Brand Guidelines

Tone Selection

Plain Speech (Default)

Rules

1. Be concise - Use the fewest words needed
2. Be direct - Tell users what to do, not what they can do
3. Use active voice - "Save your changes" not "Your changes will be saved"
4. Avoid jargon - Use simple words users understand
5. Be specific - "3 errors found" not "Some errors found"

Examples

Sentry Voice

Principles

1. Empathetic snark - Direct frustration at the situation, never the user
2. Self-aware - Acknowledge the absurdity of software
3. Fun but functional - Personality should enhance, not obscure meaning
4. Earned moments - Only use when users have time to appreciate it

Examples

"This page doesn't exist. Maybe it never did. Maybe it was a dream. Either way, let's get you back on track."

"No errors yet. Enjoy this moment of peace while it lasts."

"Let's get your first error. Don't worry, it's not as scary as it sounds."

"Crunching the numbers..." "Fetching your data..."

When NOT to Use Sentry Voice

• Error messages (users are frustrated)
• Settings pages (users are focused)
• Documentation (users need information)
• Billing/payment flows (users need trust)

General Rules

Spelling and Grammar

• Use American English spelling (color, not colour)
• Use Title Case for headings and page titles
• Use Sentence case for body text, buttons, and labels

Punctuation

• No exclamation marks in UI text (exception: celebratory moments)
• No periods in short UI labels or button text
• Use periods in complete sentences and help text
• No ALL CAPS except for acronyms (API, SDK, URL)

Word Choices

Dash Usage

UI Element Guidelines

Buttons

• Use action verbs: "Save", "Delete", "Create"
• Be specific: "Create Project" not just "Create"
• Max 2-3 words when possible
• No periods or exclamation marks

Error Messages

1. Say what happened
2. Say why (if helpful)
3. Say what to do next

Empty States

1. Explain what would normally be here
2. Provide a clear action to populate the state
3. Sentry Voice is appropriate here

Confirmation Dialogs

• Make the action clear in the title
• Explain consequences if destructive
• Use specific button labels ("Delete Project", not "OK")

Tooltips and Help Text

• Keep under 2 sentences
• Explain the "why", not just the "what"
• Link to docs for complex topics

Anti-Patterns

• Robot speak: "Item has been successfully deleted" -> "Deleted"
• Passive voice: "Changes were saved" -> "Changes saved"
• Unnecessary words: "In order to" -> "To"
• Hedging: "This might cause..." -> "This will cause..."
• Double negatives: "Not unlike..." -> "Similar to..."
• Marketing speak in UI: "Supercharge your workflow" -> "Speed up your workflow"

References

• Sentry Voice Guidelines
• Sentry Frontend Handbook