02 言
Naming and Voice
The voice is calm, direct, and considered.
Naming Rules
- The personal name Stefan Imhoff is always written in full. Never abbreviate to initials in running text.
- The Hanko seal mark may stand alone as a visual identity element but never replaces the written name where a name is expected.
- Project names, essay titles, and section labels should favor plainness over cleverness—Kanso.
Tone of Voice
The voice is calm, direct, and considered. It does not perform enthusiasm. It does not hedge. Likewise, it speaks as though to one person across a table—an equal who appreciates precision and does not need to be persuaded.
| Quality | Description |
|---|---|
| Direct | Short, declarative sentences preferred. No filler. |
| Considered | Each sentence earns its place. If it can be cut, cut it. |
| Personal but not casual | First person, active voice. No slang, no exclamation marks. |
| Philosophical but not academic | References to Japanese aesthetics, Stoic thought, or design theory are woven naturally — never footnoted for authority. |
Messaging Pillars
- Craft—“I build interfaces that hold up under scrutiny.”
- Intersection—“Nearly two decades at the intersection of design and code.”
- Discipline—“Guided by simplicity, structure, and the discipline of leaving things out.”
Editorial Style
- Capitalization: Sentence case for all headings and labels. ALL CAPS only for captions/meta labels set in Switzer Variable (as per the typographic system).
- Numerals: Use figures (not words) for all numbers in body text—“2 decades,” “12-column grid.” Spell out numbers only at the start of a sentence.
- Punctuation: Use the em dash (—) with no surrounding spaces. Use the Oxford comma.
- Spelling: American English (color, behavior, center).
- Dates: Day Month Year—“25 March 2026.” No ordinal suffixes.
Inclusive Language
Write for people, not personas. Prefer active, concrete language over abstract jargon. When writing about accessibility, frame it as a quality of the work (“the interface is accessible”), not as a favor to a group.
Examples
| ✗ Avoid | ✓ Prefer |
|---|---|
| ”I’m super passionate about building amazing UIs!" | "I build interfaces that hold up under scrutiny." |
| "Users should be able to…" | "People should be able to…" |
| "Check out my awesome work" | "See selected work →" |
| "A Brief Overview of My Design Philosophy" | "Design philosophy” |