand name. 
• Use how, what, why and where. 
• Use words that trigger an emotion from the user. 
• Keep length between 55-65 characters. 
• Keep consistency between SEO title and page content.
• Use a unique SEO title for each page.
• Avoid ALL CAPS in SEO titles.

c. Meta description

• Create a unique meta description, for each page, that summarizes the page content. 
• Include target keyword(s). 
• Include CTA and brand name. 
• Keep the length less than 155 characters.

d. Image filename and alt text

• Make image filename short and without spaces and dashes. 
• Describe the image with a maximum of 125 characters. 
• Select image alt text that reflects the image and keywords. 
• Make image filename short and descriptive. Use only hyphens to separate words.
• Assign for each image a unique filename.
• Use unique images.
• Include for each images a specific alt text.
• Write a descriptive alt text (imagine having to describe the photo to a blind person).
• Keep the alt text length up to 100 characters.

e. Header tags

• If possible, include the target keyword in the H1 tag and secondary in H2 tag. 
• Only include one H1 tag on the webpage, and it must be placed above any other heading tag. 
• If using page H1 as SEO title, make sure to adapt it using active language when possible.

f. Links

1) Use descriptive keywords in anchor text. Anchor text is “descriptive” if it includes the exact match of the keyword you are targeting. For example: “discover our threadlocking solutions” links to a page about threadlocking solution.

2) Use natural and relevant links

3) Type of links: in text vs buttons vs teasers vs images

• Use links in buttons + teasers-links according to page-types’ and modules’ designs stated in the Website guidelines (Brand-Hub)

• On top of the above, also use text-links – when natural – to help users and Google navigate the website at best   

• Do not link images

4) How many text-links:

• do it, but not overdo it

• less than 1 every 200 words

• only when helpful for users, you can go above the limit of 5 per page

• in the same page, do not iterate the same text-link (e.g., if in the same page you mention in text 3 times “threadlocking solutions”, hyperlink “threadlocking solutions” only once)  

5) Same vs new tab:

a) open internal links in the same tab

b) open external links in a new tab

6) Follow or no-follow links:

1. internal links: always "follow"

2. external links: always check that the domain we link to is trustworthy. If not sure, “no-follow”

g. Body copy

• Cover different angles on the topic. 
• Include branded and/or target keyword(s) within the first 100 words. 
• Keep reuse of content to a minimum to avoid duplicate content. 
• Include secondary and other long-tail keywords. 
• Avoid keyword stuffing – you are writing to the user and not to a search engine.
• Content should match the user’s search intentions and be as in-depth and clarifying as possible

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.

• Do: Next-henkel-adhesives.com
• Don’t: Next-Henkel-Adhesives.Com
• Don’t: http://www.next.henkel-adhesives.com

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.

• Do: Executive Vice President Jan-Dirk Auris
• Do: Doctors Simone Bagel-Trah and Michael Kaschke

When a title stands alone or is offset from a name by commas, it should be lowercase.

• Do: The scientist presented some major breakthroughs.
• Do: The engineer, Peter Thompson, invented a brilliant solution.
• Do: Carsten Knobel, the chief executive officer, has been at the helm since 2020.

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.

• Do: Heinrich Heine Universität Düsseldorf, HHU
• Do: Massachusetts Institute of Technology, MIT