Home

Introduction

Our Identity

Brand Basics

Messaging

Voice & Style

Taglines

Master Styles List

Email

Official Website

Master Styles List

This is a guide to the grey areas in grammar, spelling, and commonly confused styles. This list is not comprehensive. When in doubt, refer to a recent version of the AP Style Guide.

Headlines

  • Headlines should be short, clear, and “hook” the user into reading more

  • Use “&” instead of “and” 

  • Use Title Case, not sentence case

Punctuation

  • Use consistent punctuation

  • Do not use spaces around the em-dash

  • Do not end bulleted or numbered lists in periods, unless the list item contains multiple sentences.

  • Do not hyphenate paragraphs

Correct Spelling

  • Okuru’s official language standard is Australian English, reflecting our roots and connection to local culture. This means:

    Spelling

    • Use -our not -or: colour, favour, honour (not color, favor, honor).

    • Use -ise not -ize: organise, recognise, customise (not organize, recognize, customize).

    • Use -re not -er: centre, metre, litre (not center, meter, liter).

    • Double consonants when adding endings: travelling, labelled (not traveling, labeled).

    Vocabulary

    • Prefer Australian/British terms:

      • holiday (not vacation)

      • mobile (not cell phone)

      • petrol (not gas/gasoline)

      • boot (not trunk), biscuit (not cookie) where context allows.

    • Be mindful of local cultural references that resonate with Australian audiences, but choose inclusive wording when writing for global reach.

    Punctuation & Formatting

    • Use single quotation marks (‘ ’) for general text; reserve double (“ ”) for quotes within quotes.

    • Date format: day–month–year (e.g., 16 September 2025).

    • Currency: AUD $50 or simply $50 when audience is local.

    Tone

    • Friendly, approachable, and conversational, avoiding overly formal American-style corporate jargon.

    • Use phrases that resonate with Australian warmth and directness, while staying professional.

    • Example: “Let’s make gifting easy” instead of “Our solution optimises your gifting experience.”

    Positioning Statement

    “Okuru communicates in Australian English. Our words reflect who we are — an Australian-born brand with a global vision. This choice ensures consistency in spelling, vocabulary, and tone, while grounding us in authenticity and cultural relevance. Where clarity for international audiences is needed, we adapt thoughtfully — but our foundation remains distinctly Australian.”

Formatting

  • Capitalise the first word in a sentence

Contact Information

  • Phone numbers should be written with hyphens or spaces. Do not use periods or parenthesis. For example: 123-456-7890 

  • Only the state or province should be abbreviated in addresses:

E.g. Moon Creature

125 Murray Street

Perth, WA 6000

Date & Time

  • Use standard time formatting eg 1:30PM or 1:30 p.m, not military time formatting eg 1330

  • Use en-dash when referring to time ranges instead of words like “through, to, or thru”

  • Use 24-hour instead of 24 hour

  • Days should never be abbreviated. Use the full spelling: Monday – Thursday

‹ Taglines

Email ›