Find our corporate messaging, tagline, tone of voice, and contextual guidelines for a consistent SUSE voice.
Speaking and writing like SUSE is important if you’re creating company-affiliated content. Use the below guidelines when crafting your communications.
Our Mission: To enable better futures and deliver measurable value for our customers, employees, partners and communities (The SUSE’s Diamond) through open collaboration and daring to be different with innovation that matters.
Our Vision: Be the most innovative, trusted leader in providing open source solutions and technologies for the enterprise to simplify, modernize, and accelerate traditional and cloud-native applications across the IT landscape in any environment.
SUSE, the world’s largest independent open source company, powers digital transformation with agile, enterprise-grade open source solutions, edge to core to cloud. Collaborating with partners, communities and customers, SUSE delivers and supports enterprise-grade Linux, software-defined infrastructure and application delivery solutions to create, deploy and manage workloads anywhere – on premises, hybrid and multi-cloud – with exceptional service, value and flexibility.
Tone of Voice
The Tone of Voice guide supports writers in creating content that represents SUSE and how we speak to our customers, partners, and communities. Use this guide to understand how to consistently write in a hero-optimist tone addressing the core needs of our different audiences.
Guide to Global Business
In a world of global commerce, we should always consider our international audience. The following guidelines will help you market our worldwide company:
Photo selection—Always be conscious of ethnic and gender diversity. Scrutinize photographs for gestures, as some seemingly harmless body language (such as the North American OK and reverse peace signs) are offensive in other places.
Date formats—Be aware that some countries follow a day/month/year pattern while others follow a month/day/year pattern.
Seasons—Avoid using seasons as a time reference, since winter in one hemisphere is summer in the other. Instead, use months to denote the time of year.
Currency—When listing prices, provide equivalents in other currencies as appropriate. When pricing is in U.S. dollars, please use the following format: US$20.
Phrases—Be conscious of idioms. As you create text, realize that localization may lose—or worse, confuse and misrepresent—the meaning of some common clichés.
Color—Pay close attention to the colors you use, as they convey a variety of powerful cultural, religious and political ideas and attitudes in different regions of the world. For example, in China, green hats suggest infidelity to one's spouse.
Product names and versions—Some product names translate poorly (or with negative connotations).
Space—Keep in mind that localization may increase the text by up to 50 percent. Follow established word-count guidelines to avoid problems. MARCOM has designed SUSE templates with extra white space for this reason.
Paper size—Be aware that the United States and Latin America use 8.5-inch-by-11-inch paper as their standard. Europe, the Middle East, Africa and Asia Pacific use A4 paper, which is 8.268 inches by 11.693 inches.
At times, you'll find guidelines that do not apply to all languages and international specifications. In these instances, we ask you to use your best judgment to keep the SUSE identity intact in all applications. Even in the absence of specific guidelines, the principles behind the SUSE identity and design remain and should be your guides for developing work that is brand-appropriate.
© 2020 SUSE LLC. All Rights Reserved. SUSE and the SUSE logo are registered trademarks of SUSE LLC in the United States and other countries. All third-party trademarks are the property of their respective owners.
For more information, contact SUSE at:
+1 800 796 3700 (U.S./Canada)
+49 (0)911-740 53-0 (Worldwide)
With each email communication you send, you have another powerful opportunity to promote one or more of our our brands. Our Email Builder tool can help you make the most of these opportunities. You should use the tool to create the email communication and then it will prompt you to send the communication through our customer/partner email system. Request an email template
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+1 415 639 8823
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