The company and platform
| Form | Status | Use when |
|---|---|---|
| CRAFTSMAN+ | Default. Always correct. | Everywhere the + renders. |
| CM+ | Approved short form. | Space is tight, or the name repeats often in running text. |
| CRAFTSMAN PLUS | Last resort. | The + is not supported and a readable full name is needed. |
| CMP | Last resort. | The + is not supported and space is tight. Already in use as the Linear team key. |
Never write any of these: Craftsman+, craftsman+, Craftsman Plus, Craftsman, CraftsmanPlus, Cm+, cm+, cmp. The one exception: CraftsmanPlus inside craftsmanplus.com, a URL, or an email address, where the domain rules.
Sentence case is not a defense. If a house style, a CMS, or a template would normally lowercase a name mid-sentence or title-case a heading, CRAFTSMAN+ still stays all caps.
When to fall back
Only drop the + when the destination genuinely cannot take it. Common cases: filenames, URL slugs, code identifiers and variable names, CSV headers consumed by a partner system, ticket keys, and some legacy partner dashboards.
Preference order is always CRAFTSMAN+ first, then CM+, then CRAFTSMAN PLUS or CMP. Do not fall back preemptively. If the + renders, use it.
| Destination | Write |
|---|---|
| Running copy, decks, posts | CRAFTSMAN+ |
| Tight table cell | CM+ |
| Partner handoff filename | CRAFTSMAN-PLUS-Q3-export.csv, or CMP-Q3-export.csv where length matters |
| Code identifier | craftsmanPlus, CMP |
Possessives and plurals
Write CRAFTSMAN+’s and CM+’s. Do not restructure a sentence to avoid the apostrophe, and do not write CRAFTSMAN+S.
Product names
Product names are always all caps: PLAY, PRISM, INTELLIGENCE, ANALYTICS. PRISM was formerly CANVAS; the old name is retired. Approved forms, the Editor casing rule, and the product-versus-generic-word test live on the Products page.
Machine-readable
Everything on this page is available as structured data at /api/brand-rules.json. Agents should validate output against it rather than paraphrasing this page.