December 6, 2001: Issue 2
SIM STYLE: What’s our style on using brand names?
In general, we avoid using brand names. Instead, choose a more detailed but generic description. (Product stories are an obvious exception.)
incorrect: The IKEA sofa creates a lively focal point.
correct: A bright, contemporary sofa creates a lively focal point.
Be aware that some names that have made their way into the vernacular are actually trademarked brand names that should usually be avoided. Con-Tact paper, Crock Pot, Jacuzzi, Lycra, Plexiglas, Sheetrock, Spackle, Styrofoam, Thermos, and Velcro are just a few.
If you do use a trademarked name, be sure you’re using it correctly. It’s just as bad to call a generic product “Plexiglas” as it is to call the name brand “plexiglass.” Also, use trademark symbols (™ and ®) only with Meredith products.
For more information, including a list of trademarked names and suggested generic alternatives, see Trademarks.
GRAMMAR: The des(s)ert tray
If you skip dinner in favor of the double-chocolate cheesecake, you’re having “just dessert.” But if you eat a big dinner AND the cheesecake, and gain 5 pounds because of it, you’re getting what you deserve: your “just deserts” (pronounced, but not spelled, the same way).
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