5 Capitalization

5.15 Trade names

In general proprietary terms should be capitalized:

Velcro

Google

Persil

Jacuzzi

Kleenex

Coca-Cola

Levi’s

Skype

but write related verbs, for example to skype and to google, with a lower-case initial, although it is preferable to use generic verbs and nouns if possible (use a VoIP service, do an online search).

Some company and proprietary names use unusual configurations of upper- and lower-case letters; these should be followed:

iPad

PlayStation

PostScript

QuarkXPress

GlaxoSmithKline

PricewaterhouseCoopers


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New Hart's Rules