{"id":"9a82b9f4-cbb7-4a85-b98b-975610f494c5","shortId":"m3kfzG","kind":"skill","title":"brand-guidelines","tagline":"Write copy following Sentry brand guidelines. Use when writing UI text, error messages, empty states, onboarding flows, 404 pages, documentation, marketing copy, or any user-facing content. Covers both Plain Speech (default) and Sentry Voice tones.","description":"# Brand Guidelines\n\nWrite user-facing copy following Sentry's brand guidelines.\n\n## When to Use\n- You need to write or rewrite user-facing copy in Sentry's voice.\n- The task involves UI text, onboarding, empty states, docs, marketing copy, or other branded content.\n- You need guidance on when to use Plain Speech versus Sentry Voice.\n\n## Tone Selection\n\nChoose the appropriate tone based on context:\n\n| Use Plain Speech | Use Sentry Voice |\n|------------------|------------------|\n| Product UI (buttons, labels, forms) | 404 pages |\n| Documentation | Empty states |\n| Error messages | Onboarding flows |\n| Settings pages | Loading states |\n| Transactional emails | \"What's New\" announcements |\n| Help text | Marketing copy |\n\n**Default to Plain Speech** unless the context specifically calls for personality.\n\n## Plain Speech (Default)\n\nPlain Speech is clear, direct, and functional. Use it for most UI elements.\n\n### Rules\n\n1. **Be concise** - Use the fewest words needed\n2. **Be direct** - Tell users what to do, not what they can do\n3. **Use active voice** - \"Save your changes\" not \"Your changes will be saved\"\n4. **Avoid jargon** - Use simple words users understand\n5. **Be specific** - \"3 errors found\" not \"Some errors found\"\n\n### Examples\n\n| Instead of | Write |\n|------------|-------|\n| \"Click here to save your changes\" | \"Save\" |\n| \"You can filter results by date\" | \"Filter by date\" |\n| \"An error has occurred\" | \"Something went wrong\" |\n| \"Please enter a valid email address\" | \"Enter a valid email\" |\n| \"Are you sure you want to delete?\" | \"Delete this item?\" |\n\n## Sentry Voice\n\nSentry Voice adds personality in appropriate moments. It's empathetic, self-aware, and occasionally snarky.\n\n### Principles\n\n1. **Empathetic snark** - Direct frustration at the situation, never the user\n2. **Self-aware** - Acknowledge the absurdity of software\n3. **Fun but functional** - Personality should enhance, not obscure meaning\n4. **Earned moments** - Only use when users have time to appreciate it\n\n### Examples\n\n**404 Pages:**\n> \"This page doesn't exist. Maybe it never did. Maybe it was a dream. Either way, let's get you back on track.\"\n\n**Empty States:**\n> \"No errors yet. Enjoy this moment of peace while it lasts.\"\n\n**Onboarding:**\n> \"Let's get your first error. Don't worry, it's not as scary as it sounds.\"\n\n**Loading States:**\n> \"Crunching the numbers...\"\n> \"Fetching your data...\"\n\n### When NOT to Use Sentry Voice\n\n- Error messages (users are frustrated)\n- Settings pages (users are focused)\n- Documentation (users need information)\n- Billing/payment flows (users need trust)\n\n## General Rules\n\n### Spelling and Grammar\n\n- Use **American English** spelling (color, not colour)\n- Use **Title Case** for headings and page titles\n- Use **Sentence case** for body text, buttons, and labels\n\n### Punctuation\n\n- **No exclamation marks** in UI text (exception: celebratory moments)\n- **No periods** in short UI labels or button text\n- **Use periods** in complete sentences and help text\n- **No ALL CAPS** except for acronyms (API, SDK, URL)\n\n### Word Choices\n\n| Avoid | Prefer |\n|-------|--------|\n| Please | (omit) |\n| Sorry | (be specific about the problem) |\n| Error occurred | Something went wrong |\n| Invalid | (explain what's wrong) |\n| Success! | (describe what happened) |\n| Oops | (be specific) |\n\n## Dash Usage\n\n| Type | Use | Example |\n|------|-----|---------|\n| Hyphen (-) | Compound words, ranges | \"real-time\", \"1-10\" |\n| En-dash (--) | Ranges, relationships | \"2023--2024\", \"parent--child\" |\n| Em-dash (---) | Interruption, emphasis | \"Errors---even small ones---matter\" |\n\nIn most UI contexts, use hyphens. Reserve en-dashes for date ranges and em-dashes for longer prose.\n\n## UI Element Guidelines\n\n### Buttons\n\n- Use action verbs: \"Save\", \"Delete\", \"Create\"\n- Be specific: \"Create Project\" not just \"Create\"\n- Max 2-3 words when possible\n- No periods or exclamation marks\n\n### Error Messages\n\n1. Say what happened\n2. Say why (if helpful)\n3. Say what to do next\n\n**Good:** \"Could not save changes. Check your connection and try again.\"\n**Bad:** \"Error: Save failed.\"\n\n### Empty States\n\n1. Explain what would normally be here\n2. Provide a clear action to populate the state\n3. Sentry Voice is appropriate here\n\n**Good:** \"No projects yet. Create your first project to start tracking errors.\"\n\n### Confirmation Dialogs\n\n- Make the action clear in the title\n- Explain consequences if destructive\n- Use specific button labels (\"Delete Project\", not \"OK\")\n\n### Tooltips and Help Text\n\n- Keep under 2 sentences\n- Explain the \"why\", not just the \"what\"\n- Link to docs for complex topics\n\n## Anti-Patterns\n\nAvoid these common mistakes:\n\n- **Robot speak:** \"Item has been successfully deleted\" -> \"Deleted\"\n- **Passive voice:** \"Changes were saved\" -> \"Changes saved\"\n- **Unnecessary words:** \"In order to\" -> \"To\"\n- **Hedging:** \"This might cause...\" -> \"This will cause...\"\n- **Double negatives:** \"Not unlike...\" -> \"Similar to...\"\n- **Marketing speak in UI:** \"Supercharge your workflow\" -> \"Speed up your workflow\"\n\n## References\n\n- [Sentry Voice Guidelines](https://develop.sentry.dev/frontend/sentry-voice/)\n- [Sentry Frontend Handbook](https://develop.sentry.dev/frontend/)\n\n## Limitations\n- Use this skill only when the task clearly matches the scope described above.\n- Do not treat the output as a substitute for environment-specific validation, testing, or expert review.\n- Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are 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