Always use typographer’s quotes, which are more curved compared to straight quotes, more legible on the page, and more similar to our letterforms.
| Type | Glyph | Windows | Mac | Html |
|---|---|---|---|---|
|
Single Open Quote |
‘ |
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Single Close Quote |
’ |
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Double Open Quote |
“ |
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Double Close Quote |
” |
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Do use typographer's quotes.
Don‘t use straight quotes.
Do use a single close quote for apostrophes.
Don‘t use straight single quotes or prime symbols for apostrophes.
Use an em dash (—) to represent missing data in a data table cell, or to create pause or introduce a different clause in the middle of a sentence.
| Glyph | Windows | Mac | Html |
|---|---|---|---|
|
— |
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Do use an em dash (—) in null data cells.
Don‘t use any other dash, like hyphen, en dash, or minus sign.
Do use em dashes without spaces.
Don‘t put spaces around em dashes.
Use an en dash (–) to represent a span or range of numbers.
| Glyph | Windows | Mac | Html |
|---|---|---|---|
|
– |
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Do use en dashes without spaces.
Don‘t put spaces around en dashes.
Use the minus sign (−) to represent a negative numeric value. Hyphens and en dashes are not minus signs, using the minus sign ensures screen readers will properly identify the character. No keyboard shortcuts exist for the minus sign, instead, copy the minus sign glyph from the table below, or insert using the Mac symbols palette or Windows character palette.
| Glyph | Windows | Mac | Html |
|---|---|---|---|
|
− |
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Do use the minus sign (−) to represent negative values.
Don‘t use any other dash, like hyphen, en dash, or em dash.
Don’t use exclamation points in our products unless you’re offering congratulations on having completed a complex flow or registration process.