[docs] add minor branding guidelines to CONTRIBUTING.md

CONTRIBUTING.md

@@ -66,6 +66,29 @@ One of the best ways we can keep _fastlane_ an approachable, stable, and dependa
 
 Help us keep _fastlane_ open and inclusive. Please read and follow our [Code of Conduct][code of conduct].
 
+## Branding
+
+Although we don't have a formal style guide, we do have a few guidelines for how to refer to _fastlane_ and its tools:
+
+- _fastlane_ and all of the its actions should be written in all lowercase, even at the beginning of a sentence:
+    - ❌ "Use Fastlane to automate your screenshots."
+    - ❌ "Use _Fastlane_ to automate your screenshots."
+    - ❌ "Fastlane helps you deliver faster."
+    - ❌ "Match makes code signing management easy."
+    - ✅ "Use _fastlane_ to automate your screenshots."
+    - ✅ "_fastlane_ helps you deliver faster."
+    - ✅ "_match_ makes code signing management easy."
+- _fastlane_ and all of its actions should be italicized when written in prose:
+    - ❌ "`fastlane` is an all-in-one tool for app automation."
+    - ❌ "**fastlane** is an all-in-one tool for app automation."
+    - ❌ "fastlane is an all-in-one tool for app automation."
+    - ❌ "<ins>fastlane</ins> is an all-in-one tool for app automation."
+    - ❌ "`match` makes code signing management easy."
+    - ✅ "_fastlane_ is an all-in-one tool for app automation."
+    - ✅ "_match_ makes code signing management easy."
+
+Please use these guidelines when writing about _fastlane_ and its tools, be it when contributing to the project or writing about it elsewhere.
+
 ## Above All, Thanks for Your Contributions
 
 Thank you for reading to the end, and for taking the time to contribute to the project! If you include the 🔑 emoji at the top of the body of your issue or pull request, we'll know that you've given this your full attention and are doing your best to help!

fastlane/Fastfile

@@ -591,12 +591,21 @@ private_lane :ensure_tool_name_formatting do
     Dir["**/*.md"].each do |path|
       content = File.read(path)
       Fastlane::TOOLS.each do |tool|
-        errors << "Use _#{tool}_ instead of `#{tool}` to mention a tool in the docs in '#{path}'" if content.include?("`#{tool}`")
-        errors << "Use _#{tool}_ instead of `_#{tool}_` to mention a tool in the docs in '#{path}'" if content.include?("`_#{tool}_`")
-        errors << "Use [_#{tool}_] instead of [#{tool}] to mention a tool in the docs in '#{path}'" if content.include?("[#{tool}]")
-        errors << "Use <em>#{tool}<em> instead of <code>#{tool}</code> to mention a tool in the docs in '#{path}'" if content.include?("<code>#{tool}</code>")
-        if content.include?("_#{tool.to_s.capitalize}_") || content.include?("`#{tool.to_s.capitalize}`")
-          errors << "fastlane tools have to be formatted in lower case: #{tool} in '#{path}'"
+        lines = content.split("\n")
+        lines.each_with_index do |line, index|
+          line_number = index + 1
+          # Ignore checks if line starts with "^\s*- ❌" (i.e. if it's a line that's already been marked as incorrect)
+          # and if the file is CONTRIBUTING.md (i.e. if it's the branding guidelines section)
+          next if line =~ /^\s*- ❌/ && path == "CONTRIBUTING.md"
+          errors << "Use _#{tool}_ instead of `#{tool}` to mention a tool in the docs in '#{path}:#{line_number}'" if line.include?("`#{tool}`")
+          errors << "Use _#{tool}_ instead of `_#{tool}_` to mention a tool in the docs in '#{path}:#{line_number}'" if line.include?("`_#{tool}_`")
+          errors << "Use [_#{tool}_] instead of [#{tool}] to mention a tool in the docs in '#{path}:#{line_number}'" if line.include?("[#{tool}]")
+          errors << "Use _#{tool}_ instead of **#{tool}** to mention a tool in the docs in '#{path}:#{line_number}'" if line.include?("**#{tool}**")
+          errors << "Use <em>#{tool}<em> instead of <code>#{tool}</code> to mention a tool in the docs in '#{path}:#{line_number}'" if line.include?("<code>#{tool}</code>")
+          errors << "Use <em>#{tool}<em> or _#{tool}_ instead of <ins>#{tool}</ins> to mention a tool in the docs in '#{path}:#{line_number}'" if line.include?("<ins>#{tool}</ins>")
+          if line.include?("_#{tool.to_s.capitalize}_") || line.include?("`#{tool.to_s.capitalize}`") || line.include?(" #{tool.to_s.capitalize} ")
+            errors << "fastlane tools have to be formatted in lowercase: #{tool} in '#{path}:#{line_number}'"
+          end
         end
       end
     end

fastlane/lib/fastlane/actions/docs/build_app.md

@@ -42,7 +42,7 @@ fastlane gym
 
 _gym_ uses the latest APIs to build and sign your application which results in much faster build times.
 
-|          |  Gym Features  |
+|          |     _gym_      |
 |----------|----------------|
 🚀 | _gym_ builds 30% faster than other build tools like [shenzhen](https://github.com/nomad/shenzhen)
 🏁 | Beautiful inline build output

fastlane/lib/fastlane/actions/docs/capture_android_screenshots.md

@@ -32,7 +32,7 @@ androidTestImplementation 'tools.fastlane:screengrab:x.x.x'
 
 The latest version is [ ![Download](https://maven-badges.herokuapp.com/maven-central/tools.fastlane/screengrab/badge.svg)](https://search.maven.org/artifact/tools.fastlane/screengrab)
 
-As of Screengrab version 2.0.0, all Android test dependencies are AndroidX dependencies. This means a device with API 18+, Android 4.3 or greater is required. If you wish to capture screenshots with an older Android OS, then you must use a 1.x.x version.
+As of _screengrab_ version 2.0.0, all Android test dependencies are AndroidX dependencies. This means a device with API 18+, Android 4.3 or greater is required. If you wish to capture screenshots with an older Android OS, then you must use a 1.x.x version.
 
 ##### Configuring your Manifest Permissions
 
@@ -63,21 +63,21 @@ Ensure that the following permissions exist in your **src/debug/AndroidManifest.
 1. Add `LocaleTestRule` to your tests class to handle automatic switching of locales.
 
    If you're using Java use:
-   
+
    ```java
    @ClassRule
    public static final LocaleTestRule localeTestRule = new LocaleTestRule();
    ```
-   
+
    If you're using Kotlin use:
-   
+
    ```kotlin
    @Rule @JvmField
    val localeTestRule = LocaleTestRule()
    ```
-   
+
    The `@JvmField` annotation is important. It won't work like this:
-   
+
    ```kotlin
    companion object {
        @get:ClassRule

fastlane/lib/fastlane/new_action.rb

@@ -7,7 +7,7 @@ def self.run(new_action_name: nil)
     end
 
     def self.fetch_name
-      puts("Must be lower case, and use a '_' between words. Do not use '.'".green)
+      puts("Must be lowercase, and use a '_' between words. Do not use '.'".green)
       puts("examples: 'testflight', 'upload_to_s3'".green)
       name = UI.input("Name of your action: ")
       until name_valid?(name)

fastlane/lib/fastlane/plugins/plugin_info_collector.rb

@@ -45,7 +45,7 @@ def collect_plugin_name(initial_name = nil)
           @ui.message("\nThe gem name '#{gem_name}' is already taken on RubyGems, please choose a different plugin name.")
         else
           # That's a naming error
-          @ui.message("\nPlugin names can only contain lower case letters, numbers, and underscores")
+          @ui.message("\nPlugin names can only contain lowercase letters, numbers, and underscores")
           @ui.message("and should not contain 'fastlane' or 'plugin'.")
         end
       end
@@ -54,7 +54,7 @@ def collect_plugin_name(initial_name = nil)
     end
 
     def plugin_name_valid?(name)
-      # Only lower case letters, numbers and underscores allowed
+      # Only lowercase letters, numbers and underscores allowed
       /^[a-z0-9_]+$/ =~ name &&
         # Does not contain the words 'fastlane' or 'plugin' since those will become
         # part of the gem name
@@ -79,7 +79,7 @@ def fix_plugin_name(name)
       name = name.to_s.downcase
       fixes = {
         /[\- ]/ => '_', # dashes and spaces become underscores
-        /[^a-z0-9_]/ => '', # anything other than lower case letters, numbers and underscores is removed
+        /[^a-z0-9_]/ => '', # anything other than lowercase letters, numbers and underscores is removed
         /fastlane[_]?/ => '', # 'fastlane' or 'fastlane_' is removed
         /plugin[_]?/ => '' # 'plugin' or 'plugin_' is removed
       }

spaceship/docs/Architecture.md

@@ -1,4 +1,4 @@
-# Spaceship Architecture
+# _spaceship_ Architecture
 
 _spaceship_ uses [Faraday](https://github.com/lostisland/faraday) to interact with multiple Apple API endpoints:
 

spaceship/docs/DeveloperPortal.md

@@ -359,7 +359,7 @@ profiles = Spaceship::Portal.provisioning_profile.in_house.all
 
 ### Multiple Spaceships
 
-Sometimes one _spaceship_ just isn't enough. That's why this library has its own Spaceship Launcher to launch and use multiple _spaceships_ at the same time :rocket:
+Sometimes one _spaceship_ just isn't enough. That's why this library has its own _spaceship_ launcher to launch and use multiple _spaceships_ at the same time :rocket:
 
 ```ruby
 # Launch 2 spaceships

spaceship/docs/README.md

@@ -1,4 +1,4 @@
-# Spaceship Documentation
+# _spaceship_ Documentation
 
 ## API