How are the TM, SM, and symbols used?
The TM, SM, or symbol is placed immediately after the mark, usually in superscript. TM is used to identify a trademark. SM is used to identify a service mark. is used only where the trademark or service mark is registered. The TM, SM, or symbol must be used in the most prominent use of the mark and the first use of the mark in any body copy text associated with promotional and advertising materials, press releases, packaging, bindings, and so forth. Ordinarily, the symbol does not need to be repeated after that. No symbol is used where the word is not used as a trademark – as when it is simply the company name. For example: The technician from Xerox Corporation performed XeroxSM service on my Xerox copier.
