This guideline is a part of the English Wikipedia's Manual of Style. Editors should follow it, except where common sense and the occasional exception will improve an article. Before editing this page, please make sure that your revision reflects consensus.

Shortcuts: WP:MOSTM MOS:TM

This page in a nutshell: Follow standard English text formatting and capitalization rules, regardless of the preference of trademark owners.

Style and formatting
Manual of Style and its subpages
Abbreviations Accessibility Anime & manga articles Biographies Capital letters Chemistry Command-line examples Dates and numbers Disambiguation pages Icons (i.e. flags, awards) Infoboxes Legal Links Lists of works Mathematics Medicine Military history guidelines Music Pronunciation Spelling Text formatting Titles Trademarks Writing about fiction
Related policies and guidelines
Captions Categorization Categorization of people Citing sources Explain jargon External links Film guidelines Footnotes Layout Lead section Lists Make technical articles accessible Music samples Naming conventions Overlinking Proper names Stubs Summary style Technical terms Trivia sections Writing better articles Wikimedia sister projects Words to avoid
Related help, tutorials and proposals
Glossary How to edit a page Picture tutorial Sections
Related to specific cultures
Arabic-related articles Chinese language Chinese history Ethiopia-related articles France & French-related Hebrew transliteration India-related articles Ireland-related articles Islam-related articles Japan-related articles Korea-related articles Latter Day Saints Philippines-related articles Portugal-related articles Singapore-related articles Thailand-related articles Syriac/Assyrian-related articles United Kingdom nationalities U.S. highways

Trademarks include words and short phrases used by organizations to identify themselves and their products and services. Often, these names are written in several different ways with variations in capitalization, punctuation, and presentation. When deciding how to format a trademark, editors should choose among styles already in use (not invent new ones) and choose the style that most closely resembles standard English, regardless of the preference of the trademark owner. This practice helps ensure consistency in language and avoids drawing undue attention to some subjects rather than others. Listed below are more specific recommendations for frequently occurring nonstandard formats.

General rules

• Capitalize trademarks, as with proper names.
• Don't expect readers to know, based on trademarks or brand names, what item is being discussed. For example:
  • avoid: Police in Miami confiscated 25 stolen Rolexes.
  • instead, use: Police in Miami confiscated 25 stolen Rolex watches.
  • however: The prime minister indicated the Clif Bars were delicious.
• Follow standard English text formatting and capitalization rules even if the trademark owner considers nonstandard formatting "official":
  • avoid: REALTOR®, TIME, KISS
  • instead, use: Realtor, Time, Kiss
• Using all caps is preferred if the letters are pronounced individually, even if they don't stand for anything. For instance, use SAT for the (U.S.) standardized test.
• Do not use the ™ and ® symbols, or similar, unless unavoidably necessary for context (for instance, to distinguish between generic and brand names for drugs).
• Avoid using special characters that are not pronounced, are included purely for decoration, or simply substitute for English words (e.g. ♥ used for "love"). In the article about a trademark, it is acceptable to use decorative characters the first time the trademark appears, but thereafter, an alternative that follows the standard rules of punctuation should be used:
  • avoid: Macy*s, [ yellow tail ]
  • instead, use: Macy's, Yellow Tail
• Trademarks in CamelCase are a judgement call. CamelCase may be used where it reflects general usage and makes the trademark more readable:
  • OxyContin or Oxycontin — editor's choice

Trademarks that begin with a lowercase letter

Trademarks that officially begin with a lowercase letter raise several problems because they break the normal capitalization rules of English that trademarks, as proper nouns, are written with initial capital letters wherever they occur in a sentence. The following guidelines represent a consensus that compromises between the preferred treatment of a trademark owner and the rules of standard written English.

• Trademarks rendered without any capitals are always capitalized:
  • avoid: thirtysomething is a television show that may have been sponsored by adidas, but not by craigslist, because the show was over before craigslist existed.
  • instead, use: Thirtysomething is a television show that may have been sponsored by Adidas, but not by Craigslist, because the show was over before Craigslist existed.

• Trademarks beginning with a one-letter lowercase prefix pronounced as a separate letter do not need to be capitalized if the second letter is capitalized, but should otherwise follow normal capitalization rules:
  • avoid: EBay is where he bought his IPod.
  • instead, use: eBay is where he bought his iPod.
• But, if possible, rephrase to avoid beginning sentences with such trademarks:
  • He bought his iPod on eBay.

The use of graphic logos

See also: Wikipedia:Logos

Product logos and corporate logos, such as the stylized rendition of the word Dell used by Dell, Inc., whether copyrighted or not, may be used once in the infobox or corner of articles about the related product, service, or company.

Many companies claim copyright over their logos, though their use in an encyclopedia article may be considered fair use. Please tag logo images with {{non-free logo}}. Some logos are free content because they are in the public domain or are under a free license: for example, logos consisting of short text may not be eligible for copyright protection, and old logos that were published without a copyright notice have likely fallen into the public domain. When this is definitely the case, the {{trademark}} tag may be used instead. However, when in doubt err on the side of caution per non-free content policy by assuming that the logo is copyrighted.

Distinguish clearly between the trademark and the company name when, as with Dell, it is customary to do so. Company names should normally be given in the most common form in English; only specify International Business Machines Corporation to state that that is the legal name, otherwise call it IBM, as our sources do.

See also

• Wikipedia:Manual of Style (capital letters)
• Wikipedia:Naming conventions (common names)