: Typography: treatment of brand names in scientific publication I am working on the design of a scientific publication. For the job, the lead researcher provided the raw text along with the original
I am working on the design of a scientific publication. For the job, the lead researcher provided the raw text along with the original PDF of the research paper, as a reference. I am going through his document as I am deciding upon the various typographic treatments (such as quotes, references, etc.) and one thing confuses me: the treatment of brand names. In the original PDF, the researcher makes an italicised reference to Instagram, yet in other places throughout the paper the word Instagram is set in a regular cut, not in italics. See the images below as a reference, they are screenshots of the original PDF.
What are the rules for such cases? Is the first mentioning of a brand name, such as Instagram, to be italicised and every following instance is then set in regular? This is how it appears to be in the paper I've been given but I am unsure, hence my question.
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There are no specificic rules for this. The designer however is free to make up his own rule and apply consistently throughout the document.
I would not use italics for brand names, but instead look at small caps with a slight tracking increase and/or possibly medium/bold.
To avoid spending too much time on this, define a character style and apply this automatically as a 'Grep Style' via your main body text paragraph style for each brand name (instagram, etc).
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