beqom Visual identity and Content Style Guide


A—Z word list

ampersand (&)

Don’t use & in place of and in text or headings unless you’re referring to the use of the symbol in UI, or it is part of a company or brand name.

  • Compensation and benefits
  • Ben & Jerry’s


Don’t use unless it helps you avoid lengthy, complex wording. Most of the time, or can stand on its own.

as well as

Don’t use as a synonym for and.

assure, ensure, insure

Ensure, insure, and assure are interchangeable in many situations. To improve worldwide readability, beqom style makes these distinctions:

  • Use ensure to mean to make sure or to guarantee.
  • Use insure to mean to provide insurance.
  • Use assure to mean to state positively or to make confident.


Our company’s legal entity name is “beqom SA” Our trade name is “beqom.” Use “beqom SA” only when writing legal documents or contracts. Otherwise, use “beqom.”

Never capitalize the “b” in beqom.

Refer to beqom as “we,” not “it.”

Never abbreviate beqom. Don’t use beqom’s.


To avoid awkward wording, it’s OK to use beqom’s occasionally when you’re referring to the company itself rather than the trademark or brand name.


beqom solution

the beqom approach to diversity and inclusion

beqom’s privacy policies

can, may

When you see can in your writing, consider deleting it. Can implies ability but not action. Rewrite to describe the action if possible.


When ability is what you need to express, it’s OK to use can to describe actions or tasks that the reader or program is able to do. Use might to express possibility. Don’t use may, which might be interpreted as providing permission.

Don’t substitute could for can unless you’re referring to the past.

data, datum

Use data as both a singular and plural noun. Don’t use datum.

Always use data with a singular verb, even if you’re talking about more than one data set. Don’t use the data are.

Lowercase data unless it’s at the beginning of a sentence or phrase.


The data shows that 95 percent of in-house systems are prone to errors.

The data gathered so far is incomplete.

These facts contradict earlier data.


Don’t use. Use for example instead.


Always hyphenate. Don’t use ebook or eBook.

Use E-book at the beginning of a sentence or heading. When title-style capitalization is required, use E-Book.

enable, enables

Don’t use enables (or allows or lets) to refer to things that beqom makes possible for the customer. Rewrite to focus on what’s important from the customer’s point of view.


It’s OK to use enterprise for an IT pro or developer audience to mean a large company or corporation. Use as an adjective if possible, as in enterprise computing or enterprise deployment, rather than as a noun to mean corporation.

Don’t use in content for a general audience.


Don’t use except in situations where space is too limited for an alternative.



Plural: euros

Symbol: €

In US content, place the euro symbol in front of the amount. Different locales might place the euro symbol elsewhere, as appropriate. A euro is divided into 100 cents. When expressing an amount in euros and cents in US content, use a decimal point. Different locales might use a decimal point or a comma, as appropriate.



Use supports the euro currency standard to refer to a country’s use of the euro.

Use the following phrases to refer to countries that have adopted the euro as their currency:

  • European Union (EU) members trading in euros
  • European Union (EU) members that have adopted the euro
  • euro nations


Don’t create new words with e- (for electronic).

It’s OK to use e-words, such as e-book and e-commerce.

Almost all e-words are hyphenated. Email is an exception.

Lowercase the e in body text, and capitalize the E at the beginning of a sentence or a heading.


Don’t use. Use finish or complete instead.

General Data Protection Regulation (GDPR)

Capitalize and spell out on the first mention.

Include the when used as a noun. When General Data Protection Regulation or GDPR is used as an adjective, include the if the syntax of the sentence requires it.


Compliance with the General Data Protection Regulation (GDPR) is an ongoing process.

Compliance with the GDPR begins with a few key steps.

Learn how beqom products and services can help you on the road to GDPR compliance.

how to, how-to

Don’t use how-to as a noun. Always hyphenate as an adjective. Never capitalize the t in to.


how-to book

how-to article

How to add an article to the library

(Title-style capitalization) Writing a How-to Article


Don’t use. Use that is instead.

if vs. whether vs. when

Use if to express a condition, use whether to express uncertainty, and use when for situations that require preparation or to denote the passage of time.

In informal writing for the web, it’s OK to use if to express uncertainty. Don’t use whether or not to express uncertainty.

less vs. fewer vs. under

When comparing quantities:

  • Use less to refer to a mass amount, value, or degree.
  • Use fewer to refer to a countable number of items.
  • Don’t use under to refer to a quantity or number.


Don’t use as a verb to mean take advantage of. Use take advantage of, use, or another more appropriate word or phrase.

let, lets

Don’t use lets (or allows or enables) to refer to things that beqom make possible for the customer. Instead, focus on what the customer wants to do.

machine learning

In general discussions, use lowercase. Use title-style capitalization to refer to named services, such as Machine Learning API

number sign (#)

Always spell out number in number sign. Don’t use pound sign.

Don’t use the # symbol preceding a numeral. Spell out number instead. For example, use number 7, not #7.

In social media, it’s OK to use the # symbol to indicate a hashtag. Don’t use number sign to refer to the hashtag.

OK, okay

Use OK instead of okay or all right. Never use alright.


One word. Spell out unless space is constrained. When spelling out percent, insert a space between the number and the word.

It’s OK to use the percent sign (%):

  • In data-intensive content, such as tables, charts, and dashboards.
  • To save space in UI (such as in controls).
  • As a technical symbol.

Always use a numeral with percent, no matter how small.

quality, high-quality

Don’t use quality by itself as an adjective. Always use high-quality.

real time, real-time

Two words. Hyphenate as an adjective.


Real-time reporting helps your staff identify and resolve problems.

Use instant messaging to communicate with coworkers in real time.

should vs. must

Before using should or must, consider other ways to discuss recommendations or requirements, such as the imperative mood for required actions and a phrase such as we recommend for optional ones. Don’t use beqom recommends or it is recommended. Be careful to make your tone helpful, not bossy.

that vs. which

Use that at the beginning of a clause that’s necessary for the sentence to make sense. Don’t put a comma before that.

Use which at the beginning of a clause that adds supporting or parenthetical information. If you can omit the clause and the sentence still makes sense, use which, and put a comma before it.


Don’t use to-do as a noun. Always hyphenate as an adjective. Don’t capitalize.


items on your to-do list

Here’s what you need to do.

web, World Wide Web, WWW

Lowercase web as a modifier except to match UI or in feature names that include web.

Avoid the phrase World Wide Web. Use the web instead.

Lowercase www in URLs and internet addresses.

white paper

Two words.

who vs. that

Use who instead of that to introduce clauses referring to people.