This section contains usage and style guidance that is commonly referred to when creating Autodesk content. For general usage and style resources, see References.
Avoid shortcuts, symbols, and abbreviations that can be spelled out. Do not use Latin abbreviations such as etc., i.e., e.g., and vs. Do not use an ampersand to stand in for the word and.
Exceptions: You may use vs. in product center comparison tables and browser titles. You may also use abbreviations in tables and charts, if space is tight (for example: avg., hrs./wk., etc., months such as Jan., Feb., and so on). Always use terminal punctuation on an abbreviation (for example, max. for maximum, rather than max).
Capitalize the name of a degree when it’s treated as a title or it’s abbreviated. There are no periods when abbreviating degrees: MBA, BA, BS, PhD. Use lowercase spelling when a degree and field of study are used generically. Examples:
John Johnson, PhD
Mitzi Rose, MFA, led the writing workshop.
He was hoping to use his master’s degree in computer science.
She planned to use her MBA after graduation.
Yes, you can get a job with a Bachelor of Arts degree.
Note: When spelled out, note the possessive form of bachelor’s degree and master’s degree, but there is no possessive in Bachelor of Arts or Master of Science.
In body copy
- In general, spell out a term on the first reference and give its acronym in parentheses. Example: Virtual reality (VR) is changing how we design, create, and experience everything from factories, buildings, and cars to training, learning, and entertainment.
- If an acronym is better known than its spelled-out form, use the acronym first. Example: When RFIs (requests for information) are captured digitally, significant information is amassed and grows significantly with each new project.
- If a term is used only once on a page, do not provide the acronym unless you want readers to become familiar with it for branding or other purposes.
- Not sure which goes first, the acronym or the full spelling? The Word list displays acronyms based on how they should be used on the first reference in body copy when they differ from standard usage.
- An entry like virtual reality (VR) means spell out the term first, and then give the acronym.
In headings and banners
Use either a spelled-out term or an acronym in a heading or a banner (including the introductory copy in a web banner), but not both. Treat the first reference in the body copy as the first reference on the page.
Should I spell it out?
Consider your audience. For example, it may not be necessary to spell out API (application programming interface) in copy aimed at developers, or CG (computer graphics) for media and entertainment professionals. But if the copy is being localized, it’s better to spell it out on the first reference.
When spelling out an acronym, use title case only for proper nouns. Examples: National Television Standards Committee (NTSC) and integrated development environment (IDE).
To form the plural for most acronyms, use a lowercase s and no apostrophe. Examples: URLs and RFIs.
If an acronym is possessive on the first reference, spell out the term as possessive but do not make the acronym possessive. Example: The Open Geospatial Consortium’s (OGC) specification can be downloaded at this website.
If an acronym is plural on the first reference, spell out the term as plural and make the acronym plural. Example: Nonplayer characters (NPCs) are characters controlled by the server or computer.
For acronyms that are Autodesk trademarks, always use them in their adjectival form. Do not use trademarked terms as plurals or possessives.
Yes: DWG™ technology
To find the definitions and usage of common abbreviations, acronyms, and initialisms, see www.acronymfinder.com.
Active vs. passive voice
The Autodesk voice is active. Active voice is more direct and personable than passive voice, which can sound remote and clunky. Recast sentences in active voice whenever possible.
Yes: Design clients can save time by using Autodesk software.
No: Because most design clients use Autodesk software, a significant amount of time is saved.
Alt text helps visually impaired visitors understand an image’s subject matter. It also helps images show up in image searches. Finally, alt text is necessary for compliance with WCAG 2.0 standards, which is required by law.
Any image on a page that adds value to the content should have alt text.
Make alt text informative and keyword-rich, but don’t keyword-stuff. Include a keyword from the SEO-prescribed list for at least 4–6 images on each page.
If an image is functional, such as when used as a link, the alt text should describe the link’s function.
Limit alt text to 128 characters, including spaces. Shorter is usually better.
Use sentence case (capitalize the first word) and punctuate to enable clarity for screen readers; include ending punctuation if using a complete sentence. Examples:
Video: Overview of new Civil 3D features
Two construction workers wearing hard hats review a screen, while a woman in a suit looks over their shoulders.
Alt text for feature images
Write a sentence that describes the image or screenshot. Do not make the alt text identical to the feature description. Screen readers automatically announce an image as an image, so don’t start the alt text with Image:, picture of, or image of.
Yes: 3D topographical model of mountain landscape
No: Image: Surfaces and point cloud tools let you create models using points and contour data.
No: Image of a computer screen showing a 3D rendering
Alt text for videos
Begin with “Video:” and briefly describe the video content.
Yes: Video: Use ReCap Pro to import point-cloud data captured with a laser scanner.
No: Reality capture
If a video caption or feature description already communicates the video content, leave the alt text empty:
[Image alt tag](alt="")
Alt text for decorative images
For illustrations, icons, and images that are strictly decorative or non-informational (such as those that separate sections of content), leave the alt text empty:
[Image alt tag](alt="")
Cite awards as the award-giver does, without quotation marks, and with title case. Examples:
In 2006, Raphael won a VES award for Outstanding Pre-Rendered Visuals in a Video Game, one of the highest honors in the CG field.
She’s an Emmy Award-winning animator.
A browser title is the text that’s displayed in your browser tab. It’s also displayed as the link text on a search results page (Google, Bing, internal search, etc.). It’s similar to a paid search ad’s heading.
Browser titles are one of the most critical elements for search optimization, both for ranking and for drawing traffic. Every web page should have a unique browser title that accurately describes the page’s content, and is optimized for search.
Guidelines for writing effective browser titles
- Use the primary search keyword in the first three words. (If a page is already ranking for a particular search term, the browser title may be used to help the rank of a secondary or closely related search phrase.)
- Maximum length: 70 characters, including spaces.
- Use title case.
- Use an ampersand if you’re short on space.
- Use pipes (“|” — a vertical slash) to separate items.
- Put Autodesk at the end if the page needs to be branded.
- Lead with the target keyword: Augmented Reality | Manufacturing AR | Autodesk
- Use this default format for pages without a target keyword: Page Name | Autodesk
- In product centers, use a version year only on the following pages: Subscribe, Free trial.
Bulleted lists are the preferred list form. Use a numbered list when the items follow sequentially, like steps for help instructions.
Follow these tips for writing lists:
- Always introduce a list. Use a colon after the introductory text.
Note: If, instead, you use a short heading to introduce a list, do not end the heading with a colon.
- Use sentence case.
- Capitalize only the first word after the bullet.
- Use parallel construction when possible.
- Use end punctuation if an item is a complete sentence.
- If all items in a list are fragments, do not use end punctuation.
- Use end punctuation for all items if you are mixing fragments and complete sentences. In other words: If one item needs a period, then all items should end with periods.
- Do not end a bulleted item with a semicolon or a comma.
- Use bold for lead-in text followed by a colon. The colon should also be bolded.
- Use no more than two levels of indentation.
All listings display the following information:
- Object type
- X, Y, Z position relative to the current UCS
Easily adjust your view to focus on specific aspects of your work plan:
- View your plan in List, Gannt, or Swimlane view.
- Use filters to focus on locations, trades, and scopes of work.
- Customize layouts to clarify commitments.
- Phone: Schedule a call with a specialist.
- Web: Communicate with technical support experts using email or chat.
- Remote desktop assistance: Work with a specialist who can see what’s happening on your device.
Buzzwords are words or phrases that were once effective but have been rendered meaningless through long-term repetition. They can erode our brand by making copy sound generic and cliché. Buzzwords may also annoy customers and prospects who are looking for information, not marketing language. Pay special attention to the Legal alert column; these words make claims that we can’t support, and should be avoided.
|Don’t use||Handle with care||Legal alert|
|De facto standard||Ecosystem||Accurate|
Calls to action (CTAs)
To write effective calls to action, follow these guidelines:
- Start with a meaningful verb that informs the reader what will happen if they click the link. Examples include read, buy, shop, or download.
- Avoid vague CTAs such as Learn more.
- Use as few words as possible.
- Use sentence case.
- Do not use ending punctuation.
Links to media
For calls to action for various media, follow these formats. Note that we do not use articles. Examples:
- Video: Watch video
- Story: Read story
- Webcast: Watch webcast
- Podcast: Listen to podcast
Give readers the media type and length in a parenthetical note: (video: 3:20 min.) or, if less than one minute: (video: 35 sec.).
See Video times for more information.
We use three styles of capitalization: full capitals, sentence case, and title case.
Note: See the Word list for questions about individual words.
Avoid using all capital letters except for acronyms. Examples: BIM and MEP.
With sentence case, only the first word and all proper nouns are capitalized. In other words, capitalize the text as if it were a sentence.
In general, do not use ending punctuation, unless the text is in the form of a question. Examples:
Design every detail with CAD software
Which AutoCAD is right for me?
Use sentence case for:
- Headings and subheads
- Navigational labels and text links
- Titles of figures and tables
- Items in a list
When working in a copydeck, submit headings in sentence case, even if a page design specifies a different textual treatment.
With title case, you capitalize the first word, the last word, and all major words in between. Follow these basic rules:
- Capitalize nouns, pronouns, adjectives, verbs, adverbs, and subordinate conjunctions (if, because, as, that).
Note: Be sure to capitalize is. It’s a verb. Example: Autodesk products have been used in movies such as The Mouse That Roared.
- For hyphenated words, always capitalize the first word and capitalize other words as if they stood alone. Example: He spoke at the seminar Out-of-the-Box Thinking for Successful Employees.
- Do not capitalize articles (a, the, an), prepositions of four letters or fewer (in, with, for, by), coordinate conjunctions of four letters or fewer (and, but, for, nor, or, so, yet), and to in an infinitive unless it’s the first word in the title or the first word after a colon or a dash. Examples:
Joan Miro completed Still Life with Old Shoe in 1937.
“Because They Wanted To” is a short story by Mary Gaitskill.
See also Titles.
Use title case for:
API names. Examples:
Data Management API
Branded feature names. Examples:
Loop Geometry (but Loop Geometry tool)
Combine Text (but Combine Text tool)
Titles of movies, books, songs, blogs, etc. Examples:
Star Wars: The Force Awakens
The Sun Also Rises
Primary navigation. Example: Autodesk > Industry > Natural Resources > Oil & Gas
Browser titles. (Please note: This guidance was updated in September 2023. Previously, we called for capitalization of all words in a browser title. We have adjusted this guidance to require only standard title case, following the rules outlined above.) Examples:
Subscription | Revit for Collaboration | Autodesk
What’s New In InfraWorks | Features | Autodesk
Augmented Reality | Manufacturing AR | Autodesk
UI elements such as dialog box names, on-screen areas, and command options (even if they’re not capitalized that way in the UI). Capitalize only the item’s name, not its description. Examples:
Save As option
In general, provide a caption of up to 25 words for image and video thumbnails, but follow the copydeck for your project. Captions should help users and not be something generic like “product image.” For videos, include the video playing time (video: x:xx min.). If the time is in seconds, use (video: xx sec.).
Collective nouns are words that imply more than one person but are considered singular and take a singular pronoun. Common collective nouns include company, team, group, committee, firm, and class.
Yes: CivilX, a civil engineering company, recently celebrated its second anniversary.
No: CivilX, a civil engineering company, recently celebrated their second anniversary.
Yes: The team sent its recommendation to the board.
No: The team sent their recommendation to the board.
Command, menu, and UI names
Capitalize the names of commands, menus, and user interface elements. Examples:
Use the Move option with the Zoom command.
Select Menu, then Products to access the product center.
Do not use these names as verbs or possessives.
When referring to another company, do not include the articles of organization (Inc., LLC, Ltd.) as part of the company name.
Use the pronoun it when referring to a company, not they or their:
Yes: Ready At Dawn develops new games by drawing on the inspirations of its employees.
No: Ready At Dawn develops new games by drawing on the inspirations of their employees.
Note: Autodesk uses commas with Inc.: Autodesk, Inc., is based in San Francisco, CA.
Capitalize department, division, or group names depending on how they are referenced.
- Official name: Capitalize department, division, or group names using title case when they are proper nouns.
- Colloquial name: The colloquial name by which we refer to a department may not match the official or formal name. In this case, capitalize the colloquial name as a proper noun.
- General reference: When referring to a department as a concept or general reference (not a proper noun), do not capitalize.
- CTA: Capitalize if referencing an official or colloquial name; lowercase if referencing a concept.
Autodesk Global Product Support
Official name: Autodesk Global Product Support (John works in Autodesk Global Product Support.)
Colloquial name: Autodesk Support or Support (Contact Support for assistance. Or, John works in Support.)
General reference: support (Get support for your product. Or, One of our support agents can help.)
CTA: Support or support (Contact Support or Get support)
Autodesk Global Territory Sales
Official name: Autodesk Global Territory Sales (Autodesk’s Global Territory Sales team earned accolades at the latest quarterly meeting.)
Colloquial name: Autodesk Sales (Contact Autodesk Sales about custom plans.)
General reference: sales (A member of our sales team will get back to you.)
CTA: Sales or sales (Contact Sales at 1-844-555-1212)
Spell out an email address in a link: “Email John Smith at email@example.com,” rather than “Email John Smith.” Some browsers in some countries, particularly in government organizations, will block the user’s ability to follow an email link.
Email subject lines
Emails to customers and prospects should be consistent with the Autodesk voice. Use sentence case, with only the first word and proper nouns capitalized. Do not use the following in an email subject line:
- All caps
When software capabilities are used in a generic or descriptive sense, do not capitalize them like proper nouns. Capitalize features only if they’re branded names within the software UI.
Yes: The associative dimension features in AutoCAD make drawing faster and easier.
No: The Associative Dimension features in AutoCAD make drawing faster and easier.
File names and extensions
The names of PDFs and other downloadable files should be lowercase, using hyphens to separate the main words (autocad-2017-brochure-en.pdf). Make sure that the PDF link name and file name follow standard PDF file naming conventions.
First and second person
Use first-person plural and the second person to speak directly to your audience and maintain a conversational tone.
First-person plural (we). Example: We don’t believe in waiting for progress, we believe in making it.
Second person (you). Example: AutoCAD includes predefined materials that you can edit using the Materials browser.
Sometimes you may need to initially use the third person to identify a specific audience (for example, to identify the main users of a new product as game designers). Afterward, switch to the second person and address the audience as you. Example: Maya LT software is built for professional indie game makers. Bring your creations to life with game development tools.
When Autodesk is the subject of a sentence, use Autodesk on the first reference, then use the first-person plural (we), instead of third-person forms such as the company, the firm, etc.
Use footnotes sparingly. When possible, merge footnote material into body copy so users don’t have to search for information. Also, consider linking directly to more information instead of using a footnote.
When footnotes are necessary, follow these guidelines:
Use the asterisk (*) and double asterisk (**).
Note: There is no space between the footnote symbol and text.
Use italics for footnotes. If the footnote contains a hyperlink, italicize the linked text, as well.
For features pages, unless the footnote applies to many or all features, place the footnote in the feature it applies to.
Use footnotes or hyperlinks for page-level “one-off” legal disclaimers that apply to a single page or a specific offer.
General legal disclaimers that are used across the site (for example, SRP) appear in a centralized disclaimers page instead of in a footnote. Users access these disclaimers through link text on the page. The standard language for this text is “See legal disclosures.”
Use sentence case in form field labels.
When a form is submitted, it’s always followed up with a Success/Thank You page, which confirms that the form has been sent. The Thank You page of a live form can only be viewed by filling out the form.
Free and discounted software
Do not put an asterisk after the word “free” in any heading, promo, or link text. On the final destination page of a “free” reference, add a link to the general legal disclaimer (also known as “See legal disclosures”).
See also Promos.
Headings and subheads
- In general, use sentence case. However, some panels let you use either sentence case or all caps for headings. See the HIG pattern library for content guidelines by pattern.
- Do not use ending punctuation unless there is:
- More than one sentence in a heading (avoid multiple sentences in subheads).
- A series of words separated by periods.
- A question. (But think twice about writing a heading or subhead as a question. It’s not always the most straightforward choice.)
Yes: How it works
No: How does it work?
- Do not use an ampersand (&).
Exceptions: Autodesk collections (Media & Entertainment Collection, etc.) use an ampersand.
- Avoid trademark symbols.
- Capitalize Autodesk product names and branded terms.
- When working in a copydeck, apply bold to headings and subheads.
- Try to use primary keywords in H1 headings, since they’re heavily weighted for search.
- Do not spell out numerals. Example: 3 top trends show green-building technology on the rise.
- Capitalize the first word after a colon. Example: Generative design: Shaping the future of air travel.
- Avoid abbreviations.
- It’s okay to use acronyms such as BIM, AEC, and VR, but spell them out on the first reference in the body copy.
A heading should use plain language to communicate a specific benefit to users or highlight a customer’s accomplishments. Follow these guidelines:
Do not use marketing jargon, clever wordplay or puns, idioms, or cultural references.
Exception: The Autodesk home page and campaign landing pages may reflect marketing messaging.
Yes: Small firm succeeds with BIM
No: Small firm goes big with BIM
Yes: Improve your design workflows
No: Power up your design workflows
Do not make overpromising claims or use vague descriptions. Examples:
The only software designers need
The best tool for the job
Welcome to the future
Follow these guidelines:
- Keep subheads short.
- Don’t repeat the words of the subhead in the body copy that immediately follows it.
Converting raster data to vector format is easy …
Raster-to-vector conversion is easy …
- Avoid having just one subhead under a given heading, or stacking a head and subhead together without any text between them.
- Make sure the subhead is independent of the text beneath it. In other words, the body copy should make sense on its own.
Converting raster data to vector format is easy …
This task is easy …
- Do not end a subhead with a colon
Image and photo credits
If we don’t own the copyright to an image, the image must be used with the permission of the copyright holder and credited to the source. Use words specified by the copyright holder, edited to our style. Use sentence case with no ending punctuation. Examples:
Cover photo by Ansel Adams, courtesy of San Francisco Museum of Modern Art
Images courtesy of AnimaLogic
Industry names used as part of an Autodesk collection use title case and an ampersand. If an industry name includes a list of three or more nouns, do not add a comma before the ampersand. Our collections are:
Architecture, Engineering & Construction Collection
Media & Entertainment Collection
Product Design & Manufacturing Collection
For generic references to industry names, use lowercase. If an industry name includes a list of three or more nouns, use a serial comma and spell out and. Examples:
The architecture, engineering, and construction industry has traditionally been anything but connected.
The studio uses media and entertainment software from a variety of vendors.
The Autodesk Media & Entertainment Collection includes 3ds Max, Maya, and other popular products.
The manufacturing sector is poised for growth.
Words have power—so we should choose them wisely. There is growing awareness that many colloquial, commonly used words or phrases have their origins in racist, sexist, gendered, or ableist language, or may be culturally offensive.
For instance, using the adjective dwarfed to describe a comparative size can be considered belittling to little people; a better choice might be overshadowed or eclipsed. Similarly, the phrase going off the reservation uncomfortably references efforts to forcibly keep Native Americans on reservations; instead, you can use alternatives such as going rogue or going off-script.
Consider your words carefully when employing idiomatic speech, even in casual usage. For more guidance, we encourage you to review our entry on racially inclusive terminology as well as these references:
- Becoming aware of insensitive language (source: ACES: The Society for Editing)
- The Diversity Style Guide (source: San Francisco State Department of Journalism and the Society of Professional Journalists)
- AP Stylebook: race-related coverage (source: Associated Press Stylebook – subscription required)
- NABJ Style Guide (source: National Association of Black Journalists)
- GLAAD Media Reference Guide, 11th edition (source: GLAAD)
- Disability Language Style Guide (source: National Center on Disability and Journalism)
- Conscious Style Guide (source: Karen Yin, member of the Chicago Manual of Style Advisory Board)
- Culturally offensive phrases for Indigenous people (source: Indigenous Corporate Training, Inc.)
Avoid the use of words such as accurate, ensure, guarantee, eliminate, and secure. Soften such claims with modifiers (for example, helps ensure or more accurate) or choose another word, such as reduce or minimize instead of eliminate. Avoid any claim that an Autodesk product or technology is the industry standard. For more information, see the Legal Marketing Toolkit (access required).
Well-written link text helps users find what they’re looking for. Be brief, but specific. A link that says only “learn more” is not very helpful.
Follow these general guidelines:
Do not use an exposed URL.
Yes: Sign in to your Autodesk account to see all your products and services. (Put the link on Autodesk account.)
No: Sign in to manage.autodesk.com to see all your products and services.
- Use sentence case unless the link includes a proper noun, such as a product name.
- If an Autodesk product name is linked, use the short product name, no trademarks (even if it’s the first and only instance on the page).
Exceptions: Autodesk CFD and Autodesk Rendering should always begin with Autodesk.
- Avoid using Click here.
Yes: Close window
No: Click here to close this window
- In body copy, do not include verb phrases in link text. For example, in the sentence, Check out our article to learn more about the Maya Masters, put the link on Maya Masters. This guidance does not apply to standalone CTAs, which should be hyperlinked in their entirety. Examples: Learn more about product usage reporting, Read the white paper, Download now, View release notes.
- Skip the mechanics.
- If you’re linking to a page that requires a password, tell users by putting “(access required)” after the link. Example: Visit the Brand Hub (access required) for more information on Artifakt.
English copy must be easily understood by international customers whose first language is not English. It must also be easy to localize into different languages. For these reasons, we use a style of plain English called global English.
Note: For more examples and details, see Global writing.
- Write short sentences. It’s easier to scan and understand in English, and it’s better for localization.
- Avoid colloquial words and phrases. They may not translate and might be offensive in certain cultures.
- Avoid noun strings. They’re confusing, difficult to scan, and even more difficult to localize.
- Spell out acronyms on first use. Acronyms will not be the same in other languages, especially in non-Western alphabet languages.
- Avoid American-centric references, such as US holidays, or assuming nation and country mean the United States for everyone (as in, XYZ is the largest engineering firm in the nation).
A meta description is a general description of a web page that appears in search engine results (Google, Bing, internal search, etc.). This may be your only chance to get users to click through to a page from their search.
- Write a clear, concise sentence that describes the page and uses your primary keywords.
- Do not waste space with phrases like “This page is about.”
- Maximum length: 170 characters, including spaces.
- Use complete sentences.
- Do not use trademark symbols.
- Include Autodesk if the word is not in the browser title.
Names of people
After the first reference, refer to a person by his or her last name, not the first name. Example: Andrew Anagnost is President and CEO of Autodesk, Inc. Anagnost began his career at Autodesk in 1997 and has held a wide range of roles in marketing, new business development, product management, and product development.
See also Professional titles.
Notes and tips
Put the words note or tip in boldface and follow it with a colon. Example: Note: You must register your product within 30 days.
Avoid using phrases with many consecutive nouns. Stacking nouns in a long string turns all but the last noun into adjectives, creating a phrase that can be ambiguous or awkward. Noun strings are difficult to scan, and even more difficult to localize.
Inserting prepositions and articles into the phrase can help clarify the meaning:
Yes: Convey the planning concepts for building sites within Revit.
No: Convey building site planning concepts within Revit.
Note: See Numbers for more information.
In product center body copy, use figures for all numbers except the number 1, which should be spelled out.
Exception: Use the numeral 1 in 1-on-1, as in 1-on-1 web support.
Autodesk with product names
The parent-brand name “Autodesk” precedes all names in the official product identity. It designates the origin of a product or service and ties together all our offerings. This approach supports our efforts to build equity in our corporate brand. In other words, putting the Autodesk stamp on all offerings gives Autodesk credit for our technology and business innovation.
Always make sure it is clear the product in question comes from Autodesk, especially when the name is used not in an Autodesk-branded context, such as industry publications.
We do not currently require the use of Autodesk preceding a product name when it is used within an Autodesk-branded environment except in two instances: on product overview web pages, and if a product legally requires it.
See below for more specifics and use cases.
Product names on Autodesk product overview web pages
For Autodesk product overview web pages, we support our SEO keyword strategy by including Autodesk with product names in multiple content touchpoints.
Precede a product name with Autodesk in the following areas:
- To lead the browser title. Example:
Autodesk AutoCAD Software | Get Prices & Buy Official AutoCAD 2023
- Within the page meta description. Example:
Use Autodesk AutoCAD computer-aided design software to create precise 2D and 3D drawings. Buy an AutoCAD subscription from the official Autodesk store or a reseller.
- In the H1 header.
- At least twice in H2 headers on the page.
- At least three times across all other headers (H3 to H6).
- On first reference in body copy, then at least four additional times within body copy (can be within FAQ content)
- At least three times in alt text
Product names in all other Autodesk-branded digital environments
“Branded” refers to an environment in which the Autodesk logo is prominent and would include Autodesk.com, subdomains of Autodesk.com, and Autodesk blogs.
- In areas other than Autodesk product overview web pages, you do not need to precede a product name with Autodesk unless a product name legally requires it. See list below.
- If a product legally requires Autodesk, you must use it in first reference. If space allows, include Autodesk in an H1 heading or H2 subheading as well as in first reference in body copy. If this isn’t possible, use Autodesk with the product name in first reference in body copy.
- If there are multiple references to the product name in copy, repeat Autodesk up to 25 percent of the time. Use your best judgment to accommodate good writing.
- When using descriptive names, you may need to add Autodesk whenever you need to clarify a reference to a specific Autodesk product, rather than the technology in general. For example, you would write Autodesk Generative Design to refer to our branded product, but simply generative design when discussing the topic.
- It’s never wrong to precede a product name with Autodesk. When in doubt, include it.
Product names in lists
- Do not use Autodesk in product lists created (and properly branded) by Autodesk, even if a product name legally requires it. This avoids confusing alphabetization and improves scannability.
- If a product or products appear in a third-party list, always use the full name with Autodesk.
Product names in Autodesk marketing assets
This covers content types such as e-books, blog posts, infographics, brochures, buyer’s guides, reports, and so on.
- If an asset does not include the Autodesk logo, use Autodesk on first reference with a product name (Autodesk Fusion).
- If a product name legally requires Autodesk, use it in all instances (first and subsequent references) regardless of logo.
Product names in Autodesk-authored press releases
- Include Autodesk with all product names on first reference.
- If a product legally requires Autodesk, use it in all instances (first and subsequent references).
Product names in an in-product environment
- Drop Autodesk unless the product name legally requires it. If a product legally requires Autodesk, you must use it in first reference.
Product names in video titles
- Preface all product names with Autodesk.
Product names in PowerPoint presentation titles
- If the Autodesk logo is present on the title slide, the product name may be used alone, unless Autodesk is required by Legal.
- If a product legally requires Autodesk, use it in the title and in first reference in the presentation.
Product names outside an Autodesk environment, such as on third-party sites
- Prioritize the parent brand and preface all product names with Autodesk on first reference. If a product legally requires Autodesk, use it in all instances (first and subsequent references).
- Use Autodesk in headlines and first references on third-party publications and blogs.
Product names in third-party lists
- Include Autodesk with all product names in third-party product lists.
Product names in third-party marketing assets
- Use Autodesk on first reference with all product names. If the product name legally requires Autodesk, use it in all instances (first and subsequent references).
Third-party products or names
Do not include trademark symbols for third-party products or names.
Exception: On the Inventor Nastran product center, add the following footnote on the Overview page: NASTRAN is a registered trademark of the National Aeronautics Space Administration.
Product names that legally require Autodesk
The following products legally require Autodesk as a part of their names. You must use the full name at least on first reference in body copy within Autodesk-branded digital properties. Use the full name in all references in press releases, marketing assets, and when used outside an Autodesk environment. See the guidance above for more details.
As of February 25, 2023, those products are:
- Autodesk BIM Collaborate
- Autodesk BIM Collaborate Pro
- Autodesk Build
- Autodesk Construction Cloud
- Autodesk CFD
- Autodesk Docs
- Autodesk Drive
- Autodesk Flow
- Autodesk Forge
- Autodesk Forma
- Autodesk Fusion
- Autodesk MapGuide
- Autodesk Nastran
- Autodesk Rendering
- Autodesk Takeoff
- Autodesk Tandem
- Autodesk Viewer
- Autodesk Workshop XR
The proper names of the collections are:
- Architecture, Engineering & Construction Collection
- Product Design & Manufacturing Collection
- Media & Entertainment Collection
The collections do not require Autodesk when referenced in Autodesk-branded environments. For third-party usage, include Autodesk on first reference: Autodesk Architecture, Engineering & Construction Collection.
On second reference, you can shorten Architecture, Engineering & Construction Collection to AEC Collection. However, always spell out the other two collections; do not abbreviate them as PD&M Collection or M&E Collection.
Exception: When listing collection names in browser titles, using initialisms is acceptable to prevent truncation (which can impact search). Examples:
Resubscribe To Maya | Upgrade To The M&E Collection | Autodesk
Resubscribe To Inventor | Upgrade To The PD&M Collection | Autodesk
When referring to a collection generically (industry collection or collection), use lowercase. Uppercase collection only when using the proper name. Examples:
The industry collection includes both AutoCAD and Revit software.
The collection includes both AutoCAD and Revit software.
The Architecture, Engineering & Construction Collection includes both AutoCAD and Revit software.
Product name abbreviations
Don’t use abbreviations for product names, either internally or externally. Always use correct product names.
YES: 3ds Max
Product noun phrases
We use product noun phrases to refer to a product consistently for both clarity and organic search. These phrases:
- Highlight the top features or functionalities of the software
- Help us follow legal requirements to use trademarks as adjectives
- Optimize content for search
Using consistent product noun phrases is especially important for new products that have little brand recognition or that are in competitive spaces.
Use a product noun phrase after a product name on the first reference. After that, try to use software, app, service, or another appropriate noun occasionally throughout the copy.
First reference: Revit building design software
Later: Revit software
First reference: SketchBook drawing app
Later: SketchBook app
For Autodesk-branded programs, retain Autodesk in the name. Examples:
Use title case for project and building names. Use figures for building addresses, as in 9 Park Avenue, but when a building’s name is its address, the number is often spelled out, as in One Thousand Lake Shore Drive or One Market. Examples:
The team was honored for its use of Inventor software to design the Wheelchair for the 21st Century.
The Pearl River Tower was the winning entry in the international design competition.
Promotions highlight new products, time-bound offers, or opportunities for customers to engage with us further. They’re not limited to price promotions. Promo copy appears in the promo bar pattern, which can be used on a product center’s Overview page.
For Autodesk Digital HIG guidance, see Promotions system.
Follow these guidelines:
- Make the text descriptive, clear, and compelling. Avoid clever language or puns, which are not effective for a global audience.
- Do not use trademark symbols, exclamation points, or asterisks.
- Weave in any material limitations, such as “current customers,” “up to X off,” “when you trade in a license,” etc.
Promo writing tips:
- What is the destination page? Be sure it delivers what the promo promises.
- Test your copy: Does it make sense when read on its own, out of context?
See also the Legal Marketing Guidelines (access required).
Use quotation marks around pull quotes. Attribution begins with an em dash (add a space between the end quotation mark and the left side of the dash), followed by name, title, and company affiliation. Quoted text should be 20–40 words. Use title case for titles, even after a name. Example: “We knew we had a viable solution, but we had to come up with a viable way to manufacture it.” —Robert Simmons, Co-founder and CTO, ConXtech
Racially inclusive terminology
Our goal is to use racially inclusive language in our products and services. Do not use the following terms: blacklist, grandfathered, master and slave, redline, and whitelist. See the entries below for guidance on appropriate replacement terms.
In addition, please review our entry on insensitive language to learn more about problematic phrases and guidance on avoiding them.
Do not use blacklist to denote “block” or “prevent access.” Depending on the context of the sentence, use block (blocked, blocking), add … to a blocked list, or blocked list.
Yes: This blocked note causes …
No: This blacklist note causes …
Yes: You can block individual users or create groups of users.
No: You can blacklist individual users or create groups of users.
Yes: Server is blocked.
Yes: Server is added to a blocked list.
No: Server is blacklisted.
Do not use grandfathered to denote “maintained.” Depending on the context of the sentence, use maintained, maintained at, or allowed to keep. In some cases, you may need to use additional words to promote readability (see brackets in the examples below).
Yes: Users who were paying the $300-a-year price will be maintained at the old price.
Yes: Users who were paying the $300-a-year price will be allowed to keep the old price.
No: Users who were paying the $300-a-year price will be grandfathered into the old price.
Yes: You have until the launch to subscribe and still maintain [your previous terms.]
Yes: You have until the launch to subscribe and still be allowed to keep [your previous terms.]
No: You have until the launch to subscribe and still get grandfathered.
Master and slave
Do not use master and slave or master/slave.
- Hierarchy or dependency, use primary/secondary.
- Computing nodes, use head node/compute node.
- Controller, use driver/driven.
- Control, use main/driven or primary/replica.
Yes: When defining the contact conditions manually, one body in each contact set is defined as the Primary body and the other is defined as the Secondary body.
No: When defining the contact conditions manually, one body in each contact set is defined as the Master body and the other is defined as the Slave body.
Yes: To configure the cluster, designate the Head Node and the Compute Nodes.
No: To configure the cluster, designate the Head Node and the Slave Nodes.
Yes: The Reaction Manager lets you add and delete driver objects and driven objects.
No: The Reaction Manager lets you add and delete masters and slaves.
Do not use redline to denote “to mark up.” Depending on the context of the sentence, use mark up (verb) or markup (noun, adjective).
Yes: Markup and dimension layers are stored in the web cache and are not saved to the database.
No: Redline and dimension layers are stored in the web cache and are not saved to the database.
Yes: Click the View Markup Geometry button to hide the markup geometry.
No: Click the View Redline Geometry button to hide the redline geometry.
Yes: Use red lines to mark up a map with temporary features, text, or symbols for printing or sharing.
No: Use redlining to mark up a map with temporary features, text, or symbols for printing or sharing.
Do not use the word, whitelist, to denote “allow access.” Depending on the context of the sentence, use allow (allowed, allowing), add … to an allowed list, or allowed list.
Yes: How to allow specific URLs or protocols for Autodesk subscription licensing
Yes: How to add specific URLs or protocols to an allowed list for Autodesk subscription licensing
No: How to whitelist specific URLs or protocols for Autodesk subscription licensing
Yes: Add the required allowed commands to the file.
No: Add the required whitelist commands to the file.
Yes: Note the protocol when adding the corresponding domains from the allowed list.
No: Note the protocol when adding the corresponding domains from the whitelist.
Yes: The entire list needs to be added to an allowed list for the firewall/proxy server.
Yes: The entire list needs to be allowed on the firewall/proxy server.
No: The entire list needs to be whitelisted on the firewall/proxy server.
Yes: Configure the Proxy Server manually by allowing Ports and Domains required by Fusion 360.
Yes: Configure the Proxy Server manually by adding Ports and Domains required by Fusion 360 to an allowed list.
No: Configure the Proxy Server manually by whitelisting Ports and Domains required by Fusion 360.
Use American English spelling. See the Word list for questions about individual words.
Use the two-letter postal code for the names of states, territories, and possessions of the United States. Example: Lake Bluff, IL, was incorporated in 1895.
Exception: Washington, D.C., is always abbreviated as Washington, DC.
Title of works (books, movies, videos, etc.)
Use title case and italics for the names of books, magazines, newspapers, plays, movies, videos, games, television shows, webcasts, podcasts, operas, paintings, drawings, statues, and ships. Examples:
The Empire Strikes Back
A Night at the Opera
See the Internet Movie Database for the correct names of movies.
Use title case and quotation marks for the names of stories, articles, poems, songs, television show episodes, webcast episodes, and podcast episodes.
Tip: These are subsets of a larger work. Examples:
“A Good Man Is Hard to Find”
Exception: Do not use quotation marks if the title is a link or a heading.
Titles of presentations, white papers, and blogs
Use title case. Examples:
Between the Lines
Do not capitalize job roles (or user roles), unless they are used as a professional title before a person’s name. Examples:
The job of a technology manager is always changing.
Technology Manager Jane Smith said her job is always changing.
Contact your solution provider for more information.
The conference featured industry vice presidents and marketing managers.
Exception: Legal content may require capitalization of job or user roles in boilerplate, terms and conditions, or contract language.
Use title case if the title appears before the name. Example: Autodesk Senior Vice President and Chief Technology Officer Jeff Kowalski says …
Use lowercase and set the title off with commas if the title appears after the person’s name. Example: Jeff Kowalski, senior vice president and chief technology officer of Autodesk, says …
Exception: Use title case for titles of people in pull quotes, captions, and other attributions. Add an em dash before the person’s name. Add a space between the end quotation mark and the em dash, but close up the space between the em dash and the name. Example: “We work mostly in a 2D space, so AutoCAD LT works very well for us.” —John Doe, President, XWorks
Note: See Branded terms and trademarks for more information.
We rarely use trademarks on our website.
Which web pages require a trademark symbol?
Use a trademark symbol only on a product’s Overview and Features pages. Put the appropriate symbol (® or ™) after the product name on the first reference only:
- Overview page (body copy in descriptive overview panel)
- Features page (intro copy)
The product name does not need the trademark on any other product center. For example, Maya LT needs a trademark on the Overview and Features pages in its product center but does not need a trademark if it’s mentioned in the Stingray product center.
Do not use trademark symbols on:
- Search landing pages
- Case studies or customer stories
- Any other page that isn’t the product’s Overview or Features page
Where does the trademark go on the page?
Use trademark symbols in body copy only. Do not use them in:
- Page titles, headings, subheads, and captions
Exception: On an external site, use a trademark symbol in the banner’s heading.
- Navigational items
- Pull quotes
- Meta descriptions and keywords
- Alt text
Submitting web copy
When working in copydecks, do not apply superscript to the trademark symbol; just insert the symbol. We do not superscript symbols on the website. Example: Do more with Inventor® software.
See also Product names.
Using (s) for optional plural
Do not use (s) to indicate singular or plural. The plural is generally sufficient.
Note that (s) does not localize. Some languages don’t use plurals.
Yes: Load the files.
OK: Load one or more files. (Use only if you need to be specific.)
No: Load the file(s).
Yes: Make batch edits to the properties of your models in a spreadsheet.
No: Make batch edits to the properties of your model(s) in a spreadsheet.
Version and extension numbers
In product centers, use year designations on these pages only:
- Features and Compare Releases (in page content)
- Subscribe and Free Trial (in metadata and browser titles)
Exceptions: BIM 360, Fusion 360, and InfraWorks do not use year designations in content or metadata.
Do not use extension numbers (2018.1, 2018.2., etc.) with a product name.
Give readers the media type and length in a parenthetical note: (video: 3:20 min.) or, if less than one minute: (video: 35 sec.).
Note: Do not use a zero when a video is an even minute or is less than one minute:
Yes: (video: 2 min.)
No: (video: 2:00 min.)
Yes: (video: 35 sec.)
No: (video: 0.35 sec.)
Be sure to add the period after the abbreviation of minutes or seconds.