Terminology & Style

“What's in a name? That which we call a rose
By any other name would smell as sweet;”
(William Shakespeare)

The rose might smell as sweet under any other name, but would customers recognize the rose under that “other name” if they have to order flowers?

In localization, it is actually essential to consistently "call a spade a spade, not a gardening tool". Accuracy of rendering in all languages is a must to perform the complex operations users worldwide expect with the tools they acquire.

Thus glossaries itemizing the equivalence between key terms in the source and target language have become a vital building block of the trade. Glossaries define the meaning of product-specific terminology for different markets, including locale-specific subtleties, acronyms, and specific non-translatable terms. Glossaries are always “work in progress” that needs to be managed, the same as the products they serve.

Understanding the rigors of terminology, we are able to create, manage, and enforce approved terminology with the help of state-of-the-art tools and expert linguists.

While glossaries are meant to keep terminology consistent, style guides focus on consistency in style and tone to ensure both a homogenous quality of the message and a unique and harmonious brand image.

Our lead linguists create and maintain complex style guides based on a number of factors like the nature of the target audience, the industry-specific lingo, local language conventions, cultural particularities and sensitivities, and so much more...