Brand Names in Screenwriting | Style Guide

Using brand names in your screenplay can add realism and specificity to your scenes, but it comes with important considerations. This guide covers when and how to reference brands, products, and trademarks in your script.

When to Use Brand Names

Brand names can establish character, setting, and social context quickly. A character ordering a specific drink or driving a particular car tells the audience something about who they are without additional exposition.

Legal Considerations

While spec scripts commonly include brand references for storytelling purposes, produced scripts must navigate trademark and clearance issues. Studios have legal departments that review brand mentions for potential liability.

• Spec scripts can freely reference brands for character development
• Avoid portraying brands in a defamatory or false light
• Production scripts require legal clearance for brand usage
• Generic alternatives can be used when brands aren't essential to the story

Formatting Brand Names in Scripts

When including brand names in your screenplay, write them as they appear officially. Do not use trademark symbols (™ or ®) in your script — these are unnecessary in creative writing and clutter the page.

Alternatives to Brand Names

Sometimes a generic description works better than a specific brand. Instead of naming a fast-food chain, you might write "a burger joint" — unless the specific brand is essential to the story or character.

Product Placement vs. Storytelling

There's a difference between using a brand name to serve your story and writing what amounts to product placement. Let your story guide brand usage, not the other way around.