Basics
Terms & Spellings
- Terms & Spellings
- Write & Mark/Highlight
- Makers Line
- Promotional pens
Write & Mark / Highlight
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: 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 Schreibgeräte.
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”.
Claim
The Schneider claim “Schreib’s auf” (Write-it) is written without a full stop. When translated, the claim has to be translated into the respective language in the correct sense.
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. You can find out how to place “Made in Germany” correctly in the layout in the section on the brand banderole.
There is also a separate icon for the quality promise “Made in Germany”. You can find out how to use it correctly in the basics on icons.
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.
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.
Inverted commas are a special case when they are used for prominent quotations. More information you find under graphic elements.
Attention: In English-language texts, English inverted commas should be used.
Numbers
We use dots as thousand separators and commas as decimal separators.
Attention: In English-speaking countries, the characters are used the other way round – commas as thousand separators, dots as decimal separators.
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.
Units of measurement & currency signs
Units of measurement for dimensions, weight, etc. and currency signs as well as percentage signs are always separated from the associated value by a space.
Hyphens and dashes
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.
“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.
Slashes
If a slash separates two individual words or numbers, it is placed without a space.
If at least one of the separated terms consists of several words, the slash is set with a space.
Translations into English
When translating into English, please ensure that British English is selected as the language variant instead of American English.
Makers Line
The DIY sub-brand uses the same terms and spellings as Schneider. However, please note the special features regarding the brand name.
Brand name
“Makers Line” is written in two separate words, both beginning with a capital letter. “Schneider Makers Line”, as an independent brand name, is not hyphenated.
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 “Makers Line-Sortiment” (Makers Line-Assortment). 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 “Makers Line-Sortiment” (Makers Line-Assortment).
Key Statement of the Makers Line
With its rebellious and unconventional positioning, the Makers Line deliberately sets itself apart from the classic Schneider range. This is also clearly expressed in the brand’s key message: “Makers’ minds cannot be tamed. We can only set them free.“ This message can be used assertively in advertisements, postings, on trade fair walls – also in the short form “Makers minds cannot be tamed.
Slogans, Catchphrases & Co.
Sharp statements, bold slogans, motivating appeals: The Makers Line gets to the point. With phrases like “Make it different”, we encourage young creatives all over the world to express themselves. You can also formulate your own catchphrases at any time. But attention, please: Here we always communicate in English.
Promotional pens
The promotional pens are based on Schneider’s terms and spellings. You can find out what they look like further up this page.
