When we put pen to paper, we aim for the experience we empower our clients to give. So we pass every word through the lens of relationship and reason, knowing we’re writing to real people that talk just like you or me.

Start with empathy for your audience.​

Aim for harmony, balancing your message’s goal against the reality of where the recipient is coming from.​

Meet people where they are and make them excited for where you’re headed together.

Write for all readers. Some people will read every word you write. Others will just skim. Help everyone read better by grouping related ideas together and using descriptive headers and sub headers.

Tell a story. Know your narrative and stick with it. It’s our job to keep our audience our focus and engage with them every step of the way.

Be concise. Use short words and sentences. Avoid unnecessary modifiers. “Before you leave the house, look in the mirror and take one thing off.” – Coco Chanel. Each time you complete a sentence or paragraph, challenge yourself to make it shorter and clearer.

Be friendly. Speak as though you’re chatting with a close friend or explaining something to a neighbor. Don’t stray away from showing personality! A bit of spark will hold more attention. And don’t assume people know acronyms or jargon—we want our language to be accessible to as many people as possible.

Write positively. Try to always craft messages positively whenever you can.

Add Personality. Emojis are a fun way to add humor and visual interest to your writing, but use them infrequently and deliberately. Use contractions—they’re always a good fit.​

Use everyday language. After you write something, read it out loud. If it sounds formal or clunky, try writing it as if you’re speaking to someone in the room.

Here are a few key elements of writing in Mindful’s grammatic style.

Headings and titles

Titles should almost always be title case. This includes titles of webinars, blog posts, book chapters when given its own page or title section, presentations, etc. We use the AP style for capitalization. To generate proper capitalization, go to this site, switch to Chicago, and enter the title—the site will automatically fix the title to the correct capitalization!

Headings should always be sentence case, aim to be in active voice, and have periods when composed in a full sentence.

Acronyms

If there’s a chance your reader won’t recognize an abbreviation or acronym, spell it out the first time you mention it. Then use the short version for all other references. If the abbreviation isn’t clearly related to the full version, specify in parentheses. If the abbreviation or acronym is well known, like API or HTML, use it instead (and don’t worry about spelling it out).

List of acceptable abbreviations: API, HTML, UX, CX, ACD, CCaaS

First use: multi-experience (MX)
Second use: MX

Bullets, lists, and colons

Colons

When written in a sentence, there are two ways colons should operate. If what follows a colon is a full sentence, then the first letter following a colon should be capitalized. If what follows is a fragmented sentence, then do not capitalize.

Bullets

Bullets are great! Make sure they’re capitalized and include a period if it’s a full sentence.

Capitalization

As mentioned above, titles should be title case, everything else should be sentence case.

If you are writing about a specific feature, the feature may be capitalized if it is a proprietary feature. The following features should be capitalized:

• Mindful Scheduler
• Mindful Callback
• Mindful Feedback
• Mindful Handoff
• Digital Intents

Commas

We use the Oxford Comma. In addition to the Oxford Comma, writers can use additional, unconventional commas where it would break up the sentence naturally if someone was speaking the sentence out loud.

Date and time

Dashes, hyphens, and parentheses in lieu of semicolons

Dashes/hyphens: Use em dashes (one of these — ) to separate quick thoughts and break up sentences. The goal here is not to stretch out a sentence, but to emphasize certain points, and break it up in a way that would sound natural if speaking the sentence out loud. We follow the Chicago style guide and use an em dash without any spaces around it.

Semicolons: Since many people don’t understand the meaning behind using a semicolon (or the proper use thereof), if you’re about to use a semicolon, opt for an em dash instead.

Parentheses: This is another useful tool to break up a sentence and work in quick notes or sideline thoughts on the subject without derailing the point.

Numbers

We follow the Chicago style, outlined below.

• Spell it out from zero to nine.
• Use digits for numbers higher than 10.
• For cents or amounts of $1 million or more, spell the words cents, million, billion, trillion(ex: $26.52, $100,200, $8 million, 6 cents).
• If you start a sentence with a number, no matter the amount, it should be spelled out (ex: “Sixty percent of customers chose callback.”)

There are a few variations of the logo available for use. Each variation has been designed for a different context in which the logo might appear. Read the descriptions of each variation to determine which one you should use for your project.

The standard logo
Tried and true. Use this logo variation by default. It works best on light or white backgrounds.

The reversed logo
I put my thing down, flip it and reverse it
This logo variation works best on dark backgrounds.

The one-color logo
If neither of the primary logos look good in the target context, a one-color logo might be just what you need. Use this variation if the logo cannot be placed on white or one of the brand colors.

The monochromatic logo

Okay, now let’s have some fun. Use this variation placing the Mindful logo on top of one of our light colors, please use the dark variation of that color for the logo.



Important!
These colored logos should NOT be used outside of the monochromatic setup.

The Mindful by Medallia logo is secondary.
Because of opportunities to cross-sell, we want to strategically place the usage of the Mindful by Medallia logo and lingo. But it will be secondary in our usage.

Where the Mindful by Medallia logo should be used:

• Top of the website
• Added to the bottom of all one-sheet
• Added as an explainer slide to deck
• Added social headers

Where the standard Mindful logo should be used:

• Marketing collateral like: display ads, booth graphics, promotions, and resource
• Logo on the top of all one-sheets (bottom logo will be Mindful by Medallia
• Email signature
• Documentation
• Presentations (we will add an optional slide that says we are a Medallia company that can be added to the beginning
  of presentations for lead passing)
• Partner assets (app stores, collateral, etc)

We love to collaborate with partners, clients, and sometimes just great friends.
When we do this, we use this lockup so that we can spread the logo love.

Our primary colors consists of Purple-Dark, Teal-Medium, and White as reflected in our primary logo. When in doubt, stick to the palette.

Hover to see accessibility states. Please adhere to them so that our brand can be enjoyed by all. There are a lot of colors here, best rule to keep in mind is to pair them monochromatically together for best results.

The colors below are used to identify different states of components within the marking site and the app.

For blurs, we use a mix of Light Colors and Mid Colors and a layer blur at a min of 100 and a max of 200.

Add varying sizes and contrasts to make it more dynamic.

Important! 

These colors should never interfere with legibility of content. When in doubt, remove it or contact the brand team.

For copy
Copy and copy hierarchy are important. That is why we only use specific color when pairing with type. That way everyone can see and read it.

This is a link and we do those in Blue-Dark #2C7890

This is Fraunces 900 super soft and we use it for headline copy.

This is Inter Medium and we use it for body copy. This is Inter Medium and we use it for body copy. This is Inter Medium and we use it for body copy. This is Inter Medium and we use it for body copy.

Download fonts

Ratios and pairings are important when creating hierarchy and legibility. Here are some popular pairings and ratios that we use.

128px

64px

32px — I wouldn’t go any smaller here.

16px is our default for body copy.

18px, 14px and 12px are useful when it makes sense.

8px is our minimum here.

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