Capitalization of products and features

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For product names and feature names, follow the same capitalization style that is:

registered as a trademark

used on the product and on the product’s packaging

used in other written materials, such as brochures, web sites, and so on

used for other products from the same company

When in doubt, don’t capitalize.

Don’t capitalize additional words such as card, driver, and so on if these words aren’t an integral part of the registered product name.

Capitalize industry-standard terms only if the rest of the industry does so.

Yes:

DemoCorp laser printers

Yes:

DemoCorp Smart Ultra Superb laser printer

Yes:

In addition to conventional laser printing, the new Ultra Superb laser printing technology enables you to ….

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Handling the capitalization of product names and function names in headings

Don’t alter the capitalization of product names and function names in headings. If a product name or function name starts with a lowercase letter, avoid beginning a heading with this word.

See also Capitalization of headings

Handling lowercase letters at the beginning of a sentence

If a product name or function name starts with a lowercase letter, don’t capitalize this letter at the beginning of a sentence. If possible, rephrase the sentence.

No:

calc(x) is one of the most important functions.

Yes:

One of the most important functions is calc(x).

Top:

The calc(x) function is one of the most important functions.
(This is the best alternative because the key information is at the beginning of the sentence.)