I am working on the design of a scientific publication. For the job, the lead researcher provided the raw text along with the original
PDF of the research paper, as a reference. I am going through his document as I am deciding upon the various typographic treatments (such as quotes, references, etc.) and one thing confuses me: the treatment of brand names. In the original
PDF, the researcher makes an italicised reference to Instagram, yet in other places throughout the paper the word
Instagram is set in a regular cut, not in italics. See the images below as a reference, they are screenshots of the original
What are the rules for such cases? Is the first mentioning of a brand name, such as Instagram, to be italicised and every following instance is then set in regular? This is how it appears to be in the paper I've been given but I am unsure, hence my question.