Product names

Spell out product names. Don’t abbreviate them. And spell them correctly, with the right internal capital letters.



  • TurboTax
  • QuickBooks
  • QuickBooks Online
  • ProConnect
  • Credit Karma
  • Turbotax
  • Quickbooks
  • QBO
  • Proconnect
  • CreditKarma

Try not to create new brands

Don’t capitalize the name of the features you’re working on. Chances are, they’re part of an established Intuit product, and the brand focus belongs there.

When you capitalize features such as invoices, payroll, or payments, this kind of sub-branding is distracting, and sometimes intimidating, to users. Sub-branding also dilutes the strength of the products we want to capitalize.

Inside Intuit we might refer to a feature as The Amazing Bill Paying Tool. But when we present it to customers, it’s simply bill paying. This helps keep the experience clear and straightforward for customers. They don’t need to learn a new term—they just need to pay their bills.

How we write product versions

When showing differences between product versions (for QuickBooks Desktop, for example), avoid duplicating content as much as possible. But not to the extent that consolidation introduces overly complicated procedures or leads to continuous scrolling.

Show different versions in context. When you embed differences in context (for example, within a particular step), use the following guidelines:

  • Use bullets to denote version differences within a step.
  • If possible, introduce the bulleted differences with a main statement telling the customer to choose from the bullets that follow.
  • Use expandable content components instead of bulleted lists if appropriate for the viewer and customer experience.

When denoting individual versions, list the most recent version first and the remaining versions in descending order.

When you need to talk about ranges of versions, avoid using hyphens or en dashes. List the most recent version first, followed by the next most recent versions in descending order.

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