diff --git a/README.md b/README.md
index 58290d95c4..c4f0192858 100644
--- a/README.md
+++ b/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 <div style="text-align: center;">
 
@@ -16,7 +16,7 @@
 
 # What is Nx?
 
-🔎 **Powerful, Extensible Dev Tools**
+🔎 **Powerful and Extensible Build Framework**
 
 ### Use Intelligent Build System with Distributed Caching & Distributed Task Execution
 
diff --git a/docs/angular/examples/react-and-angular.md b/docs/angular/examples/react-and-angular.md
index 5c05b80977..0c5396bb0d 100644
--- a/docs/angular/examples/react-and-angular.md
+++ b/docs/angular/examples/react-and-angular.md
@@ -95,7 +95,7 @@ And the template of the generated component will look as follows:
   <img
     width="300"
     src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-logo.png"
-    alt="Nx - Powerful, Extensible Dev Tools"
+    alt="Nx - Powerful and Extensible Build Framework"
   />
 </div>
 
@@ -323,7 +323,7 @@ Finally, we can update `app.component.html` to use our shared web component.
   <img
     width="300"
     src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-logo.png"
-    alt="Nx - Powerful, Extensible Dev Tools"
+    alt="Nx - Powerful and Extensible Build Framework"
   />
 </div>
 
diff --git a/docs/angular/getting-started/intro.md b/docs/angular/getting-started/intro.md
index 33217fa793..ea508f74bc 100644
--- a/docs/angular/getting-started/intro.md
+++ b/docs/angular/getting-started/intro.md
@@ -1,6 +1,6 @@
 # Intro to Nx
 
-Nx is a suite of powerful, extensible dev tools that help you develop, test, build, and scale [Angular](/{{framework}}/angular/overview) applications with fully integrated support for modern libraries like [Jest](/{{framework}}/jest/overview), [Cypress](/{{framework}}/cypress/overview), [ESLint](/{{framework}}/linter/eslint), and more.
+Nx is a powerful and extensible build framework that helps you develop, test, build, and scale [Angular](/{{framework}}/angular/overview) applications with fully integrated support for modern libraries like [Jest](/{{framework}}/jest/overview), [Cypress](/{{framework}}/cypress/overview), [ESLint](/{{framework}}/linter/eslint), and more.
 
 ## 10-Minute Nx Overview
 
diff --git a/docs/node/getting-started/intro.md b/docs/node/getting-started/intro.md
index 45f8b69888..abc8128181 100644
--- a/docs/node/getting-started/intro.md
+++ b/docs/node/getting-started/intro.md
@@ -1,6 +1,6 @@
 # Intro to Nx
 
-Nx is a suite of powerful, extensible dev tools that help you develop, test, build, and scale [Node](/{{framework}}/node/overview) applications.
+Nx is a powerful and extensible build framework that helps you develop, test, build, and scale [Node](/{{framework}}/node/overview) applications.
 
 ## 10-Minute Nx Overview
 
diff --git a/docs/react/getting-started/intro.md b/docs/react/getting-started/intro.md
index 8a23db33ce..930b1f1d90 100644
--- a/docs/react/getting-started/intro.md
+++ b/docs/react/getting-started/intro.md
@@ -1,6 +1,6 @@
 # Intro to Nx
 
-Nx is a suite of powerful, extensible dev tools that help you develop, test, build, and scale [React](/{{framework}}/react/overview) applications with fully integrated support for modern libraries like [Jest](/{{framework}}/jest/overview), [Cypress](/{{framework}}/cypress/overview), [ESLint](/{{framework}}/linter/eslint), and more. Nx also supports React frameworks like [Gatsby](/{{framework}}/gatsby/overview) and [Next.js](/{{framework}}/next/overview).
+Nx is a powerful and extensible build framework that helps you develop, test, build, and scale [React](/{{framework}}/react/overview) applications with fully integrated support for modern libraries like [Jest](/{{framework}}/jest/overview), [Cypress](/{{framework}}/cypress/overview), [ESLint](/{{framework}}/linter/eslint), and more. Nx also supports React frameworks like [Gatsby](/{{framework}}/gatsby/overview) and [Next.js](/{{framework}}/next/overview).
 
 ## 10-Minute Nx Overview
 
diff --git a/docs/shared/monorepo-ci-azure.md b/docs/shared/monorepo-ci-azure.md
index 81621ff742..263a0fbf61 100644
--- a/docs/shared/monorepo-ci-azure.md
+++ b/docs/shared/monorepo-ci-azure.md
@@ -1,6 +1,6 @@
 # Distributed CI Using Azure Pipelines
 
-Nx is a set of powerful, extensible dev tools, and it works really well with monorepos. Monorepos provide a lot of advantages:
+Nx is a set of powerful and extensible build framework, and it works really well with monorepos. Monorepos provide a lot of advantages:
 
 - Everything at that current commit works together. Changes can be verified across all affected parts of the organization.
 - Easy to split code into composable modules
diff --git a/docs/shared/monorepo-ci-jenkins.md b/docs/shared/monorepo-ci-jenkins.md
index 17051c31ab..4fd37259e6 100644
--- a/docs/shared/monorepo-ci-jenkins.md
+++ b/docs/shared/monorepo-ci-jenkins.md
@@ -1,6 +1,6 @@
 # Distributed CI Using Jenkins
 
-Nx is a set of powerful, extensible dev tools, and it works well with monorepos. Monorepos provide a lot of advantages:
+Nx is a set of powerful and extensible build framework, and it works well with monorepos. Monorepos provide a lot of advantages:
 
 - Everything at that current commit works together. Changes can be verified across all affected parts of the organization.
 - Easy to split code into composable modules
diff --git a/nx-dev/nx-dev/pages/index.tsx b/nx-dev/nx-dev/pages/index.tsx
index 551e7290cc..6f5339d4a7 100644
--- a/nx-dev/nx-dev/pages/index.tsx
+++ b/nx-dev/nx-dev/pages/index.tsx
@@ -71,7 +71,7 @@ export function Index() {
         <div className="max-w-screen xl:max-w-screen-xl mx-auto px-5 py-5">
           <div className="mt-40">
             <h1 className="text-4xl sm:text-6xl lg:text-7xl leading none font-extrabold tracking-tight text-gray-900 mt-10 mb-8 sm:mt-14 sm:mb-10">
-              Extensible Dev Tools <br /> for Monorepos.
+              Powerful and Extensible Build Framework
             </h1>
             <p className="max-w-screen-lg text-lg sm:text-2xl sm:leading-10 font-medium mb-10 sm:mb-11">
               Build full-stack applications with modern tools and reinforce best
@@ -152,7 +152,7 @@ export function Index() {
                 Frameworks Agnostic
               </h2>
               <p className="sm:text-lg mb-6">
-                Nx is a suite of powerful, extensible dev tools to help you
+                Nx is a powerful and extensible build framework to help you
                 architect, test, and build at any scale — integrating seamlessly
                 with modern technologies and libraries while providing a robust
                 CLI, caching, dependency management, and more.
diff --git a/nx-dev/nx-dev/public/documentation/11.4.0/angular/getting-started/getting-started.md b/nx-dev/nx-dev/public/documentation/11.4.0/angular/getting-started/getting-started.md
index f4e4d69874..e1019bce47 100644
--- a/nx-dev/nx-dev/public/documentation/11.4.0/angular/getting-started/getting-started.md
+++ b/nx-dev/nx-dev/public/documentation/11.4.0/angular/getting-started/getting-started.md
@@ -1,6 +1,6 @@
 # Getting Started
 
-Nx is a suite of powerful, extensible dev tools that help you develop, test, build, and scale Angular applications with fully integrated support for modern libraries like Jest, Cypress, ESLint, NgRx, and more.
+Nx is a powerful and extensible build framework that helps you develop, test, build, and scale Angular applications with fully integrated support for modern libraries like Jest, Cypress, ESLint, NgRx, and more.
 
 ## 10-Minute Nx Overview
 
diff --git a/nx-dev/nx-dev/public/documentation/11.4.0/node/getting-started/getting-started.md b/nx-dev/nx-dev/public/documentation/11.4.0/node/getting-started/getting-started.md
index 2a7c106a63..cb9c76fab8 100644
--- a/nx-dev/nx-dev/public/documentation/11.4.0/node/getting-started/getting-started.md
+++ b/nx-dev/nx-dev/public/documentation/11.4.0/node/getting-started/getting-started.md
@@ -1,6 +1,6 @@
 # Getting Started
 
-Nx is a suite of powerful, extensible dev tools that help you develop, test, build, and scale Node applications.
+Nx is a powerful and extensible build framework that helps you develop, test, build, and scale Node applications.
 
 ## Create Nx Workspace
 
diff --git a/nx-dev/nx-dev/public/documentation/11.4.0/react/getting-started/getting-started.md b/nx-dev/nx-dev/public/documentation/11.4.0/react/getting-started/getting-started.md
index 5d94dc04f4..26fc43e7c2 100644
--- a/nx-dev/nx-dev/public/documentation/11.4.0/react/getting-started/getting-started.md
+++ b/nx-dev/nx-dev/public/documentation/11.4.0/react/getting-started/getting-started.md
@@ -1,6 +1,6 @@
 # Getting Started
 
-Nx is a suite of powerful, extensible dev tools that help you develop, test, build, and scale with React and React frameworks like Gatsby, Next.js, React Native, etc.
+Nx is a powerful and extensible build framework that helps you develop, test, build, and scale with React and React frameworks like Gatsby, Next.js, React Native, etc.
 
 ## 10-Minute Nx Overview
 
diff --git a/package.json b/package.json
index 016a53c736..c57acd8dd3 100644
--- a/package.json
+++ b/package.json
@@ -1,7 +1,7 @@
 {
   "name": "@nrwl/nx-source",
   "version": "12.3.0",
-  "description": "Powerful, Extensible Dev Tools",
+  "description": "Powerful and Extensible Build Framework",
   "homepage": "https://nx.dev",
   "private": true,
   "scripts": {
diff --git a/packages/angular/README.md b/packages/angular/README.md
index 2335726116..4d3ee15648 100644
--- a/packages/angular/README.md
+++ b/packages/angular/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/cli/README.md b/packages/cli/README.md
index cb52d49a62..46ff523930 100644
--- a/packages/cli/README.md
+++ b/packages/cli/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/cli/package.json b/packages/cli/package.json
index b64a5fc3fc..63097eb06f 100644
--- a/packages/cli/package.json
+++ b/packages/cli/package.json
@@ -1,7 +1,7 @@
 {
   "name": "@nrwl/cli",
   "version": "0.0.1",
-  "description": "Powerful, Extensible Dev Tools",
+  "description": "Powerful and Extensible Build Framework",
   "repository": {
     "type": "git",
     "url": "git+https://github.com/nrwl/nx.git"
diff --git a/packages/create-nx-plugin/README.md b/packages/create-nx-plugin/README.md
index 24b97e55f7..28a41a501c 100644
--- a/packages/create-nx-plugin/README.md
+++ b/packages/create-nx-plugin/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/create-nx-plugin/package.json b/packages/create-nx-plugin/package.json
index 7c61049f1a..a88178fba8 100644
--- a/packages/create-nx-plugin/package.json
+++ b/packages/create-nx-plugin/package.json
@@ -1,7 +1,7 @@
 {
   "name": "create-nx-plugin",
   "version": "0.0.1",
-  "description": "Powerful, Extensible Dev Tools",
+  "description": "Powerful and Extensible Build Framework",
   "repository": {
     "type": "git",
     "url": "git+https://github.com/nrwl/nx.git"
diff --git a/packages/create-nx-workspace/README.md b/packages/create-nx-workspace/README.md
index f05ebf083f..9e19e04ff4 100644
--- a/packages/create-nx-workspace/README.md
+++ b/packages/create-nx-workspace/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/create-nx-workspace/package.json b/packages/create-nx-workspace/package.json
index b705f19bb4..e9068a62ac 100644
--- a/packages/create-nx-workspace/package.json
+++ b/packages/create-nx-workspace/package.json
@@ -1,7 +1,7 @@
 {
   "name": "create-nx-workspace",
   "version": "0.0.1",
-  "description": "Powerful, Extensible Dev Tools",
+  "description": "Powerful and Extensible Build Framework",
   "repository": {
     "type": "git",
     "url": "git+https://github.com/nrwl/nx.git"
diff --git a/packages/cypress/README.md b/packages/cypress/README.md
index ecc8fba29b..6966cbdf2e 100644
--- a/packages/cypress/README.md
+++ b/packages/cypress/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/devkit/README.md b/packages/devkit/README.md
index 334511271f..b456998a3d 100644
--- a/packages/devkit/README.md
+++ b/packages/devkit/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/devkit/package.json b/packages/devkit/package.json
index dccddc59f0..28585cb698 100644
--- a/packages/devkit/package.json
+++ b/packages/devkit/package.json
@@ -1,7 +1,7 @@
 {
   "name": "@nrwl/devkit",
   "version": "0.0.1",
-  "description": "Powerful, Extensible Dev Tools",
+  "description": "Powerful and Extensible Build Framework",
   "repository": {
     "type": "git",
     "url": "git+https://github.com/nrwl/nx.git"
diff --git a/packages/eslint-plugin-nx/README.md b/packages/eslint-plugin-nx/README.md
index e7eb743a55..4e3cc3e74f 100644
--- a/packages/eslint-plugin-nx/README.md
+++ b/packages/eslint-plugin-nx/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/express/README.md b/packages/express/README.md
index 23a8cdd533..9e98405e74 100644
--- a/packages/express/README.md
+++ b/packages/express/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/gatsby/README.md b/packages/gatsby/README.md
index 0f274ac81c..7ed9bb7484 100644
--- a/packages/gatsby/README.md
+++ b/packages/gatsby/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-gatsby.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-gatsby.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/jest/README.md b/packages/jest/README.md
index a3d7f178ce..87756b28c5 100644
--- a/packages/jest/README.md
+++ b/packages/jest/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/linter/README.md b/packages/linter/README.md
index 2ba99bd7af..2ca22179e5 100644
--- a/packages/linter/README.md
+++ b/packages/linter/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/nest/README.md b/packages/nest/README.md
index 58980f56be..650b954b38 100644
--- a/packages/nest/README.md
+++ b/packages/nest/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/next/README.md b/packages/next/README.md
index 04aa67cc91..2407c03741 100644
--- a/packages/next/README.md
+++ b/packages/next/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-next.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-next.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/node/README.md b/packages/node/README.md
index 3b5d271276..6b7694e8b9 100644
--- a/packages/node/README.md
+++ b/packages/node/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/nx-plugin/README.md b/packages/nx-plugin/README.md
index 7e290686d1..b8a4577952 100644
--- a/packages/nx-plugin/README.md
+++ b/packages/nx-plugin/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/nx/README.md b/packages/nx/README.md
index a1faa845a3..ee7c100729 100644
--- a/packages/nx/README.md
+++ b/packages/nx/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/nx/package.json b/packages/nx/package.json
index f6df373c33..2d19413ff7 100644
--- a/packages/nx/package.json
+++ b/packages/nx/package.json
@@ -1,7 +1,7 @@
 {
   "name": "nx",
   "version": "0.0.1",
-  "description": "Powerful, Extensible Dev Tools",
+  "description": "Powerful and Extensible Build Framework",
   "repository": {
     "type": "git",
     "url": "git+https://github.com/nrwl/nx.git"
diff --git a/packages/react/README.md b/packages/react/README.md
index e54e1f9426..faef5c8c68 100644
--- a/packages/react/README.md
+++ b/packages/react/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-react.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-react.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/storybook/README.md b/packages/storybook/README.md
index ea878ad9bf..57feca211d 100644
--- a/packages/storybook/README.md
+++ b/packages/storybook/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/tao/README.md b/packages/tao/README.md
index 106b9c069c..40f3003057 100644
--- a/packages/tao/README.md
+++ b/packages/tao/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/tao/src/commands/help.ts b/packages/tao/src/commands/help.ts
index 98b5fb6b62..52221b032b 100644
--- a/packages/tao/src/commands/help.ts
+++ b/packages/tao/src/commands/help.ts
@@ -4,7 +4,7 @@ import { logger, stripIndent } from '../shared/logger';
 export function help() {
   logger.info(
     stripIndent(`
-    ${chalk.bold('Nx - Powerful, Extensible Dev Tools')}
+    ${chalk.bold('Nx - Powerful and Extensible Build Framework')}
   
     ${chalk.bold('Create a new project.')}
      nx new ${chalk.grey(
diff --git a/packages/web/README.md b/packages/web/README.md
index 9573897655..3c78914549 100644
--- a/packages/web/README.md
+++ b/packages/web/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/workspace/README.md b/packages/workspace/README.md
index 211a67fd39..22970f2716 100644
--- a/packages/workspace/README.md
+++ b/packages/workspace/README.md
@@ -1,4 +1,4 @@
-<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful, Extensible Dev Tools"></p>
+<p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx.png" width="600" alt="Nx - Powerful and Extensible Build Framework"></p>
 
 {{links}}
 
diff --git a/packages/workspace/package.json b/packages/workspace/package.json
index b66ada3c1d..6bfb6ac65e 100644
--- a/packages/workspace/package.json
+++ b/packages/workspace/package.json
@@ -1,7 +1,7 @@
 {
   "name": "@nrwl/workspace",
   "version": "0.0.1",
-  "description": "Powerful, Extensible Dev Tools",
+  "description": "Powerful and Extensible Build Framework",
   "repository": {
     "type": "git",
     "url": "git+https://github.com/nrwl/nx.git"
diff --git a/packages/workspace/src/command-line/nx-commands.ts b/packages/workspace/src/command-line/nx-commands.ts
index 3b20fdf690..160cb59468 100644
--- a/packages/workspace/src/command-line/nx-commands.ts
+++ b/packages/workspace/src/command-line/nx-commands.ts
@@ -18,7 +18,7 @@ export const commandsObject = yargs
   .parserConfiguration({
     'strip-dashed': true,
   })
-  .usage('Powerful, Extensible Dev Tools')
+  .usage('Powerful and Extensible Build Framework')
   .command(
     'run [project][:target][:configuration] [options, ...]',
     `
diff --git a/packages/workspace/src/generators/preset/preset.ts b/packages/workspace/src/generators/preset/preset.ts
index d1e83d6524..6824b3c899 100644
--- a/packages/workspace/src/generators/preset/preset.ts
+++ b/packages/workspace/src/generators/preset/preset.ts
@@ -234,7 +234,7 @@ describe('AppComponent', () => {
   <img
     width="450"
     src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-logo.png"
-    alt="Nx - Powerful, Extensible Dev Tools"
+    alt="Nx - Powerful and Extensible Build Framework"
   />
 </div>
 <div>Message: {{ (hello$|async)|json }}</div>
@@ -304,7 +304,7 @@ export const App = () => {
         <img
           width="450"
           src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-logo.png"
-          alt="Nx - Powerful, Extensible Dev Tools"
+          alt="Nx - Powerful and Extensible Build Framework"
         />
       </div>
       <div>{m.message}</div>
diff --git a/packages/workspace/src/generators/workspace/files/README.md__tmpl__ b/packages/workspace/src/generators/workspace/files/README.md__tmpl__
index a6f946e2fb..9e2363d800 100644
--- a/packages/workspace/src/generators/workspace/files/README.md__tmpl__
+++ b/packages/workspace/src/generators/workspace/files/README.md__tmpl__
@@ -6,7 +6,7 @@ This project was generated using [Nx](https://nx.dev).
 
 <p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-logo.png" width="450"></p>
 
-🔎 **Powerful, Extensible Dev Tools**
+🔎 **Powerful and Extensible Build Framework**
 
 ## Quick Start & Documentation
 
@@ -98,7 +98,7 @@ This project was generated using [Nx](https://nx.dev).
 
 <p style="text-align: center;"><img src="https://raw.githubusercontent.com/nrwl/nx/master/images/nx-logo.png" width="450"></p>
 
-🔎 **Powerful, Extensible Dev Tools**
+🔎 **Powerful and Extensible Build Framework**
 
 ## Adding capabilities to your workspace
 
diff --git a/scripts/readme-fragments/what-is-nx.md b/scripts/readme-fragments/what-is-nx.md
index 9d7d589136..d1bdf4d426 100644
--- a/scripts/readme-fragments/what-is-nx.md
+++ b/scripts/readme-fragments/what-is-nx.md
@@ -1,6 +1,6 @@
 ## What is Nx?
 
-🔎 **Powerful, Extensible Dev Tools**
+🔎 **Powerful and Extensible Build Framework**
 
 ### Use Intelligent Build System with Distributed Caching & Distributed Task Execution