Brand / Naming and terms
Naming, terms and the wordmark in text
NTWRK in capitals in every sentence. The lowercase ntwrk/ is a logo, not a word.
01Terms
| Write | Never | Note |
|---|---|---|
| NTWRK | Ntwrk, ntwrk, N.T.W.R.K. | Company name in running text, titles and legal copy. |
ntwrk/ (logo only) | ntwrk / , NTWRK/ , ntwrk. | Only as the outlined logo file. Never typed as a word in a sentence. |
| NTWRK PTY LTD | NTWRK Pty Ltd. | Legal name, footers and contracts. |
| AI-native | AI Native, ai-native | Caps AI, lowercase hyphenated native. |
| first-party | First Party, 1st party | Lowercase, hyphenated as a modifier. |
| Build to Keep | Build-to-Keep | The publication. Issues are “field notes”, numbered “No. 05”. |
| the 30-day proof | 30-day POC, POC, proof of concept, 30-Day Proof-of-Concept | Write “30-day proof”. The offer line is “One decision, tested in 30 days.” |
| customer intelligence / operating intelligence | Customer Intelligence (as a brand) | Doors, lowercase in prose. |
| How we work | How it works, Method, Ownership (as a label), Build-to-Keep method | The nav label and the page, /how-we-work/ (R6, #135). Settled in voice.md, 8 Oct 2026. |
02Client names
Write a client name the way the client writes it (some use all capitals), matching the live Work page. Name only cleared clients, and never attach a claim to a name.
Public bookThis book is public, so it lists no client names. Check the live Work page for the cleared spellings.
03Disambiguation
Every site footer carries: “Not affiliated with NTWRK.com, the United States livestream-commerce company.” Keep it on any public surface that could rank for the name: the site, the brand book, directory listings.
04Tagline and category line
- Use both whole and unaltered. No “Quiet intelligence. Loud results.” variants.
- Set the tagline in sentence case with its full stop.
- The category line can run in mono capitals as an eyebrow, without the full stop.