TONE OF VOICE GUIDELINES

Our voice should embody the values of our brand. As the leader in pizza, our voice is bold and confident, but humble.

We stand up for what we believe in and speak honestly and truthfully about those beliefs. We're innovators, so our tone is modern and knowledgeable. But like pizza, above all, our voice is down to earth and fun. Domino's talks to people like normal human beings and

lightens their day with an occasional wink or tongue-in-cheek tone. We are serious about our craft of pizza, but never take ourselves too seriously in general.

TONE DO'S

TONE DO NOT'S

PUNCTUATION BEST PRACTICES

Specific best practices for punctuating headlines and subheads, as well as hyphenating frequently used terms and product names.

 

HEADLINES

 

PERIODS IN HEADLINES

Headlines that contain a single thought, and used without a subhead, do not require a period.

EXAMPLE

 

PUNCTUATION IN HEADLINES WITH MULTIPLE SENTENCES

Headlines that contain multiple sentences should include proper punctuation for each sentence in order to clearly complete each individual thought.

EXAMPLE

 

PUNCTUATION IN HEADLINES WITH A SUBHEAD

Headlines that are paired with a subhead should include proper punctuation, as well as the subhead itself, in order to clearly complete each individual thought.

EXAMPLE

 

HYPHENS

 

HYPHENATE

 

DON'T HYPHENATE

COPY AND PROOFREADING BEST PRACTICES

Specific best practices for words and phrases that are used frequently.

 

CARRYOUT VS. CARRY OUT

 

Carryout: noun, adj. — Used as a describing word (what type of deal) or as a noun.

CARRYOUT EXAMPLES


 

Carry Out: verb phrase – Used when it's the action of carrying something out. (Usually has a direct object.)

CARRY OUT EXAMPLES

 

Dominos.com VS. dominos.com

Both instances of capitalization are acceptable. Use Dominos.com when driving to the homepage. Use dominos.com when text-linking to a subpage.

EXAMPLES

 

AND VS. &

 

And: conjunction – Used to connect clauses, sentences, and items in a list.

AND EXAMPLES

 

& conjunction – The ampersand, representing the conjunction "and." Use in offer copy, proper nouns, logotypes, titles, and names. Used mainly as a design element in headlines and lockups. The ampersand can also be used if spacing is tight.

& EXAMPLES

 

THROUGH VS. THRU

 

Through: preposition, adverb – Use "through" to describe moving from one side to the other.

THROUGH EXAMPLES

 

Thru: preposition, adverb – Use "thru" as an informal version and for periods of time.

THRU EXAMPLES