# Abbreviations and acronyms

Abbreviations are shortened or contracted words or phrases. For example, writing **St.** instead of **Street**, **Dr.** instead of **Doctor**, **Rx** instead of **prescription**, etc.

Acronyms are a type of abbreviation. They shorten phrases in a specific way, using parts of the initial word or phrase to form an abbreviation. For example, **DIY** or **B2B**.

If there’s a chance your reader won’t recognize an abbreviation or acronym, spell it out the first time it you use it, followed by the shortened version in parentheses. Then use the short version for all subsequent references. For example:

* First use: **Customer Lifetime Value (CLV)**
* Second use: **CLV**

If the abbreviation or acronym is well-known, like HTML or SEO, go ahead and use it on the first instance. If you *think* it's well-known, ask a colleague from another team and see if they know what you're talking about.

Do not use periods in all-uppercase abbreviations like **SWAT** and **BC**, but do use them for mixed-case abbreviations, like **St.** and **Dr.**

If a sentence ends in an abbreviation (like the one above), the period does double-duty, punctuating both the abbreviation and the end of the sentence.


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