Slack

What we like

• Quirkiness, friendly, helpful tone
• Tone on Social Media (in 2015)
• Loading animation + quotes

Mailchimp

What we like

Mattermost

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Resources

https://docs.google.com/document/d/1XWjtWdF77qKdxDso_-aC_S1c3E0ohOoxCRL_PIf3pco/edit#

Documentation Style Guide

in Markdown, with the number of #s indicating what level of heading is being used (i.e., ## for H2, ###for H3 etc). In reStructuredText the heading rules are slightly more complicated in terms of formatting, as we use Sphinx to process our documentation.

handbook.mattermost.com

What we like

• Enterprise, professional tone

Stripe

What we like

• Stripe organises its homepage by highlighting individual products – but also focusing on how users will interact with their software. Instead of using product jargon, they clearly explain each section.
• Stripe has cleverly kept a 100% neutral brand voice in its documentation. You don’t want branding and marketing speak slipping through in developer documents because that would destroy clarity and erode trust.

Stripe wisely ditches the marketing speak and you can easily understand what the company is trying to communicate.

In contrast, the eBay developer documentation is full of marketing buzzwords. eBay wrongly assumes its users know exactly what is going on as soon as they hit the knowledge base software. Like with many other developer docs out there, there is no learning curve.

Asana

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Resources

Circling Ourselves: The Story Behind Asana's Rebrand

On the surface, this is the story of how Asana went from a logo with three circles to a logo... with three circles. But like most things that seem simple at first blush, there's a lot more to this story than meets the eye.

medium.com

What we like