mp-design-system 1.2.64 → 1.2.65

package/src/content/big-ideas.md

@@ -1,63 +0,0 @@
----
-title: Big ideas for a better world
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-01-04
----
-
-### Explained clearly, confidently and with a few small surprises
-
-1. **Big ideas for a better world**</br>
-Bring to life what our instruments and solutions enable our customers to do, vividly and memorably.
-2. **Explained clearly, confidently and credibly**</br>
-Focus on what’s most important, not on trying to say everything. And write in a direct, active, human voice – more like we naturally speak.
-3. **…and with a few small surprises**</br>
-It’s more memorable – and more enjoyable – if there’s an occasional unexpected moment: something to catch our reader’s eye and raise a smile.
-
-### What does that look like?
-
-#### Less like this …
-
-<div class="o-grid o-grid--of-two-late">
-<div class="mp c-meta-box a">
-
-**Research & Development**
-
-R&D plays a major role in the continuous improvement of new and <mark class="u-bg-red-step-2 u-red-step--1">highly innovative technologies across all our market segments<sup>1</sup></mark>. Our Research & Development department is <mark class="u-bg-red-step-2 u-red-step--1">responsible for creating new products and maintaining and improving existing products<sup>2</sup></mark>. Bringing new and innovative products to the market in a fast and robust way, <mark class="u-bg-red-step-2 u-red-step--1">should keep Malvern Panalytical one step ahead of the competition<sup>3</sup></mark>.
-
-</div>
-
-{% alert 'error' %}
-1. Dry, corporate language.
-2. Focusses on processes.
-3. About us, not our customers.
-{% endalert %}
-
-</div>
-
-#### … and more like this
-
-<div class="o-grid o-grid--of-two-late">
-<div class="mp c-meta-box b">
-
-<mark class="u-bg-green-step-2 u-green-step--1">**Make a big difference**<sup>1</sup></mark>
-
-From forensics to nanotechnology, our scientific instruments <mark class="u-bg-green-step-2 u-green-step--1">help the world’s top researchers do ground breaking work<sup>2</sup></mark> on the small things that make big things possible. 
-
-And much of <mark class="u-bg-green-step-2 u-green-step--1">our innovation starts in the labs and imaginations of our R&D team<sup>3</sup></mark>. So we are always looking for people <mark class="u-bg-green-step-2 u-green-step--1">who can keep us at the top of our game<sup>4</sup></mark>.
-
-</div>
-
-{% alert 'success' %}
-1. Inspiring and energetic.
-2. Outward-looking: about the world and our customers.
-3. Shows how people are important ("I can see myself working there").
-4. Natural, speech-like language.
-{% endalert %}
-
-</div>
-
-### Using this guide
-
-Over the next few pages, we’ll break down the specific practical techniques that will help you do this yourself. But first, skim the ‘before and after’ section to see more examples.

package/src/content/boilerplate.md

@@ -1,33 +0,0 @@
----
-title: Boilerplate
-layout: content-page
-sidebar: content
-status: 'Ready'
-version: 1.0.3
-tags: content
-date: 2020-01-03
----
-
-<div class="u-pad-l u-bg-petrol-step-3 o-prose u-flow--prose">
-
-### About Malvern Panalytical
-
-Malvern Panalytical is a global leader in the analytics of material and life sciences. We unleash the power of small things to make big things happen for our customers.
-
-Our vision is to make the world cleaner, healthier, and more productive. 
-
-We partner with our customers to make their solutions possible through the power of precision measurements, our expertise, trusted data, and insights. 
-
-Our people are partners in discovery. We collaborate with our customers and with each other to discover new possibilities and achieve breakthroughs. 
-
-Our culture is a healthy, high-performance culture shaped by our values:  Own it, Aim High and Be True.
-
-We’re committed to Net Zero in our own operations by 2030 and in our total value chain by 2040.
-
-With over 2300 employees across the globe, we are part of Spectris plc, the world-leading precision measurement group.
-
-**Malvern Panalytical. We’re BIG on small.™**
-
-</div>
-
-This is our **boilerplate**: the default text we use to describe ourselves in press releases and other publications.

package/src/content/elevator-pitch.md

@@ -1,33 +0,0 @@
----
-title: Elevator pitch
-layout: content-page
-sidebar: content
-tags: content
-version: 1.0.3
-status: 'Ready'
-date: 2020-01-02
----
-
-<div class="u-pad-l u-bg-petrol-step-3 o-prose u-flow--prose">
-
-Malvern Panalytical is a global leader in the analytics of material and life sciences. We exist to unleash the power of small things to make big things happen for our customers (we’re big on small). 
-
-Every day we work in pursuit of a clear vision: to make the world cleaner, healthier, and more productive. To achieve our vision, we partner with our customers to make their solutions possible through the power of precision measurements, our expertise, trusted data, and insights.  
-
-Customers are at the heart of our company and core to our success: acting as partners in discovery, we collaborate every day with our customers and with each other to discover new possibilities and achieve breakthroughs.
-
-Supported by a healthy, high-performance culture shaped by our values we collaborate to improve how we work together, how we create value, and how we remain relevant as an organization in the future.
-
-**Malvern Panalytical. We’re BIG on small.™**
-
-</div>
-
-### This is our official ‘elevator pitch’.
-
-It’s a great example of our voice in action – a clear, confident description of who we are and what we do, that focuses on the impact we have on the world.
-
-We use it as the starting point whenever we’re talking about ourselves. (You’ll notice we’ve used words, phrases and paragraphs from it a few times.)
-
-Use it whenever you need to describe Malvern Panalytical.
-
-(Note that ‘We're BIG on small’ is trademarked.)

package/src/content/index.njk

@@ -1,126 +0,0 @@
----
-title: Tone of voice
-description: Guidelines to help us make our writing clearer, simpler and more inspiring.
-layout: system-page
-sidebar: content
-status: 'Ready'
-version: 1.0.4
-tags: content
-date: 2020-01-01
----
-
-{% from "components/prose/macro.njk" import markdown %}
-{% from "components/card/macro.njk" import card %}
-{% from "components/twi/macro.njk" import twi %}
-
-{% set content %}
-## Our words matter
-
-Malvern Panalytical is a global community of experts, respected just as much for our experience and insight as
-for the scientific products and services we create.
-
-Which means it’s important that we always communicate in a way that’s both clear and inspiring.
-
-Clear, so our expertise shines through the scientific detail. Especially important as many of our readers aren’t
-native English speakers. And inspiring, because our passion for what we do is an important part of who we are.
-
-We know that’s not always easy. After all, we often need to talk about complex, scientific or technical subjects.
-
-Which is why we’ve created these guidelines. They contain simple, practical advice to help us all keep our communication as clear, inspiring and effective as possible – whether we’re writing recruitment ads to attract new talent or application notes for scientists.
-{% endset %}
-
-<div class="u-flow--l">
-  {{ markdown({
-    content: content
-  }) }}
-
-  {{ twi({
-    link: 'https://malvern.sharepoint.com/:b:/r/sites/Intranet/Shared%20Documents/FINAL%20Tone%20of%20voice%20guidelines%20April%202021.pdf?csf=1&web=1&e=vW1Qzs',
-    label: 'Download this guide as a PDF',
-    classes: 'u-link',
-    icon: 'file',
-    attrs: 'download'
-  }) }}
-
-  <div class="o-grid o-grid--of-four">
-    {{ card({
-      theme: {
-        layout: 'single',
-        size: 'medium',
-        border: true
-      },
-      header: {
-        title: 'Elevator pitch'
-      },
-      body: {
-        content: '<p>We use this as the starting point whenever we’re talking about ourselves</p>'
-      },
-      footer: {
-        cta: {
-          link: '/content/elevator-pitch/',
-          label: 'Read more'
-        }
-      }
-    }) }}
-
-    {{ card({
-      theme: {
-        layout: 'single',
-        size: 'medium',
-        border: true
-      },
-      header: {
-        title: 'Our voice'
-      },
-      body: {
-        content: '<p>Practical techniques to writing in a clearer, more confidence and surprising manner</p>'
-      },
-      footer: {
-        cta: {
-          link: '/content/our-voice/seven-steps/',
-          label: 'Read more'
-        }
-      }
-    }) }}
-
-    {{ card({
-      theme: {
-        layout: 'single',
-        size: 'medium',
-        border: true
-      },
-      header: {
-        title: 'Real life examples'
-      },
-      body: {
-        content: '<p>A set of before and after examples that illustrate these guidelines in use</p>'
-      },
-      footer: {
-        cta: {
-          link: '/content/real-life-examples/01-who-we-are-boilerplate/',
-          label: 'Read more'
-        }
-      }
-    }) }}
-
-    {{ card({
-      theme: {
-        layout: 'single',
-        size: 'medium',
-        border: true
-      },
-      header: {
-        title: 'And so …'
-      },
-      body: {
-        content: '<p>Putting the guidelines into practice</p>'
-      },
-      footer: {
-        cta: {
-          link: '/content/and-so/sitting-down/',
-          label: 'Read more'
-        }
-      }
-    }) }}
-  </div>
-</div>

package/src/content/our-voice/1-big-picture.md

@@ -1,37 +0,0 @@
----
-title: 1. We focus on the big picture
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-01-06
----
-
-# Not on ourselves
-
-When someone asks us to explain what we do, the natural tendency is to start by talking about us – our instruments, our knowledge, our expertise.
-
-But that’s not the part of the story that really excites people and draws them in.
-
-What they really want to hear about are the amazing discoveries our instruments make possible, and how they’re helping create a brighter, safer, cleaner future: curing killer diseases, stopping climate change, making sure the world’s poorest have access to clean air and drinking water.
-
-Not what we *do*, but what we *make possible*. 
-
-**Tip:** Think big picture, but give specific examples – ‘the drug that cures the killer disease’ is more vivid than ‘new medicines’.
-
-# From
-
-**We used to start by talking about our instruments and the materials:**
-
-Underpinned by extensive industry knowledge and technical and applications expertise, Malvern Panalytical instruments help users better understand a wide variety of materials, from proteins and polymers to metals and building materials.
-
-Our technologies are used by scientists and engineers in a wide range of industries and organizations to solve the challenges associated with maximizing productivity, developing better quality products and getting them to market faster.
-
-# To
-
-**Now we start by talking about the impact we have on the world through our customers:**
-
-When you make the invisible visible, the impossible is possible.
-
-Our analytical instruments and solutions help our customers to create a better world. Improving everything from the energies that power us and the materials we build with, to the medicines that cure us and the foods we enjoy.
-
-We partner with many of the world’s biggest companies, universities and research organizations. They value us not only for the power of our solutions, but also for the depth of our expertise, collaboration and integrity.

package/src/content/our-voice/2-whats-most-important.md

@@ -1,38 +0,0 @@
----
-title: 2. We say what's most important
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-01-07
----
-
-# Not everything we know
-We often have powerful, surprising or interesting things to tell people. So we need to make sure we get to the point quickly, clearly and explicitly.
-
-And we can almost always *say a lot less*. We’re often talking to experts who already understand the context. They want our insights, not a lengthy description of something they already know.
-
-When you’re writing, do you know:
-
-**What’s the main benefit or insight?**
-Can you say it in the first paragraph? In the opening sentence?
-
-**What’s the shared knowledge here?**
-Is there a way to say enough to show we ‘get it’, without listing out every step or detail?
-
-# From
-
-**Too much detail, and doesn’t make the most important point explicit:**
-
-During the development of the synthesis process for pharmaceutical APIs, it is critical to ensure that elemental impurities associated with metal catalysts are scavenged prior to downstream processing of the drug substance. Traditionally, the effectiveness of scavenging processes has been determined using plasmabased instrumental techniques, such as ICP-OES or ICP-MS. Although these methods provide a means of accurately detecting very low concentrations of elemental impurities, they can be timeconsuming and costly to apply, delaying process development decisions.
-
-# To
-
-**Identifies the main benefit straightaway. Then outlines the process, but doesn’t over-explain:**
-
-Detect impurities in pharmaceutical APIs in minutes instead of hours.
-
-Traditionally, the best way to check for elemental impurities was with plasmabased techniques such as ICP-OES or ICP-MS. They’re accurate, but timeconsuming and costly.
-
-There is a faster, easier and more costeffective way: X-Ray Fluorescence (XRF). It’s simpler to deploy and gives you results in minutes, not hours.
-
-So the opportunities to speed up development decisions can be huge.

package/src/content/our-voice/3-write-like-we-speak.md

@@ -1,50 +0,0 @@
----
-title: 3. We write like we speak
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-01-08
----
-
-# Not like a technical report
-
-One of the most powerful ways to make our writing clearer, simpler and more memorable is to write more like we speak.
-
-When we talk we naturally pick simpler words, use more verbs, and shorter phrases. We often effortlessly find more interesting or memorable turns of phrase.
-
-So by asking ourselves *‘how would I say this to someone in conversation?’* we can often unlock a better way of expressing something.
-
-We can also use this technique to check our writing: read what you’ve written out loud. Does it sound like something you’d say in person?
-
-{% alert %}
-**Tip: Can’t get started?** Find someone who’ll listen, hit ‘record’ on your voice memos, and explain the subject you’re trying to write about. Listen back. The chances are you’ll have captured a sentence or two that will get you started.
-{% endalert %}
-
-# From
-
-**Sounds like writing:**
-
-As part of our on-going commitment to quality, we regularly evaluate our products to ensure they meet our high standards. During manufacturing process checks of the Insitec instrument, we identified a component quality issue that may affect the life expectancy of the laser module within the instrument.
-
-We took the decision to pause shipments, begin a robust problem solving and resolution process to investigate the occurrence, and we are making good progress on understanding and resolving the issues.
-
-# To
-
-**Sounds more like speech:**
-
-We are sorry to tell you that our quality control checks recently identified a possible issue with the laser module in the Insitec instrument we were due to ship to you. As a precaution, we have paused shipment.
-
-However, I’m pleased to say we now clearly understand the issue, there are no safety or accuracy implications, and we are confident we will soon have a permanent fix.
-
-So, if you are happy to accept our interim control measures, we can ship your instrument.
-
-{% alert %}
-### What's changed?
-
-- **Cut phrases we wouldn't say**  
-‘begin a robust problem-solving and resolution process to investigate the occurrence’.
-- **Shorter, simpler words**  
-‘we… are confident we’ll soon have a permanent fix’ is closer to how we’d really talk to a customer.
-- **Add little speechlike touches**  
-‘We are sorry to tell you…’ and ‘I’m pleased to say’…’ help this message sound more human and reassuring.
-{% endalert %}

package/src/content/our-voice/4-write-to-be-skimmed.md

@@ -1,50 +0,0 @@
----
-title: 4. We write to be skimmed
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-01-09
----
-
-# Let people find what they need quickly
-
-**Do you read every single word, or do you skim**, looking for the most important and relevant bits? (Truth is, everybody skims.)
-
-**So, let’s help our readers to skim.** So they can quickly find what’s most relevant and helpful to them. 
-
-**How to make your writing skimmable:**
-
-- Keep paragraphs short. (One idea per paragraph.)
-- Put a line break between each paragraph.
-- Use **bold text** and **sub-headings** that tell a story.
-- Use bullets and lists.
-
-(Notice how the short text above does all those things.)
-
-# Example
-
-**Full support for the Mastersizer 2000 is ending**
-</br>
-When we stopped manufacturing the Mastersizer 2000 in 2015, we
-pledged to fully support it for 7 years. That time is nearly up. We will still
-do our best to help if you have an issue, but as many of the components
-are no longer manufactured, we can no longer guarantee full support.
-
-**We can help you find the best upgrade**
-</br>
-The good news is that there are a number of upgrades and
-replacements available which offer even faster and more effective
-capabilities.
-
-**Sourcing a replacement takes time. Start now.**
-</br>
-We know that transitioning to a new instrument needs careful planning,
-especially when you have complex regulatory requirements to meet.
-We’re here to help you – from sourcing the best replacement, to
-installing and deploying it so your analysis keeps running smoothly.
-
-
-{% alert %}
-### The skim-writer’s superpower
-The extract above uses a really powerful technique that makes any piece of writing easy to digest and skim. Each sub-heading acts as a summary of the paragraph it introduces – so by just skimming the sub-headings, you can get a good overview of the whole message.
-{% endalert %}

package/src/content/our-voice/5-active-sentences.md

@@ -1,73 +0,0 @@
----
-title: 5. We use active sentences
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-01-10
----
-
-# Passive sentences will not be used
-
-This is a very specific grammatical point, but it’s one that
-we need to pay close attention to because technical and
-scientific reporting frequently over-uses passive
-sentences. As a result, we tend to use them far more than
-we realize.
-
-**An active sentence** puts the person or people doing the
-action at the start of the sentence: *We conducted the
-experiment.*
-
-**A passive sentence** puts the person or people doing the
-action at the end: the experiment was conducted by us or
-just *the experiment was conducted.*
-
-Notice how it’s now ambiguous. Who did the experiment?
-
-**Sometimes you will need to use a passive sentence
-and that’s totally fine.** But do it deliberately when you
-want to direct your reader’s attention in a particular way.
-Most of the time we simply use them out of habit, when
-an active sentence would be simpler, clearer and sound
-more natural.
-
-## Examples
-
-<br>
-
-**Passive:** ‘Once the right techniques and methods have been identified…’
-
-**Active:** ‘Once we have identified the right techniques and methods…’
-
----
-
-
-**Passive:** ‘Positive feedback has been received regarding the new services…’
-
-**Active:** ‘Customers have given us positive feedback about the new services’
-
----
-
-**Passive:** ‘Once next steps have been ascertained…’
-
-**Active:** ‘Once we’ve worked out the next steps…’
-
----
-
-
-**Passive:** ‘Soil is increasingly recognised as an important factor…’
-
-**Active:** ‘We now know that soil is an important factor…’
-
----
-
-**Passive:** ‘The Morphologi 4 can be used to measure…’
-
-**Active:** ‘You can use the Morphologi 4 to measure…’
-
-<br><br>
-
-{% alert %}
-### But I thought science was supposed to be in the passive voice?
-Students are often taught that passive sentences are ‘more objective’ (because it’s about the *experiments*, not about the *people*). But in fact all the world’s top scientific journals ask for articles to be written using the active voice: it helps papers to be clearer, and keeps the scientists accountable for their results. (Because science is, at least partly, about people…)
-{% endalert %}

package/src/content/our-voice/6-add-energy.md

@@ -1,34 +0,0 @@
----
-title: 6. We add energy
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-01-11
----
-# With short sentences. (Like this).
-
-We’re passionate about what we do – but what we do is serious. So we need to get across our passion and excitement while still sounding credible.
-
-That’s where *pace* comes in. By varying the rhythm of our writing – and particularly by using short sentences – we can give our writing a sense of energy, urgency and momentum.
-
-{% alert 'success' %}
-#### Try this
-- **Be sincere:** Don’t force it. Use it when it feels genuine.
-- **Start punchy:** It often works well in opening paragraphs.
-- **Check it:** Read out loud to see how it comes across
-{% endalert %}
-
-{% alert 'error' %}
-Don’t be tempted to ‘cheat’ and use exclamation marks as a ‘quick’ way to add energy! It’s too much!
-{% endalert %}
-
-# Example
-
-### Soil is life
-
-Life on earth depends on healthy soil: to grow almost all our food, many of our fibers – and increasingly, our biofuels too. But soil is non-renewable. If it gets stripped of its goodness, nothing will grow.
-
-{% alert %}
-### What’s going on?
-This is an extract talking about how critical soil is to life on earth. It uses short sentences to emphasize this message – disrupting the flow of the first descriptive sentence with a short, sharp shock of the sentence in the middle: ‘But soil is non-renewable’.
-{% endalert %}

package/src/content/our-voice/7-small-surprises.md

@@ -1,44 +0,0 @@
----
-title: 7. … And we add small surprises
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-01-12
----
-# Give our readers a smile in the mind
-
-Much of what we do is serious stuff. But there are opportunities to raise a smile. It’s memorable and shows we don’t take ourselves too seriously.
-
-This is particularly true when we’re talking about the real people behind the instruments or processes, and the day-to-day reality of being a scientist or researcher.
-
-**What counts as a ‘small surprise’?**
-
-- It could be an unusual word or phrase.
-- A ‘real life’ observation.
-- A flash of humor.
-
-{% alert 'success' %}
-**Do:** use a surprising moment to reinforce a truth or insight
-{% endalert %}
-
-{% alert 'error' %}
-**Don’t:** just make a joke for the sake of it
-{% endalert %}
-
-# Examples
-
-<br>
-
-#### Explaining our knowledge center – a ‘real life truth’:
-Calibrate your instruments. Troubleshoot a problem. **Find out what that button really does**. We have answers.
-
----
-
-#### Explaining OmniTrust – unexpected words that capture the frustration of paperwork:
-Compliance is essential – but we know what it’s like: an hour of lab time can mean **another hour of form-filling**. And there’s the added hassle of doing it all across systems that don’t talk to each other.
-
----
-
-#### A recruitment ad – a flash of humor that’s also an appeal to ‘our tribe’:
-We’re after enquiring minds, imaginative thinkers, and **proud geeks**. Those who are irresistibly drawn to hard problems others can’t crack. Those who are 
-always thinking *‘what if…’*.

package/src/content/our-voice/seven-steps.md

@@ -1,21 +0,0 @@
----
-title: 7 steps to more clear, confident and surprising writing
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-01-05
----
-
-These are the main practical techniques that are the foundation of our tone of voice. 
-
-The 7 steps have a natural progression to them – they start by focusing us on what we want to say, then they remind us to be clear, simple and easy to read, and they finish with the touches that add an extra bit of surprise.
-
-Some of these steps you’ll use in almost every time you write. Some are especially important in specific contexts (such as writing web pages). Some of them you might only need to use occasionally.
-
-1. **[We focus on the big picture.](/content/our-voice/1-big-picture)**</br>Not on ourselves.
-2. **[We say what’s most important.](/content/our-voice/2-whats-most-important)**</br>Not everything we know.
-3. **[We write like we speak.](/content/our-voice/3-write-like-we-speak)**</br>Not like a technical report.
-4. **[We write to be skimmed.](/content/our-voice/4-write-to-be-skimmed)**</br>Let people find what they need quickly.
-5. **[We use active sentences.](/content/our-voice/5-active-sentences)**</br>(Passive sentences are not used.)
-6. **[We add energy.](/content/our-voice/6-add-energy)**</br>With short sentences. Like this. Not long sentences that just go on for far longer than necessary a bit like this one you’re reading now.
-7. **[… And we add small surprises.](/content/our-voice/7-small-surprises)**</br>Something unexpected.

package/src/content/our-voice/which-techniques-when.md

@@ -1,39 +0,0 @@
----
-title: Which techniques, when?
-layout: content-page
-sidebar: content
-tags: content
-date: 2020-01-13
----
-
-As you’ll notice from the examples in these guidelines, we don’t need to use *all* the techniques *all* of the time.
-
-It can be helpful to think of a range from **informative** to **engaging** to **inspiring**. **When we’re focusing mostly on informing people**, we are usually focused on using the techniques that give us the greatest clarity.
-
-**When we want to inspire people**, we’re also adding the techniques that are more attention-grabbing and add more emotion.
-
-There are no hard and fast rules though, and you’ll need to use your own judgment.
-
-(For example, you might want to give a technical application note an attention-grabbing headline.)
-
-### Inform
-**Focus on the things that keep things clear:**
-- Write in active sentences
-- Make information easy to skim
-
-(e.g. Application notes, technical white papers)
-
-### Engage
-**Use all the basics techniques, and also pay particular attention to:**
-- Focusing on the big picture
-- Saying only what’s most important
-- Writing conversationally
-
-(e.g. Product brochures, most web pages, blogs, internal intranet, emails, presentations)
-
-### Inspire
-***Add the extras that really bring our words to life:***
-- Add energy with short sentences
-- Add unexpected surprises
-
-(e.g. Invites for events, recruitment and job ads, some blogs, some web pages, speeches and keynotes)