diff --git a/src/applications/auth/controller/PhabricatorEmailVerificationController.php b/src/applications/auth/controller/PhabricatorEmailVerificationController.php
--- a/src/applications/auth/controller/PhabricatorEmailVerificationController.php
+++ b/src/applications/auth/controller/PhabricatorEmailVerificationController.php
@@ -44,7 +44,7 @@
       $title = pht('Address Already Verified');
       $content = pht(
         'This email address has already been verified.');
-      $continue = pht('Continue to Phabricator');
+      $continue = pht('Continue');
     } else if ($request->isFormPost()) {
 
       id(new PhabricatorUserEditor())
@@ -55,7 +55,7 @@
       $content = pht(
         'The email address %s is now verified.',
         phutil_tag('strong', array(), $email->getAddress()));
-      $continue = pht('Continue to Phabricator');
+      $continue = pht('Continue');
     } else {
       $title = pht('Verify Email Address');
       $content = pht(
diff --git a/src/applications/auth/controller/contact/PhabricatorAuthContactNumberTestController.php b/src/applications/auth/controller/contact/PhabricatorAuthContactNumberTestController.php
--- a/src/applications/auth/controller/contact/PhabricatorAuthContactNumberTestController.php
+++ b/src/applications/auth/controller/contact/PhabricatorAuthContactNumberTestController.php
@@ -39,7 +39,7 @@
         ->setSensitiveContent(false)
         ->setBody(
           pht(
-            'This is a terse test text message from Phabricator (%s).',
+            'This is a terse test text message (from "%s").',
             $uri->getDomain()))
         ->save();
 
diff --git a/src/applications/auth/factor/PhabricatorDuoAuthFactor.php b/src/applications/auth/factor/PhabricatorDuoAuthFactor.php
--- a/src/applications/auth/factor/PhabricatorDuoAuthFactor.php
+++ b/src/applications/auth/factor/PhabricatorDuoAuthFactor.php
@@ -133,7 +133,9 @@
         ->setTransactionType($xaction_usernames)
         ->setOptions(
           array(
-            'username' => pht('Use Phabricator Username'),
+            'username' => pht(
+              'Use %s Username',
+              PlatformSymbols::getPlatformServerName()),
             'email' => pht('Use Primary Email Address'),
           )),
       id(new PhabricatorSelectEditField())
@@ -510,7 +512,7 @@
         ->setIsError(true)
         ->setErrorMessage(
           pht(
-            'This factor has been removed from your device, so Phabricator '.
+            'This factor has been removed from your device, so this server '.
             'can not send you a challenge. To continue, an administrator '.
             'must strip this factor from your account.'));
     }
@@ -547,7 +549,7 @@
     // The Duo push timeout is 60 seconds. Set our challenge to expire slightly
     // more quickly so that we'll re-issue a new challenge before Duo times out.
     // This should keep users away from a dead-end where they can't respond to
-    // Duo but Phabricator won't issue a new challenge yet.
+    // Duo but we won't issue a new challenge yet.
     $ttl_seconds = 55;
 
     return array(
diff --git a/src/applications/auth/factor/PhabricatorSMSAuthFactor.php b/src/applications/auth/factor/PhabricatorSMSAuthFactor.php
--- a/src/applications/auth/factor/PhabricatorSMSAuthFactor.php
+++ b/src/applications/auth/factor/PhabricatorSMSAuthFactor.php
@@ -388,7 +388,8 @@
       ->setSensitiveContent(true)
       ->setBody(
         pht(
-          'Phabricator (%s) MFA Code: %s',
+          '%s (%s) MFA Code: %s',
+          PlatformSymbols::getPlatformServerName(),
           $this->getInstallDisplayName(),
           $envelope->openEnvelope()))
       ->save();
diff --git a/src/applications/auth/management/PhabricatorAuthManagementTrustOAuthClientWorkflow.php b/src/applications/auth/management/PhabricatorAuthManagementTrustOAuthClientWorkflow.php
--- a/src/applications/auth/management/PhabricatorAuthManagementTrustOAuthClientWorkflow.php
+++ b/src/applications/auth/management/PhabricatorAuthManagementTrustOAuthClientWorkflow.php
@@ -9,9 +9,9 @@
       ->setExamples('**trust-oauth-client** [--id client_id]')
       ->setSynopsis(
         pht(
-          'Set Phabricator to trust an OAuth client. Phabricator '.
-          'redirects to trusted OAuth clients that users have authorized '.
-          'without user intervention.'))
+          'Mark an OAuth client as trusted. Trusted OAuth clients may be '.
+          'reauthorized without requiring users to manually confirm the '.
+          'action.'))
       ->setArguments(
         array(
           array(
@@ -28,8 +28,7 @@
     if (!$id) {
       throw new PhutilArgumentUsageException(
         pht(
-          'Specify an OAuth client id with %s.',
-          '--id'));
+          'Specify an OAuth client id with "--id".'));
     }
 
     $client = id(new PhabricatorOAuthServerClientQuery())
@@ -46,7 +45,7 @@
     if ($client->getIsTrusted()) {
       throw new PhutilArgumentUsageException(
         pht(
-          'Phabricator already trusts OAuth client "%s".',
+          'OAuth client "%s" is already trusted.',
           $client->getName()));
     }
 
@@ -57,7 +56,7 @@
     $console->writeOut(
       "%s\n",
       pht(
-        'Updated; Phabricator trusts OAuth client %s.',
+        'OAuth client "%s" is now trusted.',
         $client->getName()));
   }
 
diff --git a/src/applications/auth/management/PhabricatorAuthManagementUntrustOAuthClientWorkflow.php b/src/applications/auth/management/PhabricatorAuthManagementUntrustOAuthClientWorkflow.php
--- a/src/applications/auth/management/PhabricatorAuthManagementUntrustOAuthClientWorkflow.php
+++ b/src/applications/auth/management/PhabricatorAuthManagementUntrustOAuthClientWorkflow.php
@@ -9,9 +9,8 @@
       ->setExamples('**untrust-oauth-client** [--id client_id]')
       ->setSynopsis(
         pht(
-          'Set Phabricator to not trust an OAuth client. Phabricator '.
-          'redirects to trusted OAuth clients that users have authorized '.
-          'without user intervention.'))
+          'Remove trust from an OAuth client. Users must manually confirm '.
+          'reauthorization of untrusted OAuth clients.'))
       ->setArguments(
         array(
           array(
@@ -46,7 +45,7 @@
     if (!$client->getIsTrusted()) {
       throw new PhutilArgumentUsageException(
         pht(
-          'Phabricator already does not trust OAuth client "%s".',
+          'OAuth client "%s" is already untrusted.',
           $client->getName()));
     }
 
@@ -57,7 +56,7 @@
     $console->writeOut(
       "%s\n",
       pht(
-        'Updated; Phabricator does not trust OAuth client %s.',
+        'OAuth client "%s" is now trusted.',
         $client->getName()));
   }
 
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
@@ -7,17 +7,16 @@
   const PROPERTY_PHABRICATOR_URI  = 'oauth2:phabricator:uri';
 
   public function getProviderName() {
-    return pht('Phabricator');
+    return PlatformSymbols::getPlatformServerName();
   }
 
   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 - Name Remote Server**\n\n".
+        'Choose a permanent name for the remote server you want to connect '.
+        'to. This name is used internally to keep track of the remote '.
+        'server, 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 OAuth Server**\n\n".
+      "To configure OAuth, create a new application here:".
       "\n\n".
       "%s/oauthserver/client/create/".
       "\n\n".
@@ -54,7 +53,7 @@
   }
 
   protected function getLoginIcon() {
-    return 'Phabricator';
+    return PlatformSymbols::getPlatformServerName();
   }
 
   private function isCreate() {
@@ -106,23 +105,23 @@
     $key_uri = self::PROPERTY_PHABRICATOR_URI;
 
     if (!strlen($values[$key_name])) {
-      $errors[] = pht('Phabricator instance name is required.');
+      $errors[] = pht('Server 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, '.
+        'Server 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 protocol (like "%s").',
           'https://');
         $issues[$key_uri] = pht('Invalid');
       }
@@ -161,7 +160,7 @@
       $form
        ->appendChild(
           id(new AphrontFormTextControl())
-            ->setLabel(pht('Phabricator Instance Name'))
+            ->setLabel(pht('Server Name'))
             ->setValue($v_name)
             ->setName(self::PROPERTY_PHABRICATOR_NAME)
             ->setError($e_name)
@@ -170,26 +169,25 @@
             phutil_tag(
               'tt',
               array(),
-              '`phabricator.oauthserver`'))));
+              '`example.oauthserver`'))));
     } else {
       $form
         ->appendChild(
           id(new AphrontFormStaticControl())
-            ->setLabel(pht('Phabricator Instance Name'))
+            ->setLabel(pht('Server Name'))
             ->setValue($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 '.
-              'installed. For example: %s',
-              phutil_tag('tt', array(), 'https://phabricator.mycompany.com/')))
+              'The URI where the OAuth server is installed. For example: %s',
+              phutil_tag('tt', array(), 'https://devtools.example.com/')))
           ->setError($e_uri));
 
     if (!$is_setup) {
diff --git a/src/applications/auth/worker/PhabricatorAuthInviteWorker.php b/src/applications/auth/worker/PhabricatorAuthInviteWorker.php
--- a/src/applications/auth/worker/PhabricatorAuthInviteWorker.php
+++ b/src/applications/auth/worker/PhabricatorAuthInviteWorker.php
@@ -51,8 +51,10 @@
       ->setForceDelivery(true)
       ->setSubject(
         pht(
-          '[Phabricator] %s has invited you to join Phabricator',
-          $author->getFullName()))
+          '[%s] %s has invited you to join %s',
+          PlatformSymbols::getPlatformServerName(),
+          $author->getFullName(),
+          PlatformSymbols::getPlatformServerName()))
       ->setBody($template)
       ->saveAndSend();
   }
diff --git a/src/applications/calendar/codex/PhabricatorCalendarEventPolicyCodex.php b/src/applications/calendar/codex/PhabricatorCalendarEventPolicyCodex.php
--- a/src/applications/calendar/codex/PhabricatorCalendarEventPolicyCodex.php
+++ b/src/applications/calendar/codex/PhabricatorCalendarEventPolicyCodex.php
@@ -71,7 +71,7 @@
       ->setIsActive($object->isImportedEvent())
       ->setDescription(
         pht(
-          'Imported events can not be edited in Phabricator.'));
+          'Imported events can not be edited.'));
 
     return $rules;
   }
diff --git a/src/applications/config/application/PhabricatorConfigApplication.php b/src/applications/config/application/PhabricatorConfigApplication.php
--- a/src/applications/config/application/PhabricatorConfigApplication.php
+++ b/src/applications/config/application/PhabricatorConfigApplication.php
@@ -31,7 +31,7 @@
   }
 
   public function getShortDescription() {
-    return pht('Configure Phabricator');
+    return pht('Configure %s', PlatformSymbols::getPlatformServerName());
   }
 
   public function getRoutes() {