Alex is Sprintlaw's co-founder and principal lawyer. Alex previously worked at a top-tier firm as a lawyer specialising in technology and media contracts, and founded a digital agency which he sold in 2015.
If you’ve ever wondered how to do the trademark symbol properly for your business name, logo, tagline or product range, you’re not alone.
For many Australian small businesses, brand-building happens fast. You launch a website, set up your socials, start printing packaging, and suddenly you’re choosing whether to add ™, ® or even © next to your brand. It feels like a small detail, but it can have real legal and commercial implications.
This guide explains what each symbol means, when you can use it in Australia, and the practical “how-to” steps for typing the trademark symbol on common devices and platforms. We’ll also flag common mistakes that can create confusion for your business, especially as you grow.
Note: This article is general information only and isn’t legal advice. If you want advice tailored to your business, speak with a lawyer.
What Does The Trademark Symbol Mean In Australia?
Before we get into the practical steps for how to do the trademark symbol, it’s worth clarifying what you’re actually communicating when you use ™ or ®.
In Australia, these symbols are used to signal how you’re claiming rights in a brand. They don’t create rights on their own, but they can send a clear message to customers (and competitors) about your brand position.
TM (™) Meaning
™ generally means you’re claiming something as a trade mark, even if it’s not registered.
- You might use ™ on a business name, product name, logo, or slogan you’re using in trade.
- It’s a way to say: “We consider this part of our brand.”
- In Australia, you can usually use ™ even if you have not filed or registered the trade mark yet (as long as you’re not misleading people about registration).
Registered Trademark (®) Meaning
® means your trade mark is registered (typically with IP Australia) and you have legal rights attached to that registration.
- Using ® is a stronger signal: it indicates formal trade mark protection.
- Because it implies registration, you should only use ® after the trade mark is registered and in relation to the goods/services covered by your registration.
Copyright (©) Is Different
You’ll also see © used commonly on websites and marketing materials. While it often appears alongside trade marks, it’s not a trade mark symbol.
- © is used to indicate copyright ownership, usually over creative works (like website text, photos, design elements and documents).
- Trade marks protect brand identifiers (your name/logo), while copyright protects original creative works.
If your website collects customer details (like emails for marketing), you’ll also want to think about privacy compliance and having a Privacy Policy in place, as these “small” website details often get reviewed together when you’re scaling.
When Should You Use ™ vs ® (And When Should You Avoid Them)?
One of the biggest issues we see for small businesses is using symbols at the wrong time, or using them inconsistently across channels (website, Instagram bio, packaging, invoices).
Here’s a practical way to think about it.
When It Makes Sense To Use ™
You might use ™ when:
- you’ve started using a name/logo as your brand identifier and you want to put others on notice;
- you’re in the process of filing a trade mark application (or considering it);
- you want consistent brand presentation while you’re growing.
It’s common for businesses to use ™ for a period while their brand is gaining traction, before deciding whether to register the trade mark.
When It Makes Sense To Use ®
You might use ® when:
- your trade mark has been registered; and
- you’re using it for the goods/services covered by that registration.
Practically, ® can be helpful once your business is established and you’re more likely to have competitors trying to imitate your branding.
When You Should Avoid Using ®
You should avoid using ® if:
- your trade mark is not registered yet (including while it’s pending);
- you’re using the symbol for a different brand element than the one registered (for example, your logo is registered but you place ® next to a different slogan);
- you’re using it in connection with products/services outside your registration coverage.
Even if you’re trying to look “official”, using ® incorrectly can create confusion and may raise issues if it misleads people about whether something is registered. If you’re unsure what’s covered (or whether it’s time to register), it can help to speak with an Intellectual Property Lawyer before you update packaging, signage or ads.
How To Do Trademark Symbol On Keyboard, Phone And Common Platforms
Now to the practical part: how to do the trademark symbol in real life, on the devices and platforms you actually use in your business.
Below are simple options that work for most small businesses, whether you’re typing an email, updating your website footer, or preparing packaging artwork.
How To Type ™ On Windows
- Alt code: hold Alt and type 0153 on the numeric keypad → ™
- Copy/paste: copy this symbol: ™
Tip: Alt codes generally require a numeric keypad. If you’re on a laptop without one, copy/paste is often the easiest option.
How To Type ® On Windows
- Alt code: hold Alt and type 0174 on the numeric keypad → ®
- Copy/paste: copy this symbol: ®
How To Do Trademark Symbol On Mac
- ™ on Mac:Option + 2 → ™
- ® on Mac:Option + R → ®
Mac shortcuts are usually the fastest option if you’re doing a lot of brand-related editing (like Shopify product pages or design mock-ups).
How To Do Trademark Symbol On iPhone (iOS)
On iPhone, you can usually find ™ and ® directly from the keyboard:
- Tap 123 to switch to numbers and symbols.
- Tap # += for more symbols.
- Look for ™ and ® (placement can vary slightly by keyboard version).
If you can’t find it easily, a quick workaround is to save “tm” as a text replacement that expands to ™ in your keyboard settings.
How To Do Trademark Symbol On Android
Android keyboards vary (Gboard, Samsung Keyboard and others), but the general approach is:
- Tap ?123 to switch to symbols.
- Tap = < or a similar key for more symbols (depends on the keyboard).
- Look for ™ or ®.
If it’s not visible, you can long-press certain keys (often “T” or “R” doesn’t work, but long-press on punctuation sometimes reveals additional symbols). Otherwise, copy/paste works reliably.
How To Add The Trademark Symbol In Word, Google Docs And Canva
If you’re preparing proposals, product inserts or policies, you may want a consistent way to insert symbols:
- Microsoft Word: Insert → Symbol → search for “trademark” or “registered”.
- Google Docs: Insert → Special characters → search for “trademark” or “registered”.
- Design tools: you can often paste ™ / ® directly into text boxes, but always double-check how it exports into PDF/print files.
For packaging and brand assets, it’s a good idea to set brand rules in writing (what symbol, what spacing, where it appears). This can also make it easier to stay consistent if you’re working with a designer or agency.
Where Should The Trademark Symbol Go In Your Branding?
Knowing how to type ™ or ® is one thing. Knowing where to place it is what keeps your branding consistent and professional.
There’s no single mandatory format in Australia, but there are common approaches that reduce confusion and help you look credible.
Typical Placement Options
Most businesses place the symbol:
- immediately after the brand name (e.g. YourBrand™);
- immediately after the logo (often in the top-right corner of the logo lock-up);
- after a specific product range name or tagline if that’s what you’re claiming as a trade mark.
In many cases, it’s best to apply the symbol to the core brand identifier you’re trying to protect, not every single word on the page.
Do You Need To Use The Symbol Every Time?
Practically, you don’t need to use ™ or ® every single time the brand appears.
A common approach is to use it in:
- website header or footer;
- packaging and product labels;
- marketing collateral (especially where brand imitation risk is higher);
- pitch decks and brochures (if brand value is part of the business).
The goal is consistency and clarity, rather than cluttering your brand presentation.
Consistency Matters If You Ever Need To Enforce Your Rights
Using symbols correctly won’t automatically stop someone copying your branding, but it can help demonstrate that you’ve been treating the name/logo as a valuable business asset.
And when your brand becomes a key driver of revenue, you may also want to tighten up your contracts and terms (for example, if you sell online, having clear Website Terms and Conditions can help manage customer expectations and reduce disputes).
Common Mistakes Small Businesses Make With Trademark Symbols
Trade mark symbols are simple, but they’re easy to misuse when you’re moving fast. Here are common traps we see (and how to avoid them).
1. Using ® Before Registration
This is the big one. If your trade mark isn’t registered, stick with ™.
Using ® too early can give the impression you have a registration when you don’t. If you’re unsure about timing, get clarity before you print thousands of labels or launch a new website theme.
2. Treating A Business Name As Automatically Protected
Registering a business name (or owning a domain name) doesn’t automatically give you trade mark rights across Australia.
Trade mark protection is a separate area, and it’s very common for businesses to discover later that their business name overlaps with someone else’s registered mark. That’s when rebranding becomes expensive.
3. Applying ™ To Descriptive Words Instead Of Brand Identifiers
Generally, trade marks work best when they identify your business, not just describe what you sell.
For example, if you run a cleaning business, your brand name might be protectable, but adding ™ next to the word “Cleaning” everywhere doesn’t necessarily strengthen your position.
4. Using The Symbol In A Way That Creates Consumer Confusion
If you use symbols in advertising, packaging or online checkout pages, your broader marketing still needs to comply with the Australian Consumer Law (ACL), including rules around misleading or deceptive conduct.
Even if the symbol itself isn’t the main issue, overall presentation matters. If you’re updating your sales pages or policies, it can help to sense-check your misleading or deceptive conduct risk at the same time.
5. Not Matching The Symbol To The Exact Brand Asset That’s Protected
If your logo is registered but your word mark is not (or vice versa), you need to be careful about where you place ®.
It’s common for businesses to have multiple brand assets:
- business name (word mark)
- logo
- tagline
- product range names
Each of these can potentially be protected separately, depending on what you’ve registered and what you use in trade.
Next Steps: Protecting Your Brand (Not Just Typing The Symbol)
Learning how to do the trademark symbol is useful, but it’s only one small part of protecting your brand.
If your name, logo or product identity is valuable to your business (and for most small businesses, it is), the bigger picture is about building a brand protection strategy that matches your stage of growth.
Practical Brand Protection Steps For Small Businesses
- Do a clearance check before committing to a name: it’s far cheaper to change early than after you’ve invested in signage, packaging and SEO.
- Decide what you’re protecting: word mark, logo, or both.
- Align your registrations with what you actually sell: trade marks are registered in classes, so the scope matters.
- Lock in ownership: make sure the right entity owns the brand (for example, your company rather than an individual).
- Use strong contracts: if designers, developers, contractors or agencies are involved, you want your agreements to clearly deal with IP ownership and usage rights.
If you’re bringing on staff to help with marketing, design or sales, it’s also worth ensuring you have the right Employment Contract terms in place, especially around confidentiality and intellectual property created during employment.
What If You’re Licensing Or Collaborating With Other Businesses?
As you grow, you might collaborate with influencers, distributors, resellers, or other businesses.
This is where trade mark use becomes more than a symbol - it becomes a commercial asset you may license or control through contracts.
In those scenarios, your broader contract ecosystem matters (things like clear terms, scope of use, brand guidelines, and termination rights).
Key Takeaways
- The ™ symbol generally indicates you’re claiming something as a trade mark, even if it’s not registered, while ® should be used only when the trade mark is registered.
- If you’re looking up how to do the trademark symbol, the simplest approach is to use keyboard shortcuts (Option + 2 on Mac for ™) or copy/paste for fast, consistent use.
- Using ® before registration (or for the wrong brand asset) can create confusion and may be an issue if it misleads people, so it’s worth checking your position before updating packaging or ads.
- Trade mark symbols can support a brand strategy, but they don’t replace proper trade mark protection, good contracts, and clear ownership of IP.
- As your business grows, aligning your trade mark use with your website terms, marketing compliance and internal agreements helps protect the value you’re building in your brand.
If you’d like help protecting your brand and using trade mark symbols correctly, you can reach us at 1800 730 617 or team@sprintlaw.com.au for a free, no-obligations chat.
