Terms and Spellings
Only a consistent appearance is convincing – this also applies to the written word. That is why we use binding spellings and terminology across all brand communication.
Brand name
The brand name is set exclusively in mixed spelling uppercase and lowercase: Schneider (but never SCHNEIDER). If the brand name is used as part of another proper name, it is separated from the rest of the name by a space, e. g. in Schneider Write or Schneider Pen Configurator.
Within compound nouns, the brand name is connected to the rest of the word by a hyphen in accordance with the standards of German orthography, e. g. in the case of “Schneider-Sortiment (assortment)”.
Claim
Significance is the core brand value that defines Schneider’s entire communication. This brand message is clearly expressed in our new claim “Make it matter”.
“Make it matter” is written without a full stop. Internationally, the claim is always used in this form and is not translated into other languages.
Made in Germany
In order to be able to guarantee the high quality of our products, we develop and produce exclusively in Germany – this is made visible by the inscription “Made in Germany” on all our writing instruments. This quality promise is written without a full stop and always remains English – regardless of the language in which the text is written.
In the body text, the phrase is written in lower case in accordance with the German Duden conventions: Brand quality made in Germany. In the badge, “Made in Germany” is capitalised at the beginning.
Product names
Product names are not typographically highlighted separately. If the product type is not clear from the context, it is added to the front of the name, e. g. Ballpoint Pen Slider Rave. Whether the masculine or feminine article is used for a product name depends on the gender of the product type (not the product name).
Sensible gender neutrality
In the context of corporate communication, we take care to use gender-neutral wording as far as possible. In German we use the Asterisks to include all genders in our texts, e. g. as “Mitarbeiter*innen” (employees) or “Leser*innen” (readers). But attention, please: Always try to find formulations that are not at the expense of readability.
Upper and lower case
For headings, the normal upper and lower case rules apply. In German, capitalisation only continues after colons and ellipsis if a new main clause begins there (and, of course, if the word there is always capitalised).
In German, a dash is always followed by a lower case letter. This does not apply to nouns and proper nouns, which are of course still capitalised.
Nach einem Gedankenstrich wird klein weitergeschrieben. Davon ausgenommen sind Substantive und Eigennamen, die selbstverständlich trotzdem großgeschrieben werden.
Reference numbers
Reference numbers are set seamlessly in a row – without a division by spaces or hyphens.
Telephone numbers
Telephone numbers are structured according to the DIN 5008 guideline: The area code is separated from the rest of the telephone number by a space. An extension number is appended to the system number with a hyphen. For numbers from Germany, a plus sign and 49 are prefixed.
The spelling for mobile and fax numbers is identical to that for telephone numbers.
“And“ vs. “&“
The word “and” is always written out in full in continuous text (except in proper names with the ampersand).
The ampersand “&” may be used outside continuous texts to shorten or stylistically enhance texts.
Translations into English
When translating into English, please ensure that British English is selected as the language variant instead of American English.
Country-specific spelling
German inverted comma
We use double inverted commas at the bottom and close with double inverted commas at the top in all texts intended for the German-speaking world.
English inverted comma
In English-language texts, English inverted commas should be used.
Numbers in the German-speaking world
We use dots as thousand separators and commas as decimal separators.
Numbers in the English-speaking world
In English-speaking countries, the characters are used the other way round – commas as thousand separators, dots as decimal separators.
Units of measurement and currency signs in the English-speaking world.
Units of measurement for dimensions, weight, etc. and currency signs as well as percentage signs are not separated from the associated value by a space.
Slashes without space
If a slash separates two individual words or numbers, it is placed without a space.
Slashes with space
If at least one of the separated terms consists of several words, the slash is set with a space.
Hyphens and dashes in the German-speaking world
Hyphens and dashes (“-” and “–”) are used correctly in continuous text: Hyphens, for example, for word division and compound words, dashes, among other things, for orthographic subdivision of sentences.