66˚North was founded for the people in its community. The brand was launched to protect family members, friends, neighbors, and colleagues from the North Atlantic elements. The stories of the brand are the stories of the people who use our products, so we should take care of those stories with the same care we’ve always taken with our customers.
People’s names should appear as the subject would write them: including characters, accent marks, etc. For example, Þorunn or Elísabet, not Thorunn or Elisabet. If the subject’s name requires non-Latin characters (for example Chinese, Arabic, or Russian), the writer should confirm the subject’s preferred “anglicized” spelling. Within an article, blog post, or social media post, the first time we mention someone’s name, we should use their full name. Upon second mention, we should refer to the person by their first name or first and second if preferred. Story descriptions should use first names only for the sake of brevity.
Writers should include this information only if relevant. In cases where this information is relevant to the story, we should use the term that the subject finds most appropriate. This may lead to style inconsistency across our content properties with people from different cultures, generations, geographies or preferences preferring different modifiers; but that is ok. The consistency that matters most is the respect for the person’s self-identification.
Content should use the person’s preferred pronoun, whether he, she, or they.
When describing multiple people, use “men,” “women,” or “people;” or something more specific such as “colleagues,” “friends,” etc. Unless you are speaking about children, do not write “boys,” “guys,” “girls,” or similar.
Avoid job titles or identifiers that are unnecessarily gendered. For instance, use “tailor” instead of “seamstress.”