Section 3: The Mechanics
Purpose: to keep our visual language consistent.3.1 Grammar & Formatting
- Lowercase only: we use strictly lowercase. it feels modern, humble, and
approachable.
- yes: hello, welcome to ibbe.
- no: Hello, Welcome to IBBE.
- Positive contractions: use “it’s,” “we’re,” “you’re” to sound natural.
- Punctuation: periods are fine. commas let the text breathe. avoid exclamation points unless it’s a genuine celebration.
3.2 Structure
- Breathable text: people scan. they rarely read word-for-word. use short sentences.
- White space: give the words room to stand out.