Style Guide Intro for Nestlé Global By Natalie Browning Updated: November 11, 2013
Nestlé Global (http://www.nestle.com/) is a major international food product company based in Switzerland. It started in 1866 as the Anglo-Swiss Condensed Milk Company’s first condensed milk factory in Europe. Within a year, however, German immigrant Henri Nestlé had created a formula for nutritious infant food. Through his alliance with the Anglo-Swiss Milk Company in 1905, he became a key factor in the company’s eventual expansion and broader focus on its slogan “Good Food, Good Life.” Now, Nestlé Global oversees the production of much more than just condensed milk and infant formula. This company produces a vast assortment of food products—from baby foods to frozen meals to pet food—and owns approximately eighty subcompanies. Today Nestlé Global accommodates over fifty languages. There are Nestlé Global offices in at least 113 countries, spanning almost every continent. With such an expansive audience and diverse range of customers, Nestlé Global requires the use of global English. Through this style guide, Nestlé Global’s “commitment to quality, taste and nutrition” will be supported and communicated coherently and cohesively to a global audience. This in-house style guide is designed to follow and reinforce the principles of the Chicago Manual of Style. While this guide is not a comprehensive manual, it will improve the consistency in Nestlé Global’s publications and website by identifying key grammatical decisions with which to adhere. Not only this but by using an in-house style, guide writers and editors of Nestlé Global will know how to address situations and terminology not covered in Chicago and will know which options to choose when Chicago offers more than one for a particular situation. This guide will provide further clarification by addressing when the company departs from Chicago’s stylistic decisions. In addition, this style guide will address rule commonly violated from Chicago and will incorporate principles of global English taken from Edmund H. Weiss’s The Elements of International English Style: A Guide to Writing Correspondence, Reports, Technical Documents, and Internet Pages for a Global Audience (2005, M.E. Sharpe, Inc.: Armonk, NY, eISBN 978-0-76562-021-7).
Table of Contents
5) Grammar and Usage 5.1 Passive Voice 5.2 Figures of Speech like Idioms 5.3 Phrasal Verbs 5.4 Words with Opposite Meanings 5.5 Technical Terms 5.6 Simple versus Compound 5.7 Contractions 6) Punctuation 6.1 Hyphens for Compound Adjectives 6.2 Special Cases of Hyphenation (up-coming, on-line, e-mail) 6.3 Em dash 6.4 Commas With “for instance,” “for example,” and the Like 6.5 Serial Comma 6.6 Quotations around Company Slogan 6.7 Possessive Nouns 6.8 Punctuation in Titles 6.9 Quotation Marks 7) Spelling, Distinctive Treatment of Words, and Compounds 7.1 American English vs. British English Spelling 7.2 Web Page Titles and Capitalization 7.3 Company Name 8) Names and Terms
8.1 Brand Names and Italics 8.2 Trademarks 8.3 Foreign Phrases 8.4 Jargon 9) Numbers 9.1 Spelling of Numbers 9.2 Large Numbers like Millions and Billions 9.3 Comma as Thousands Placeholder 9.4 Dates 9.5 Money 10) Abbreviations 10.1 Acronyms 10.2 US for United States
5) Grammar and Usage
5.1 Passive Voice Weiss cautions international companies to take care when using passive voice (not specified in Chicago). Passive verbs often lead to confusion and can easily set up a sentence to include misplaced or dangling modifiers. Active-voice verbs are a better choice for publications that are sent worldwide in both English and other languages. These verb forms are clearer and easier to translate in many cases. Where possible, choose active over passive (see Weiss page 41). NO: To promote better quality, products are inspected before packaging. YES: Nestlé promotes better quality by inspecting products before packaging.
5.2 Figures of speech like Idioms While idioms may make sense to native English speakers, they create confusion for non-native English speakers and translators. Avoid using idioms and other figures of speech. Rather, choose simple verbs that convey the meaning clearly and do not hold multiple meanings on their own (see Weiss page 49). NO: Nestlé avoids running the risk of displeased customers by ensuring that the quality of its products is the same in every country. YES: Nestlé avoids displeasing customers by ensuring that the quality of its products is the same in every country.
5.3 Phrasal Verbs Phrasal verbs can often take on multiple meanings and confuse international readers. In order to prevent confusion for non-native English speakers or for translators, select simple verbs (preferably one word) rather than phrasal verbs (see Weiss page 24). NO: Nestlé has carried on the tradition of “Good Food, Good Life” through its millions of quality products being sold worldwide. YES: Nestlé has continued the tradition of “Good Food, Good Life” through its millions of quality products being sold worldwide.
5.4 Words with Opposite Meanings When possible, avoid using words or terms that could have opposite or multiple meanings. This will increase clarity in meaning for non-native English speakers and translators (see Weiss page 50). See the below example of multiple-meaning confusion. Fast could mean quickly, or it could mean tightly. Customer needs are changing fast as technology keeps changing. Nestlé holds fast to their motto, “Good Food, Good Life.”
5.5 Technical terms Avoid technical terms relating to computer systems or business terms when possible. Simplifying a company’s word choice and terminology will help non-native English speakers to understand (see Weiss page 55). NO: We are initializing new projects frequently. YES: We are beginning new projects frequently.
5.6 Simple versus Compound Weiss (pages 66-7) prefers simple sentences over compound sentences. Simple sentences will make it easier for readers to understand content and minimize possible confusions. NO: We are seeking to achieve leadership and earn that trust by satisfying the expectations of consumers, whose daily choices drive our performance, of shareholders, of the communities in which we operate and of society as a whole. YES: The daily choices of consumers, shareholders, and entire communities drive our performance. We aim to earn their trust and achieve leadership by satisfying their expectations.
5.7 Contractions While Chicago 5.103 states that contractions can benefit a piece of writing by making the reading more relaxed and enjoyable for native English speakers, it also warns that some contractions can stand for multiple meanings, such as I’d for I had or I would. Because of this,
Nestlé should follow what is recommended for global English and avoid contractions altogether (see Weiss page 51). This will prevent confusion for non-native English speakers. NO: He’d hardly finish his meal before another idea was proposed. YES: He would hardly finish his meal before another idea was proposed.
6) Punctuation
6.1 Hyphens for Compound Adjectives As Chicago 5.91 instructs, compound adjectives are to be hyphenated, especially when modifying a single noun. However, when the first adjective in a phrasal adjective ends in –ly the compound adjective is not hyphenated. NO: Each twice checked product is then sent to the packaging room to be prepared for delivery. YES: Each twice-checked product is then sent to the packaging room to be prepared for delivery. NO: Our fully-trained staff of quality inspectors will ensure the best products in a timely manner. YES: Our fully trained staff of quality inspectors will ensure the best products in a timely manner. When two phrasal adjectives ending with a common element are being used, the common element does not need to be repeated. For example, Both lower- and middle-class budgets are considered when deciding on the price of a particular product.
6.2 Special Cases of Hyphenation (up-coming, on-line, e-mail) While Chicago recommends not hyphenating common English words like upcoming, online, or email, Nestlé publications hyphenate these terms. NO: We ask that all applications are submitted online. YES: We ask that all applications are submitted on-line.
6.3 Em Dash A single em dash or pair of em dashes (not hyphens or en dashes) is used when the flow of a sentence is interrupted by a sudden additional thought or clarification (see Chicago 6.84). NO: Nestlé Kitchens is constantly creating new culinary masterpieces – fresh, rich, healthy recipes for the whole family. YES: Nestlé Kitchens is constantly creating new culinary masterpieces—fresh, rich, healthy recipes for the whole family.
6.4 Commas with “for instance,” “for example,” and the like Expressions like “for instance,” “for example,” “that is,” and so on should be followed by a comma (see Chicago 6.43). NO: Seven third parties’ online shops promoted discounted infant formula, for instance by offering price reductions. YES: Seven third parties’ online shops promoted discounted infant formula, for instance, by offering price reductions.
6.5 Serial Comma When listing a series of three or more items (typically nouns or adjectives), always place a comma after the second adjective and before the conjunctions and or or. This will minimize confusion for international readers (see Chicago 6.18). However, a comma should not be included after the last item listed. NO: Cooking, recipes and cooking skills, are important to Nestlé. YES: Cooking, recipes, and cooking skills are important to Nestlé.
6.6 Quotations Around Company Slogan Nestlé’s motto, “Good Food, Good Life” should be surrounded by smart quotes (curly quotes) rather than single quotes or straight quotes when used in running text. This should remain consistent on all web pages and publications. Note: The one exception is on the title bar following the brand icon and name. The title bar’s motto is not in quotations of any kind.
NO: Nestlé’s mission of ‘Good Food, Good Life’ represents a commitment to quality nutrition around the globe. YES: Nestlé’s mission of “Good Food, Good Life” represents a commitment to quality nutrition around the globe.
6.7 Possessive nouns According to Chicago 7.15, adding an apostrophe and an s after a noun will make it possessive. However, plural nouns already ending in s only receive an apostrophe after the noun. NO: Consumers lives are improved by the inexpensive and healthful products Nestlé provides. NO: Consumers’s lives are improved by the inexpensive and healthful products Nestlé provides. YES: Consumers’ lives are improved by the inexpensive and healthful products Nestlé provides.
6.8 Punctuation in Titles Main titles and subtitles should be separated by a colon, and not by a hyphen or a comma (not specified in Chicago). NO: Strategy - Nestlé Roadmap to Good Food, Good Life YES: Strategy: Nestlé Roadmap to “Good Food, Good Life”
6.9 Quotation Marks As recommended by Weiss (see page 75), quotation marks should be avoided. They are distracting and can easily be punctuated incorrectly when combined with other forms of punctuation. Quotation marks should only be used for direct quotations from individuals or for the company motto, “Good Food, Good Life.” Additionally, when using quotation marks, use smart (curly) quotes, as Chicago 6.112 recommends. NO: Henri Nestlé was an “entrepreneur” of his day. YES: Henri Nestlé was an entrepreneur of his day.
7) Spelling, Distinctive Treatment of Words, and Compounds
7.1 American English vs. British English Spelling Nestlé is to use traditional American English spelling of words, rather than British English spellings (see Weiss page 46). NO: We have begun a new programme in our kitchens. YES: We have begun a new program in our kitchens.
7.2 Web Page Titles and Capitalization Web page titles and subtitles should be capitalized with title case. This further sets them apart from the body of the text. In title case, all words except for conjunctions and articles are capitalized. NO: Nestlé worldwide YES: Nestlé Worldwide
7.3 Company name Nestlé should always include the accent mark over the last e in all Nestlé publications. This is not specified in Chicago. NO: Nestle offers a wide variety of products. YES: Nestlé offers a wide variety of products.
8) Names and Terms
8.1 Brand Names and Italics All brand names under and including Nestlé are to be italicized in any main body of text. However, they do not have to be italicized only when they are used as the only word(s) of the title of a body of text.
NO: “Lean Cuisine” is a popular brand of frozen dinners. YES: Lean Cuisine is a popular brand of frozen dinners.
8.2 Trademarks As it says in Chicago 8.152, brand names and trademarks should be capitalized (unless otherwise spelled such as eBay). The symbols ® and ™ are unnecessary and should not be included in website or print publications from Nestlé. NO: Butterfinger® is one of Nestlé’s most popular candy brands. YES: Butterfinger is one of Nestlé’s most popular candy brands.
8.3 Foreign Phrases Using foreign phrases could confuse non-native English speakers and complicate the translation process for an international company’s publication. Weiss (pages 7 & 52) advises to never use foreign phrases. NO: With a little imagination—presto!—our teams create culinary masterpieces just for you. YES: With a little imagination, our teams create culinary masterpieces just for you.
8.4 Jargon Weiss (page 7 & 52) advises to avoid using jargon (such as business jargon), slang, or scientific words when simple English terms exist for the same meaning. For example, consider simpler terms such as farming for agricultural or university for institution of higher education. NO: Our cutting edge technology keeps us up to date with the world. YES: Our technology is current with the newest trends in the world.
9) Numbers
9.1 Spelling of Numbers Contrary to Chicago’s prescriptions of numbers, all numbers in Nestlé publications should be consistently written in numerical form, whether they are less than or greater than 100. This is for design purposes and will help important statistics stand out more from the rest of the main body of text. NO: Nestlé Boost drinks contain twenty-six vitamins and minerals. YES: Nestlé Boost drinks contain 26 vitamins and minerals.
9.2 Large Numbers like Millions and Billions When expressing statistics larger than one million, Nestlé shortens their terms to include the numerical symbol followed by million or billion, rather than writing out the number completely numerically or alphabetically. NO: 3,200,000,000 YES: 3.2 billion
9.3 Comma as Thousands Placeholder Follow Chicago’s recommendation to use commas as placeholders when dealing with numbers in the thousands or higher. Using commas in one page, spaces in another, and apostrophes in yet another will confuse readers (see Chicago 9.54-9.56). NO: 388 000; 388.000; 388’000 YES: 388,000
9.4 Dates Be careful when expressing dates, since they are written differently in different nations. Avoid writing dates numerically, separated by slashes. While 11/1/10 may mean November 10, 2010 in the United States, 11/1/10 would mean January 11, 2010 in Mexico and many other Spanish-
speaking countries. When possible, write out dates with the spelled-out month followed by the day, followed by a comma and the year (see Weiss page 48). NO: 11/1/10 YES: November 11, 2010 9.5 Money On the topic of international currency, Chicago 9.22 gives the option of either including the symbol $ or not when referring to non-US currencies. Chicago also states that using the threeletter currency code for that nation may be more appropriate in a more formal publication. To avoid confusion, Nestlé should always use both the symbol $ and the three-letter currency code not separated by spaces, since money is typically expressed in CHF, which stands for the franc (legal tender of Switzerland). NO: The total salary of the company was CHF 1.6 billion. YES: The total salary of the company was CHF$1.6 billion.
10) Abbreviations
10.1 Acronyms Avoid using acronyms and abbreviations. Such expressions can be confusing to non-native English speakers, especially because acronyms for various companies or agencies may change from language to language. NO: Our R&D capabilities are unmatched. YES: Our research and development capabilities are unmatched. 10.2 US for United States While Chicago 10.33 advises to always spell out United States in running text, because of the nature of Nestlé’s webpage and the space allocated to running text, Nestlé writers should feel free to use US (without punctuation) in running text, rather than always spelling out United States. YES: We have office locations throughout the US. YES: We have office locations throughout the United States.