Brand Guidelines
SentryOfficialPublished by Sentry
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- Guidelines
- Documents and content
- Apache-2.0
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AutoGineer summary
Written by AutoGineer from the skill’s own files, not by the author
This skill provides a structured framework for maintaining consistent brand voice across digital products. It defines two distinct communication styles: Plain Speech, which is the default for functional UI elements, and Sentry Voice, which adds empathetic personality to specific user touchpoints. The guidelines cover grammar, punctuation, word choice, and specific patterns for UI components like buttons, error messages, and empty states.
What it does
- Defines rules for Plain Speech to ensure clarity and conciseness in UI text.
- Outlines principles for Sentry Voice to inject personality into specific user experiences.
- Provides specific guidance for UI elements including buttons, tooltips, and confirmation dialogs.
- Lists common anti-patterns to avoid, such as passive voice and robot speak.
- Sets standards for spelling, grammar, and punctuation in a professional software context.
- Specifies when to use different dash types for clarity and emphasis.
When to use it
- When drafting or auditing UI labels, buttons, and form fields.
- When writing error messages that need to be clear and actionable.
- When designing empty states or onboarding flows that require a touch of personality.
- When creating documentation or marketing copy that must align with brand standards.
- When reviewing existing content for passive voice or unnecessary jargon.
Advantages
- Ensures a consistent brand identity across all user-facing touchpoints.
- Improves user experience by prioritizing clarity and direct action.
- Provides clear, actionable rules for distinguishing between functional and expressive copy.
- Reduces ambiguity in writing by providing specific examples of preferred versus avoided phrasing.
Usage examples
- “Rewrite this error message: 'An error has occurred while processing your request. Please try again later.'”
- Something went wrong. Check your connection and try again.
- “Draft a 404 page message using Sentry Voice.”
- This page doesn't exist. Maybe it never did. Maybe it was a dream. Either way, let's get you back on track.
- “How should I label a button that deletes a project?”
- Delete Project
- “Rewrite this empty state: 'There are currently no projects that have been created by you.'”
- No projects yet. Create your first project to start tracking errors.
Install
Download the skill as a ZIP:
https://mp-staging.autogineer.com/agent-skills/getsentry/brand-guidelines/downloadUnzip it into the cross-client skills folder of your project:
mkdir -p .agents/skills && unzip brand-guidelines.zip -d .agents/skills
Documentation by Sentry
Brand Guidelines
Write user-facing copy following Sentry's brand guidelines.
Tone Selection
Choose the appropriate tone based on context:
| Use Plain Speech | Use Sentry Voice |
|---|---|
| Product UI (buttons, labels, forms) | 404 pages |
| Documentation | Empty states |
| Error messages | Onboarding flows |
| Settings pages | Loading states |
| Transactional emails | "What's New" announcements |
| Help text | Marketing copy |
Default to Plain Speech unless the context specifically calls for personality.
Plain Speech (Default)
Plain Speech is clear, direct, and functional. Use it for most UI elements.
Rules
Be concise - Use the fewest words needed
Be direct - Tell users what to do, not what they can do
Use active voice - "Save your changes" not "Your changes will be saved"
Avoid jargon - Use simple words users understand
Be specific - "3 errors found" not "Some errors found"
Examples
| Instead of | Write |
|---|---|
| "Click here to save your changes" | "Save" |
| "You can filter results by date" | "Filter by date" |
| "An error has occurred" | "Something went wrong" |
| "Please enter a valid email address" | "Enter a valid email" |
| "Are you sure you want to delete?" | "Delete this item?" |
Sentry Voice
Sentry Voice adds personality in appropriate moments. It's empathetic, self-aware, and occasionally snarky.
Principles
Empathetic snark - Direct frustration at the situation, never the user
Self-aware - Acknowledge the absurdity of software
Fun but functional - Personality should enhance, not obscure meaning
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
| Avoid | Prefer |
|---|---|
| Please | (omit) |
| Sorry | (be specific about the problem) |
| Error occurred | Something went wrong |
| Invalid | (explain what's wrong) |
| Success! | (describe what happened) |
| Oops | (be specific) |
Dash Usage
| Type | Use | Example |
|---|---|---|
| Hyphen (-) | Compound words, ranges | "real-time", "1-10" |
| En-dash (--) | Ranges, relationships | "2023--2024", "parent--child" |
| Em-dash (---) | Interruption, emphasis | "Errors---even small ones---matter" |
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
Say what happened
Say why (if helpful)
Say what to do next
Good: "Could not save changes. Check your connection and try again." Bad: "Error: Save failed."
Empty States
Explain what would normally be here
Provide a clear action to populate the state
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
Files
- ATTRIBUTION.mdAdded by AutoGineer856 B
- LICENSELicence file added by AutoGineer10.5 KiB
- SKILL.md5.1 KiB
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Copyright 2025 Functional Software, Inc. dba Sentry
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Requirements and compatibility
Works with: Claude Code, Claude apps, OpenAI Codex, GitHub Copilot, Cursor, Gemini CLI, Kiro, OpenCode, Goose, Amp, Roo Code, JetBrains Junie, Factory Droid, Devin (ex-Windsurf), Mistral Vibe, OpenHands, Letta
“Works with” means the tool reads the open Agent Skills format; a skill written for one tool may use features others lack.
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Attribution and licence
- Published by
- Sentry
- Publisher
- Sentry (Official)
- Source
- getsentry/skills · skills/brand-guidelines · commit e94f222
- Licence
- Apache License 2.0 (redistribution allowed)
- LICENSE (added by AutoGineer from LICENSE)
- ATTRIBUTION.md (written by AutoGineer)
- Synced
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