Toein' the Company Line

Back in my former life, I worked in a marketing department.  One of my duties was to update this binder with marketing procedures.  I never quite appreciated one of those marketing procedures until I started proofreading for a living: the corporate branding procedures.  (And I still flash back to the knowledge that PMS 312 is the correct color for the logo!)

But now, I have a deep appreciation for those branding procedures.  It's the way companies make sure they are represented the way they want to be out there in the world, whether it's in an ad, a blog, or in a book.

And so, dear reader and author, please remember when writing: there is a real reason to make sure those product names are correct in a manuscript.  For some reason, Apple products seem to trip up a lot of people.  The way they name their products is pretty consistent, but I've seen the names mangled up in some very interesting ways (often in the same manuscript). 

From the Apple Trademark website:
iPhone, iPad,or iPod, always typeset iPhone, iPad, or iPod with a lowercase i and an  uppercase P followed by lowercase letters. For iPod touch, always set touch with a  lowercase t. The name iPhone, iPad, or iPod should start with a lowercase i even when it is the first word in a sentence, paragraph, or title. Never set Mac in all capital letters. Use an uppercase M followed by lowercase letters.

And Twitter has some guidelines, and Google (they are really not fond of their name being used as a verb), and Microsoft, and the Boy Scouts, and Best Buy, and Walmart, and...well, you get the idea. So, it's time to toe the company line and make sure you use those names the right way.