# The Base Editorial Style Guide

*By Onchain Spotlight*

By [Onchain spotlight](https://paragraph.com/@ucheasogwa) · 2024-12-02

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Hello builders, How much do you know about the Base Editorial Style Guide? Or does it seem unnecessary to have a regulatory guide for contents, promotions etc on Base?

Well, It is absolutely necessary. The Base Editorial Style Guide is a documentation of the acceptable naming conventions, writing guidelines and general do's and don'ts for non-technical contributors on Base. It exists to:

*   Ensure baseline quality and consistency across all media types
    
*   Help all contributors maintain editorial standards
    
*   Align all communications from Base tonally.
    

Summary of the Base Editorial Style Guide
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### Critical style Conventions

*   Write 'Base' not 'BASE', 'Base Chain' or Base Network
    
*   Use 'onchain' instead of 'crypto', 'web3' etc and it is spelt 'onchain' and not hyphenated or separate
    
*   Use technical terms sparingly and explain well when you do
    
*   Use ETH and not USD to emphasize global economy
    
*   Brands should supercede Base i.e (BRAND x Base, not Base x BRAND) in logos.
    

### Writing Guidelines

*   Emphasize Base's vision and mission (bringing a billion people onchain)
    
*   Highlight progress and next steps
    
*   Leave out abstract concepts and give concrete examples
    
*   Prioritize clarity to ensure that the content is understandable by all. Opt for simpler words and use **active voice** over passive
    
*   Be concise. Avoid redundant sentences and if you need improvement on those areas, you can consult the Purdue OWL page on [https://owl.purdue.edu/owl/general\_writing/academic\_writing/conciseness/index.html](https://owl.purdue.edu/owl/general_writing/academic_writing/conciseness/index.html)
    
*   Celebrate builders when possible
    
*   Use a progressive, conversational, direct and realistic voice
    
*   Use a conversational, unique, direct and compelling tone
    
    Nuances
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    These are slight variations on writing conventions that are used on Base.
    
    ### Capitalization
    
    Base follows the Purdue OWL guidelines on capitalization which capitalizes:
    
*   The first words of a sentence,
    
*   The pronoun 'I',
    
*   Proper nouns
    
*   Directions that are names. Example: 'They moved to the Southwest
    
*   Periods and event etc
    
    For more guidelines, check out the [Purdue OWL](https://owl.purdue.edu/owl/general_writing/mechanics/help_with_capitals.html) .
    
    ### Headlines
    
    Here, use title case, not sentence case. The first letter of each major word is capitalized. Example: Base is for Everyone.
    
    ### Punctuation Marks
    
*   Base uses the Oxford comma — the comma after the penultimate item in a list of items. Example: I love bananas, apples, and oranges. the oxford comma is the one after apples. This is the accepted convention on Base.
    
*   Em Dashes ( — ) - They should have spaces on both sides.
    
*   Ampersands (&) - should only be used in business names and not as a substitute for the word 'and'.
    
    Numbers
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*   Write numerals 0 - 9 as words
    
*   Write numerals 10 above as Arabic numerals
    
*   Abbreviate 10,000 and above with k
    
*   Write dates in shortened form
    
*   Always refer to time with respect to the period of the day and time zone. Example: 7am ET
    
*   Use lowercase version number prefix for software. Example: v1, v2.3 etc
    
    Don'ts
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    Avoid:
    
*   Using financial terminology - terms indicating 'gains', 'high-yields', 'investments' etc as they could convey the wrong message about Base
    
*   Disputable Superlatives - avoid using unverified superlatives like 'the fastest performing', 'the best' etc
    
*   Unapproved partnerships
    
*   Non-Compliant Contests or DeFi Offers - Do not offer contests, sweepstakes or DeFi applications without the appropriate regulatory terms and conditions
    
*   False Information - Ensure all disseminated information is verified
    
*   Negative Comparisons - Do not put down other competitors while promoting Base
    
*   Offensive Language - Do not use fowl language in any communication
    
    Now count out on your fingers the number of times you have flouted these rules... Well, not anymore.
    
    Check out the Base Editorial Style Guide here so we all help tell the Base story consistently [https://github.com/base-org/brand-kit/blob/main/guides/editorial-style-guide.md](https://github.com/base-org/brand-kit/blob/main/guides/editorial-style-guide.md)
    
    Happy building!!!

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*Originally published on [Onchain spotlight](https://paragraph.com/@ucheasogwa/the-base-editorial-style-guide)*