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Corporations and Products

Grammar and Style Guide

Adobe Acrobat
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Alka-Seltzer
American Medical Association, AMA is acceptable on second reference.
Arthur Andersen & Co.
AT&T Corp., the full name of the business formerly known as American Telephone & Telegraph Co.
Band-Aid
Bausch & Lomb Corp.
Boeing Co., formerly Boeing Aircraft Co.
CD-ROM
Citibank, the former First National City Bank. The parent holding company is Citicorp of New York.
ChevronTexaco, created by the merger of Chevron and Texaco in 2001.
Clorox, a trademark for a brand of bleach.
Coca-Cola
Coca-Cola, Coke, trademarks for a brand of cola drink
Daimler AG
Digital Equipment Corp.
Dow Jones Average
Dow Jones & Co.
Dr Pepper, a trademark [no period after Dr] for a brand of soft drink.
Eastman Kodak Co., use full name on first reference; Kodak is acceptable on second reference. Kodak is a trademark for cameras and other photographic products made by Eastman Kodak Co. Use Kodak to refer to a product, Kodak EasyShare, etc.
E.I. du Pont de Nemours & Co., use “du Pont” on second reference when referred to the U.S. industrialist born in France. Use DuPont on second reference when referring to the company only.
Exxon Mobil Corp.
FedEx
Ford Motor Co.
Freehand
General Electric Co.
General Motors Corp.
Hewlett-Packard Co.
IBM, acceptable on first reference for International Business Machines.
JavaScript
Jell-O
Kodak, see Eastman Kodak Co.
Macintosh
Microsoft Word
PageMaker
Pepsico Inc., formerly the Pepsi-Cola Co.
Pepsi, Pepsi-Cola, trademarks for a brand of cola soft drink.
Polaroid
Post-it
Procter & Gamble Co. (not Proctor)
QuarkXPress
Q-Tip
Scotch tape
Super Glue
The New York Times, italicize in text.
Time Warner Inc.
Touch-Tone
Walkman
WordPerfect
X-Acto
Xerox is a trademark for a brand of photocopy machine. Never use as a verb. Instead, use a generic term such as photocopy.
Xerox Corp.

Notes about brand and trademark names:
A brand name or trademark is a symbol, word, etc., used by a manufacturer and protected by law to prevent a competitor from using it: Astro-Turf, for a type of artificial grass, for example.

In general, use a generic equivalent unless the trademark name is essential to the story. Sometimes the use of a brand name may not be necessary but is acceptable because it lends an air of reality to a story: He fished a Camel from his pocket.

When a trademark is used, capitalize it. For more information about trademarks, please see the International Trademark Association's trademark checklist.

Please remember when referring to brand names that have become synonymous with their product category, to use the generic product category and not the brand name. For example: Don’t say, “I’ll Xerox that form for you.” You can’t Xerox a form, but you can copy it. Don’t say, “May I have a Kleenex?” Ask for a tissue.