Punctuation before or after trademark superscript at end of sentence?

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If a superscripted mark comes at the end of a sentence, does it go before or after the ending punctuation?

 

For example (note that superscripts are apparently not allowed in this space):

 

• For the fifth consecutive year, our company has been named one of FORTUNE's 100 Best Companies to Work For®. 

 

OR

 

• For the fifth consecutive year, our company has been named one of FORTUNE's 100 Best Companies to Work For.®

asked Mar 11 at 18:08 CopyGirl New member

1 answer


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Generally, it is unecessary to use a trademark symbol in your text.  The company that owns the mark should use it to protect the rights associated with the mark, but there is no reason for you to use it in this context. 

 

There are occasions when the use of a trademark symbol is unavoidable.  This is usually to indicate the usage of a brand name product instead of a generic equivalent - such as with prescription drugs - so that the reader understands it really is the branded product.  You might choose to add it in this context to add an air of credibility to your statement.  One could argue, from a marketing viewpoint, that using the (R) might make your reader go "ooh" and "ahh" as if it were somehow more official.

 

When you do use a registered trademark (with or without the mark), it is usually used as an adjective - not as a noun or in the possesive form.  In regular formal text, do not put the name in all caps or all lower case, even if the company logo does.  For a stand-alone sentence, such when used for marketing on a sign or website, go ahead & make the name look like the company's logo in all caps.  If you do need to use the mark, put it immediately after the registered name.  Fortune Magazine likely has a registered trademark on the name of the magazine, but I doubt that it has one on the title of a list.  I could be wrong, but even Fortune does not use a trademark symbol on its name or the name of the list on its website, so I have no reference point. 

 

For the fifth consecutive year, our company has been named one of the Fortune 100 Best Companies to Work For.

 

For the fifth consecutive year, our company has earned a spot on the Fortune 100 Best Companies to Work For list.

 

For the fifth consecutive year, CompanyABC has been named to FORTUNE® Magazine's list of 100 Best Companies to Work For.

link comment answered Mar 11 at 20:47 Patty T Grammarly Fellow

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