Product Names and Trademarks: Graphics and Spelling

With the active development of product nomination, there has been an increase in the graphic and spelling disorder of trademarks. This highlights the need for updating the relevant orthographic codifications, with product naming representing one of the most problematic areas in this regard. The structural and lexical-semantic diversity of product names precludes the formulation of a unifying rule. Product names can be categorized into several structural types, including single-word names, phrases, descriptions, alphanumeric indices, and Latin names. The lexical-semantic types include metonymic names, direct descriptive constructions, and figurative-metaphorical names. Each of these types adheres to distinct conventions in written form. However, complex multi-component names are frequently formed, combining elements of different semantic natures and structures. Examples include Mercedes S 600, AN-124 “Ruslan” (word + alphanumeric index), refined sunflower oil “Zolotaya semechka” (description + conventional-symbolic phrase), GAZelle Next (Cyrillic + Latin), Splat “Lechebnye travy” (metonymic + descriptive), Ariel “Gorny rodnik” (metonymic + fiurative), and other such combinations. In the context of product naming, the following graphic elements are used for emphasis: capital letters, quotation marks, and Latin script. The role of the speller is to identify the patterns governing their usage through careful observation and analysis. The use of capital letters is partly determined by the origin of the name: in Cyrillic script, as opposed to foreign transliterations, capital letters are typically used only at the beginning of the name. Quotation marks are employed to highlight conventional and figurative-metaphorical names. The increasing prevalence of Latin script in product naming reduces the need for quotation marks. Discursive context is also significant, particularly in distinguishing between official and unofficial contexts. The appendix to this article offers a draft of spelling rules based on the identified patterns.