How To Type The Trademark Symbol (™) And When To Use It

When you’re building a brand, small details matter. One of the most common questions we hear from business owners is surprisingly practical: how to type the trademark symbol (™) - and once you’ve typed it, whether you’re even allowed to use it.

The trademark symbol is more than just a bit of “branding polish”. Used properly, it can support your brand strategy by signalling to customers (and competitors) that you take your name, logo, or slogan seriously.

But there’s also a legal side to this. In Australia, using ™ is generally allowed, but it doesn’t automatically mean you have formal trade mark protection. And the registered symbol (®) is a different story entirely.

Below, we’ll walk you through (1) exactly how to type the ™ symbol on different devices, and (2) how and when to use it for your Australian business, including common mistakes to avoid.

What Does The Trademark Symbol (™) Mean In Australia?

The ™ symbol is commonly used to show that a word, logo, phrase, or other “brand sign” is being used as a trade mark - meaning, you’re using it to identify your goods or services as coming from your business.

In practical terms, if you put “™” next to your brand name, you’re telling the market:

• you consider that name (or logo) to be a trade mark; and
• you are claiming it as part of your brand identity.

Important: In Australia, ™ does not mean the trade mark is registered. It can be used whether or not you’ve applied to register the mark.

Trade Mark Vs Trademark (Spelling)

In Australia, the legal spelling is usually “trade mark” (two words). You’ll still see “trademark” online, especially in US-based tools and templates. Either way, if you’re looking up how to type the trademark symbol, you’re usually talking about the same ™ symbol.

Does Using ™ Give You Legal Protection?

Using ™ can help communicate your brand claim, but it doesn’t create registration rights on its own.

In Australia, brand protection often comes from a mix of:

• registered trade mark rights (strongest and most straightforward protection); and
• unregistered protections (for example, claims under passing off and the Australian Consumer Law, which can exist but are often harder and more expensive to enforce).

If you’re planning to invest in your brand (website, packaging, ads, signage, social media handles), trade mark registration is usually worth considering early, so you’re not building on shaky foundations.

How To Type Trademark Symbol (™) On Any Device

If your main question is how to type the trademark symbol, here’s a device-by-device guide you can use straight away.

How To Type ™ On Windows

Common options include:

• Alt code: Hold Alt and type 0153 on the numeric keypad (then release Alt) to get ™.
• Character Map: Search “Character Map” in Windows, find ™, then copy and paste.

Tip: the Alt code method typically requires a numeric keypad. If you’re on a laptop without one, copy/paste is often faster.

How To Type ™ On Mac

On macOS, you can type the trademark symbol using:

• Option (⌥) + 2 = ™

If you can’t remember shortcuts, you can also use the Emoji & Symbols viewer (Control + Command + Space), then search “trademark”.

How To Type ™ On iPhone (iOS)

On iPhone/iPad, keyboard layouts can vary slightly by iOS version and region, but common options include:

• Open the keyboard and switch to the number/symbol view (“123”), then “#+=” if needed, and look for ™.
• Use the search in the Emoji keyboard (if available) and search “trademark”, then insert ™.
• Copy and paste: ™.

How To Type ™ On Android

Android keyboards vary, but common approaches are:

• Switch to symbols (“?123” or “= <”) and look for ™.
• Press and hold on certain punctuation keys to see extra symbols.
• Copy and paste: ™.

How To Type ™ In Microsoft Word, Google Docs And Email

In most word processors, you can:

• use your device shortcut (Windows Alt code or Mac Option shortcut);
• use “Insert Symbol” (Word); or
• copy and paste.

If you’re sending emails or drafting customer-facing documents, consistent formatting also helps. For example, if you use ™ on your website and proposals, you may also want consistent legal language in your Business Terms, especially if you’re describing your branding, product names, and IP ownership.

When Should You Use The ™ Symbol For Your Business?

Knowing how to type the trademark symbol is one thing - knowing when to use it is where it becomes a business decision.

In general, you might use ™ when:

• you’re using a name/logo/slogan as a brand identifier (not just describing a product);
• you want to signal brand ownership to customers, suppliers, or competitors; or
• you’re preparing to apply for a registered trade mark and want to start using consistent branding now.

Where Should You Put The ™ Symbol?

Common placements include:

• Website header or footer next to the business name (especially on key brand pages);
• Product packaging and labels (particularly for branded product lines);
• Marketing materials like brochures, pitch decks, catalogues and ads; and
• App names, platform names, or program names (where you’re branding a service).

Most businesses use ™ on the first or most prominent appearance of the brand in a document or page, rather than repeating it after every mention.

What If You Haven’t Registered The Trade Mark Yet?

In Australia, you can still generally use ™ even if you haven’t registered. But you should be careful not to imply your mark is registered if it isn’t.

This matters because brand claims often show up in:

• your marketing and advertising materials;
• your website copy; and
• your customer terms and refund policies.

If your branding language accidentally crosses into misleading territory, it can create risk under the Australian Consumer Law. If you’re selling products or services online, it’s also worth making sure your Australian Consumer Law compliance is solid across the board (not just your trade mark symbols).

™ Vs ®: What’s The Difference (And Why It Matters)?

This is one of the biggest areas of confusion for business owners.

• ™ is used to show you are claiming something as a trade mark. It does not mean it’s registered.
• ® is used to show your trade mark is registered (generally, registered with IP Australia).

In other words:

• ™ = “we’re using this as our brand”
• ® = “this brand is registered”

Can You Use ® Without Registration?

As a general rule, you should only use ® if the trade mark is actually registered.

Using ® when you don’t have registration can create legal and commercial issues, including potentially misleading customers or competitors about your rights.

If you’re unsure whether you’re ready to register, it’s often worth reviewing your brand strategy first. For example, if you operate with co-founders or investors, you may also want clarity around who owns the brand and IP under your Shareholders Agreement (or founder arrangements), so the trade mark registration aligns with your business structure.

Common Mistakes Small Businesses Make With Trademark Symbols

Trade mark symbols are easy to use, which is exactly why mistakes are common. Here are the issues we see most often with Australian small businesses.

1. Using ™ On A Name You Don’t Really “Own”

Before adding ™ to a brand name, it’s worth checking whether someone else is already using the same (or very similar) mark in a related industry.

Even if you registered your business name with ASIC, that doesn’t automatically mean you have trade mark rights. Business name registration and trade mark registration are separate concepts.

If you build a brand around a name that conflicts with someone else’s trade mark, you may end up needing to rebrand later - which can be costly and disruptive.

2. Treating ™ Like A Substitute For Registration

Using ™ can be part of a brand strategy, but it’s not a replacement for registration.

Registration is often what gives you clearer, enforceable rights. It can also support negotiations if someone copies your name or logo, and it can reduce uncertainty when you’re expanding, franchising, or licensing your brand.

3. Overusing Symbols Everywhere

Placing ™ after every single mention of your brand can make your copy look cluttered. Most businesses use ™ strategically:

• on logos and brand lockups; and/or
• on the first prominent mention on key pages and materials.

Consistency matters more than repetition.

4. Forgetting The Legal Foundations That Support Your Brand

Trade mark symbols are only one part of protecting your business identity. Depending on how you operate, you might also need to protect:

• your customer-facing terms (especially online);
• confidential processes and pricing; and
• your website content and user rules.

If you’re running a website or collecting customer information (even just through contact forms or email sign-ups), your legal setup often includes a Privacy Policy alongside your commercial terms.

Practical Tips For Using ™ In Your Branding (Without Creating Legal Risk)

If you want to use ™ confidently, here are practical steps that usually make sense for small businesses.

Do A Quick Brand Check Before You Commit

Before you print packaging, order signage, or invest heavily in ads, do some early checks:

• search online for similar names in your industry;
• check marketplace and social media handles;
• consider whether your name is too descriptive (descriptive names are often harder to protect); and
• think about how your brand might expand into new product lines later.

This doesn’t replace a proper trade mark search and legal advice, but it can help you avoid obvious conflicts early.

Use ™ For Your Brand, Not For Every Product Description

The ™ symbol makes the most sense next to something you want customers to associate with your business as a “badge of origin” - for example:

• your business name;
• a product line name (if it’s distinctive);
• a signature program name; or
• a unique tagline you consistently use.

It generally doesn’t add much value next to generic product descriptors (and can sometimes look odd).

Make Sure Your Internal Documents Match Your Branding

As your brand grows, you’ll likely share your name and logo with contractors, designers, developers, agencies, and staff.

This is where your contracts can help you keep control of your IP and reduce disputes later. For example:

• If you hire staff, your Employment Contract can help clarify confidentiality and IP created in the course of employment.
• If you engage contractors (like a designer or developer), you’ll often want the contract to deal clearly with IP ownership, licences, and handover of files.

Stay Consistent If You Operate Across Multiple Channels

If you’re trading both online and offline, your brand can show up in many places:

• website and eCommerce store;
• invoices and proposals;
• social media pages;
• product packaging; and
• contracts and onboarding documents.

Having a consistent approach to your branding (including whether you use ™) can make your business look more established - and can make it easier to enforce your rights if disputes come up.

Think About Business Structure And Ownership Early

If you’re operating as a company, the company usually owns the trade mark (not you personally). If you’re a sole trader, you may own it in your personal capacity (which can create complexity if you restructure later).

Depending on where your business is heading, you may want formal documents in place early - for example a Company Constitution to support how the company is run, alongside founder or shareholder arrangements that clearly allocate ownership and decision-making.

Key Takeaways

• The ™ symbol signals that you’re using a name, logo, or phrase as a trade mark, but it does not mean the mark is registered in Australia.
• If you’re looking up how to type the trademark symbol, the fastest method is often a keyboard shortcut (Mac Option + 2) or copy/paste (™), but Windows Alt codes and symbol menus also work.
• ™ is different from ® - you should generally only use ® if your trade mark is registered, as using it incorrectly can create legal risk.
• Using ™ won’t automatically protect your brand, so it’s worth thinking about trade mark registration if you’re investing in your name, logo, packaging, or marketing.
• Brand protection works best when it’s supported by the right legal foundations, including customer terms, IP clauses in contracts, and (where relevant) a Privacy Policy.

If you’d like a consultation about protecting your brand and trade marks for your business, you can reach us at 1800 730 617 or team@sprintlaw.com.au for a free, no-obligations chat.