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Product names

Content at Intuit

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. They’re probably part of an established Intuit product, and the brand focus belongs there.

When you capitalize features such as invoices, payroll, or payments, this can be distracting and daunting for users. This form of 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 keeps the experience clear and straightforward. They don’t need to learn a new term—they just need to pay their bills.

How we write product versions

When comparing product versions (like QuickBooks Desktop), avoid repeating content. Be careful not to overly consolidate, which may complicate procedures or cause continuous scrolling.

To show different versions in context (for example, within a particular step), use the following guidelines:

  • Use bullets to show 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 components instead of bulleted lists if appropriate for the viewer and customer experience.

When listing individual versions, state the most recent version first and follow with 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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