Abbreviations and acronyms
Using abbreviations and acronyms is not very inclusive or accessible, so it’s best to avoid them if you can.
For widely-used abbreviations and acronyms, we don’t need to write them out in full or explain what they mean.
- UK
- EU
- FAQ
- WiFi
If you do use an acronym or abbreviation, always make sure you provide context around it so that anyone can understand what it stands for.
Never use Latin abbreviations like:
- e.g.
- etc.
- i.e.
- et al.
If you ever have doubts, write it out in full – or ask the Content Design team for second opinions.
For dates and time
Use the singular form of the unit, and never end the abbreviation with a full stop.If there’s a numerical value, there should a space that separates it from the abbreviated unit.
|
Before |
After |
|---|---|
|
1 January 2026 |
1 Jan 2026 |
|
Thursday |
Thur |
|
4 hours |
2 hr |
|
30 minutes |
30 min |
When we abbreviate months and days of the week, we use:
|
Months |
Jan, Feb, Mar, Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec |
|
Days of the week |
Mon, Tue, Wed, Thur, Fri, Sat, Sun |
For money and measurements
Use the singular form of the unit, and never end the abbreviation with a full stop. There should not be a space between the numerical value and the abbreviated unit.
|
This… |
Becomes… |
|---|---|
|
£2 million |
£2m |
|
90 pence |
90p |
|
10 centimetres |
10cm |
|
5 kilometres |
5km |
|
35 miles per hour |
35mph |
|
25° Celsius |
25°C |
Ampersands
Always spell out “and,” and never use an ampersand symbol.
The only exceptions would be if:
- it’s part of a recognised brand name (like M&S) or a term
- you’re writing for push notifications, social, and SMS, and the word count is tight
Check your energy use and payments
Check your energy use & payments
Apostrophes
Use apostrophes when writing contractions and in the possessive form. Using contractions makes our language feel more conversational and approachable.
- We'll take your next payment on 9 May
- Today's balance
- We will take your next payment on 9 May
- Todays balance
Bullet points
Use bullet lists for structuring lengthy or complicated text into something more scannable.
They should include a lead-in sentence that introduces the bullet list, and punctuated with a colon.
The first word of each bullet point should be in lower case (unless it’s a proper noun) and should not end in a full stop unless there are multiple sentences within one bullet point.
Any links used should be hyperlinked within relevant text.
Choose OVO for your energy and you get:
- 100% renewable electricity
- 1 carbon-busting tree planted every year
- service rated “excellent” on Trustpilot
- You’ll be getting 100% renewable electricity as standard.
- We’ll plant a tree in your name every year.
- Get service rated “excellent” on Trustpilot.
Remember – each bullet point should be short and punchy. If you’re struggling to keep them short, consider whether your content is focused enough or if the design is adequately supporting the information you need to convey.
Capitalisation
We typically use sentence case, which means only the first letter of the first word in a sentence or line of copy is capitalised. We never use all caps.
- Download our app
- Get a quote
- Pick the right energy plan for you
- Download Our App
- Get A Quote
- Pick The Right Energy Plan For You
Exceptions
We only use title case, which means we capitalise the first letter of each word, for proper nouns. This includes:
- people’s names
- job titles
- cities and location names
- companies and brands
- product names or concepts like “OVO Beyond”
If a product or brand name is stylised in a way that doesn’t align with guidance, then we honour the way it’s meant to be spelled.
- Energy Expert
- tado°
- CUPRA
- energy expert
- Tado
- Cupra
Colons
Use colons when introducing a bullet list or dynamic text, at the end of the lead-in sentence.
Choose OVO for your energy and you get:
- 100% renewable electricity
- 1 carbon-busting tree planted every year
- service rated “excellent” on Trustpilot
Commas
Use the Oxford comma before the conjunction when you list three or more items.
Try to limit the use of commas (one per sentence max) so we keep sentences concise and to the point.
- Your first billing period doesn’t end until 1 May. Come back after that date to see your first bill, or wait until you receive it by email or post.
- All our plans come with unlimited call-outs, access to Gas Safe engineers, and more.
- Your first billing period doesn’t end until 1 May, so come back after that date to see your first bill, or wait until you receive it by email or post.
- All our plans come with unlimited call-outs, access to Gas Safe engineers and more.
In headers and titles
Even though we don’t use punctuations like full stops in headers or titles, use commas if it helps with clarity and comprehension.
Sorry, we couldn't connect your account to Charge Anytime
Sorry we couldn't connect your account to Charge Anytime
In numbers
Use commas in numeric values when it’s standard to do so.
1,000
1000
Compound words
Use hyphens when making compound words to help with readability.
- Award-winning
- In-depth
- Add-on
- Award winning
- In depth
- Addon
If you feel there are any cases that should be exceptions, it’s best to discuss it with the wider Content Design team.
Contractions
Use everyday contractions in the same way you would naturally say things. It makes the writing feel more natural and conversational, helps to reduce word count, and makes sentences easier to understand.
However, there are definitely some less common or awkward contractions that we should avoid using.
aren't, can't, didn't, doesn't, don't, hasn't, haven't, here's, isn't, it's, let's, shouldn't, that's, there's, they're, they've, wasn't, we'll, we're, weren't, what's, where's, won't, you'll, you're, you've
ain't, could've, it'll, it'd, mustn't, must've, should've, we'd, where'd, you'd
Ellipses
Use ellipses only for loading messages, when you need to indicate that that an action is currently in progress.
Don’t use it for truncating messages as it’s not accessible, or for placeholder text.
- Loading page...
- Authorising payment...
- Start typing to search...
- Choose which meter to top up...
- Just so you know...
Exclamation marks
Use exclamation marks sparingly, and only when there is something to celebrate. Otherwise, it just looks like we’re shouting, and it loses its impact.
Don’t use exclamation marks in button copy or CTAs.
Good news – you can get Charge Anytime!
You've adjusted your Direct Debit!
Full stops
In body text
Only use full stops if you are writing body text that:
- contains more than one sentence
- includes another form of punctuation
We don't have any meter readings to calculate your energy use
Sorry, we’re having trouble showing this right now. Please check back later.
In headers
Don’t use full stops in headers, even it includes a comma.
Unfortunately, you're not eligible
Unfortunately, you're not eligible.
Hyphens and dashes
Hyphens
Use hyphens (-) when making compound words.
- Top-up
- One-time payment
- Energy-saving
En dashes
Use en dashes (–) when you’re showcasing a range of numbers, or joining relevant clauses together. Make sure to add spaces on either side of the en dash to help with readability.
Range of numbers
- 12 – 24 March
- 10am – 4pm
- 50 – 100
- 12-24 March
- 10am-4pm
- 50-100
However, it’s still considered best best practice to write out “to” rather than use a dash to indicate a range, since it’s more inclusive. Try to only use en dashes if you’re tight for space, or if the range is only there to provide context – such as the billing period on a customer’s bill.
Joining clauses
You have no bills yet – check back at the end of your billing period on 1 May.
You have no bills yet. Check back at the end of your billing period on 1 May.
To type an en dash on a Mac, press the Option + hyphen (-) keys at the same time.
Em dashes
Don’t use em dashes (—) unless you’re writing long-form content. If you feel like you have a case for it, discuss it with the Copy and/or Content Design team.
Narrative style
We want our users to feel like they’re having a direct conversation with us, so even though we should always try to reduce using pronouns in our writing, we should always refer to OVO as “we” and the user as “you.”
When conveying what we can do for the user
Use a first-person approach to tell them what we’re doing, and even add reassurance that we are here to help.
- We've got your meter reading
- We've started your energy switch
- Your meter reading has been received
- Your energy switch has been started
When focusing on the impact on the user
Use a second-person approach to communicate what they should expect or prompt them to take an action.
- You're paying £110.83 on the 31st of each month
- We'll charge you £110.83 on the 31st of each month
"Your” vs. “My”
Sometimes, adding pronouns, especially in product spaces like user accounts and hubs, can help to add clarity and context. In these cases, we should always use “Your.”
However, this only applies to page names and headers. We don’t use pronouns in buttons and CTAs.
Exceptions
It’s okay to use first-person when writing for SEO and FAQ content.
Don’t refer to OVO in third-person unless it’s absolutely necessary – for instance, copy like “Switch to OVO.”
Parentheses
Use parentheses when you are giving examples, using acronyms, or an aside – but try to use them sparingly as it can impact readability. Keep what’s written inside the parentheses as short as you can, ideally up to a few words.
If used at the end of a sentence, the closing parenthesis always goes before a full stop.
- Keeping the heat in (and out)
- Choose your excess (per claim)
- Product Information (IPID)
Question marks
Only use the question format when you’re designing a form or flow that requests several pieces of information from the user – such as when a user is getting a quote.
In any other circumstances, it’s rarely clearer and often times wordier to use the question format, and switching between statements and questions can increase cognitive load.
The only exceptions are FAQ and SEO keywords.
Quotation marks
Use single quotation marks (‘) when referring to something specific like a page or terminology, use single quotation marks (‘).
Use double quotation marks (“) when quoting something that someone has said.
Always place commas and full stops inside the quotation marks.
- Log into your account and go to 'Billing history' to see your latest bill
- "Battery Boost has been doing exactly as it says, a boost to our finances," said Malcolm, a Battery Boost customer.
- Log into your account and go to "Billing history" to see your latest bill
- 'Battery Boost has been doing exactly as it says, a boost to our finances', said Malcolm, a Battery Boost customer.
Semicolons
Avoid using semicolons unless necessary. It does the same job as the en dash – which is connecting two relevant clauses – but it feels more formal and stiff.
Or, consider using full stops and splitting the sentence into two.
Use the clock to tell us when you need your car ready by. We’ll then automatically set the cheapest and greenest charging schedule for you.
Use the clock to tell us when you need your car ready by; we’ll then automatically set the cheapest and greenest charging schedule for you.