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Trade mark use in text

14th April 2020



At Ansons and M&D, we advise clients on a variety of issues regarding the use of registered trade marks. One of the issues discussed frequently is the correct way of using a registered trade mark.


The following are some general guidelines we often share with clients on how to use your registered trade marks in general text on your website or promotional material:


1. Use trade mark as an adjective


Use your trade mark as an adjective – not a noun. Trade marks identify the source of origin, they are brand names not products and should be used as such. An example of proper use of a trade mark as an adjective is “Wear NIKE runners”; improper use is “Wear Nikes”.


2. Do not pluralise or singularise your trade mark


Trade marks are not nouns and should not therefore be used in the plural form. If you want to pluralise a trade mark pluralise the product itself for example “special on two WISPA chocolate bars” not “special on two WISPAs”.


3. Consistency


It is advisable to always use the trade mark form consistently. Companies that capitalise one letter should always use the trade mark in that form in text (LinkedIn). If your trade mark is registered in colour, you could use the trade mark in colour in text.


4. Highlight your Trade Mark in text


Always use capital letters, coloured text or different font when you are identifying your trade mark in text. This emphasises that the term is a trade mark.


5. Use the registered symbol


Always use ® after your  registered trade mark.  If your trade mark is not yet registered use the letters TM.


If you have any questions about use of your trade marks, or any other query relating to your Intellectual Property, please contact us on or