Style is the set of guidelines that a brand follows in order to provide customers and prospects with a consistent, coherent experience at every touchpoint.
In layman’s terms, it’s everything your brand does to create a specific vibe. You know the vibe when you see it. For Nutshell, that vibe is warmth, friendliness, and a dash of quirkiness.
Maintaining that vibe is not an easy trick to pull off. When multiple departments are following their own rules for communication, the results can be disorienting. The solution is to establish style guidelines that feel natural to our brand, and then be flawlessly consistent about them.
Here’s how you do that.
Having a unified writing style provides our customers and prospects with a consistent, coherent experience at every step of their journey.
This is not an easy trick to pull off. When various departments are following their own internal rules for written content, the results can be disorienting. The solution is to establish a set of writing rules that feel natural to our brand’s voice, and then be flawlessly consistent about them.
This Nutshell writing style guide provides rules and recommendations for how all team members should communicate in written materials, from marketing content and help documents to in-app copy and customer communications.
Every time we write, we’re speaking as Nutshell. That’s a big responsibility. Thanks for taking it seriously.
Nutshell’s personalized support and focus on supporting our customers from the moment they start a trial differentiate us in the software industry. Everything we write should convey that kind of warmth and humanity.
That doesn't mean we should be cutesy or silly or OVERLY EXCITED!! Sales and marketing teams don’t need their software to be their pal. They’re looking to close more deals—and we're here to help.
These ideals should shine through in our writing:
Ultimately, the goal is to write the way you speak. If your writing sounds like an actual human being is talking, you’re doing it right.
Follow the guidance below to ensure that your writing is warm, conversational, and trustworthy.
This article presents a great argument for sentence case. Some highlights:
Exceptions to this rule:
Whether you’re sending a mass email to a marketing list or a personal note to a customer, many of the same writing and formatting principles apply.
This part of the document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency. This includes all of the elements you may need—logos, typefaces, colors, and more—to create a consistent tone, look, and feel for Nutshell’s materials. We invite you to absorb this information and reference it often to become an informed keeper of the brand.
Our logo consists of the Nutshell “logotype” and the “mark.” Together they form the “logo lockup.” These distinctions are small, but they are helpful in applications, discussions and language around visual identity elements.
You can find and download all of these components in different file formats here.
There are four ways the logo can be used.
The Nutshell logo is only ever used in three instances. Each instance retains the mark in orange unless going full white for contrast.
The primary colors of Nutshell are orange and navy. A range of blues supplement and support within the primary palette.
Think of orange as a highlight—highlights are more effective when they are used less often. Use the orange sparingly and with purpose, never for long-form text and rarely for overwhelming floods of color. White also serves as a large foundation, orange brings life, and navy is used for text.
Avoid deviating from these primary colors or creating arbitrary tints and shades of these core hues.
R 255 • G 88 • B 0
C 0 • M 80 • Y 100 • K 0
Pantone PMS 1655 C
R 13 • G 15 • B 51
C 96 • M 92 • Y 46 • K 60
Pantone PMS 1655 C
R 255 • G 255 • B 255
C 0 • M 0 • Y 0 • K 0
Pantone PMS White C
R 247 • G 250 • B 252
C 2 • M 0 • Y 0 • K 0
Pantone PMS 656 C
R 217 • G 237 • B 247
C 13 • M 1 • Y 1 • K 0
Pantone PMS 545 C
R 97 • G 178 • B 222
C 58 • M 14 • Y 2 • K 0
Pantone PMS 542 C
The secondary color palette is for lower-tier visual language in marketing (illustrations, flair, and occasional floods of color) and a more primary use case in the Nutshell product.
The secondary color palette includes a spectrum of navy, purple, blue, green, yellow, orange, and red. Each secondary color is provided in tints and shades to maximize control and decrease confusion when contrasting colors. Unless you are a designer, avoid using tints.
The Nutshell brand uses two typefaces in different weights and styles: Doyle and IBM Plex Sans.
Doyle is a licensed font designed by Sharp Type. Nutshell has purchased a limited number of licenses that prevents us from distributing the font company-wide.
IBM Plex Sans was designed by Dutch type foundry Bold Monday under the SIL Open Font License (OFL) and can be accessed via ibm.com/plex, from GitHub or Google fonts. Do not use IBM Plex Sans Consensed, Mono, or Serif.
If you download and install IBM Plex Sans from Google fonts, you will be able to use it in all of your applications (Adobe products, Google Workspace, Screenflow, etc.)