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Brand Guidelines

SentryOfficialPublished by Sentry

  • Skill
  • Guidelines
  • Documents and content
  • Apache-2.0
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From the author

Write copy following Sentry brand guidelines. Use when writing UI text, error messages, empty states, onboarding flows, 404 pages, documentation, marketing copy, or any user-facing content. Covers both Plain Speech (default) and Sentry Voice tones.
— the description by Sentry

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

  1. Download the skill as a ZIP:

    https://autogineer.com/agent-skills/getsentry/brand-guidelines/download
  2. Unzip 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 SpeechUse Sentry Voice
Product UI (buttons, labels, forms)404 pages
DocumentationEmpty states
Error messagesOnboarding flows
Settings pagesLoading states
Transactional emails"What's New" announcements
Help textMarketing 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
  1. Be concise - Use the fewest words needed

  2. Be direct - Tell users what to do, not what they can do

  3. Use active voice - "Save your changes" not "Your changes will be saved"

  4. Avoid jargon - Use simple words users understand

  5. Be specific - "3 errors found" not "Some errors found"

Examples
Instead ofWrite
"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
  1. Empathetic snark - Direct frustration at the situation, never the user

  2. Self-aware - Acknowledge the absurdity of software

  3. Fun but functional - Personality should enhance, not obscure meaning

  4. 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
AvoidPrefer
Please(omit)
Sorry(be specific about the problem)
Error occurredSomething went wrong
Invalid(explain what's wrong)
Success!(describe what happened)
Oops(be specific)

Dash Usage

TypeUseExample
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
  1. Say what happened

  2. Say why (if helpful)

  3. Say what to do next

Good: "Could not save changes. Check your connection and try again." Bad: "Error: Save failed."

Empty States
  1. Explain what would normally be here

  2. Provide a clear action to populate the state

  3. 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

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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)
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