FYI. This is excerpted from a document regarding our trademarks. 5. ALWAYS USE OUR MARKS IN PROPER CONTEXT AND FORM Trademarks identify a company's products or services. Grammatically, they are proper adjectives , used to qualify a generic name such as software , product or mail transfer agent . Our Marks should never be used as a noun, or in plural form. Here are a few examples: RIGHT: A LISTSERV mailing list A LISTSERV server We have several LISTSERV servers in our department WRONG: A LISTSERV A LISTSERVer We have several LISTSERVs in our department In headlines, the use of unqualified product Marks is tolerated, to save space, provided that the implied meaning is product , and that there is no possible doubt about this. For instance, you may print XYZ Assist for LISTSERV , meaning XYZ Assist for use with the LISTSERV product . You may not print Manage your LISTSERVs with XYZ! , however, because the implied meaning is either server or list . Our Marks should not be abbreviated or extended. You must always state our Marks exactly as they are written on your trademark license certificate. In practice, this is only a problem with LISTSERV. Always write it exactly as LISTSERV - not LSV or LISTSERVE or LISTSERVER. Our Marks may never be incorporated in company names, whether a corporate name, partnership or d/b/a. Thus, you may not call your company LISTSERV Consulting .