diff --git a/src/applications/auth/controller/PhabricatorAuthSSHKeyGenerateController.php b/src/applications/auth/controller/PhabricatorAuthSSHKeyGenerateController.php
--- a/src/applications/auth/controller/PhabricatorAuthSSHKeyGenerateController.php
+++ b/src/applications/auth/controller/PhabricatorAuthSSHKeyGenerateController.php
@@ -105,7 +105,7 @@
             'This workflow will generate a new SSH keypair, add the public '.
             'key, and let you download the private key.'))
         ->appendParagraph(
-          pht('Phabricator will not retain a copy of the private key.'))
+          pht('Private keys will never be retained on this installation.'))
         ->addSubmitButton(pht('Generate New Keypair'))
         ->addCancelButton($cancel_uri);
     } catch (Exception $ex) {
diff --git a/src/applications/auth/provider/PhabricatorAmazonAuthProvider.php b/src/applications/auth/provider/PhabricatorAmazonAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorAmazonAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorAmazonAuthProvider.php
@@ -14,9 +14,10 @@
     $https_note = null;
     if ($uri->getProtocol() !== 'https') {
       $https_note = pht(
-        'NOTE: Amazon **requires** HTTPS, but your Phabricator install does '.
+        'NOTE: Amazon **requires** HTTPS, but your installation does '.
         'not use HTTPS. **You will not be able to add Amazon as an '.
-        'authentication provider until you configure HTTPS on this install**.');
+        'authentication provider until you configure HTTPS on this '.
+        'installation**.');
     }
 
     return pht(
diff --git a/src/applications/auth/provider/PhabricatorAuthProvider.php b/src/applications/auth/provider/PhabricatorAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorAuthProvider.php
@@ -279,7 +279,7 @@
     $image_uri = $adapter->getAccountImageURI();
     if ($image_uri) {
       try {
-        $name = PhabricatorSlug::normalize($this->getProviderName());
+        $name = PhabricatorSlug::normalize($this->getLoginIcon());
         $name = $name.'-profile.jpg';
 
         // TODO: If the image has not changed, we do not need to make a new
diff --git a/src/applications/auth/provider/PhabricatorGitHubAuthProvider.php b/src/applications/auth/provider/PhabricatorGitHubAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorGitHubAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorGitHubAuthProvider.php
@@ -19,7 +19,7 @@
       "You should use these settings in your application:".
       "\n\n".
       "  - **URL:** Set this to your full domain with protocol. For this ".
-      "    Phabricator install, the correct value is: `%s`\n".
+      "    installation, the correct value is: `%s`\n".
       "  - **Callback URL**: Set this to: `%s`\n".
       "\n\n".
       "Once you've created an application, copy the **Client ID** and ".
@@ -33,7 +33,7 @@
   }
 
   protected function getLoginIcon() {
-    return 'Github';
+    return 'GitHub';
   }
 
   public function getLoginURI() {
diff --git a/src/applications/auth/provider/PhabricatorJIRAAuthProvider.php b/src/applications/auth/provider/PhabricatorJIRAAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorJIRAAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorJIRAAuthProvider.php
@@ -19,7 +19,8 @@
   protected function getProviderConfigurationHelp() {
     if ($this->isSetup()) {
       return pht(
-        "**Step 1 of 2**: Provide the name and URI for your JIRA install.\n\n".
+        "**Step 1 of 2**: Provide the name and URI for your JIRA ".
+        "installation.\n\n".
         "In the next step, you will configure JIRA.");
     } else {
       $login_uri = PhabricatorEnv::getURI($this->getLoginURI());
@@ -31,7 +32,7 @@
         "settings to create an application:\n\n".
         "  - **Server URL**: `%s`\n".
         "  - Then, click **Next**. On the second page:\n".
-        "  - **Application Name**: `Phabricator`\n".
+        "  - **Application Name**: `${{{strings.platform.server.name}}}`\n".
         "  - **Application Type**: `Generic Application`\n".
         "  - Then, click **Create**.\n\n".
         "**Configure Your Application**: Find the application you just ".
@@ -41,7 +42,7 @@
         "settings:\n\n".
         "  - **Consumer Key**: Set this to the \"Consumer Key\" value in the ".
         "form above.\n".
-        "  - **Consumer Name**: `Phabricator`\n".
+        "  - **Consumer Name**: `${{{strings.platform.server.name}}}`\n".
         "  - **Public Key**: Set this to the \"Public Key\" value in the ".
         "form above.\n".
         "  - **Consumer Callback URL**: `%s`\n".
@@ -64,7 +65,7 @@
   }
 
   protected function getLoginIcon() {
-    return 'Jira';
+    return 'JIRA';
   }
 
   private function isSetup() {
@@ -169,8 +170,8 @@
           "The PHP 'openssl' extension is not installed. You must install ".
           "this extension in order to add a JIRA authentication provider, ".
           "because JIRA OAuth requests use the RSA-SHA1 signing algorithm. ".
-          "Install the 'openssl' extension, restart Phabricator, and try ".
-          "again."));
+          "Install the 'openssl' extension, restart services for this ".
+          "installation, and try again."));
     }
 
     $form->appendRemarkupInstructions(
@@ -198,9 +199,9 @@
         ->appendRemarkupInstructions(
           pht(
             "**JIRA Instance Name**\n\n".
-            "Choose a permanent name for this instance of JIRA. Phabricator ".
-            "uses this name internally to keep track of this instance of ".
-            "JIRA, in case the URL changes later.\n\n".
+            "Choose a permanent name for this instance of JIRA. This name is ".
+            "used internally to keep track of this particular JIRA instance, ".
+            "in case the URL changes later.\n\n".
             "Use lowercase letters, digits, and period. For example, ".
             "`jira`, `jira.mycompany` or `jira.engineering` are reasonable ".
             "names."))
diff --git a/src/applications/auth/provider/PhabricatorLDAPAuthProvider.php b/src/applications/auth/provider/PhabricatorLDAPAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorLDAPAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorLDAPAuthProvider.php
@@ -11,7 +11,7 @@
   public function getDescriptionForCreate() {
     return pht(
       'Configure a connection to an LDAP server so that users can use their '.
-      'LDAP credentials to log in to Phabricator.');
+      'LDAP credentials to log in.');
   }
 
   public function getDefaultProviderConfig() {
@@ -312,13 +312,14 @@
 
     $instructions = array(
       self::KEY_SEARCH_ATTRIBUTES   => pht(
-        "When a user types their LDAP username and password into Phabricator, ".
-        "Phabricator can either bind to LDAP with those credentials directly ".
-        "(which is simpler, but not as powerful) or bind to LDAP with ".
-        "anonymous credentials, then search for record matching the supplied ".
-        "credentials (which is more complicated, but more powerful).\n\n".
-        "For many installs, direct binding is sufficient. However, you may ".
-        "want to search first if:\n\n".
+        "When a user provides their LDAP username and password to this ".
+        "installation, it can either bind to LDAP directly using those ".
+        "credentials (which is simpler, but not as powerful) or it can bind ".
+        "to LDAP with anonymous credentials, then search for a record ".
+        "matching the supplied credentials (which is more complicated, but ".
+        "also more powerful).\n\n".
+        "For many installations, direct binding is sufficient. However, you ".
+        "may want to search first if:\n\n".
         "  - You want users to be able to log in with either their username ".
         "    or their email address.\n".
         "  - The login/username is not part of the distinguished name in ".
diff --git a/src/applications/auth/provider/PhabricatorPhabricatorAuthProvider.php b/src/applications/auth/provider/PhabricatorPhabricatorAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorPhabricatorAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorPhabricatorAuthProvider.php
@@ -13,11 +13,10 @@
   public function getConfigurationHelp() {
     if ($this->isCreate()) {
       return pht(
-        "**Step 1 of 2 - Name Phabricator OAuth Instance**\n\n".
-        'Choose a permanent name for the OAuth server instance of '.
-        'Phabricator. //This// instance of Phabricator uses this name '.
-        'internally to keep track of the OAuth server instance of '.
-        'Phabricator, in case the URL changes later.');
+        "**Step 1 of 2 - Choose a Service Name**\n\n".
+        'Choose a permanent name for the remote service. This name is used '.
+        'internally to keep track of the service, in case the URL changes '.
+        'later.');
     }
 
     return parent::getConfigurationHelp();
@@ -29,8 +28,8 @@
     $login_uri = PhabricatorEnv::getURI($this->getLoginURI());
 
     return pht(
-      "**Step 2 of 2 - Configure Phabricator OAuth Instance**\n\n".
-      "To configure Phabricator OAuth, create a new application here:".
+      "**Step 2 of 2 - Configure the platform OAuth Instance**\n\n".
+      "To configure the platform OAuth, create a new application here:".
       "\n\n".
       "%s/oauthserver/client/create/".
       "\n\n".
@@ -54,6 +53,7 @@
   }
 
   protected function getLoginIcon() {
+    // TODO: Update icon reference?
     return 'Phabricator';
   }
 
@@ -106,23 +106,23 @@
     $key_uri = self::PROPERTY_PHABRICATOR_URI;
 
     if (!strlen($values[$key_name])) {
-      $errors[] = pht('Phabricator instance name is required.');
+      $errors[] = pht('Instance name is required.');
       $issues[$key_name] = pht('Required');
     } else if (!preg_match('/^[a-z0-9.]+\z/', $values[$key_name])) {
       $errors[] = pht(
-        'Phabricator instance name must contain only lowercase letters, '.
-        'digits, and periods.');
+        'Instance name must contain only lowercase letters, '.
+        'digits, and  periods.');
       $issues[$key_name] = pht('Invalid');
     }
 
     if (!strlen($values[$key_uri])) {
-      $errors[] = pht('Phabricator base URI is required.');
+      $errors[] = pht('Base URI is required.');
       $issues[$key_uri] = pht('Required');
     } else {
       $uri = new PhutilURI($values[$key_uri]);
       if (!$uri->getProtocol()) {
         $errors[] = pht(
-          'Phabricator base URI should include protocol (like "%s").',
+          'Base URI should include a protocol (like "%s").',
           'https://');
         $issues[$key_uri] = pht('Invalid');
       }
@@ -161,7 +161,7 @@
       $form
        ->appendChild(
           id(new AphrontFormTextControl())
-            ->setLabel(pht('Phabricator Instance Name'))
+            ->setLabel(pht('Instance Name'))
             ->setValue($v_name)
             ->setName(self::PROPERTY_PHABRICATOR_NAME)
             ->setError($e_name)
@@ -175,21 +175,21 @@
       $form
         ->appendChild(
           id(new AphrontFormStaticControl())
-            ->setLabel(pht('Phabricator Instance Name'))
+            ->setLabel(pht('Instance Name'))
             ->setValue($v_name));
     }
 
     $form
       ->appendChild(
         id(new AphrontFormTextControl())
-          ->setLabel(pht('Phabricator Base URI'))
+          ->setLabel(pht('Base URI'))
           ->setValue($v_uri)
           ->setName(self::PROPERTY_PHABRICATOR_URI)
           ->setCaption(
             pht(
-              'The URI where the OAuth server instance of Phabricator is '.
+              'The URI where the OAuth server instance of the platform is '.
               'installed. For example: %s',
-              phutil_tag('tt', array(), 'https://phabricator.mycompany.com/')))
+              phutil_tag('tt', array(), 'https://platform.mycompany.com/')))
           ->setError($e_uri));
 
     if (!$is_setup) {
diff --git a/src/applications/auth/provider/PhabricatorWordPressAuthProvider.php b/src/applications/auth/provider/PhabricatorWordPressAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorWordPressAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorWordPressAuthProvider.php
@@ -19,7 +19,7 @@
       "You should use these settings in your application:".
       "\n\n".
       "  - **URL:** Set this to your full domain with protocol. For this ".
-      "    Phabricator install, the correct value is: `%s`\n".
+      "    installation, the correct value is: `%s`\n".
       "  - **Redirect URL**: Set this to: `%s`\n".
       "\n\n".
       "Once you've created an application, copy the **Client ID** and ".