Friendly – We use positive language that feels open and approachable. Empathetic – We’re sensitive to the needs of those we serve. Helpful – We offer our knowledge and expertise freely to those we serve. Transparent – Our information is easy to find and easy to understand. We don’t use sarcastic, discouraging, or insensitive language. + Whimsical
Write for your reader, not for yourself
Write in order of importance
Use simple, everyday words
Use gender neutral language
Prefer active instead of passive sentences
Titles, headings, subheadings – Use sentence case
Departments and divisions – Capitalize the full proper names of governmental agencies, departments, and divisions
Job titles – Use lowercase unless the title precedes a name, such as Governor Cox or Senator Romney.
Directions and regions – Lowercase compass points like north, northern when they indicate a general direction. Capitalize compass points when they indicate a region or are in the title of a governmental body.
Seasons – Lowercase spring, summer, fall, and winter, unless part of a formal title like the Winter Olympics. Days of the week – Capitalize days of the week and spell them out fully. Months of the year – Capitalize months of the year and spell them out fully. Write dates in this format: [Month] [number], [year].
county – lowercase unless part of a proper name like Utah County. Lowercase when writing two counties: Salt Lake and Utah counties.