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

TSheets

Turbotax

Quickbooks

QBO

Proconnect

Tsheets

Additional Intuit product names also appear in the word list.

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.