This is designed for everyone who writes for us, from our own people in sales, product and marketing as well as our PR and creative agencies. This guide will help to:
Keep communication consistent
Inspire confidence in us as customer experience specialists
Give us the edge in the low-code and contact centre tech space
If you can’t find what you are looking for, let us know on marketing@netcall.com and we can point you in the right direction or pass you to the right person who can help.
Our logo system includes a horizontal and a vertical lock-up, as well as a symbol.
This is our preferred logo variation. It should be used wherever possible.
Minimum size of horizontal logo (width) : 25mm or 75px
For use in limited width situations.
Minimum size of vertical logo (width) : 18mm or 55px
The symbol is used on it’s own when other logos would appear too small and on subsequent pages of a document, where the horizontal logo features on the front page.
Minimum size of symbol logo (width) : 10mm or 32px
Our palette is made up of two bold colours, Yellow and Navy. These are complemented by neutral shades for backgrounds and accent colours of salmon and blue.
Hero colours
Pantone: 7549 C
CMYK: 0/21/93/0
RGB: 255/203/4
Hex: #ffc912
Pantone: 282 C
CMYK: 100/80/5/70
RGB: 20/25/48
Hex: #141930
Accent colours
Background colours
Pantone: 2346 C
CMYK: 0/75/55/0
RGB: 255/102/102
Hex: #ff6666
Pantone: Reflex Blue C
CMYK: 100/80/0/20
RGB: 6/43/128
Hex: #062B80
CMYK: 0/0/0/0
RGB: 255/255/255
Hex: #ffffff
Pantone: 656 C
CMYK: 2/0/2/5
RGB: 242/242/242
Hex: #f2f2f2
Netcall’s fonts are Source Sans Pro and Source Serif Pro.
This font is used for headlines and titles. It may also be used for sub-headings.
It may be used in light and regular weights and also in italics. Customer quotes are displayed in regular italic font.
This font is used for body text. It may also be used for sub-headings.
It may be used in light and regular weights and also in italics and bold.
Our visual language includes the use of hands and our yellow in lifestyle images, which we refer to as life in Yellow. We also use iconography to illustrate concepts and simplify diagrams.
Netcall people: Download images from our image library in sharepoint: Original_HandObjects
Netcall people: Download images from our image library in sharepoint: Original_LifeInYellow
Netcall people: Download icons from our image library: Icons
Always use the full company name Netcall with a capital N.
Our platform is called Liberty platform. It’s made up of three solutions – Create, Converse and RPA. Our platform is AI powered. We also offer Hubs — that package tools together for specific industries like Health. Our customers don’t need to know the names of these products. And it’s why we refer to them from a solution perspective like this:
The first mention on a page should be displayed with the solution name in bold but with the link on the description of the solution. For example: Liberty Converse, our omnichannel contact centre solution, is…
Subsequent mentions can be either ‘Liberty Converse’ or ‘our contact centre solution’ but the link should always be from the description of the solution. For example: our contact centre solution…
For Liberty Create this would be our low-code platform and for Liberty RPA this would be our robotic process automation solution.
Names of departments or markets are written in sentence case. E.g. Local Gov, Financial Services
We might have an HR department but we don’t refer to our people as resources.
people, colleagues, employees, teams, customers, users
staff, personnel, consumers
We refer to our people by their first names and surnames, no titles.
Internally – we go on to use their first name only. Externally – we go on to use their surname only.
Example (internal) : James Ormondroyd, CEO, explains that Netcall will continue to… James says the biggest change will be…
Example (external) : James Ormondroyd, CEO, explains that Netcall will continue to… Ormondroyd says the biggest change will be…
If the person you’re referring to has an academic title, like Dr or Prof, use that throughout the text with no full stop — Dr and Prof. We use title case when talking about business areas and someone’s job title. When we talk about these areas or job types in general, we use lower case.
We need to respect the brands of our customers and other business partners. When in doubt, check their website and LinkedIn profile and don’t rely on the logo.
When writing about Microsoft products, you don’t need to use the copyright or registered trademark symbol. Use Microsoft and the product name the first time you mention the product. Thereafter, you can refer to the product name only. You can find the © and ® symbols in MSWord: Insert | Symbol
We put our customers at the centre of everything we do. And we’re focused on exceeding their expectations and finding the best solutions for them to be successful. We need our customer focus to be clear in our brand communications. Our writing must talk to our customers and their needs, showing that we understand and have the capabilities to address them. We don’t focus on what we do and how good we are at it. We write about what we can do for our customers to realise their goals.
Netcall: Work better.
This is our strapline, purpose and brand positioning. It’s the one idea we want people to think of when they engage with us. We want to show how we help our customers achieve better outcomes, such as:
Netcall: Work better.
Liberty platform: Smarter outcomes, better experiences.
Sum up in a sentence: Netcall provides cut-through process automation and communications solutions so you can achieve your business goals faster in a rapidly changing world.
1 minute elevator pitch:
Netcall enables you to achieve your business goals faster in a rapidly changing world.
We provide versatile, high-impact solutions for process automation and customer engagement using a single platform and a far-sighted roadmap designed for your needs.
Business leaders and frontline teams value our high-speed app development, intelligent automation and easy-to-use tools. Most of all, they see us as genuine partners – 9 out of 10 customers would be happy to recommend us.
Today, Netcall is growing quickly — breaking new ground in business, healthcare, government, utilities and transport. Our capabilities are evolving at speed, and our expanding partner ecosystem includes niche specialists and global advisory firms.
We don’t write to our customers from afar. When they read something from Netcall it should sound like we’re having a conversation in the same room. That’s why we write in the first person – using ‘we’ or ‘you’ – not Netcall and its customers.
eg: We’re here to help you work better.
Our tone of voice is business casual. We want to be professional and approachable in our writing. A good way to do this is to contract phrases like ‘you will’ or ‘cannot’.
we’re, we’ll, we’ve, I’m, I’ll, I’d, I’ve, you’re, you’ll, you’ve, they’re, they’ll, they’ve, can’t, won’t, shouldn’t, wouldn’t
we are, we will, we have, I am, I will, I would (had), I have, you are, you will, you have, they are, they will, they have, cannot, will not, should not, would not
Note: Some documents will need a more formal tone, like proposals, bid documents and responses to requests for proposals (RFPs). If you’re writing one of these documents, it’s best to follow the tone used by the organisation or the person to whom you’re responding.
We’re a software business so we can talk tech. But we’re not about jargon that gets used a lot in our industry. We want our writing to be easy for people to read and understand. We use plain English – commonly-used words and phrases and steer clear of slang.
This means put the ‘actor’ in the sentence before the ‘action’ (verb) — or the subject (not the object) before the verb.
Netcall developed a strategy
A strategy was developed by Netcall
Avoid jargon and/or clichés in your writing. They’re words used so often they’ve lost their meaning.
best of it’s kind, rated the best by… (give proof)
best-of-breed, best-in-class
latest; newest
cutting edge; ground breaking; innovative
important; vital
mission-critical
Documents filled with acronyms frustrate readers, even if they’ve been in the industry for a while. The first time you use the term, write it in full with the acronym in brackets. From then on, use the acronym. For formal documents, include a list of abbreviations and acronyms at the end.
Don’t use full stops in abbreviations: eg, ie, etc. Where necessary, use ‘for example’ in full.
Don’t use apostrophes to make abbreviations plural: SLAs, CVs.
Don’t use the Oxford comma, eg ‘breakfast, lunch and dinner’ (not ‘breakfast, lunch, and dinner’).
Avoid wordy descriptions and leave out unnecessary words of phrases, eg ‘we’re currently in the process of developing a strategy’.
Watch out for tautology – saying the same thing twice in a sentence , eg ‘continual service on an ongoing basis’.
Work to an average of 15-20 words. If your sentence is longer try breaking it into two sentences, using a bullet list or taking out unnecessary words. We also like to use a very short or one-word sentence for dramatic impact, eg ‘Make transformation changes. Fast.’
Use sentence case – only the first letter of headings and proper nouns get a capital letter.
In English, proper nouns include: names of people and companies (Richard Billington, Netcall), names of places (London, Inverness, Newcastle), days of the week and months of the year (Friday, December). See dates.
We use italics for our customer quotes in customer stories and news articles. We don’t use italics for titles or for emphasis.
We use bold for emphasis and to highlight product names within a sentence.
If you add to many hyperlinks, your reader might not come back. Limit your links if you have no more than five sources for your document and ensure there are there are no more than three links on a page.
When linking to our own product pages we prefer the link to be on the description of the product rather than the product name, eg: Liberty Converse, our omnichannel contact centre solution, is…
Captions are written in sentence case for figures and tables. Headings and captions don’t have full stops or colons.
Lists can break up writing, but should be used consistently throughout any document.
Introduce bullets with a colon. When each bullet completes the sentence started by the introductory line, use:
Other bullet point recommendations:
We use double quotation marks for quotes. Remember the full stop or punctuation mark within the quotes. We use single quotation marks to reference sources of information, eg reports, websites.
One space only after a full stop or punctuation mark that ends a sentence.
In text:
Write dates in this format: Friday 1st December 2023.
For times, use ‘from’ and ‘to’, so for example ‘9am to 5pm’ or ‘from 9.30am’. Use am and pm. For times that are on the hour, don’t use .00. Don’t use the 24 hour clock.
If spanning dates in the same century, drop the first two digits of the second date: 1967–69. But keep them if the dates span different centuries: 1999–2008. Don’t use apostrophes for collective dates – eg 1990s, not 1990’s. Use twentieth century, not 20th century.
Always use the international dialling code. The format we use for phone is: +[country code] [area code] [number] – eg +44 131 575 0000
Use the symbol % in text – not ‘per cent’ written out. There’s no space between the number and the % sign. When describing a range, use the symbol only once (eg 25-30%, not 25%-30%).
We use British English for all communications. We only ever use American English when referring to the name of an entity or product e.g., Microsoft System Center.
Don’t use a masculine pronoun (his, him, etc) as your default pronoun when gender is ambiguous. Instead use a third-person pronoun (they, their, etc). If someone has named their pronoun, please use it.
Cloud-based, self-serve, low-carbon, carbon-neutral
Net zero
Use colons to:
Think of semi-colons as super commas. Use them to:
Headlines: Use title case for headlines (capitalise every word except for articles, prepositions and conjunctions of three letters or fewer).
Subheads: Use sentence case (capitalise only the first letter of the first word and proper nouns).
When we quote from or refer to an external source of information – a website, report, or video, for example – we need to acknowledge that source. As well as our readers needing to know where we’re getting our information from, we need to protect ourselves against copyright infringements or plagiarism. A reference proves the legitimacy – and if someone else had the idea they should get the credit.
Externals sources are quoted within the text and acknowledged in footnotes or endnotes.