diff --git a/src/applications/transactions/view/PhabricatorApplicationEditHTTPParameterHelpView.php b/src/applications/transactions/view/PhabricatorApplicationEditHTTPParameterHelpView.php
--- a/src/applications/transactions/view/PhabricatorApplicationEditHTTPParameterHelpView.php
+++ b/src/applications/transactions/view/PhabricatorApplicationEditHTTPParameterHelpView.php
@@ -67,7 +67,7 @@
 %s
 ```
 
-However, `your.install.com` will be the domain where your copy of Phabricator
+However, `your.install.com` will be the domain where your copy of this software
 is installed, and `application/` will be the URI for an application. Some
 applications have multiple forms for creating objects or URIs that look a little
 different than this example, so the URI may not look exactly like this.
diff --git a/src/applications/uiexample/examples/PHUIBadgeExample.php b/src/applications/uiexample/examples/PHUIBadgeExample.php
--- a/src/applications/uiexample/examples/PHUIBadgeExample.php
+++ b/src/applications/uiexample/examples/PHUIBadgeExample.php
@@ -56,7 +56,7 @@
     $badges2 = array();
     $badges2[] = id(new PHUIBadgeView())
       ->setIcon('fa-user')
-      ->setHeader(pht('Phabricator User'))
+      ->setHeader(pht('User'))
       ->setSubhead(pht('Confirmed your account.'))
       ->setQuality(PhabricatorBadgesQuality::POOR)
       ->setSource(pht('People (automatic)'))
@@ -111,7 +111,7 @@
     $badges2[] = id(new PHUIBadgeView())
       ->setIcon('fa-compass')
       ->setHeader(pht('Lead Developer'))
-      ->setSubhead(pht('Lead Developer of Phabricator'))
+      ->setSubhead(pht('Lead Developer of Software'))
       ->setQuality(PhabricatorBadgesQuality::HEIRLOOM)
       ->setSource(pht('Direct Award'))
       ->addByline(pht('Dec 31, 1969'))
diff --git a/src/applications/uiexample/examples/PHUIHovercardUIExample.php b/src/applications/uiexample/examples/PHUIHovercardUIExample.php
--- a/src/applications/uiexample/examples/PHUIHovercardUIExample.php
+++ b/src/applications/uiexample/examples/PHUIHovercardUIExample.php
@@ -39,7 +39,7 @@
     $task_handle = $this->createBasicDummyHandle(
       'T123',
       ManiphestTaskPHIDType::TYPECONST,
-      pht('Improve Mobile Experience for Phabricator'));
+      pht('Improve Mobile Experience'));
 
     $tag = id(new PHUITagView())
       ->setType(PHUITagView::TYPE_STATE)
diff --git a/src/applications/uiexample/examples/PhabricatorProjectBuiltinsExample.php b/src/applications/uiexample/examples/PhabricatorProjectBuiltinsExample.php
--- a/src/applications/uiexample/examples/PhabricatorProjectBuiltinsExample.php
+++ b/src/applications/uiexample/examples/PhabricatorProjectBuiltinsExample.php
@@ -7,7 +7,7 @@
   }
 
   public function getDescription() {
-    return pht('Builtin Project Images that ship with Phabricator.');
+    return pht('Builtin Project Images.');
   }
 
   public function getCategory() {
diff --git a/src/infrastructure/contentsource/PhabricatorContentSource.php b/src/infrastructure/contentsource/PhabricatorContentSource.php
--- a/src/infrastructure/contentsource/PhabricatorContentSource.php
+++ b/src/infrastructure/contentsource/PhabricatorContentSource.php
@@ -42,7 +42,7 @@
       } else {
         throw new Exception(
           pht(
-            'Content source type "%s" is not known to Phabricator!',
+            'Content source type "%s" is unknown.',
             $source));
       }
     }
diff --git a/src/infrastructure/env/PhabricatorEnv.php b/src/infrastructure/env/PhabricatorEnv.php
--- a/src/infrastructure/env/PhabricatorEnv.php
+++ b/src/infrastructure/env/PhabricatorEnv.php
@@ -554,17 +554,17 @@
     switch ($reason) {
       case self::READONLY_MASTERLESS:
         return pht(
-          'Phabricator is in read-only mode (no writable database '.
+          'This server is in read-only mode (no writable database '.
           'is configured).');
       case self::READONLY_UNREACHABLE:
         return pht(
-          'Phabricator is in read-only mode (unreachable master).');
+          'This server is in read-only mode (unreachable master).');
       case self::READONLY_SEVERED:
         return pht(
-          'Phabricator is in read-only mode (major interruption).');
+          'This server is in read-only mode (major interruption).');
     }
 
-    return pht('Phabricator is in read-only mode.');
+    return pht('This server is in read-only mode.');
   }
 
   public static function getReadOnlyURI() {
@@ -884,7 +884,7 @@
     if (!$cluster_addresses) {
       throw new Exception(
         pht(
-          'Phabricator is not configured to serve cluster requests. '.
+          'This server is not configured to serve cluster requests. '.
           'Set `cluster.addresses` in the configuration to whitelist '.
           'cluster hosts before sending requests that use a cluster '.
           'authentication mechanism.'));
diff --git a/src/infrastructure/export/format/PhabricatorExcelExportFormat.php b/src/infrastructure/export/format/PhabricatorExcelExportFormat.php
--- a/src/infrastructure/export/format/PhabricatorExcelExportFormat.php
+++ b/src/infrastructure/export/format/PhabricatorExcelExportFormat.php
@@ -33,8 +33,7 @@
 
     return pht(<<<EOHELP
 Data can not be exported to Excel because the PHPExcel library is not
-installed. This software component is required for Phabricator to create
-Excel files.
+installed. This software component is required to create Excel files.
 
 You can install PHPExcel from GitHub:
 
diff --git a/src/infrastructure/markup/markuprule/PhutilRemarkupEvalRule.php b/src/infrastructure/markup/markuprule/PhutilRemarkupEvalRule.php
--- a/src/infrastructure/markup/markuprule/PhutilRemarkupEvalRule.php
+++ b/src/infrastructure/markup/markuprule/PhutilRemarkupEvalRule.php
@@ -67,11 +67,11 @@
         'strings' => array(
           'platform' => array(
             'server' => array(
-              'name' => pht('Phabricator'),
+              'name' => PlatformSymbols::getPlatformServerName(),
               'path' => pht('phabricator/'),
             ),
             'client' => array(
-              'name' => pht('Arcanist'),
+              'name' => PlatformSymbols::getPlatformClientName(),
               'path' => pht('arcanist/'),
             ),
           ),
diff --git a/src/infrastructure/storage/management/workflow/PhabricatorStorageManagementDatabasesWorkflow.php b/src/infrastructure/storage/management/workflow/PhabricatorStorageManagementDatabasesWorkflow.php
--- a/src/infrastructure/storage/management/workflow/PhabricatorStorageManagementDatabasesWorkflow.php
+++ b/src/infrastructure/storage/management/workflow/PhabricatorStorageManagementDatabasesWorkflow.php
@@ -7,7 +7,7 @@
     $this
       ->setName('databases')
       ->setExamples('**databases** [__options__]')
-      ->setSynopsis(pht('List Phabricator databases.'));
+      ->setSynopsis(pht('List databases.'));
   }
 
   protected function isReadOnlyWorkflow() {
diff --git a/src/infrastructure/util/PhabricatorHash.php b/src/infrastructure/util/PhabricatorHash.php
--- a/src/infrastructure/util/PhabricatorHash.php
+++ b/src/infrastructure/util/PhabricatorHash.php
@@ -22,7 +22,7 @@
     if (!$key) {
       throw new Exception(
         pht(
-          "Set a '%s' in your Phabricator configuration!",
+          "Set a '%s' in your configuration!",
           'security.hmac-key'));
     }