Writing
We write to make Leonis feel delightful. That’s our copy team’s philosophy. And these are the guidelines for our practice.
Leonis’s voice is confident, creative, and professional, with a tone that is clear, concise, and human. We communicate with clarity and warmth, ensuring our messages are engaging and easily understood. Our approach fosters connection and trust, reflecting our bold, approachable brand identity.
Our communication is straightforward and easy to understand. We avoid jargon and ensure that our messages are direct, making it simple for our audience to grasp our ideas and offerings. Clarity is key in delivering our brand’s message effectively across all touch points.
We value brevity without sacrificing meaning. Our content is to the point, ensuring that every word serves a purpose. By keeping our communication focused and efficient, we respect our audience’s time and ensure maximum impact in every interaction.
Our tone is warm, approachable, and relatable. We speak directly to our audience in a conversational manner, making our brand feel personal and accessible. Whether in writing or dialogue, we prioritize connecting with people on a human level, building trust and rapport.
Our copy is clear, concise, and consistent, ensuring every message is impactful and aligned with the Leonis brand. We prioritize engagement, authenticity, and purpose to create meaningful and actionable content.
Avoid using exclusionary, ableist, misgendering, or offensive language. This includes pop culture references, slang, abbreviations, or terms that may only resonate with a specific group. Always aim for inclusive and respectful communication.
Use emojis thoughtfully to add meaning or delight, but never replace words with emojis in a sentence.
The name "Leonis" is derived from the Latin word for "lion," symbolizing strength, courage, and leadership. These qualities reflect our bold approach to design and innovation.
We adhere to AP style, with exceptions outlined in the Leonis editorial style guide. For spelling, refer to the first entry in Merriam-Webster unless specified otherwise.
Sentence case is the default capitalization style for most S copy.
Use title case for proper nouns, including the Leonis name and organizational departments in headlines, regardless of logo styling. Always lowercase "leonis.work" unless it begins a sentence, which we recommend avoiding when possible.
Time
Attributions
Don’t use title case or periods for headlines
Don’t use emoji in place of words
Don’t use abbreviations