Brand language


To build our brand with various audiences, we need to maintain a consistent approach to our writing style, grammar, and terminology usage.

Writing principles

Just as in design, our voice and tone principles act as a guide to how we communicate – verbally or in writing.

Customer focus

Since the customer is the hero of our brand story, we should filter and focus on the challenges our customers have and how our solutions help them to win.


Write in a manner that invites anyone; regardless of industry exposure or audience experience, to learn about our solutions.  Demonstrate that we care about our employees, customers, and partners in a way that sets us apart from others.


Communicate even the most complex concepts in the simplest way possible using plainspoken language without regional jargon or hyperbole. Use the customer’s words, not ours. For example, we help you grow your business by providing the solutions you need to get more done with less.


Keep content short and to the point. Presume that the reader may only catch a third of the initial content before moving on.


Be mindful of SEO terminology, no unsubstantiated claims, and tailor communication to the purpose/type of content being delivered, always provide a CTA and /or ask for the sale.

General tips

Topcon follows the Associated Press Stylebook which is favored among media professionals worldwide. It was designed for use by news and PR organizations, the style strives for simplicity, clarity, accuracy, and brevity.

The book and online subscriptions can be purchased at or

For spelling questions, we recommend the use of the Merriam-Webster dictionary which is available online as well as in bookstores. Always use the first spelling presented. This site also includes a thesaurus which will also come in handy. Finally, Grammarly has a free integration for MS Office that can be downloaded and may also serve as a helpful tool.

Common mistakes

Below is a table of commonly misused or misspelled terms.

This spelling is more associated with the plural form used in zoology. Topcon, use antennas e.g., dual antennas
Write as a single word
Compliment vs. complement
A compliment is flattery.  Complement is adding to complete or perfect something e.g., a field controller is a complement to a GNSS survey system
Write as one word: downtime
While not technically in the dictionary, this is a common industry term.  It does not need a hyphen or odd spelling with capital P.
It’s vs. its
It’s is a contraction of it is or it has. (e.g., It’s time to go.) Its is the possessive form of it. (e.g., This stove has its own timer.)
Job site
Write as two words: job site
Spell out 3D-MC².  Additionally, “2” is to be superscripted
Mb, Gb
The lowercase ‘b’ is gigabit the capital ‘b’ is byte. A byte is 8 bits, so a Gb is 8 times smaller than a GB.  For most Topcon uses, byte is in order.
Motor grader
Write as two words: motor grader
Real time vs. real-time
Hyphenate only when used as an adjective
Product series
Should not be capitalized, e.g., GT Series.  Write as: GT series
One word, no hyphen
Short for topography or topographical, acceptable as first reference
With the exception of the use within our logo, our company name is spelled in sentence case, as in Topcon.
Topcon NEVER uses a spelling where the C is capitalized.
Avoid using in the possessive.  Example:  Change "Topcon's HiPer SR is…" to "The HiPer SR from Topcon…"
Write as one word: waveform
Wi-Fi / Wifi
Wi-Fi or Wifi are both acceptable.

Topcon terminology

Topcon terminology refers to industry and/or Topcon terms that may be used as part of our brand language. A comprehensive list can be found on our internal Reference HUB.