# Naming

> CRAFTSMAN+ is always all caps, in any format, at any size, in any position. The fallback order and every approved form.

Canonical: https://brand.craftsmanplus.com/voice/naming

## 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](/identity/products).

## Machine-readable

Everything on this page is available as structured data at [/api/brand-rules.json](/api/brand-rules.json). Agents should validate output against it rather than paraphrasing this page.