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If you only read one section, read Naming. Getting the product names right matters more than anything else on this page.

Naming

The company and the family

Receipt Roller Inc. is the company.
AB is the product family. It stands for ActionBridge, and both names are correct. Use ActionBridge on first mention if your audience is new to us, then AB thereafter.
“the AB family” is how we refer to the products collectively.

The products

Correct	Incorrect
AB Projects	AB projects, ABProjects, AB-Projects
AB Sales	AB sales, ABSales, AB-Sales, AB CRM, AB Sales Management
AB Support	AB support, ABSupport, AB-Support, AB Helpdesk
AB Talent	AB talent, ABTalent, AB-Talent, AB HR, AB Talent Management
ActionBridge	Action Bridge, actionBridge, ACTIONBRIDGE

Always capitalise both words: AB Projects, AB Sales, AB Support, AB Talent.
Use the short form. It's AB Sales and AB Talent — not AB Sales Management or AB Talent Management. The longer forms appear in some of our older search-engine copy; the short forms are canonical and are what the apps, the product cards, and every release note use.
Never hyphenate or concatenate the product names.
Never translate the product names. AB Projects stays AB Projects in Japanese, German, Arabic, and every other language.
Don't pluralise or make the mark possessive — write “AB Projects features”, not “AB Projects's features”.
Don't use our name as a verb.

Referring to Microsoft products

Always write Microsoft Teams in full on first mention — not Teams, MS Teams, or Microsoft teams. The same applies to Microsoft 365, Microsoft AppSource, and Microsoft Outlook. This is a Microsoft brand requirement, not just our preference.

Describing what we do

Short descriptors, safe to reuse word for word:

Product	Descriptor
AB Projects	Brings project and task management into Microsoft Teams.
AB Sales	Brings the sales pipeline into Microsoft Teams.
AB Support	AI customer service, native to Microsoft Teams.
AB Talent	Hiring and people operations, inside Microsoft Teams.
AB (the family)	A family of Microsoft Teams apps that keep work where your team already is.

Not every product has launched. AB Projects is generally available. The others are at different stages, and what's true this month may not have been true last month. Before writing that a product is available, or publishing install instructions for it, check with us — we'll confirm current status the same day.

Longer versions are on the press kit page.

Logo

Download the logo from assets & banners. Use the SVG wherever the medium supports it.

Always

Use the original file, unmodified
Keep clear space of at least the height of the B on all four sides
Match the variant to the background — light version on light, dark version on dark
Scale proportionally

Never

Recolour it
Stretch, squash, rotate, or skew it
Add shadows, outlines, glows, or bevels
Place it on a busy photo or low-contrast background
Redraw, trace, or rebuild it
Combine it with your logo into one lockup
Use it as part of your own product name, logo, app icon, or favicon

Minimum sizes

Medium	Minimum
Screen	24 px tall
Print	8 mm tall

Below these sizes, use the icon-only variant rather than the full lockup.

Colours

These are taken from the logo artwork, so they're authoritative rather than approximated.

Name	Hex	Role
AB Green	`#12772A`	Primary. The logo mark, primary actions, key accents.
AB Amber	`#FF9D00`	Accent. Highlights and secondary emphasis. Use sparingly.

AB Green carries the brand; amber is punctuation. As a rough rule, if amber occupies more area than green in a layout, rebalance.

On dark backgrounds use the supplied dark-background logo variant rather than lightening AB Green yourself.

Extended palette not yet published. Neutrals, tints, shades, and accessible text pairings aren't formalised. Please don't invent values and present them as AB brand colours — ask us instead.

Typography

Not yet published. For third-party material about AB, use your own typography — there's no requirement to match ours. Don't recreate our wordmark in a substitute typeface; that counts as a modified logo. Use the supplied logo files instead.

Voice and tone

Useful if you're writing something that sits alongside our own material — a co-marketing page, a partner announcement, a translated release note.

We sound like a calm, competent colleague explaining what changed. Six habits define it:

Lead with the benefit, not the mechanism. “See what's waiting on whom” beats “implemented a cross-referenced assignment index”.
Second person, active voice. “You can now…”, not “Users are now able to be…”.
Concrete over abstract. Name the real button, page, or number. Avoid seamless, robust, cutting-edge.
Understate. If something is genuinely big, the facts carry it.
Admit the boring parts. Reliability fixes get mentioned plainly. Not everything is a headline.
Close with a door open. Our release notes end with a version of “if anything looks off, the team is only a message away.”

We avoid: exclamation marks in body copy, emoji in formal material, hype adjectives, jargon without a plain-English gloss, and claiming capabilities that are still rolling out.

Localisation

We don't translate our marketing word for word — we rewrite it for each market. If you're producing AB material in another language, do the same: keep the facts and product names exact, and let the phrasing be native. Product names, version numbers, and pipeline stage labels (Lead → Contact → Opportunity → Customer) stay in English in every locale.

Screenshots

If you take your own, use sample or anonymised data. Never publish a screenshot containing a real customer's name, email address, or workspace content.
Don't edit a screenshot to show functionality that doesn't exist, or to misrepresent where the product runs.
Cropping, scaling, and adding annotation callouts are all fine.

Wondering whether a specific use is allowed? That's the usage policy.

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