diff --git a/src/applications/remarkup/conduit/RemarkupProcessConduitAPIMethod.php b/src/applications/remarkup/conduit/RemarkupProcessConduitAPIMethod.php
--- a/src/applications/remarkup/conduit/RemarkupProcessConduitAPIMethod.php
+++ b/src/applications/remarkup/conduit/RemarkupProcessConduitAPIMethod.php
@@ -11,7 +11,7 @@
   }
 
   public function getMethodDescription() {
-    return pht('Process text through remarkup in Phabricator context.');
+    return pht('Process text through remarkup.');
   }
 
   protected function defineReturnType() {
diff --git a/src/applications/repository/engine/PhabricatorRepositoryMirrorEngine.php b/src/applications/repository/engine/PhabricatorRepositoryMirrorEngine.php
--- a/src/applications/repository/engine/PhabricatorRepositoryMirrorEngine.php
+++ b/src/applications/repository/engine/PhabricatorRepositoryMirrorEngine.php
@@ -16,7 +16,7 @@
 
     if (PhabricatorEnv::getEnvConfig('phabricator.silent')) {
       $this->log(
-        pht('Phabricator is running in silent mode; declining to mirror.'));
+        pht('This software is running in silent mode; declining to mirror.'));
       return;
     }
 
diff --git a/src/applications/repository/management/PhabricatorRepositoryManagementCacheWorkflow.php b/src/applications/repository/management/PhabricatorRepositoryManagementCacheWorkflow.php
--- a/src/applications/repository/management/PhabricatorRepositoryManagementCacheWorkflow.php
+++ b/src/applications/repository/management/PhabricatorRepositoryManagementCacheWorkflow.php
@@ -47,7 +47,7 @@
       ->loadPathIDs();
     if (empty($path_map[$path_name])) {
       throw new PhutilArgumentUsageException(
-        pht('Path "%s" is not known to Phabricator.', $path_name));
+        pht('Path "%s" is not unknown.', $path_name));
     }
     $path_id = $path_map[$path_name];
 
diff --git a/src/applications/repository/storage/PhabricatorRepository.php b/src/applications/repository/storage/PhabricatorRepository.php
--- a/src/applications/repository/storage/PhabricatorRepository.php
+++ b/src/applications/repository/storage/PhabricatorRepository.php
@@ -203,7 +203,8 @@
 
   public function getDisplayName() {
     $slug = $this->getRepositorySlug();
-    if (strlen($slug)) {
+
+    if (phutil_nonempty_string($slug)) {
       return $slug;
     }
 
diff --git a/src/applications/repository/storage/PhabricatorRepositoryCommit.php b/src/applications/repository/storage/PhabricatorRepositoryCommit.php
--- a/src/applications/repository/storage/PhabricatorRepositoryCommit.php
+++ b/src/applications/repository/storage/PhabricatorRepositoryCommit.php
@@ -674,9 +674,9 @@
     return array(
       'buildable.commit' => pht('The commit identifier, if applicable.'),
       'repository.callsign' =>
-        pht('The callsign of the repository in Phabricator.'),
+        pht('The callsign of the repository.'),
       'repository.phid' =>
-        pht('The PHID of the repository in Phabricator.'),
+        pht('The PHID of the repository.'),
       'repository.vcs' =>
         pht('The version control system, either "svn", "hg" or "git".'),
       'repository.uri' =>
diff --git a/src/applications/repository/storage/PhabricatorRepositoryURI.php b/src/applications/repository/storage/PhabricatorRepositoryURI.php
--- a/src/applications/repository/storage/PhabricatorRepositoryURI.php
+++ b/src/applications/repository/storage/PhabricatorRepositoryURI.php
@@ -501,7 +501,7 @@
         'color' => 'green',
         'label' => pht('Observe'),
         'note' => pht(
-          'Phabricator will observe changes to this URI and copy them.'),
+          'Changes to this URI will be observed and pulled.'),
         'short' => pht('Copy from a remote.'),
       ),
       self::IO_MIRROR => array(
@@ -509,7 +509,7 @@
         'color' => 'green',
         'label' => pht('Mirror'),
         'note' => pht(
-          'Phabricator will push a copy of any changes to this URI.'),
+          'A copy of any changes will be pushed to this URI.'),
         'short' => pht('Push a copy to a remote.'),
       ),
       self::IO_NONE => array(
@@ -517,7 +517,7 @@
         'color' => 'grey',
         'label' => pht('No I/O'),
         'note' => pht(
-          'Phabricator will not push or pull any changes to this URI.'),
+          'No changes will be pushed or pulled from this URI.'),
         'short' => pht('Do not perform any I/O.'),
       ),
       self::IO_READ => array(
@@ -525,8 +525,7 @@
         'color' => 'blue',
         'label' => pht('Read Only'),
         'note' => pht(
-          'Phabricator will serve a read-only copy of the repository from '.
-          'this URI.'),
+          'A read-only copy of the repository will be served from this URI.'),
         'short' => pht('Serve repository in read-only mode.'),
       ),
       self::IO_READWRITE => array(
@@ -534,8 +533,7 @@
         'color' => 'blue',
         'label' => pht('Read/Write'),
         'note' => pht(
-          'Phabricator will serve a read/write copy of the repository from '.
-          'this URI.'),
+          'A read/write copy of the repository will be served from this URI.'),
         'short' => pht('Serve repository in read/write mode.'),
       ),
     );
diff --git a/src/applications/settings/panel/PhabricatorExternalEditorSettingsPanel.php b/src/applications/settings/panel/PhabricatorExternalEditorSettingsPanel.php
--- a/src/applications/settings/panel/PhabricatorExternalEditorSettingsPanel.php
+++ b/src/applications/settings/panel/PhabricatorExternalEditorSettingsPanel.php
@@ -129,7 +129,7 @@
     $protocol_table = id(new AphrontTableView($protocol_rows))
       ->setNoDataString(
         pht(
-          'Phabricator is not configured to allow any editor protocols.'))
+          'No allowed editor protocols are configured.'))
       ->setHeaders(
         array(
           pht('Protocol'),
diff --git a/src/applications/settings/setting/PhabricatorEmailStampsSetting.php b/src/applications/settings/setting/PhabricatorEmailStampsSetting.php
--- a/src/applications/settings/setting/PhabricatorEmailStampsSetting.php
+++ b/src/applications/settings/setting/PhabricatorEmailStampsSetting.php
@@ -22,7 +22,7 @@
 
   protected function getControlInstructions() {
     return pht(<<<EOREMARKUP
-Phabricator stamps mail with labels like `actor(alice)` which can be used to
+Outgoing mail is stamped with labels like `actor(alice)` which can be used to
 write client mail rules to organize mail. By default, these stamps are sent
 in an `X-Phabricator-Stamps` header.
 
diff --git a/src/applications/settings/setting/PhabricatorTranslationSetting.php b/src/applications/settings/setting/PhabricatorTranslationSetting.php
--- a/src/applications/settings/setting/PhabricatorTranslationSetting.php
+++ b/src/applications/settings/setting/PhabricatorTranslationSetting.php
@@ -23,7 +23,7 @@
 
   protected function getControlInstructions() {
     return pht(
-      'Choose which language you would like the Phabricator UI to use.');
+      'Choose which language you would like the UI to use.');
   }
 
   public function assertValidValue($value) {
diff --git a/src/applications/system/controller/PhabricatorSystemReadOnlyController.php b/src/applications/system/controller/PhabricatorSystemReadOnlyController.php
--- a/src/applications/system/controller/PhabricatorSystemReadOnlyController.php
+++ b/src/applications/system/controller/PhabricatorSystemReadOnlyController.php
@@ -16,7 +16,7 @@
       case PhabricatorEnv::READONLY_CONFIG:
         $title = pht('Administrative Read-Only Mode');
         $body[] = pht(
-          'An administrator has placed Phabricator into read-only mode.');
+          'An administrator has placed this server into read-only mode.');
         $body[] = pht(
           'This mode may be used to perform temporary maintenance, test '.
           'configuration, or archive an installation permanently.');
@@ -24,8 +24,9 @@
           'Read-only mode was enabled by the explicit action of a human '.
           'administrator, so you can get more information about why it '.
           'has been turned on by rolling your chair away from your desk and '.
-          'yelling "Hey! Why is Phabricator in read-only mode??!" using '.
-          'your very loudest outside voice.');
+          'yelling "Hey! Why is %s in read-only mode??!" using '.
+          'your very loudest outside voice.',
+          PlatformSymbols::getPlatformServerSymbol());
         $body[] = pht(
           'This mode is active because it is enabled in the configuration '.
           'option "%s".',
@@ -35,9 +36,9 @@
       case PhabricatorEnv::READONLY_MASTERLESS:
         $title = pht('No Writable Database');
         $body[] = pht(
-          'Phabricator is currently configured with no writable ("master") '.
+          'This server is currently configured with no writable ("master") '.
           'database, so it can not write new information anywhere. '.
-          'Phabricator will run in read-only mode until an administrator '.
+          'This server will run in read-only mode until an administrator '.
           'reconfigures it with a writable database.');
         $body[] = pht(
           'This usually occurs when an administrator is actively working on '.
@@ -52,17 +53,17 @@
       case PhabricatorEnv::READONLY_UNREACHABLE:
         $title = pht('Unable to Reach Master');
         $body[] = pht(
-          'Phabricator was unable to connect to the writable ("master") '.
+          'This server was unable to connect to the writable ("master") '.
           'database while handling this request, and automatically degraded '.
           'into read-only mode.');
         $body[] = pht(
           'This may happen if there is a temporary network anomaly on the '.
           'server side, like cosmic radiation or spooky ghosts. If this '.
           'failure was caused by a transient service interruption, '.
-          'Phabricator will recover momentarily.');
+          'this server will recover momentarily.');
         $body[] = pht(
           'This may also indicate that a more serious failure has occurred. '.
-          'If this interruption does not resolve on its own, Phabricator '.
+          'If this interruption does not resolve on its own, this server '.
           'will soon detect the persistent disruption and degrade into '.
           'read-only mode until the issue is resolved.');
         $button = pht('Quite Unsettling');
@@ -70,13 +71,13 @@
       case PhabricatorEnv::READONLY_SEVERED:
         $title = pht('Severed From Master');
         $body[] = pht(
-          'Phabricator has consistently been unable to reach the writable '.
+          'This server has consistently been unable to reach the writable '.
           '("master") database while processing recent requests.');
         $body[] = pht(
           'This likely indicates a severe misconfiguration or major service '.
           'interruption.');
         $body[] = pht(
-          'Phabricator will periodically retry the connection and recover '.
+          'This server will periodically retry the connection and recover '.
           'once service is restored. Most causes of persistent service '.
           'interruption will require administrative intervention in order '.
           'to restore service.');
diff --git a/src/applications/transactions/conduit/TransactionSearchConduitAPIMethod.php b/src/applications/transactions/conduit/TransactionSearchConduitAPIMethod.php
--- a/src/applications/transactions/conduit/TransactionSearchConduitAPIMethod.php
+++ b/src/applications/transactions/conduit/TransactionSearchConduitAPIMethod.php
@@ -15,9 +15,9 @@
 
   protected function newDocumentationPages(PhabricatorUser $viewer) {
     $markup = pht(<<<EOREMARKUP
-When an object (like a task) is edited, Phabricator creates a "transaction"
-and applies it. This list of transactions on each object is the basis for
-essentially all edits and comments in Phabricator. Reviewing the transaction
+When an object (like a task) is edited, the relevant application creates a
+"transaction" and applies it. This list of transactions on each object is the
+basis for essentially all edits and comments. Reviewing the transaction
 record allows you to see who edited an object, when, and how their edit changed
 things.