WRITING RULES (FRENCH)

Intro: 

Different countries have different rules regarding trademark symbols: in some countries, it is illegal (and in a few countries, criminal) to use the ® symbol if the mark is not registered in that country; in others, we cannot use the TM symbol unless we have a pending application in that country. In the US, notice of trademark rights is required in order to obtain damages in an infringement suit. But in other countries (such as Germany), there is no legal benefit. Other countries fall somewhere in between.

^® symbol

A. For products and materials distributed only in the US, the ^® symbol should be used with ALL marks that are registered (not just pending) in the US. If you are unsure if a particular mark is currently registered, please contact the TM Department.    

B. For non-US and global products and materials:

• We know that LOCTITE^® AQUENCE^®, BONDERITE^®, TECHNOMELT^® and TEROSON^® are registered in the countries in which we do business. Therefore, we always use the ^® symbol with these marks. 
• This refers to PRITT^® and PATTEX^® for non-US purposes as well. For US use please contact the TM Department.
• For all other trademarks, we say: “Toutes les marques mentionnées ci-dessus sont des marques commerciales et/ou des marques déposées de Henkel et de ses filiales aux États-Unis, en Allemagne et ailleurs.”

™ symbol

• As a general rule, we do NOT use the ™ symbol.  
• The sole exception is in the US only, where we traditionally add the ™ symbol next to the LOCTITE product numbers (for example, LOCTITE^® 690™). Note, however, that certain product numbers (namely, 242 and 404) are ALSO registered trademarks, so should get the ^® instead of the ™. 

How to use

1. ^® symbol should be used in:

• headlines, titles, and other prominent uses, and
• the first time the trademark is used in normal text

a. Abbreviations and acronyms

If there’s a chance your reader won’t recognize an abbreviation or acronym, spell it out the first time you mention it. Then use the short version for all other references. If the abbreviation isn’t clearly related to the full version, specify it in parentheses.

• First use: chiffre d’affaires
• Second use: CA

If the abbreviation or acronym is well known, like API or HTML, use it instead and don’t worry about spelling it out.

Never use the acronym “HAT”. 

b. Capitalization

We only capitalize the first letter of the first word, in headlines as well as in body copy.

• Do: Les différents types de freins filets
• Don’t: Les Différents Types de Freins Filets

Remember that capitalizing random words in the middle of sentences for emphasis is not allowed. 

• Do: Des adhésifs instantanés pour un collage rapide et fiable
• Don’t: Des Adhésifs Instantanés pour un collage Rapide et Fiable

c. Ellipsis

Don’t use ellipsis for emphasis or drama. It’s ok, though, to use ellipsis in brackets to show that you’re omitting words in a quote:

« L’ouverture de notre usine de pointe à Songdo est une étape importante [...] pour notre vaste réseau de clients mondiaux dans le domaine de l’électronique avec des solutions à fort impact [...] », a déclaré Jan-Dirk Auris, vice-président exécutif de Henkel Adhesive Technologies.

d. Bold

We don’t use bold to amplify a certain message in regular body copy. For that purpose, you should take a step back and re-write your messaging to make it more engaging.

However, using typography as visual support for messaging in headlines is a central part of our branding efforts. Read on for more information about usage of typography.

e. Pronouns

If your subject’s gender is unknown or irrelevant, use gender-neutral phrasing. Use “il/ils” and “elle/elles” pronouns as appropriate. Don’t use “on” as a pronoun.

a. Numbers

In general, spell out numbers one through nine and use numerals for numbers larger than that.

• Do: Nous avons lancé trois nouveaux adhésifs
• Do: Nous avons lancé 12 nouveaux adhésifs

However, since our writing can be technical, we may need to break this rule. If you come upon a case where you have two related numbers in the same sentence, you should write them both as numerals if you would write one as a numeral. The idea is to write them the same way when they are in the same sentence.

So even though you would normally write “Nous avons lancé trois nouveaux adhésifs”, you should actually go with numbers in this case: “Nous avons lancé 3 nouveaux adhésifs capables de tire rune train de 11 tonnes”.

b. Dates

In general, we spell out dates to avoid any confusion among countries that order them differently. So: Use the appropriate date arrangement for the country you’re writing for.

• Do: 24 janvier 2023

c. Temperature

Use the degree symbol and the capital F abbreviation for Fahrenheit or capital C for Celsius, the degree symbol should be preceded by an unbreakable space:

• Do: 200 °F
• Do: 200 °C

d. Telephone numbers

Use unbreakable spaces between numbers. Always use a country code:

• Do: +1 404 123 4569
• Do: +33 6 01 01 01 01

e. Decimals and fractions

Spell out amounts less than one.

• Do: Deux-tiers
• Don’t: 2/3

Use decimal points when a number can’t be easily written out as a fraction, like 1,375 or 47,2. This is a general rule that doesn’t apply to technical documentation.

f. Percentage

When writing non-technical copy, use figures and do not spell out the word. There should be an unbreakable space between the number and the “%” symbol. As in: “Les batteries des drones peuvent conserver 80 % de leur capacité d’alimentation lorsqu’elles sont remplacées, de sorte qu’elles puissent être réutilisées au lieu d’être recyclées dans d’autres applications moins critiques.”

Do not spell out percent, use the symbol. As in: “Jusqu’à présent, les colles thermofusibles conventionnelles pour l’emballage ne contenaient généralement pas plus de 50 % de matières premières biosourcées.”

Repeat percent with each individual figure. As in: “Cela correspond à une croissance organique significative du chiffre d’affaires de 7,1 % par rapport aux attentes moyennes du marché de 4,3 %.”

This is a general rule that doesn’t apply to technical documentation.

g. Money

For numeric amounts, use the symbol for currencies (e.g., 5 €, 2 000 £, 10,000 $). Indicate currency by using its three-letter abbreviation, such as USD for American dollars or CAD for Canadian dollars.

Do not use the currency symbol and for larger amounts. For amounts exceeding $1 million, use the complete form. As in: “il vaut 4,45 millions de dollars.”

h. Time

Use numerals, with a space before and after “h”. Don’t use minutes for on-the-hour time.

• Do: 7 h
• Do: 7 h 30

g. Dashes & hyphens

Use an em dash (–) with spaces on either side to offset an aside. Use a true en dash, not hyphens.

Use a hyphen (-) without spaces on each side for compounds, or to indicate a span or range.

a. Apostrophes

Use curly apostrophes.

• Do: L’équipe a recommandé des produits d’étanchéité pour filetages.
• Don’t: L'équipe a recommandé des produits d'étanchéité pour filetages.

b. Commas

When writing a list, do not use a comma before “et”.

• Do: En tant que leader du marché des adhésifs, des produits d’étanchéité et des revêtements fonctionnels pour l’industrie automobile, Henkel fait progresser la conception automobile en augmentant les performances et le confort tout en réduisant le poids du véhicule.
• Don’t: En tant que leader du marché des adhésifs, des produits d’étanchéité, et des revêtements fonctionnels pour l’industrie automobile, Henkel fait progresser la conception automobile en augmentant les performances et le confort tout en réduisant le poids du véhicule.

c. Colons

Use a colon (rather than an ellipsis, en dash, or comma) to offset a list. As in:

“Comme annoncé en 2021, Loctite a validé plusieurs matériaux sur les imprimantes ETEC Envision One, notamment : Loctite 3D 3955 HDT280 FST, Loctite 3D IND406 HDT100 High Elongation et Loctite 3D IND402 A70 High Rebound.”

d. Periods

Titles, subtitles, headers and CTA buttons should end without a period. 

Periods go inside quotation marks. 

They go outside parentheses when the parenthetical is part of a larger sentence, and inside the parentheses when the parenthetical stands alone.

• Do: « Grâce à leur concept de résolution de problèmes exceptionnel, nous nous réjouissons d’éliminer les déchets plastiques et de créer un impact positif sur l’environnement. »
• Do: « Grâce à leur concept de résolution de problèmes exceptionnel, nous nous réjouissons d’éliminer les déchets plastiques (et de créer un impact positif sur l’environnement). »
• Do: « Grâce à leur concept de résolution de problèmes exceptionnel, nous nous réjouissons d’éliminer les déchets plastiques. (La création d’un impact positif sur l’environnement constitue, bien sûr, un autre avantage.) »

e. Question marks

Question marks go inside quotation marks if they’re part of the quote. Like periods, they go outside parentheses when the parenthetical is part of a larger sentence, and inside the parentheses when the parenthetical stands alone.

f. Quotation marks

Use quotation marks to refer to words and letters, titles of short works (like articles), and direct quotations. They should be French angular quotation marks, with an unbreakable space between the quotation marks and the words.

Periods and commas go within quotation marks. Question marks within quotes follow logic—if the question mark is part of the quotation, it goes within. If you’re asking a question that ends with a quote, it goes outside the quote. Use English straight quotation marks for quotes within quotes.

• Do: Le PDG a déclaré : « Il s’agit du plus grand investissement unique de l’histoire de notre entreprise. »
• Do: Le VP a déclaré : « Vous savez ce qu’on dit : "Les pionniers sont ceux qui ont le courage d’aller là où personne n’est allé auparavant". »

g. Dashes & hyphens

Use an em dash (—) without spaces on either side to offset an aside. Use a true en dash, not hyphens.

Use a hyphen (-) without spaces on each side for compounds, or to indicate a span or range.

• Do: Il faudra peut-être réaliser des actions complémentaires.
• Do: Pour réduire les défaillances et optimiser la production – ce qui doit toujours être un objectif –, pourquoi ne pas passer d’un ajustement mécanique à pression à une solution de collage à séchage rapide ?

h. Exclamation marks

Use exclamation points sparingly, and never more than once at a time. They’re like high-fives: A well-timed one is great, but too many are annoying.

Exclamation points go inside quotation marks. Like periods and question marks, they go outside parentheses when the parenthetical is part of a larger sentence, and inside parentheses when the parenthetical stands alone.

Never use exclamation points in failure messages or alerts. When in doubt, avoid it.

At the end of a sentence, exclamation points should be preceded by an unbreakable space. 

a. URL naming

• Keep URLs as simple and accurate as possible.
• Keep URLs short and clear. 
• Include target keyword(s). 
• Use hyphens to separate words. 
• Use lower case letters. 
• Avoid numbers.

b. Page title

• Include target keyword(s) in the beginning of the title. 
• Use active language (CTA/Feature). 
• Use the brand name. 
• Use how, what, why and where. 
• Use words that trigger an emotion from the user. 
• Keep length between 55-65 characters. 
• Keep consistency between SEO title and page content.
• Use a unique SEO title for each page.
• Avoid ALL CAPS in SEO titles.

c. Meta description

• Create a unique meta description, for each page, that summarizes the page content. 
• Include target keyword(s). 
• Include CTA and brand name. 
• Keep the length less than 155 characters.

d. Image filename and alt text

• Make image filename short and without spaces and dashes. 
• Describe the image with a maximum of 125 characters. 
• Select image alt text that reflects the image and keywords. 
• Make image filename short and descriptive. Use only hyphens to separate words.
• Assign for each image a unique filename.
• Use unique images.
• Include for each images a specific alt text.
• Write a descriptive alt text (imagine having to describe the photo to a blind person).
• Keep the alt text length up to 100 characters.

e. Header tags

• If possible, include the target keyword in the H1 tag and secondary in H2 tag. 
• Only include one H1 tag on the webpage, and it must be placed above any other heading tag. 
• If using page H1 as SEO title, make sure to adapt it using active language when possible.

f. Links

1) Use descriptive keywords in anchor text. Anchor text is “descriptive” if it includes the exact match of the keyword you are targeting. For example: “discover our threadlocking solutions” links to a page about threadlocking solution.

2) Use natural and relevant links

3) Type of links: in text vs buttons vs teasers vs images

• Use links in buttons + teasers-links according to page-types’ and modules’ designs stated in the Website guidelines (Brand-Hub)

• On top of the above, also use text-links – when natural – to help users and Google navigate the website at best   

• Do not link images

4) How many text-links:

• do it, but not overdo it

• less than 1 every 200 words

• only when helpful for users, you can go above the limit of 5 per page

• in the same page, do not iterate the same text-link (e.g., if in the same page you mention in text 3 times “threadlocking solutions”, hyperlink “threadlocking solutions” only once)  

5) Same vs new tab:

a) open internal links in the same tab

b) open external links in a new tab

6) Follow or no-follow links:

1. internal links: always "follow"

2. external links: always check that the domain we link to is trustworthy. If not sure, “no-follow”

g. Body copy

• Cover different angles on the topic. 
• Include branded and/or target keyword(s) within the first 100 words. 
• Keep reuse of content to a minimum to avoid duplicate content. 
• Include secondary and other long-tail keywords. 
• Avoid keyword stuffing – you are writing to the user and not to a search engine.
• Content should match the user’s search intentions and be as in-depth and clarifying as possible

a. URLs

Capitalize the names of websites and web publications. Don’t italicize.

Avoid spelling out URLs, but when you need to, leave out http://www.

• Do: Next-henkel-adhesives.com
• Don’t: Next-Henkel-Adhesives.Com
• Don’t: http://www.next.henkel-adhesives.com

b. File extensions

When referring generally to a file extension type, use all uppercase without a period. Add a lowercase to make plural. As in: GIF, PDF, HTML, JPGs.

When referring to a specific file, the filename should be lowercase. As in: press_release_1.gif

c. Names and titles

The first time you mention a person in writing, refer to them by their first and last names. On all other mentions, refer to them by their first name.

Titles should not be capitalized.

• Do: Le vice-président exécutif Jan-Dirk Auris
• Do: Le scientifique a présenté quelques avancées majeures.
• Do: L’ingénieur Peter Thompson a inventé une solution brillante.

“Monsieur” and “Madame” should be abbreviated “M.” and “Mme”, respectively.

• Do: Mme Simone Bagel-Trah et M. Michael Kaschke
  

d. States, cities and countries

Spell out city and state names. Don’t abbreviate city names.

In the United States, all cities should be accompanied by their state, with the exception of: Atlanta, Baltimore, Boston, Chicago, Cincinnati, Cleveland, Dallas, Denver, Detroit, Honolulu, Houston, Indianapolis, Las Vegas, Los Angeles, Miami, Milwaukee, Minneapolis, New Orleans, New York, Oklahoma City, Philadelphia, Phoenix, Pittsburgh, St. Louis, Salt Lake City, San Antonio, San Diego, San Francisco, Seattle, Washington.

On first mention of a country, write out the full name. On second mention, the commonly accepted abbreviation is fine (Union européenne, UE; Royaume-Uni, RU, etc.).

e. Schools

The first time you mention a school, college, or university in a piece of writing, refer to it by its full official name. On all other mentions, use its more common abbreviation.

• Do: Heinrich Heine Universität Düsseldorf, HHU
• Do: Massachusetts Institute of Technology, MIT