This guideline is a part of the English Wikipedia's Manual of Style.
|This page in a nutshell: Follow standard English text formatting and capitalization rules, regardless of the preference of trademark owners.
|Manual of Style (MoS)
When deciding how to format a trademark, editors should examine styles already in use by independent reliable sources. From among those, choose the style that most closely resembles standard English – regardless of the preference of the trademark owner. Exceptions may apply, but Wikipedia relies on sources to determine when an unusual name format has become conventional for a particular trademark; only names that are consistently styled a particular way by a substantial majority of independent, reliable sources are styled that way in Wikipedia. Do not invent new styles that are not used by independent reliable sources.
These practices help ensure consistency in language and avoid drawing undue attention to some subjects rather than others. Listed below are more specific recommendations for frequently occurring nonstandard formats.
- Capitalize trademarks, like proper names. For details, follow the same style as for titles of published works).
- use: Pyrex
- avoid: pyrex
- Don't expect readers to know, based on trademarks or brand names, what item is being discussed. For example:
- Follow standard English text formatting and capitalization practices, even if the trademark owner considers nonstandard formatting "official", as long as this is a style already in widespread use, rather than inventing a new one:
- Using all-caps is preferred if the letters are pronounced individually, even if they don't (or no longer) stand for anything. For instance, use SAT for the testing system (formerly the Scholastic Assessment Test) and KFC for the fast-food restaurant (formerly Kentucky Fried Chicken). Using all-lowercase letters may likewise be acceptable if it is done universally by sources, such as with the webcomic xkcd.
- Do not use the
and symbols, or similar, in either article text or citations, unless unavoidably necessary for context.
- use: Realtor
- avoid: LittleBigPlanet™, REALTOR®
- Avoid using special characters that are not pronounced, are included purely for decoration, or simply substitute for English words or letters (e.g., for "love", for ) or for normal punctuation, unless a significant majority of reliable sources that are independent of the subject consistently include the special character in the subject's name. Similarly, avoid special stylization, such as superscripting or boldface, in an attempt to emulate a trademark.