Overview

Graphics, visuals, and text come together to form a brand image that expresses the values of SAP and to which our customers identify. Vocabulary and writing style are tangible elements that contribute to this brand identity. SAP has established guidelines to help you use the appropriate language in our products.

Tone and Voice

Tone and voice is the style we use to communicate our content and helps us find the right words to communicate SAP and our products and services.

Follow the CIAO principle used by SAP Brand Identity

• Clear - speak in a concise and comprehensible language that's understandable to all audiences.
• Insightful - be an insightful problem solver, sharing knowledge enthusiastically and focusing on the benefits SAP can provide to customers.
• Approachable - speak authentically as humans to humans so that customers can get to know SAP and have an amazing experience with the SAP brand.
• Optimistic -Speak with confidence about the real-world impact, inspiring customers with a positive attitude.

Speak and write in a postive and encouraging voice

Imagine you are an experienced coach, who has already experienced what the user is about to go through, and is showing how it's done while giving tips and all the benefits of experience. Sentences used in UI texts or messaging, with instructions and information, should be relaxed, conversational, friendly, trusted, familiar, helpful, natural-sounding.

Bias-free language

Bias-free communication does not stereotype or discriminate against people with regard to culture, gender, ethnicity, language, and similar categories. It's about treating everybody in a fair and respectful way.

Inclusive language

SAP is taking a stand against racism to drive change inside and outside of our organization to ensure that equality becomes a reality. SAP inclusive terminology guidelines explain which terms you should use to replace offensive, biased terms used in the past to describe concepts for computing and software.

For example, you mustn't use the terms “black/white” and “master/slave” in SAP software or documentation when these terms position "black" as a negative characteristic or when "master" is used to express dominance over a "slave" component.

Refer to the Terminology Guidelines for Inclusive Language for guidance.

Gender-neutral language

Gender-neutral language or gender-inclusive language is language that avoids bias towards a particular sex or social gender. Use nouns that are not gender-specific to refer to roles or professions (for example, prefer "chairperson" to "chariman") and avoid the blanket use of male terms (for example, prefer "humankind" to "mankind")

See the Gender and Gender-Neutral Language for guidance.

Culturally neutral terms

SAP is a global company, therefore use universal phrases instead of idioms and jargon that are rooted in a particular culture or region. In addition, terms relating to geopolitical situations need to be handled with care.

For guidance on how to name country or regions for any geographical-related terms in SAP software, refer to Country/Region-Specific Guidance.

Resources

• Global SAP guidelines for Branding and Naming
• Writing conventions for SAP product names - SAP Product Names and Other Approved Names

Support

If you have any questions or feedback about this page, please contact our team. For further information and questions in regards to the Design System, please visit the DNA Design SharePoint.