Style Guide

Caroline Averett
Updated March 4. 2017

Cuisinart (https://www.cuisinart.com) was founded by Carl Sontheimer, who created the

electric food processor we know and love today. Since 1971, Cuisinart has been expanding its
influence into the homes of everyday chefs. Cuisinart is known for being a high-quality food
preparation company, and has expanded to provide award-winning products, cookbooks, tips,
and apps to cover all its bases in the kitchen. It was originally intended to bring a food prepa-
ration machine to North America, but today its influence has spread to international audiences
including France and Germany. Cuisinarts international presence has been strengthened ever
since being under the management of Conair Corporation, which has a presence in over 80
countries worldwide. Cuisinart has a need to communicate clearly and easily its message of
quality to all its customers, especially with its recent international presence.
The purpose of this style guide is to unify the styles of all the various international Cuisinart
websites to provide for more clarity and ease of use online. All further publications and blog
posts for Cuisinart will follow The Chicago Manual of Style (sixteenth edition), except for
where indicated in this style guide. This style guide may not cover all applicable decisions for
this company; it will detail decisions that are commonly made in company publications that are
not covered in great detail by Chicago. It will also delineate deviations from Chicago as needed
for clarity and consistency. Additionally, in some cases, issues that we find to be particularly
important will be reiterated in this style guide.
Due to the international influence and readership of Cuisinart, principles of Global English
will be considered throughout the style guide. These principles are handled as suggested in John
R. Kohls The Global English Style Guide: Writing Clear, Translatable Documentation for a
Global Market (2008, SAS Press: Cary, North Carolina, ISBN 978-1-59994-657-3).
 Cuisinart Style Guide 2

Table of Contents
5 Grammar and Usage
Pronouns
5.1 Third Person Singular Pronouns
5.2 The Singular They
5.3 Consistency in Pronoun Use
5.4 Relative Pronouns
5.5 Demonstratives as Pronouns

Usage
5.6 Idioms
5.7 Unusual Non-technical Words
5.8 Sentence-end Prepositions
5.9 Ambiguous reference
5.10 Split Infinitives
5.11 Subject/Verb Agreement
5.12 Correlative Conjunctions

6 Punctuation
6.1 Periods
6.2 Colons
6.3 Ampersands
6.4 Suspension Points

Commas
6.5 Serial Commas
6.6 Commas with Independent Clauses Joined by Conjunctions
6.7 Commas with Such as and Including
6.8 Commas with Introductory Participial Phrases

7 Spelling, Distinctive Treatment of Words, and Compounds

Contractions
7.1 Basics of Contractions
7.2 Unusual Contractions
7.3 Interrogative Contractions
7.4 Hyphenated Compounds

8 Names and Terms

Capitalization
8.1 Product Names
8.2 Recipes
8.3 Capitalization as a Syntactic Cue
8.4 Unusual Uses of Capitalization

Trademarks
8.5 Placement of Trademark Symbols
8.6 Trademarked Names within a Sentence

9 Numbers
9.1 General Rule for Numbering
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5 Grammar and Usage

Pronouns
5.1 Third Person Singular Pronouns
Traditionally, the third person singular pronoun he was used to indicate an undetermined gender neutral. Now, it is general practice
to use inclusive language by either using the pronoun one or by using the combination he and she. This is accomplished by using he
or she, not he/she. Another option is discussed in 5.2.
Wrong: You can simply place a couple of slices of banana or ripe peach in front of your baby and let him/her choose as they
wish.
Right: You can simply place a couple of slices of banana or ripe peach in front of your baby and let him or her choose as he or
she wishes.

5.2 The Singular They

Traditionally, a singular antecedent will always require a singular pronoun. They, them, and similar pronouns are plural, but it has
become common in speech to use these pronouns as singular referent pronouns. This is acceptable in informal environments such as
blog posts, social media interactions, etc., but not in more formal writings such as recipes and instruction manuals.
You can simply place a couple of slices of banana or ripe peach in front of your baby and let them choose as they wish.

5.3 Consistency in Pronoun Use

Whatever pronoun the writer chooses to use in his or her text must be consistent throughout the piece. For example, he or she cannot
use one at the beginning of a sentence and use they at the end.
Wrong: Calcium and protein help keep your body strong and will keep you going throughout the day. Calcium also plays an im-
portant role in keeping our teeth and bones healthy.
Right: Calcium and protein help keep your body strong and will keep you going throughout the day. Calcium also plays an im-
portant role in keeping your teeth and bones healthy.

5.4 Relative Pronouns

For claritys sake, never omit that from a relative clause.
Wrong: The My Pantry application is an online recipe widget consumers can download for easy and ready access to Cuisinarts
recipe database.
Right: The My Pantry application is an online recipe widget that consumers can download for easy and ready access to Cui-
sinarts recipe database.

5.5 Demonstrative Pronouns

Demonstrative pronouns (this, that, these, and those) should never be used as pronouns unless they are immediately followed by their
antecedent.
Wrong: These contain unhealthy trans-fats and partially hydrogenated oils.
Right: These foods contain unhealthy trans-fats and partially hydrogenated oils.

Usage
5.6 Idioms
Be careful to avoid the use of idioms in texts intended for international audiences. Be especially sure to notice more subtle idioms.
Wrong: These are not your ordinary brownies; they are turned up a notch!
Right: These are not your ordinary brownies; they are spectacular!

5.7 Unusual Non-technical Words

Do not use unusual non-technical words such as amongst, albeit, inordinately, and nevertheless, as they are likely to confuse and deter the
international reader.
Wrong: Moreover, be mindful of sugar.
Right: Also be mindful of sugar.

5.8 Sentence-End Prepositions

Contrary to prescriptive grammarian thought, prepositions can end a sentence and often make the sentence sound more natural.
We admire people like Julia Child, whom we credit with turning our sales around.
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5.9 Ambiguous Reference

The most important principle of writing is clarity; therefore, a writer must always be sure that his or her sentences have clear refer-
ents. Be sure to construct sentences so that there is no ambiguity as to what the pronouns and other parts of the sentence should be
referring to.
Wrong: Red is the color of love, and so are these amazing red velvet cupcakes.
Right: Red is the color of loveand these amazing red velvet cupcakes.

5.10 Split Infinitives

It has long been taught that a writer should never split his or her infinitive marker and verb with any other verb. However, this con-
struction is perfectly acceptable as long as the sentence doesnt sound unnatural.
An easy step towards a healthier lifestyle is to simply prepare your own meals.

5.11 Subject/Verb Agreement

The subject of every sentence must agree in number with the verb of the sentence, regardless of the words that come in between.
Wrong: Substituting foods likepastaandbreadwith their whole-wheat versions are much better for you and will keep you full.
Right: Substituting foods likepastaandbreadwith their whole-wheat versions is much better for you and will keep you full.

5.12 Correlative Conjunctions

Correlative Conjunctions are conjunctions such as not only . . . also, if . . . then, and either . . . or. These conjunctions add to the clarity
of a sentence, but must be used with parallel construction. We highly recommend using correlative conjunctions in all writing.
Wrong: They are absolutely delicious and take 10-12 minutes to bake and they will fill your home with an amazing citrusy aroma.
Right: Not only are they absolutely delicious and take 10-12 minutes to bake, but they will also fill your home with an amazing
citrusy aroma.

6 Punctuation
6.1 Periods
A period should always be used at the end of a declarative or imperative sentence. A writer should be very careful that he or she does
not place a comma where a period should appear.
Wrong: These are not your ordinary brownies, they are turned up a notch!
Right: These are not your ordinary brownies. They are spectacular!

6.2 Colons
Colons are used to introduce a series of elements or emphasize an independent clause. However, it may only be used after a com-
plete sentence. Use a colon sparingly, however, only to emphasize that the second clause illustrates or amplifies the first (Chicago
6.59)
So heres the game play: add onions and peppers to the slow cooker and top with seasoned pork shoulder.

6.3 Ampersands
Do not replace the conjunction and with the ampersand symbol (&) as it creates unnecessary variation and complicates reading for
international audiences.
Wrong: Tools & Gadgets
Right: Tools and Gadgets

6.4 Suspension Points

Suspension Points are three spaced periods that indicate suspended thought. These should be used sparingly.
Wrong: Crunchy pecans or walnuts make this fudgy brownie pie even more irresistible.and it only needs 25 minutes to bake!
Right: Crunchy pecans or walnuts make this fudgy brownie pie even more irresistible . . . and it only needs 25 minutes to bake!

Commas
6.5 Serial Commas
It is preferred that items in a series be separated with serial commas, including what is sometimes called the Oxford comma, which is
the comma that precedes the and or or.
Wrong: Combine chocolate, heavy cream, half and half, crme de cacao and menthe and you are ready to serve!
Right: Combine chocolate, heavy cream, half and half, crme de cacao, and menthe and you are ready to serve!
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6.6 Commas with Independent Clauses Joined by Conjunctions

Whenever independent clauses are connected with and, but, or, nor, for, yet, or so, a comma will usually precede the conjunction. Ex-
ceptions exist only if the independent clauses are very short.
Wrong: As for dessert, keep them all frosted in white and add a bit of glamour with edible glitter.
Right: As for dessert, keep them all frosted in white, and add a bit of glamour with edible glitter.

6.7 Commas with Such as and Including

Enclose phrases beginning with such as or including in paired commas unless the phrase is necessary for the meaning of the sentence.
In such restrictive phrases, do not set off the phrase by commas.
Wrong: Substituting foods such as pasta, cereal, andbreadwith their whole-wheat versions is better for you and will keep you full.
Right: Substituting foods, such aspasta, cereal,andbread,with their whole-wheat versions is better for you and will keep you full.

6.8 Commas with Introductory Participial Phrases

Introductory participial phrases should be set off with a comma unless the participial phrase is not at the beginning of the sentence.
Do not use this construction unless the following verb refers to the subject of the participial phrase.
Wrong: Full of antioxidants, make sure to incorporate carbohydrates such as whole grains into your diet.
Right: Because they are full of antioxidants, make sure to incorporate carbohydrates such as whole grains into your diet.

7 Spelling, Distinctive Treatment of Words, and Compounds

Contractions
7.1 Basics of Contractions
Contractions are two words that are conjoined by an apostrophe where a letter is missing. Such contractions should not appear with-
out an apostrophe in both formal and informal writing.
Wrong: Dont miss out on these great opportunities.
Right: Dont miss out on these great opportunities.

7.2 Unusual Contractions

Avoid the use of unusual contractions such as aint, couldve, mightnt, mightve, mustnt, mustve, shant, shouldve, thatll, tis, twas, and wouldve.
Wrong: Dont open the oven while baking your souffl because thatll cause it to fall.
Right: Dont open the oven while baking your souffl because that will cause it to fall.

7.3 Interrogative Contractions

Avoid using contractions in the place of interrogative questions such as whos, whats, whens, wheres, whys, and hows.
Wrong: Whats wrong with your traditional knife?
Right: What is wrong with your traditional knife?

7.4 Hyphenated Compounds

For greater accessibility to international audiences, avoid the use of any hyphenated compound that is not found in Merriam-Websters
Collegiate Dictionary.
Wrong: Cooking for large parties is so much easier now that I have a less-stress food processor.
Right: Cooking for large parties is so much easier now that I have a high-powered food processor.

8 Names and Terms

Capitalization
8.1 Product Names
Only capitalize specific product names, not general terms such as food processor, blender, toaster, etc.
Wrong: The new Cuisinart Food Processor will change your life.
Right: The new Cuisinart food processor will change your life.

8.2 Recipes
Only capitalize the names of recipes when using them as titles, not within a sentence.
Wrong: Try these Red Velvet Cupcakes today!
Right: Try these red velvet cupcakes today!
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8.3 Capitalization as a Syntactic Cue

Be sure to be consistent with capitalization of product names, as translators use this capitalization as a syntactic clue to not translate
that particular term.
Wrong: Experts recommend the fusion pro collection of spatulas.
Right: Experts recommend the FusionPro collection of spatulas.

8.4 Unusual Uses of Capitalization

In cases where capitalization of proper names is non-standard, use the capitalization preferred by that entity.
Wrong: Cuisinart partnered with Illy to create the Buona Tazza Super Automatic Single-Serve Espresso.
Right: Cuisinart partnered with illy to create the Buona Tazza Super Automatic Single-Serve Espresso.

Trademarks
8.5 Placement of Trademark Symbols
The trademark symbol is only used on packaging and advertising, not following specific names and products within prose. They are,
however, always capitalized.
Wrong: The prestigious Cuisinart brand is not limited to food processors.
Right: The prestigious Cuisinart brand is not limited to food processors.

8.6 Trademarked Names within a Sentence

Never combine trademarked names with possessives or prefixes. Never abbreviate these terms.
Wrong: Cusinarts new food processor will change your life.
Right: The new Cusinart food processor will change your life.

9 Numbers
9.1 General Rule for Numbering
Spell out all numbers ten and under in running text. However, write the numeral for any measurement, price, or percent.
Wrong: This recipe only has 4 ingredients, and is so easy to make!
Right: This recipe only has four ingredients, and is so easy to make!