diff --git a/scripts/arcanist.php b/scripts/arcanist.php
--- a/scripts/arcanist.php
+++ b/scripts/arcanist.php
@@ -68,7 +68,10 @@
     array(
       'name'    => 'conduit-uri',
       'param'   => 'uri',
-      'help'    => pht('Connect to Phabricator install specified by __uri__.'),
+      'help'    => pht(
+        'Connect to the %s (or compatible software) server specified by '.
+        '__uri__.',
+        PlatformSymbols::getPlatformServerName()),
     ),
     array(
       'name' => 'conduit-token',
@@ -85,7 +88,8 @@
       'repeat' => true,
       'help'   => pht(
         'Specify a runtime configuration value. This will take precedence '.
-        'over static values, and only affect the current arcanist invocation.'),
+        'over static values, and only affect the current process: the '.
+        'setting is not saved anywhere.'),
     ),
 ));
 
@@ -310,9 +314,13 @@
       $message = phutil_console_format(
         "%s\n\n  - %s\n  - %s\n  - %s\n",
         pht(
-          'This command requires arc to connect to a Phabricator install, '.
-          'but no Phabricator installation is configured. To configure a '.
-          'Phabricator URI:'),
+          'This command requires %s to connect to a %s (or compatible '.
+          'software) server, but no %s server is configured. To configure a '.
+          '%s server URI:',
+          PlatformSymbols::getPlatformClientName(),
+          PlatformSymbols::getPlatformServerName(),
+          PlatformSymbols::getPlatformServerName(),
+          PlatformSymbols::getPlatformServerName()),
         pht(
           'set a default location with `%s`; or',
           'arc set-config default <uri>'),
@@ -688,10 +696,12 @@
           "**<bg:yellow> %s </bg>** %s\n",
           pht('VERY META'),
           pht(
-            'You are running one copy of Arcanist (at path "%s") against '.
-            'another copy of Arcanist (at path "%s"). Code in the current '.
+            'You are running one copy of %s (at path "%s") against '.
+            'another copy of %s (at path "%s"). Code in the current '.
             'working directory will not be loaded or executed.',
+            PlatformSymbols::getPlatformClientName(),
             $executing_directory,
+            PlatformSymbols::getPlatformClientName(),
             $working_directory)));
     }
   }
diff --git a/src/conduit/ArcanistConduitEngine.php b/src/conduit/ArcanistConduitEngine.php
--- a/src/conduit/ArcanistConduitEngine.php
+++ b/src/conduit/ArcanistConduitEngine.php
@@ -89,8 +89,8 @@
     $block = id(new PhutilConsoleBlock())
       ->addParagraph(
         pht(
-          'This command needs to communicate with Phabricator, but no '.
-          'Phabricator URI is configured.'))
+          'This command needs to communicate with a server, but no '.
+          'server URI is configured.'))
       ->addList($list);
 
     throw new ArcanistUsageException($block->drawConsoleString());
diff --git a/src/config/arc/ArcanistArcConfigurationEngineExtension.php b/src/config/arc/ArcanistArcConfigurationEngineExtension.php
--- a/src/config/arc/ArcanistArcConfigurationEngineExtension.php
+++ b/src/config/arc/ArcanistArcConfigurationEngineExtension.php
@@ -71,10 +71,10 @@
         ->setSummary(pht('Repository for the current working copy.'))
         ->setHelp(
           pht(
-            'Associate the working copy with a specific Phabricator '.
-            'repository. Normally, Arcanist can figure this association '.
-            'out on its own, but if your setup is unusual you can use '.
-            'this option to tell it what the desired value is.'))
+            'Associate the working copy with a specific repository. Normally, '.
+            'this association can be determined automatically, but if your '.
+            'setup is unusual you can use this option to tell it what the '.
+            'desired value is.'))
         ->setExamples(
           array(
             'libexample',
@@ -89,14 +89,15 @@
             'conduit_uri',
             'default',
           ))
-        ->setSummary(pht('Phabricator install to connect to.'))
+        ->setSummary(pht('Server to connect to.'))
         ->setHelp(
           pht(
             'Associates this working copy with a specific installation of '.
-            'Phabricator.'))
+            '%s (or compatible software).',
+            PlatformSymbols::getPlatformServerName()))
         ->setExamples(
           array(
-            'https://phabricator.mycompany.com/',
+            'https://devtools.example.com/',
           )),
       id(new ArcanistAliasesConfigOption())
         ->setKey(self::KEY_ALIASES)
diff --git a/src/configuration/ArcanistBlindlyTrustHTTPEngineExtension.php b/src/configuration/ArcanistBlindlyTrustHTTPEngineExtension.php
--- a/src/configuration/ArcanistBlindlyTrustHTTPEngineExtension.php
+++ b/src/configuration/ArcanistBlindlyTrustHTTPEngineExtension.php
@@ -15,7 +15,7 @@
   }
 
   public function getExtensionName() {
-    return pht('Arcanist HTTPS Trusted Domains');
+    return pht('HTTPS Trusted Domains');
   }
 
   public function shouldTrustAnySSLAuthorityForURI(PhutilURI $uri) {
diff --git a/src/toolset/ArcanistArcToolset.php b/src/toolset/ArcanistArcToolset.php
--- a/src/toolset/ArcanistArcToolset.php
+++ b/src/toolset/ArcanistArcToolset.php
@@ -9,7 +9,7 @@
       array(
         'name' => 'conduit-uri',
         'param' => 'uri',
-        'help' => pht('Connect to Phabricator install specified by __uri__.'),
+        'help' => pht('Connect to server specified by __uri__.'),
       ),
       array(
         'name' => 'conduit-token',
diff --git a/src/toolset/workflow/ArcanistShellCompleteWorkflow.php b/src/toolset/workflow/ArcanistShellCompleteWorkflow.php
--- a/src/toolset/workflow/ArcanistShellCompleteWorkflow.php
+++ b/src/toolset/workflow/ArcanistShellCompleteWorkflow.php
@@ -14,7 +14,7 @@
   public function getWorkflowInformation() {
     $help = pht(<<<EOTEXT
 Install shell completion so you can use the "tab" key to autocomplete
-commands and flags in your shell for Arcanist toolsets and workflows.
+commands and flags in your shell for toolsets and workflows.
 
 The **bash** shell is supported.
 
@@ -28,7 +28,7 @@
 you may need to start a new shell (or open a new terminal window) to pick up
 the updated configuration.
 
-Once installed, completion should work across all Arcanist toolsets.
+Once installed, completion should work across all toolsets.
 
 **Using Completion**
 
@@ -53,9 +53,9 @@
 
 You may need to update shell completion if:
 
-  - you install new Arcanist toolsets; or
-  - you move the Arcanist directory; or
-  - you upgrade Arcanist and the new version fixes shell completion bugs.
+  - you install new toolsets; or
+  - you move this software on disk; or
+  - you upgrade this software and the new version fixes shell completion bugs.
 EOTEXT
 );
 
diff --git a/src/workflow/ArcanistCallConduitWorkflow.php b/src/workflow/ArcanistCallConduitWorkflow.php
--- a/src/workflow/ArcanistCallConduitWorkflow.php
+++ b/src/workflow/ArcanistCallConduitWorkflow.php
@@ -15,8 +15,7 @@
   - Call parameters are required, and read as a JSON blob from stdin.
   - Results are written to stdout as a JSON blob.
 
-This workflow is primarily useful for writing scripts which integrate
-with Phabricator. Examples:
+This workflow is primarily useful for writing scripts. Examples:
 
   $ echo '{}' | arc call-conduit -- conduit.ping
   $ echo '{"phid":"PHID-FILE-xxxx"}' | arc call-conduit -- file.download
diff --git a/src/workflow/ArcanistDiffWorkflow.php b/src/workflow/ArcanistDiffWorkflow.php
--- a/src/workflow/ArcanistDiffWorkflow.php
+++ b/src/workflow/ArcanistDiffWorkflow.php
@@ -115,8 +115,7 @@
       'raw' => array(
         'help' => pht(
           'Read diff from stdin, not from the working copy. This disables '.
-          'many Arcanist/Phabricator features which depend on having access '.
-          'to the working copy.'),
+          'many features which depend on having access to the working copy.'),
         'conflicts' => array(
           'apply-patches'       => pht('%s disables lint.', '--raw'),
           'never-apply-patches' => pht('%s disables lint.', '--raw'),
@@ -138,8 +137,8 @@
         'param' => 'command',
         'help' => pht(
           'Generate diff by executing a specified command, not from the '.
-          'working copy. This disables many Arcanist/Phabricator features '.
-          'which depend on having access to the working copy.'),
+          'working copy. This disables many features which depend on having '.
+          'access to the working copy.'),
         'conflicts' => array(
           'apply-patches'       => pht('%s disables lint.', '--raw-command'),
           'never-apply-patches' => pht('%s disables lint.', '--raw-command'),
@@ -326,9 +325,8 @@
       'head' => array(
         'param' => 'commit',
         'help' => pht(
-          'Specify the end of the commit range. This disables many '.
-          'Arcanist/Phabricator features which depend on having access to '.
-          'the working copy.'),
+          'Specify the end of the commit range. This disables many features '.
+          'which depend on having access to the working copy.'),
         'supports' => array('git'),
         'nosupport' => array(
           'svn' => pht('Subversion does not support commit ranges.'),
@@ -517,7 +515,7 @@
           if ($is_draft) {
             throw new ArcanistUsageException(
               pht(
-                'You have specified "--draft", but the version of Phabricator '.
+                'You have specified "--draft", but the software version '.
                 'on the server is too old to support draft revisions. Omit '.
                 'the flag or upgrade the server software.'));
           }
@@ -949,7 +947,7 @@
             } catch (ConduitClientException $e) {
               if ($e->getErrorCode() == 'ERR-BAD-ARCANIST-PROJECT') {
                 echo phutil_console_wrap(
-                  pht('Lookup of encoding in arcanist project failed: %s',
+                  pht('Lookup of encoding in project failed: %s',
                       $e->getMessage())."\n");
               } else {
                 throw $e;
@@ -990,10 +988,10 @@
             'these files will be marked as binary.',
             phutil_count($utf8_problems)),
           pht(
-            "You can learn more about how Phabricator handles character ".
+            "You can learn more about how this software handles character ".
             "encodings (and how to configure encoding settings and detect and ".
             "correct encoding problems) by reading 'User Guide: UTF-8 and ".
-            "Character Encoding' in the Phabricator documentation."),
+            "Character Encoding' in the documentation."),
           pht(
             '%s AFFECTED FILE(S)',
             phutil_count($utf8_problems)));
@@ -2652,7 +2650,7 @@
     if (!$supported) {
       $this->writeInfo(
         pht('SKIP STAGING'),
-        pht('Phabricator does not support staging areas for this repository.'));
+        pht('The server does not support staging areas for this repository.'));
       return self::STAGING_REPOSITORY_UNSUPPORTED;
     }
 
diff --git a/src/workflow/ArcanistInstallCertificateWorkflow.php b/src/workflow/ArcanistInstallCertificateWorkflow.php
--- a/src/workflow/ArcanistInstallCertificateWorkflow.php
+++ b/src/workflow/ArcanistInstallCertificateWorkflow.php
@@ -19,12 +19,12 @@
   public function getCommandHelp() {
     return phutil_console_format(<<<EOTEXT
           Supports: http, https
-          Installs Conduit credentials into your ~/.arcrc for the given install
-          of Phabricator. You need to do this before you can use 'arc', as it
-          enables 'arc' to link your command-line activity with your account on
-          the web. Run this command from within a project directory to install
-          that project's certificate, or specify an explicit URI (like
-          "https://phabricator.example.com/").
+          Installs Conduit credentials into your ~/.arcrc for the given server.
+          You need to do this before you can use 'arc', as it enables 'arc' to
+          link your command-line activity with your account on the web. Run
+          this command from within a project directory to install that
+          project's certificate, or specify an explicit URI (like
+          "https://devtools.example.com/").
 EOTEXT
       );
   }
@@ -91,12 +91,11 @@
       // Ignore.
     }
 
-    echo phutil_console_format("**%s**\n", pht('LOGIN TO PHABRICATOR'));
+    echo phutil_console_format("**%s**\n", pht('LOG IN'));
     echo phutil_console_format(
       "%s\n\n%s\n\n%s",
       pht(
-        'Open this page in your browser and login to '.
-        'Phabricator if necessary:'),
+        'Open this page in your browser and log in if necessary:'),
       $token_uri,
       pht('Then paste the API Token on that page below.'));
 
@@ -204,7 +203,7 @@
       $uri = $conduit_uri;
     }
 
-    $example = 'https://phabricator.example.com/';
+    $example = 'https://devtools.example.com/';
 
     $uri_object = new PhutilURI($uri);
     $protocol = $uri_object->getProtocol();
diff --git a/src/workflow/ArcanistLiberateWorkflow.php b/src/workflow/ArcanistLiberateWorkflow.php
--- a/src/workflow/ArcanistLiberateWorkflow.php
+++ b/src/workflow/ArcanistLiberateWorkflow.php
@@ -11,13 +11,13 @@
     // TOOLSETS: Expand this help.
 
     $help = pht(<<<EOTEXT
-Create or update an Arcanist library.
+Create or update a library.
 EOTEXT
 );
 
     return $this->newWorkflowInformation()
       ->setSynopsis(
-        pht('Create or update an Arcanist library.'))
+        pht('Create or update a library.'))
       ->addExample(pht('**liberate**'))
       ->addExample(pht('**liberate** [__path__]'))
       ->setHelp($help);
diff --git a/src/workflow/ArcanistUpgradeWorkflow.php b/src/workflow/ArcanistUpgradeWorkflow.php
--- a/src/workflow/ArcanistUpgradeWorkflow.php
+++ b/src/workflow/ArcanistUpgradeWorkflow.php
@@ -9,12 +9,12 @@
 
   public function getWorkflowInformation() {
     $help = pht(<<<EOTEXT
-Upgrade Arcanist to the latest version.
+Upgrade this program to the latest version.
 EOTEXT
 );
 
     return $this->newWorkflowInformation()
-      ->setSynopsis(pht('Upgrade Arcanist to the latest version.'))
+      ->setSynopsis(pht('Upgrade this program to the latest version.'))
       ->addExample(pht('**upgrade**'))
       ->setHelp($help);
   }
@@ -51,10 +51,10 @@
       if (!$is_git) {
         throw new PhutilArgumentUsageException(
           pht(
-            'The "arc upgrade" workflow uses "git pull" to upgrade '.
-            'Arcanist, but the "arcanist/" directory  (in "%s") is not a Git '.
-            'working copy. You must leave "arcanist/" as a Git '.
-            'working copy to use "arc upgrade".',
+            'The "arc upgrade" workflow uses "git pull" to upgrade, but '.
+            'the "arcanist/" directory  (in "%s") is not a Git working '.
+            'copy. You must leave "arcanist/" as a Git working copy to '.
+            'use "arc upgrade".',
             $root));
       }
 
@@ -125,7 +125,7 @@
 
     $log->writeSuccess(
       pht('UPGRADED'),
-      pht('Your copy of Arcanist is now up to date.'));
+      pht('This software is now up to date.'));
 
     return 0;
   }
diff --git a/src/workflow/ArcanistUploadWorkflow.php b/src/workflow/ArcanistUploadWorkflow.php
--- a/src/workflow/ArcanistUploadWorkflow.php
+++ b/src/workflow/ArcanistUploadWorkflow.php
@@ -9,7 +9,7 @@
 
   public function getWorkflowInformation() {
     $help = pht(<<<EOTEXT
-Upload one or more files from local disk to Phabricator.
+Upload one or more files from local disk.
 EOTEXT
 );
 
diff --git a/src/workflow/ArcanistWorkWorkflow.php b/src/workflow/ArcanistWorkWorkflow.php
--- a/src/workflow/ArcanistWorkWorkflow.php
+++ b/src/workflow/ArcanistWorkWorkflow.php
@@ -28,15 +28,15 @@
 a task name (like "T123"), or a new symbol.
 
 If you provide a symbol which currently does not identify any ongoing work,
-Arcanist will create a new branch or bookmark with the name you provide.
+a new branch or bookmark will be created with the name you provide.
 
-If you provide the name of an existing branch or bookmark, Arcanist will switch
-to that branch or bookmark.
+If you provide the name of an existing branch or bookmark, the working copy
+will be switched to that branch or bookmark.
 
-If you provide the name of a revision or task, Arcanist will look for a related
-branch or bookmark that exists in the working copy. If it finds one, it will
-switch to it. If it does not find one, it will attempt to create a new branch
-or bookmark.
+If you provide the name of a revision or task, the workflow will look for a
+related branch or bookmark that already exists in the working copy. If one is
+found, it will switch to it. If it does not find one, it will attempt to create
+a new branch or bookmark.
 
 When "arc work" creates a branch or bookmark, it will use **--start** as the
 branchpoint if it is provided. Otherwise, the current working copy state will
diff --git a/src/workflow/ArcanistWorkflow.php b/src/workflow/ArcanistWorkflow.php
--- a/src/workflow/ArcanistWorkflow.php
+++ b/src/workflow/ArcanistWorkflow.php
@@ -534,7 +534,7 @@
         $conduit_uri = $this->conduitURI;
         $message = phutil_console_format(
           "\n%s\n\n    %s\n\n%s\n%s",
-          pht('YOU NEED TO __INSTALL A CERTIFICATE__ TO LOGIN TO PHABRICATOR'),
+          pht('YOU NEED TO __INSTALL A CERTIFICATE__ TO LOG IN'),
           pht('To do this, run: **%s**', 'arc install-certificate'),
           pht("The server '%s' rejected your request:", $conduit_uri),
           $ex->getMessage());
@@ -1957,11 +1957,10 @@
     } catch (ConduitClientException $ex) {
       if ($ex->getErrorCode() == 'ERR-CONDUIT-CALL') {
         $reasons[] = pht(
-          'This version of Arcanist is more recent than the version of '.
-          'Phabricator you are connecting to: the Phabricator install is '.
-          'out of date and does not have support for identifying '.
-          'repositories by callsign or URI. Update Phabricator to enable '.
-          'these features.');
+          'This software version on the server you are connecting to is out '.
+          'of date and does not have support for identifying repositories '.
+          'by callsign or URI. Update the server sofwware to enable these '.
+          'features.');
         return array(null, $reasons);
       }
       throw $ex;
@@ -2204,9 +2203,8 @@
 
     throw new ArcanistUsageException(
       pht(
-        "Unable to find a browser command to run. Set '%s' in your ".
-        "Arcanist config to specify a command to use.",
-        'browser'));
+        'Unable to find a browser command to run. Set "browser" in your '.
+        'configuration to specify a command to use.'));
   }