Proper trademark notice, such as presenting the TM, SM, or ® symbol with your company’s mark, tells competitors and customers that your company claims exclusive rights in that mark. Generally, the chosen notice symbol should be presented in logo marks or stylized presentations set apart from text. In text, present the notice symbol as often as is practicable, and at least with the first appearance of a mark. It is not necessary to give notice every time a mark appears in text.
Use TM as notice for unregistered Trademarks and SM as notice for unregistered Service Marks.
Use ® with marks registered with the USPTO.
Note that: (1) your company should not use the ® symbol if it filed an application that has not yet resulted in an issued registration; and (2) your company’s registration of a mark for one good/service does not necessarily mean your company is legally permitted to use the ® symbol when that same mark is used with any other good/service that is outside the scope (class and/or description) of that registration. Intentionally using the registered trademark symbol with an unregistered mark or on goods/services not covered by a mark’s registration might give rise to claims for false advertising and/or trademark fraud, and possibly provide an infringer with a defense against your company’s infringement claims.
Some documents might use the same word/phrase as both a company name (usually using the word/phrase as a noun) and a mark (usually presented as an adjective). Give notice only when the word/phrase is being used as a mark.
There is no strict rule governing where notice appears, its size, or how often it should appear. Notice usually is placed as a superscript or subscript of a mark, but some companies use footnotes to give notice descriptively. In any event, notice should be given prominently and often enough that it attracts the attention of the ordinary consumer.