Brand Guidelines

Plain Speech (Default)

Plain Speech is clear, direct, and functional. Use it for most UI elements.

Rules

1. Be concise - Use the fewest words needed
2. Be direct - Tell users what to do, not what they can do
3. Use active voice - "Save your changes" not "Your changes will be saved"
4. Avoid jargon - Use simple words users understand
5. Be specific - "3 errors found" not "Some errors found"

Examples

Sentry Voice

Sentry Voice adds personality in appropriate moments. It's empathetic, self-aware, and occasionally snarky.

Principles

1. Empathetic snark - Direct frustration at the situation, never the user
2. Self-aware - Acknowledge the absurdity of software
3. Fun but functional - Personality should enhance, not obscure meaning
4. Earned moments - Only use when users have time to appreciate it

Examples

404 Pages:

"This page doesn't exist. Maybe it never did. Maybe it was a dream. Either way, let's get you back on track."

Empty States:

"No errors yet. Enjoy this moment of peace while it lasts."

Onboarding:

"Let's get your first error. Don't worry, it's not as scary as it sounds."

Loading States:

"Crunching the numbers..." "Fetching your data..."

When NOT to Use Sentry Voice

• Error messages (users are frustrated)
• Settings pages (users are focused)
• Documentation (users need information)
• Billing/payment flows (users need trust)

General Rules

Spelling and Grammar

• Use American English spelling (color, not colour)
• Use Title Case for headings and page titles
• Use Sentence case for body text, buttons, and labels

Punctuation

• No exclamation marks in UI text (exception: celebratory moments)
• No periods in short UI labels or button text
• Use periods in complete sentences and help text
• No ALL CAPS except for acronyms (API, SDK, URL)

Word Choices

Dash Usage

In most UI contexts, use hyphens. Reserve en-dashes for date ranges and em-dashes for longer prose.

UI Element Guidelines

Buttons

• Use action verbs: "Save", "Delete", "Create"
• Be specific: "Create Project" not just "Create"
• Max 2-3 words when possible
• No periods or exclamation marks

Error Messages

1. Say what happened
2. Say why (if helpful)
3. Say what to do next

Good: "Could not save changes. Check your connection and try again." Bad: "Error: Save failed."

Empty States

1. Explain what would normally be here
2. Provide a clear action to populate the state
3. Sentry Voice is appropriate here

Good: "No projects yet. Create your first project to start tracking errors."

Confirmation Dialogs

• Make the action clear in the title
• Explain consequences if destructive
• Use specific button labels ("Delete Project", not "OK")

Tooltips and Help Text

• Keep under 2 sentences
• Explain the "why", not just the "what"
• Link to docs for complex topics

Anti-Patterns

Avoid these common mistakes:

• Robot speak: "Item has been successfully deleted" -> "Deleted"
• Passive voice: "Changes were saved" -> "Changes saved"
• Unnecessary words: "In order to" -> "To"
• Hedging: "This might cause..." -> "This will cause..."
• Double negatives: "Not unlike..." -> "Similar to..."
• Marketing speak in UI: "Supercharge your workflow" -> "Speed up your workflow"

References

• Sentry Voice Guidelines
• Sentry Frontend Handbook

Limitations

• Use this skill only when the task clearly matches the scope described above.
• Do not treat the output as a substitute for environment-specific validation, testing, or expert review.
• Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are missing.