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 NOT'S
PUNCTUATION BEST PRACTICES
Specific best practices for punctuating headlines and subheads, as well as hyphenating frequently used terms and product names.
Headlines that contain a single thought, and used without a subhead, do not require a period.
Headlines that contain multiple sentences should include proper punctuation for each sentence in order to clearly complete each individual thought.
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.
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.
Carry Out: verb phrase – Used when it's the action of carrying something out. (Usually has a direct object.)
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.
AND VS. &
And: conjunction – Used to connect clauses, sentences, and items in a list.
& 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.
THROUGH VS. THRU
Through: preposition, adverb – Use "through" to describe moving from one side to the other.