RAMUNĖ VASKELAITĖ

HOW AN APPARENTLY SIMPLE RULE FOR WRITING SYMBOLIC NAMES BECOMES TRICKY

KEYWORDS: symbolic name, usage, norm, spelling and punctuation, rules for forming names, capitalization, quotation marks.

INTRODUCTION

At first glance, the rule for writing symbolic names would seem so simple that it hardly warrants discussion: these names should begin with a capital letter and be placed in quotation marks. Perhaps because of this simplicity, or perhaps because of a lack of scholarly articles on spelling and punctuation, there has been no scholarly analysis devoted to the writing peculiarities of this type of name. The rule formulated in Lietuvių kalbos rašyboje ir skyryboje (hereafter LKRS) was probably considered unproblematic and therefore, when certain matters of spelling and punctuation were amended by resolutions of the State Commission of the Lithuanian Language (hereafter VLKK) (VŽ 1997a, 2006a, b), it was not among the cases changed and did not become a subject of discussion prompted by these changes.

Nevertheless, what seems simple to language specialists is not always self-evident to users who have not studied linguistics, especially since some of them have not completed secondary school, and even university graduates have not all learned language rules to the same degree. This circumstance, particularly highlighted by online usage, is often overlooked, yet it is precisely this that often distinguishes the norm from usage. The discrepancy between the ideal language user and the real one was also revealed by the spread of symbolic names. When private companies began to be established some two decades ago, following a change in the social order, it became clear that for a considerable number of their founders, devising a correct name for the entity being established was a task difficult to overcome. As names rife with errors at various linguistic levels, including the elementary level of spelling and punctuation, began to spread in public usage, it became necessary to prepare rules for those who coined them and, at the same time, to study this group of names in greater depth. Thus, an issue brought to the fore by reality led to the formation, one might say, of a distinct field of language planning and research: the names of legal entities, also referred to collectively as company names¹.

In regulating and examining the entire group of names of companies, institutions, and organizations, it was, of course, also necessary to include its subgroup—words or combinations of words used in a figurative sense, long since

¹ It would seem that the word firma is not particularly prone to taking hold in usage; įmonės, bendrovės are also used in a generalizing sense. In language studies, too, there has recently been a greater tendency to use įmonės or the phrase juridiniai asmenys as a general term. This tendency will also be followed in this article.

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to call the usual ones symbolic names or symbolic titles². Therefore, it was precisely the symbolic titles of legal entities that attracted more attention from language specialists than any other type of symbolic title. Even before the first rules were drawn up, practical and methodological advice for those creating and managing titles had been prepared (Kniūkšta 1992a), and rules were subsequently based on it. The first rules, Use of Company Names, were adopted by a resolution of the VLKK in 1992 (LKKN 1998: 12–15); they were later revised or amended (VŽ 1997b, 2002b). Currently, the Rules for the Formation of Symbolic Names of Companies, Institutions and Organizations, established in 2004, are in force (VŽ 2004), with only two of their provisions having been deleted in 2013 (VŽ 2013). In addition, an appendix to the rules was prepared, covering common words used with the symbolic part of a name—words that, in the context of legal-entity names, are most often termed generic words (VŽ 1995, 1997c)³. The requirement that the name of a legal entity being established be correct is set out in the Civil Code of the Republic of Lithuania (VŽ 2000). When it eventually became clear that neither this legal safeguard nor clearly stated rules were sufficient to ensure correctness in this area, the VLKK began advising the State Enterprise Centre of Registers on every proposed legal-entity name to be registered⁴. Information published on the VLKK website shows that many are rejected, but the scale of company formation is also striking: every month, between fifteen hundred and slightly more than two thousand names are submitted for assessment⁵. These figures alone suffice to show how substantial a part of everyday language use these names make up; and, since they are abundant in public usage, they have a considerable influence on the standard language⁶.

In examining the symbolic names of legal entities and developing principles for their standardization, the chief credit belongs to Dr. P. Kniūkšta, longtime associate editor of Kalbos kultūra. The articles published in Kalbos kultūra alone reveal how insightfully these questions were considered and how much was accomplished despite the near absence of a tradition of examining legal-entity names from a linguistic perspective. Moreover, much has been written—and continues to be written—for a wider audience⁷; the aforementioned practical and methodological advice was prepared for those who devise names, followed later by the rules Use of Company Names (LKKN 1998: 12–15), which formed the basis for all subsequent rules on name formation. Separate publications have also appeared: Names of Institutions, Companies and Organizations (Kniūkšta 2004), Public Inscriptions: A Look Through Documents and the Streets of Vilnius (Kniūkšta 2006b), by a specialist in administrative language ……………………

² Pranas Kniūkšta (2004: 20–21) yra atkreipęs dėmesį į šių terminų vartoseną: pirmosiose taisyklėse pavadinimų sudarytojams vartotas terminas simbolinis vardas, apimantis ir gimininius žodžius, tačiau 2004 m. priimtose liko tik simbolinis pavadinimas, apimantis simboliškai vartojamus žodžius. Šiame straipsnyje irgi bus paisoma tos terminijos raidos krypties: visas pavadinimas, įskaitant ir gimininius žodžius, bus vadinamas juridinio asmens (įmonės) pavadinimu, o jo simbolinė dalis – simboliniu pavadinimu arba simboline dalimi.

³ The appendix is no longer in force; see the VLKK website, available online: http://www.vlkk.lt/lit/nutarimai/imoniu-pavadinimai/simboliniai.htm.

⁴ The consultation requirement was established by Government Resolution No. 1452 of 5 December 2012, which amended the Regulations of the Register of Legal Entities (VŽ 2012). The Register administrator is required to seek advice from the VLKK on whether a legal entity’s name complies with the norms of standard Lithuanian, and to provide a response to this request within 6 working hours.

⁵ This information is provided on the VLKK website, available online: http://www.vlkk.lt/lit/naujienos/bendrosios.html.

⁶ It is not, of course, the case that only incorrect symbolic names are being created. The State Language Inspectorate’s competition for the most beautiful Lithuanian company names also reveals instances of exceptional linguistic sensitivity, challenging the unfounded opinion that the wealth of Lithuanian nouns has already been exhausted in naming companies—for the possibilities of creating noun phrases and other combinations are inexhaustible. For instance, among the winners of the 2014 competition were companies registered in 2013 with such evocative names as “Acacia Shelter,” “Flash of Joy,” “Woodpecker’s Hollow,” “Gentle Winds,” “Eyes of the House,” “Dream Homes,” “Sweet Luxury,” “End of the Thread,” “Forest of Numbers,” and others.

⁷ Most of the articles (some revised or shortened) were collected in the monograph Language Use and Planning (Kniūkšta 2001: 339–406).

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From this perspective, legal-entity names, including symbolic ones, are assessed in the book Administrative Language and Its Use (Kniūkšta 2005). The term itself, symbolic names, which competes with provisional names, conventional designations, most likely gained currency thanks to P. Kniūkšta (Kniūkšta 2001: 339–341). Apart from this, almost no one has studied symbolic names of companies, institutions or organizations separately; they are mentioned alongside symbolic names in general. Yet such names as a whole are rarely the subject of research, appearing in only a handful of articles (Valeckienė 1965; Drazdauskienė 1975; Sližienė 1979; Vaicekauskienė 1997; Kvašytė 2005; Jocaitė, Kvašytė 2006).

It is true that symbolic names are discussed in grammars as sentence constituents or components of word combinations (LKG₃ 1976: 429–430; DLKG 1997: 557), but only in the most general, unproblematic sense. They are also mentioned in language-culture and other textbooks (Brūzگienė et al. 2013; Linkevičienė 2013). Nevertheless, grammars—as is appropriate—cover the syntactic and morphological levels, more precisely, issues of name inflection and genitive or nominative position; these are among the most pressing topics in articles and elsewhere (LKŽin 1998: 338; Pupkis 2005: 287–289). Articles also touch on lexicon and word formation, whereas the elementary levels of spelling and punctuation are, one might say, overlooked everywhere, most likely because they are taken for granted. Current usage nevertheless reveals that this has arguably become the most problematic level, and the difficulty may partly have arisen from insufficient attention to it.

This article seeks to address the gap. Accordingly, it examines problems of spelling and punctuation in symbolic names. More specifically, the subject of the study is the established or emerging tendencies in the writing of symbolic names of legal entities and the factors shaping them. This analysis, which also proposes possible solutions, should be of primary interest to those who standardize and regulate language; however, given the lack of certain formulations or of clarity in language reference works, it will also be useful to users and creators of names. It should clarify for them which ways of writing symbolic names are in fact incompatible with the norm and where the contradiction lies.

1. THE PROBLEM OF WRITING IN UPPERCASE

1.1. Reflections of the concept of possibilities in the Register of Legal Entities

The rule for writing symbolic names is formulated in LKRS as follows: “Various symbolic names (when the words making up the name are used figuratively) are written with an initial capital letter and enclosed in quotation marks (without quotation marks, they would denote something else).” (LKRS 1992: 70). Since such names may consist of more than one word, it is added immediately: “If a name consists of two or more words, only the first word and any proper names included in the name are written with an initial capital letter.” This rule is also repeated in textbooks and reference books, e.g.: “Compound symbolic names are enclosed in quotation marks; the first word in them is written with an initial capital letter, and proper names are written with an initial capital letter, e.g.: private limited company (abbreviated UAB) ‘Interneto vizija’, the journal ‘Socialinių mokslų studijos’, public institution (VšĮ) ‘Europos vartotojų centras’, joint-stock company (AB) ‘Grįžulo Ratai’, state-owned enterprise (VĮ) ‘Regitra.’ (Brūzgienė et al. 2013: 48). Wh-

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at purpose uppercase letters and quotation marks serve in these cases is nowhere specified; however, the writing rule itself is simple, and more detailed explanations seem truly unnecessary.

Perhaps because of its simplicity, it is not formulated in grammars; writing in quotation marks and with an initial capital letter is evident only from the examples (LKG₃ 1976: 429–430; DLKG 1997: 557). The rule is also absent from the first guidelines intended for name creators, which is justified by their purpose—after all, they are rules for forming names, not for writing them. A formulation concerning spelling appears in 1997, and it is also included in the Rules for Forming Symbolic Names of Institutions, Companies and Organizations adopted in 2004. Nevertheless, all the other provisions of the rules regulate only names being formed, that is, names not yet registered. Thus, the spelling rule that found its way in here was probably also intended to apply to names being formed.

If those creating names followed this rule when registering a newly established company in the Register of Legal Entities, no problems would arise. Unfortunately, it is clear from the database maintained by the state-owned enterprise Registrų centras⁸ that only some entries comply with the rule, e.g.: association ‘Taika per kultūrą’, society ‘Sniego gniūžtė’, small partnership ‘Laumės skrynia’, gardeners’ association ‘Mūsų Londonas’, animal welfare club ‘Draugo letena’, credit union ‘Giminėlė’, Tabariškės Village Community Centre ‘Tabariškės kaip nutapytos’, joint-stock company ‘Snaigė’, private limited company ‘Kita kryptis’, private limited insurance brokerage company ‘Destinija’, residential construction association ‘Rytinis krantas’. Others—or, more precisely, their symbolic component—are entered in the register in uppercase, e.g.: club ARBATA SU CITRINA, club ŠA-MANAI, association VERSLAS STUDENTAMS, association TAVO DRUGYS, music authors’ rights association NATA, public institution MANO MIESTAS, public institution NAUJASIS VARGONŲ FORUMAS, public organization NAUJA KRYPTIS, private limited company BINGELIS IR SŪNUS, agricultural business company LIETA. Neither LKRS nor the rules for forming names state that they may be written in uppercase. This style is not mentioned in LKRS, the normative publication that discusses Lithuanian spelling in the greatest detail. As stipulated in LKRS, several consecutive uppercase letters are permitted only when forming an abbreviation (LKRS 1992: 73–74). Thus, the question reasonably arises as to how this option came about when companies and other private and public legal entities are registered.

Cases of writing entirely in uppercase are discussed separately only in Dana Vainauskienė’s article ‘On Writing Entirely in Uppercase’. It is stated about symbolic names that, according to Lithuanian spelling rules, they are written in quotation marks, but “in certain cases (for example, on signs, labels, and in advertisements) they may be highlighted using a different typeface or different characters, i.e. uppercase letters, e.g.: shop UOSINGIS, hotel AUKŠTAITĖJA, private limited company KILIMAI <...>.” (Vainauskienė 1996: 71–72). Even earlier, this style of writing was mentioned in the methodological and subject-specific guidelines cited above. After stating that names should be written in quotation marks, it was added: “If a symbolic name is graphically highlighted (placed on a new line, in a larger font), it may also be written without quotation marks, but entirely in uppercase (in notices and elsewhere), e.g.: concert by the ensemble LIETUVA.” (Kniūkšta 2001: 379–380). In the publication Names of Institutions, Companies and Organizations, signs are singled out: “Symbolic names themselves are written in quotation marks and begin with an initial capital letter. <...> Quotation marks may be replaced by another typeface or all-uppercase letters: joint-stock company Tauras, shop SAULUTĖ. Names are usually written without quotation marks on signs: SAULUTĖ, LIETUVOS SPAUDA.” (Kniūkšta 2004: 28). The statement is repeated in the book Administrative Language and Its Usage (Kniūkšta 2005: 116).

⁸ The Register of Legal Entities is available on the Registrų centras website; available online at: http://www.registru-centras.lt/jar.

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In the VLKK Consultation Bank, such areas of writing are summarized under the heading of design: “The variant with capital letters or some other typeface may be used for design purposes, e.g., in advertising, on signs, etc.”⁹ Indeed, the possibility of using quotation-mark equivalents is also mentioned in the LKRS (in a footnote), though it is described not as the use of capital letters but as writing in a different typeface or on a new line: “Symbolic names used without accompanying text (on signs, labels, book covers, etc.) are not set off with quotation marks. Only when they occur together with a generic term and are not highlighted by a different typeface or a new line may they be set off with quotation marks, cf.: / Cinema / Neris; Cinema ‘Neris.’ (LKRS 1992: 70).

Taken together, the statements would suggest that writing in capital letters is equivalent to quotation marks in non-continuous and/or advertising texts. Nevertheless, the areas are described rather abstractly, and the wording is not strict. These areas are described in somewhat greater detail in a later work (Kniūkšta 2005: 120–123), but it shows that writing conventions may differ even between signs and advertising inscriptions. The term public advertising inscriptions is also used, and the statement that advertising inscriptions of names “are quite often written in a special way and represent a company’s mark; in other words, the company’s mark is used as an advertising name” (Kniūkšta 2005: 121) links symbolic names with yet another area—trademarks¹⁰. It is precisely in all these areas that writing in capital letters is most common; thus, by analogy, this practice may have been transferred from them to the register as well. The rules intended for those creating names were not relied upon, since a provision on spelling appeared in them only later and prescribed only writing the first letter as a capital. It is true that the appendix to the rules, specifically point 3, mentions another possibility, but it refers not to capital letters but to a different typeface: “Generic words denoting the field or nature of activity, when used with symbolic names, do not merge with them but form a secondary part of the proper name, set apart graphically as well: the symbolic name is written in quotation marks (the quotation marks around the symbolic name may be replaced by a different typeface), and generic words are written in the ordinary way.” (VŽ 1995, 1997c). Other typefaces were not applied in the register. Furthermore, the appendix’s title, “Use and Spelling of Generic Words in Names,” would suggest that it is actually intended not for those creating names but to describe how already-created and registered names are written in text.

Whatever the reason for the appearance of entries written in capital letters in the register, they would conform to the principle of quotation-mark equivalents if the entire register had been compiled according to it. Unfortunately, many other possibilities were also applied when legal entities were registered, such as writing in capital letters the words that indicate legal form: AKCINĖ BENDROVĖ „UKMERGĖS ŠILAS“, UŽDAROJI AKCINĖ BENDROVĖ „LAKŠTAS“, UŽDAROJI AKCINĖ BENDROVĖ FINANSŲ MAKLERIO ĮMONĖ „KAPITALO SRAUTAI“, ASOCIACIJA „ŽINIŲ EKONOMIKOS FORUMAS“, KLUBAS „VIJA PINAVIJA“, VIEŠOJI ĮSTAIGA „UGNIES ANGELAI“, RIEŠĖS TENISO KLUBAS „PUOLANČIOJI ŽVAKĖ“, LABDAROS FONDAS „MŪSŲ KRANTAS“, METAFIZIKOS STUDIJA „GYVA ERDVĖ“, PROTESTANTŲ BAŽNYČIA „NAUJOJI KARTA“, SODININKŲ BENDRIJA „PUOŠMENA“. Name creators were inconsistent about quotation marks in such cases—the register also contains entries such as ASOCIACIJA SAVAS PASAULIS VISUR, MAŽOJI BENDRIJA SAULĖS VAIKAS, VILNIAUS VAIKŲ IR JAUNIMO DIABETO KLUBAS DIABITĖ PLUS. The aforementioned article by D. Vainauskienė states that when the entire name is written in capital letters, the symbolic part must be set off with quotation marks: “The symbolic name …………………………

⁹ See the entry in the Consultation Bank, available online: http://www.vlkk.lt/lit/10401.

¹⁰ The relationship between names and trademarks is discussed in greater detail in a separate article (Kniūkšta 2006a), while the relationship between public inscriptions and advertising, signs, and trademarks, as well as the functioning of company names in these areas, is addressed in a separate publication (Kniūkšta 2006b).

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“must be placed in quotation marks or set in a different typeface when both the symbolic name and the indication of the company’s status are written entirely in capital letters.” (Vinauskienė 1996: 72). However, the area in which this writing convention applies is not defined, although the wording, too, is presumably based on areas other than continuous text and was also applied to them. There is no basis for claiming that company founders followed this particular wording; rather, the principle of analogy was probably at work as well, prompted by public inscriptions, signs, or advertising texts. Such writing could also be used in the register if all company names were written in capital letters and separated from the legal-form designation by quotation marks. When the entire name is written in capital letters, quotation marks would serve a distinguishing function, that is, they would set apart the symbolic part. But when such entries appear alongside names in which capital letters take their place, such as klubas ARBATA SU CITRINA, uncertainties arise both about the quotation marks and about the function of capital letters. Writing in capital letters is no longer merely equivalent to quotation marks, since both equivalents could not be used together.

Quotation marks also appear as a consequence of writing in capital letters in another situation—when the designation of legal form accompanying a symbolic name is abbreviated. The possibility of abbreviating it is mentioned in the appendix to the rules, specifically point 5.2. But the appendix is not intended solely for those creating names, so this alternative may have been envisaged as a way of writing an already-created name in text. Nevertheless, company founders picked it up. From 1 January 2004, the name was solely their concern¹¹, so they were free to choose not only the name but also the way it was written or the way its legal-form designation was presented. And, as the register shows, they chose (and continue to choose) not only public institution, individual enterprise, small partnership, agricultural company, private limited liability company, private limited insurance brokerage company, apartment building owners’ association, individual residential property owners’ association, but also VšĮ, IĮ, MB, ŽŪB, UAB, UADBB, DNSB, IGNSB, and so on, for example: VšĮ „Taip kaip“, VšĮ „Bet kas zyžia“, IĮ „Virgis“, IĮ „Bijai vilko, neik į mišką“, MB „Ratai visiems“, MB „Spalvos mintims“, UAB „Maljorka“, UAB „Kodėl gi ne?“, UAB „Tikrai geras verslas“, ŽŪB „Tikri dalykai“, ŽŪB „Žibučių ūkis“, UADBB „Draudima“, UADBB „Hokena“, DNSB „Versmės spalvos“, DNSB „Šiluvos svaja“, IGNSB „Kalotės kalnas“, IGNSB „Purmaliė“. When the symbolic part is also chosen to be written in capital letters, a solid block of capitals results, making it impossible to distinguish figurative from literal meanings; the only option left is to use quotation marks. There was considerable inconsistency in such cases as well: the register contains entries such as IĮ „FINANSŲ SRAUTAS“, IĮ „GERAS GARAS“, IĮ „ŠIAUDAIS KŪRENAM – GERAI GYVENAM...“, VšĮ „IŠ ŠIRDIES Į ŠIRDĮ“, VšĮ „ŠIAULIŲ ŠAULYS“, UAB „LOTOSŲ JŪRA“, UAB „SIMO RATAI“, ŽŪB „ŠOVENIS“, UADBB „SANDĖJAS“, UADBB „RYTOJAUS GARANTAS“, UADBB „APSIDRAUSKIME“, DNSB „BURBIŠKIŲ KALVA“, DNSB „LIEPKALNIJA“; but there are also entries such as MB IDEALUS VERSLAS, MB LAIMĖS PIEVA, MB RAMI ŠIRŠĖ, IĮ AKMENS TVORA, IĮ PROTINGA VARNA, VšĮ TIESIOG TEATRAS, VšĮ SPORTAS GYVAI, UAB ŠVIESKI MAN VĖL, UAB TECHNOLOGINĖ LINIJA, UAB KAUNO RATAI, UAB SAULĖS ŽEMĖ. D. Vinauskienė’s article (1996: 72) states that in these cases, too, the symbolic part should be set off with quotation marks, but it does not specify the area in which this writing convention applies. Its application in the register is also problematic, primarily because entries vary. In names such as MB IDEALUS VERSLAS, writing in capital letters could be taken as equivalent to quotation marks; but when quotation marks are also used (e.g., IĮ „FINANSŲ SRAUTAS“), the function of both capital-letter writing and quotation marks becomes unclear.

¹¹ See the VLKK website, available online: http://vlkk.lt/lit/103421 (accessed 2014 11 04).

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The tendency to register a company name entirely in capital letters might be explained by copying public signage, and perhaps also by certain document-preparation practices¹². However, other ways of writing names in the register are evidently associated with the tendencies and rules of continuous text. These are the already-mentioned cases in which only the first word of the symbolic part is capitalized, including those in which the reference to the company’s legal form is abbreviated. Writing with an initial capital is precisely what the LKRS rule prescribes, but as register entries vary, even this approach becomes problematic: among other things, it creates the impression that names considered more important are emphasized by means of capital letters. All the more so because language publications do indeed assign an emphatic function to this practice.

In her article, having discussed all cases of writing entirely in capital letters and mentioned the writing of symbolic names as the first of them, D. Vainauskienė concludes: “the use of capital letters expresses the author’s desire to single out what is particularly important” (Vainauskienė 1996: 74). This kind of writing is called highlighting, but so is another form of highlighting permitted by computerized text processing (a different typeface, various font or character sizes, bold or expanded lettering). An emphatic function is also envisaged in Nijolė Linkevičienė’s Fundamentals of Editing, though not for writing in capital letters, but for type styles: “<...> the style of the chosen typeface can be changed if something needs to be singled out, particularly emphasized, or brought to the reader’s attention. Four type styles are distinguished: regular, bold, italic (slanted), and bold italic (slanted).” (Linkevičienė 2013: 55). In this work, a graphic device seems to be distinguished from type style, since it is mentioned only in the discussion of quotations: “Quotations in text are set off by quotation marks (if set off in a different typeface or by another graphic device, quotation marks may be omitted).” (Linkevičienė 2013: 57). It would follow that a graphic device is associated only with a punctuation mark. It is associated only with quotation marks in the most recent work on spelling and punctuation as well—the European Union Interinstitutional Style Guide for Lithuanian (hereafter ESIV)—but this makes clear that there is no distinction between setting off by typeface and graphic highlighting: the section is entitled Graphic highlighting, and it mentions typefaces, including capital letters: “Instead of quotation marks, quotations, syllabic abbreviations, symbolic or non-Lithuanian names, etc., may be distinguished by typeface (italics, boldface, font color, capital letters, and so on).” (ESIV 2014: 38). Although, compared with Fundamentals of Editing, this seems to envisage a broader function for writing in capital letters, according to the LKRS, the names of cited organizations, works, and publications should also be regarded as quotations (LKRS 1992: 227). A graphic device as an equivalent of a punctuation mark is also mentioned in clause 13.1 of the Lithuanian punctuation rules updated in 2006, which states that quotations should be placed in quotation marks, but that quotation marks may be omitted when they are set off in a different typeface or by a graphic device (VŽ 2006a).

Some inconsistencies occur in works that mention graphic devices, but taken together they suggest that writing in capital letters may serve a dual function: emphasizing certain textual elements and acting as a punctuation mark. If quotation marks serve the punctuation function while capital letters are used to highlight important elements, cases could arise in which text is written both in capital letters and within quotation marks. This two-level highlighting rule is formulated nowhere, but its possibility is also evident in the LKRS: in the examples, symbolic names are written both in quotation marks and in spaced-out letters, since throughout the publication the words under discussion in the examples are emphasized in this way, e.g.: saldainiai „Burtininkė“; cigaretės „Jūratė“; romanas „Sukilėliai“ (LKRS 1992: 71). It may have been precisely from continuous texts, through a failure to recognize differences in writing across fields, that this practice was transferred to the register. The register abounds in names written both in capital letters and in quotation marks, e.g.: individuali įmonė „SPALVOS“; E. Mizgerienės firma „SIDABRINĖ

¹² For example, the Rules for Document Preparation require the name of the document’s authoring entity to be written in bold capital letters (VŽ 2001).

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GARBANA“; G. Smalinskienės vertimų biuras „GERAS STILIUS“; K. Simanavičiaus salonas „PAS MARIJĄ“; viešoji įstaiga „AUKSO ŠVIESA“; mažoji bendrija „ATARAS“; visuomeninė organizacija „PER BRASTĄ“; medžiotojų klubas „SENASIS VILKAS“; Radviliškio rajono literatų klubas „JONVABALIS“; akcinė bendrovė „KLAIPĖDOS RYTAS“; uždaroji akcinė bendrovė „AKUMULIATORIŲ SPEKTRAS“; uždaroji akcinė draudimo brokerių bendrovė „KOMPENSA“; uždaroji akcinė bendrovė finansų maklerio įmonė „FINVESTA“; kredito unija „JONAVOS ŽEMĖ“; At least judging by the formulations in language publications, an emphatic function would be justified only in continuous text; however, the characteristics of non-continuous texts are not discussed in language publications, and hardly any rules are formulated. Applied in the register, this way of writing would not cause problems either if capital letters were used to emphasize the symbolic part of every name. But when it is used alongside entries that conform to the LKRS rule, such as MB „Duok penkis“, it no longer explains at all what function writing in capital letters serves, unless it indeed creates the impression that the more important names are emphasized by capital letters. Used alongside names such as klubas ŠAMANAi, it disrupts the function of quotation marks: since the only difference in how the names are written is the quotation marks, it may seem that the latter names are not symbolic, or that quotation marks are optional when writing symbolic names.

The functions and relationship of capital letters and quotation marks are also disrupted by another option adopted by some name creators, one that is otherwise characteristic of continuous texts. It may have been interpreted in its own way from the appendix to the rules, which states: “Official names may be rearranged so that the symbolic name comes first, while status designations or their letter abbreviations are moved to the end. In that case, they are separated from the symbolic name by a comma, e.g.: uždaroji akcinė bendrovė „Beržas“ / UAB „Beržas“ / „Beržas“, uždaroji akcinė bendrovė / „Beržas“, UAB.” (VŽ 1995). The wording “official names may be rearranged” clearly suggests that this alternative, too, was probably not intended for name creators. Applying this option to them added cases such as the following to the already diverse range of register entries: „Robotų technologijos“; MB; „Perkūno investicijos“; MB; „Žemuogėlių pieva“; VšĮ; „Dievo dovana“; ŽŪB; „Reklama ant transporto“; UAB; „Vabalo kompanija“; UAB; „Ūko medis“; UAB; „Logistikos zona“; UAB; „Kitoks miestas“; UAB; „Sraunioji Ratnyčia“; DNSB. Since, as already discussed, the option of writing a name in capital letters was also considered optional, entries in capital letters arose accordingly, e.g.: „VILKVEDIS“ ŽŪB; „RINKA PLIUS“ UAB; „BALTIJOS TURTO GRUPĖ“ UAB; „KAIMYNŲ PARKAS“; VIEŠOJI ĮSTAIGA. But these are not the only variations in writing. When a postpositive abbreviation of the legal form is used, there is a tendency not to set off the symbolic part with quotation marks, e.g.: Ginto miškas, MB; Gardas, MB; Žibartonių mėsa, MB; Idėjų alėja, UAB; Mano apdaila, UAB; Kompiuterinis langas, UAB; Naujoji rinka, UAB; Darbas Europoje, UAB; Imbiero debesys, UAB; Draudūna, UADBB. Accordingly, the symbolic parts of names written in capital letters are not set off either, e.g.: GAMA, UAB; AMATAS, UAB; AKMAS, UAB; BALTIJOS MONETOS, UAB; DERLINGA ŽEMĖ, UAB; ŠVAROS MISIJA, UAB; VILNIAUS NEKILNOJAMOJO TURTO IDĖJOS, UAB; VERSLO BANKAS, UAB; EDRAUDA, UADBB; SVEIKATOS METAI, VIEŠOJI ĮSTAIGA.

There is no rule allowing the symbolic part preceding the reference to the legal form to be written without quotation marks, but this tendency can be linked to non-continuous texts. In lists, catalogs, tables, or charts, it is customary and entirely justified not to use quotation marks in such cases, provided the entire list, catalog, table, or chart follows a single principle. Quotation marks would be redundant, especially if the symbolic part is written in capital letters. However, as noted, the spelling and punctuation features of non-continuous text are not addressed in language publications

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are not discussed. Only a footnote in the LKRS states that symbolic names used without accompanying text should not be enclosed in quotation marks. It is true that, when used with a generic word, the symbolic part may be set apart, which means that this is formulated only as a possibility. The inclination to write without quotation marks is probably also influenced by the fact that one punctuation mark—a comma—is already used. This writing principle could also be applied in the Register, but only if the principle of uniformity among entries is observed. When applied alongside entries of a different kind, such as „Swedbank“, AB, it reinforces the impression that quotation marks are an optional punctuation mark. When all these varying writing practices are used together, however, they make the functions of quotation marks and capitalization, and the relationship between them, unclear. Ultimately, those creating names may get the impression that they can be written however one pleases. Examples that support this assumption, and cannot be linked to any formulation or regularity, can be found in the Register, for example: UAB PERKŪNKIEMIS plius, association „VISAS PASAULIS manyje“, public institution KAČIŲ MYLĖTOJŲ KLUBAS „PONAS KATINAS“, investment club „RIZIKA plius“, UAB „Figūra PLIUS“, private limited liability company „SAVAS TAKAS“ IR KO, private limited liability company PREKYBOS NAMAI „KAMANĖ“, public institution MOKYMO CENTRAS „TOBULAS VERSLAS“, private limited liability company KLAIPĖDOS JŪRŲ KROVINIŲ KOMPANIJA „BEGA“, public organization VILNIAUS MIESTO SPORTO KLUBAS „TEMPAS“.

Having surveyed Lithuanian entries in the Register, their overall pattern can be seen as a mixture of writing conventions characteristic of different domains in which the names of legal entities operate. These conventions have been carried over from public notices, signs, advertising texts and documents, as well as from continuous prose, without distinguishing between the domains. On the other hand, language publications do not emphasize this distinction very much, nor do they examine writing conventions in different domains, since their primary focus is the spelling and punctuation of continuous prose. Nevertheless, because names of this kind are closely connected with various domains not covered by continuous prose, all of them related to language in one way or another, other possibilities must also be mentioned. Thus, as becomes clear, the main factor behind the difficult situation that has arisen in the Register is the multifaceted nature of legal-entity names as a phenomenon, and their use in domains with a wide range of graphic resources. Once the creation of names was entrusted entirely to company founders, who failed to account for differences between domains, the various options were applied in the Register as well. Nor did the Register function as a mechanism for standardizing the formal presentation of entries. Yet it is another specific domain in which names are used.

The Dictionary of the Lithuanian Language explains the word registras as “a list, index; a book for recording incoming and outgoing correspondence” (LKŽ_e 2005). Lists and books are generally expected to follow principles of uniformity of form and systematic organization, but language publications too usually do not formulate these principles, presumably treating them as a matter of choice for the compilers of lists or publications. Even when the possibility of marking elements of continuous prose graphically is stated, it is not emphasized that the principle applies to all like elements in a single text. However, judging by the Regulations of the Register of Legal Entities, the word registras is also assigned a different meaning: “The purpose of the Register is to register the objects of the Register and to collect, accumulate, process, systematize, store, and provide data, information and documents about them.” (VŽ 2012). It follows that the Register is understood as a certain accumulation of data, a database, or a mechanism for recording facts. The company founders entrusted with creating the names, of course, had no incentive to align the graphic presentation of a name with that of other Register entries. Thus, a variety of entries took hold, and this variety began to cause unforeseen problems, primarily because of the Register’s distinctive status.

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1.2. Legal aspects of the problem

It would be simple to classify the discussed variety in the writing of symbolic names as errors within a single text, but the Register is neither continuous prose nor simply one text among others. From the day an application to register a legal entity is submitted to the Centre of Registers, its name is protected by law. It is the property of the legal entity. This is stated in Article 2.39 of the Civil Code; Article 1.114 also provides that civil law protects, among other objects, “the name of a legal entity, trademarks (service marks) and other values with which the law associates the emergence of certain legal consequences” (VŽ 2000).

Article 2.40 of the Civil Code also states that the name of a legal entity must be formed in accordance with the norms of standard Lithuanian, yet legal entities have been registered under names that do not conform to those norms. This happened for various reasons: first, the names were created by people with insufficient knowledge of name formation and language (Kniūkšta 1992a: 12); second, they were constrained by “formalistic and bureaucratic requirements, which are difficult to reconcile with language norms and tendencies” (Kniūkšta 1992a: 12); third, the rules were prepared only later, after many names had already been created (Kniūkšta 1992b); fourth, even the rules that were prepared could not initially anticipate every possible case (Kniūkšta 2011: 388–392); fifth, deliberate abuses occur (Kniūkšta 2011: 388), which, judging from articles in online media (Narvydaitė 2012; Martišiūtė 2013; Milius 2013; Migonytė 2014), are usually associated with the aim of giving a company a non-Lithuanian name. Incorrect names have to be reproduced in texts as well if companies have already been registered under them, for example, by reproducing syntactic errors (

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kaltina kitas įmones dėl pavadinimo tapatumo ar klaidinamo panašumo (pvz., LAT 2005, 2006a, b, 2009a, b)¹⁴.

When court cases are brought up, people fear that correcting not only a spelling error but also the form of a letter might be considered to make a name identical to another. It is true that those cases show that the form of a letter or a punctuation mark is generally not the basis for a lawsuit; rather, it is at least a letter or combination of letters, a word, or a phrase, and the names must be found to be confusingly similar. Nevertheless, it is safer to reproduce the letter forms as they appear in the Register, especially since the possibility of trouble is not ruled out even by the general rule for writing symbolic names recommended by the VLKK. In its Consultation Bank, in response to the question of whether a symbolic name registered in uppercase must be used in uppercase, it adds: “Unfortunately, there are cases where, when registering, a legal entity enters its name in uppercase type, which later causes inconvenience both to the entity itself and to consumers.”¹⁵

To determine whether changing the form of letters could violate the identity criterion, one would have to examine Register entries, regulations or rules, which is not the responsibility of language editors or authors who merely reproduce names. An examination of the entries would show that there are names differing by a letter, but apparently not by letter form—except for the names of apartment building owners’ or gardeners’ associations, which may even have exactly the same letter forms, but these legal entities are distinguished by their addresses. The Rules for the Management of the Register of Legal Entities would also confirm that letter form or quotation marks are not distinguishing features of names: when checking whether a submitted name is identical to names already registered or temporarily entered in the Register, trademarks and service marks registered in the Republic of Lithuania or the European Community, international trademarks whose registration has been extended to Lithuania, and names specified in previously submitted applications, the State Enterprise Centre of Registers considers a name non-identical “when at least one letter or numeral does not match,” and “when checking the identity of a name, words indicating the legal form of a legal entity, or their abbreviations, are not evaluated” (Order 2013). However, the concept of a letter is not explained in those rules.

If the concept is used in its usual sense, that is, as in works on Lithuanian spelling and punctuation, then letter size should indeed not be a distinguishing criterion. However, those works do not define a letter either; they only state that letters represent the sounds of language (LKRS 1992: 7), and still less do they define the terms uppercase letter, lowercase letter. Of the readily available language publications, perhaps only The Lithuanian Language Handbook offers some explanation, stating that letters have four forms: uppercase and lowercase, printed and handwritten (LKŽin 1998: 305). This makes clear that an uppercase letter is a form of a letter, but what function that form serves at the level of language would have to be determined, if at all, from the body of spelling rules. These make clear that form is important at the level of language: an uppercase letter distinguishes proper names from common nouns (LKRS 1992: 60–64). It follows that replacing an uppercase letter in a name with a lowercase one may turn a proper name into a common noun. The rules for punctuation or writing names show that quotation marks also perform a distinguishing function: when writing symbolic names, they indicate that the name is not

¹⁴ The possibility of bringing a court action is provided for by the Civil Code, specifically Article 2.42: “A legal entity whose right to a name has been violated because another person unlawfully uses the former’s name, or because another person has or uses a name that does not comply with the requirements of Article 2.39 of this Code, has the right to apply to a court and demand that the court order the legal entity to cease the unlawful acts or change its name and compensate for the pecuniary and non-pecuniary damage caused by those acts; and, if paragraph 1 of this Article has been violated, also demand that the person surrender everything obtained under cover of or by using the name without its owner’s consent.” (VŽ 2000).

¹⁵ This is stated on the VLKK website, available online at: http://vlkk.lt/lit/nutarimai/imoniu-pavadinimai.html (accessed 2014 11 04).

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tiesioginės, o perkeltinės reikšmės (LKRS 1992: 64–71). Kita vertus, jei pavadinimų yra įregistruota šių skiriamųjų funkcijų nepaisant, jie turėtų būti vertinami kaip kalbos klaidos ir taisomi. Tačiau įregistruota įmonė turi juridinį statusą, jos pavadinimą saugo įstatymai. Abejonių, kiek su statusu yra susijęs rašymas didžiosiomis raidėmis, irgi gali kilti, bet taip registre rašomus pavadinimus perteikti pagal LKRS formuluojamą taisyklę dar kebliau, nes rašymą didžiosiomis raidėmis dar ir sunku vertinti kaip kalbos klaidą. Nors LKRS jis tarp rašybos ar skyrybos atvejų neminimas, vis dėlto, kaip aiškėja, galimybė taip rašyti neatmestina net ir rišliuose tekstuose. Be to, didžiosios raidės ir rašymo didžiosiomis raidėmis funkcijos aiškiai neapibrėžiant ir jų santykio neįvardijant, kalbos vartotojai paprasčiausiai tarp rašymo didžiosiomis raidėmis ir didžiosios raidės gali nedaryti skirtumo. Kadangi didžioji raidė skiriamąją funkciją atlieka, tokia funkcija gali būti teikiama ir rašymui visomis didžiosiomis raidėmis, o tai irgi gali būti paskata rišliame tekste perteikti įregistruotąjį raidžių pavidalą.

The relationship between the names of legal entities and trademarks adds to all these uncertainties. A name may be chosen as a trademark, and, as an element of visual graphics, capital letters—unlike word marks—do in fact perform a distinctive function. P. Kniūkšta described the differences between a trademark and a name as follows: “A characteristic feature of trademarks is that they have a defined appearance and other distinctive features—typeface, colour, composition. In many cases, a mark consists of both word and figurative elements. For example, the mark OMNITEL is written in capital letters, with the last three letters inside an elongated blue oval <...> Even marks consisting solely of word elements have their own distinctive features and their own graphic appearance—which is how they differ from names. A name may be written in different typefaces, in different letters; however it is written, it will still be a name. A mark must be presented in its own graphic form—as registered.” (Kniūkšta 2006a: 35). This explanation of the distinction also clarifies that changing the shape of a letter does not change a name; nevertheless, usage becomes considerably uncertain as a result.

1.3. Reflections of the problem in usage

Understandably, the situation that has developed in the register has the greatest impact on those who create names. After all, before submitting a name to the Centre of Registers, they use this database to check whether a company with that name has already been registered. As the checks carried out by VLKK also show, the prevailing diversity in writing continues to confuse name creators: names submitted for assessment are written in capital letters, symbolic names without quotation marks, and names with an indirect meaning in quotation marks¹⁶.

However, the effect is felt not only by those who create names, but also by users of names that have already been created. When presenting various company lists and directories, people tend to follow the principle of reproducing the form entered in the register. For example, when listing the country’s strongest companies, the names of those registered in capital letters are reproduced as such: “ADMINSTA”, “AISANA”, “AJAGA”, “GEVALDA”, “KONVITA”, “TIEKUVA”, “LONIUKAS”, “MELGOS RATAI”, “VILNIAUS KELIAI”, etc.; while those registered according to the rule formulated by LKRS are written in accordance with that rule, for example: UAB „Technikos

¹⁶ The names submitted each month are reviewed on the VLKK website, under the section News, available online at: http://www.vlkk.lt/lit.

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centre”; UAB „Techninis projektas“; UAB „Transeka“; UAB „Stogyga“; UAB „Šildukai“¹⁷. Symbolic names registered without quotation marks are written without them, for example: UAB Gansta, UAB PROTINGI BALDAI, UAB AUTOKATA, UAB ELVAPA, UAB LAISKA. The way the legal-form designation is written is also reproduced, for example: private limited company „Vetagra“, UŽDAROJI AKCINĖ BENDROVĖ „VIBALTPEGA“; UŽDAROJI AKCINĖ BENDROVĖ „EKOLOGINĖ SFERA“; private limited company „VĖJO VATAS“; UAB „VĖJO GŪSIS“; UAB „Veržą“; UAB „Verslo balansas“. The position in which it appears in the register is also respected, for example: UAB „Sangina“; UAB „Prodentas“; but Inspecta, UAB; LINDETA, UAB. Other lists are compiled in the same way¹⁸, and this principle is also followed in many company directories¹⁹, sometimes leading to errors. In turn, this gives name creators the impression that the way symbolic names are written is a matter of choice.

Symbolic names are also presented on company websites in the form in which they appear in the register, for example: UAB „MANO KREDITAS“ has implemented appropriate organisational and technical measures to protect data against accidental or unlawful destruction, disclosure, alteration, or any other unlawful processing²⁰; UABDB „EFEKTYVUS SPRENDIMAS“ has been providing insurance services since 23 June 2003²¹; UAB „ARTELAS“ strives to be the best in the eyes of its clients and partners not only in the quality of its services but also in its flexible pricing²²; „SAUGOS SPEKTRAS“ is a rapidly expanding, dynamic and flexible company whose principal activity is the installation of reliable, certified vehicle security systems and high-quality audio equipment²³; We are the company ŠVAROS MISIJA, UAB, established in 1997²⁴; During its eight years of operation, UAB MIGLIUKAS has replaced windows and doors for more than a thousand clients²⁵; UAB DAIVIDA is a meat production and processing company²⁶. Nevertheless, not all companies adhere to the form registered. For example, Finasta, registered as AB bankas „FINASTA“, writes its name according to the rule formulated by LKRS, for example: If you have an account with „Finasta“ bank, you can keep your funds safe and manage your financial affairs conveniently. AB bankas „Finasta“ provides currency exchange services in cash and non-cash form, as well as forward currency exchange transactions²⁷. Other companies also rewrite their names on their websites in accordance with the rule for running text, for example: UAB „Vilniaus keliai“ uses and implements the most modern road construction and maintenance technologies²⁸;

¹⁷ “Strongest in Lithuania” list, available online at: http://www.creditinfo.lt/sistema-imones/stipriausi-lietuvoje (accessed 2014 10 25).

¹⁸ List of companies offered to bankruptcy administrators for administration, available online at: https://www.vmi.lt/cms/bankroto-administratoriams-siulomu-administruoti-imoniu-sarasai; Taxpayers making the largest payments to the VMI account, available online at: https://www.vmi.lt/cms/daugiausiai-i-vmi-saskaita-sumokantys-mokesciu-moketojai; List of social enterprises, available online at: http://www.ldb.lt/Informacija/PaslaugosDarbdaviams/Puslapiai/soc_imones_sarasas.aspx (accessed 2014 10 25).

¹⁹ Rekvizitai.lt, available online at: http://rekvizitai.vz.lt; „Where to find“, available online at: http://www.kursurasti.lt/lt/katalogas; ikontaktai, available online at: http://ikontaktai.lt; 1588, available online at: http://www.1588.lt/veikla/medicinos-istaigos-ir-paslaugos/vilniuje (accessed 2014 10 25).

²⁰ Mano kreditas.lt, available online at: https://www.manokreditas.lt (accessed 2014 10 25).

²¹ Efektyvus sprendimas, available online at: http://www.esprendimas.lt (accessed 2014 10 25).

²² Artelas, available online at: http://www.artelas.lt (accessed 2014 10 25).

²³ Saugos spektras, available online at: http://www.saugosspektr as.lt (accessed 2014 10 25).

²⁴ Švaros misija, available online at: http://www.svarosmisija.lt (accessed 2014 10 25).

²⁵ Migliukas, available online at: http://www.migliukas.lt (accessed 2014 10 25).

²⁶ Daivida, available online: http://www.daivida.lt (accessed 2014 10 25).

²⁷ Finasta, available online: http://www.finasta.com (accessed 2014 10 25).

²⁸ Vilniaus keliai, available online: http://www.vkeliai.lt (accessed 2014 10 25).

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UAB “Adminsta” specializes primarily in the administration and maintenance of apartment buildings²⁹; “Sandėjas” is a customer-oriented, rational, and competent insurance brokerage firm, founded in 1999³⁰; “Cultural Heritage Preservation Forces” is a non-profit organization³¹; UAB FMĮ “Capital Flows” has operated in the securities market since 1996³²; the Lithuanian National Road Carriers Association “Linava” was established on 4 October 1991³³

Tačiau kartais ir pagal rišlaus teksto taisyklę įregistruotas pavadinimas parašomas didžiosiomis raidėmis, pvz.: UAB SIGNETAS – tai moderni turinės reklamos gamybos studija³⁴; RIZIKOS CESIJA tinkamai užpildys visas draudimo bendrovių reikalaujamas formas, pateiks privalomą dokumentaciją, bendraus su draudimo bendrovių atstovais³⁵. Pagrindinė UAB „KAGNETA“ veikla – metalo apdirbimas, metalo tekinimas, frezavimas, sriegimas, gręžimas, štampavimas ir metalo gaminių gamyba bei visi darbai, susiję su metalo apdorojimu³⁶; Aukščiausios kokybės paslaugos yra „PARKŲ TECHNIKOS“ pagrindinė misija ir vertybė³⁷; UAB „LAILĖNAS“, bendradarbiaudama su pripažintais užsienio partneriais, turi išskirtinę galimybę viena pirmųjų rinkoje pristatyti daugelį naujovių³⁸; UAB „APSKAITOS EKSPERTAI“ – buhalterinių paslaugų įmonė, kurioje dirba kvalifikuoti specialistai <...>³⁹. Kaip matyti iš pateiktų pavyzdžių, vienų įmonių pavadinimo simbolinė dalis skiriama tik kabutėmis, kitų – dar ir didžiosiomis raidėmis, taigi, pastarosios ir laikomos, ir nelaikomos kabučių atitikmeniu. Išeitų, kad neaiškumų kyla rišliuose tekstuose. Vis dėlto antrojo tipo atvejus vertinti taip pat, kaip registre, būtų keblu, nes tekstai, kuriuose tik tos įmonės pavadinimas ir terminimas, gali būti sritis, rašymą ir didžiosiomis raidėmis, ir kabutėse daranti visiškai pagrįstą: kabutėmis skiriama simbolinė dalis, o rašymas didžiosiomis raidėmis atlieka aptartą pabrėžiamąją, t. y. svarbiausio teksto elemento išryškinimo, funkciją.

Nežinia, kiek motyvuota pabrėžimo funkcija yra kitoje juridinių asmenų pavadinimų vartojimo srityje – jų steigimo įstatuose, tačiau didžiosiomis raidėmis rašyti steigiamo juridinio vieneto pavadinimą šiuose dokumentuose linktama (tiek jį skiriant, tiek neskiriant kabutėmis). Kituose įstatuose įmonių pavadinimai įrašomi tik pirma didžiąja raide. Labai įvairuoja ne tik simbolinės dalies užrašymo, bet ir teisinės formos nuorodos pateikimo būdas bei pozicija, pvz.: Uždaroji akcinė bendrovė „Utenos vandenys“, toliau šiuose įstatuose vadinama bendrove, yra įmonė, kurios įstatinis kapitalas padalintas į dalis, vadinamas akcijomis⁴⁰. Lietuvos nacionalinės ekspeditorių ir logistų asociacijos „LINEKA“ teisinė forma – asociacija⁴¹; AB bankas „FINASTA“ (toliau – Bankas) yra ribotos civilinės atsakomybės privatusis juridinis asmuo,..........

²⁹ Adminsta, available online: http://www.adminsta.lt (accessed 2014 10 25).

³⁰ Sandėjas, available online: http://www.sandejas.lt (accessed 2014 10 25).

³¹ Cultural Heritage Preservation Forces, available online: http://www.kpip.lt (accessed 2014 10 25).

³² Capital Flows, available online: http://www.kapitalosrautai.lt (accessed 2014 10 25).

³³ Linava, available online: http://www.linava.lt (accessed 2014 10 25).

³⁴ Signetas, available online: http://signetas.lt (accessed 2014 10 25).

³⁵ Rizikos cesija, available online: http://www.rizika.lt (accessed 2014 10 25).

³⁶ Kagneta, available online: http://www.kagneta.lt (accessed 2014 10 25).

³⁷ Parkų technika, available online: http://www.parkutechnika.lt (accessed 2014 10 25).

³⁸ City of Festivals, available online: http://www.svenciumiestas.lt (accessed 2014 10 25).

³⁹ Accounting Experts, available online: http://www.apskaitos-ekspertai.lt (accessed 2014 10 25).

⁴⁰Articles of Association of the Private Limited Liability Company “Utenos vandenys,” available online: http://www.utenosvandenys.lt/imones-istatai.html (accessed 2014 10 25).

⁴¹Articles of Association of the Lithuanian National Association of Freight Forwarders and Logistics Companies “LINEKA,” available online: http://www.lineka.lt/lt/istatai (accessed 2014 10 25).

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having economic, financial, and organizational independence⁴²; Public Limited Liability Company “ROKIŠKIO SŪRIS” (hereinafter, the Company) is a public limited liability company registered in the Republic of Lithuania, whose authorized capital is divided into shares⁴³; PUBLIC INSTITUTION “SPORTAS IR POILSIS” (hereinafter, the Institution) is a nonprofit public legal entity with limited civil liability, established to serve the public interest in the field of physical education and sport⁴⁴; AVEVERA UAB (hereinafter, the Company) is a private legal entity with limited civil liability <...>⁴⁵; Association of Music Copyright Holders NATA, hereinafter referred to as the Association, is a collective rights management association for authors of musical works (composers, arrangers, and lyricists) (hereinafter, the Authors) <...>⁴⁶. The symbolic names written in the articles of association for companies and similar entities coincide exactly with their entries in the Register, unlike the forms used on their websites. However, such correspondence cannot be regarded as the direct transfer of Register entries into these texts, since the articles of association must be prepared and approved before the company is registered in the Register (VŽ 2003). Thus, the process works in the opposite direction: the form used in the articles of association determines the Register entry. In turn, however, the variety of Register entries may encourage the use in articles of association of forms other than the general rule for writing symbolic names in continuous text. It is difficult to determine which has greater influence—the entry in the articles of association or the Register—but names in this form also tend to be used in other documents (sometimes incorrectly), for example, in company activity inspection reports and audit opinions: The members of the Audit Commission, A. M. and A. M., acting in accordance with the statutes of LNVAA “LINAVA” (hereinafter, the Association) and the Audit Commission’s rules of procedure, conducted an inspection of the Association’s LINAVAeconomic and financial activities <...>⁴⁷; We audited the following set of reports of the private limited liability company “PANEVĖŽIO BŪSTAS” <...>⁴⁸; We audited the private limited liability company “PANEVĖŽIO BŪSTAS”following set of reports <...>⁴⁹; We audited the following set of financial statements of the Public Limited Liability Company “PANEVĖŽIO ENERGIJA”(hereinafter, the Company) <...>⁵⁰.

Apskritai simbolinių pavadinimų rašymas rodytų tokį polinkį: kuo oficialesnė vartosena, tuo įregistruotojo pavadinimo raidžių pavidalo, taip pat ir teisinės formos nuorodos užrašymo būdo bei pozicijos paisoma labiau. Teismo nutartyse, sprendimuose pavadinimai paprastai rašomi tik įregistruotąja forma, pvz.: Tokie UAB „ASTRA-WAM“ veiksmai kenkia ABMG „Astra“ galimybėms konkuruoti, o potencialūs ABMG „Astra“ klientai, painiodami ieškovo ir............................

⁴²Articles of Association of AB bankas “FINASTA,” available online: http://www.finasta.com/files/Teisniai%20dokumentai/FB_ista-tai_redakcija_29-02-2012.pdf (accessed 2014 10 25).

⁴³Articles of Association of Public Limited Liability Company “ROKIŠKIO SŪRIS,” available online: http://www.rokiskio.com/uploads/Istatai/istatai_LT.pdf (accessed 2014 10 25).

⁴⁴Articles of Association of Public Institution “SPORTAS IR POILSIS,” available online: http://www.sportima.lt/wp-content/uploads/2014/02/Istatai_www.pdf (accessed 2014 10 25).

⁴⁵Articles of Association of AVEVERA UAB, available online: http://www.aikos.smm.lt/instnuost/Istatai%20AVEVERA%20UAB.pdf (accessed 2014 10 25).

⁴⁶Association of Music Copyright Holders NATA. Articles of Association, available online: http://www.asociacij anata.lt/wp-content/uploads/2012/03/NATA-istatai2014-page-001.jpg (accessed 2014 10 25).

⁴⁷Report on the audit of the financial activities of the LNVAA “Linava” Audit Commission for the first half of 2014, available online: http://www.linava.lt/wp-content/uploads/2014/09/Linava-2014m.I-pusme%C4%8Dio-revizijos-ataskaita.pdf (accessed 2014 10 25).

⁴⁸Independent Auditor’s Report, available online: http://www.panbustas.lt/dokumentai/Metine%20ataskai-ta-2013.pdf (accessed 2014 10 25).

⁴⁹Independent Auditor’s Report, available online: http://www.panbustas.lt/dokumentai/Metine%20ataskai-ta-2013.pdf (accessed 2014 10 25).

⁵⁰2013 Independent Auditor’s Report, available online: http://www.pe.lt/repository/veikla/finans_ataskaitos (accessed 2014 10 25).

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the defendant company, instead of ABMG „Astra“ may choose UAB „ASTRA-WAM“; The defendant was granted a non-exclusive right to use the designation „DVARO“ only AB „GUBERNIJA“ to identify the beer and kvass drink (cocktail) it produced, using the designation only in the word combination „DVARO MIŠAS“ until 2012-07-09; The applicant stated that on 30 December 2010 it submitted to the Vilnius Branch of the State Enterprise Centre of Registers an application for the temporary inclusion of the name Astra, AB in the Register of Legal Entities; The defendant stressed that, in order to substantiate the likelihood of confusion between the names of legal entities .A.S.A. Vilnius, UAB and UAB „VSA Vilnius“, it was necessary to establish the possibility of confusion among the direct .A.S.A. Vilnius, UAB and UAB „VSA Vilnius“ customers, rather than indirect customers⁵¹. However, online media representing a freer style—VZ.LT, lrytas.lt, DELFI, lzinios.lt, respublika.lt, 15min.lt and others—tend to apply the general rule for writing continuous prose to the symbolic names of all companies, for example: the „Finasta“ group consists of the bank „Finasta“, the financial brokerage company „Finasta“, and the asset management companies „Finasta Asset Management“⁵² operating in Lithuania and Latvia; According to him, the lack of transparency in „Lesto“’s actions in conducting this procurement confirms „Vilniaus energija“’s concerns that „Lesto“ is unsuitable for the role of allocating electricity production quotas⁵³; „Utenos pienas“ belongs to the „Rokiškio sūris“ group⁵⁴.; At the reporting and election congress of the Lithuanian National Association of Freight Forwarders and Logistics Companies, „Lineka“, T. S., general manager of UAB TEF „Vilteda“, was re-elected president for a three-year term⁵⁵; „Linava“ is not only an organization managing a budget of tens of millions of litas, but also a serious competitor to carriers in neighboring countries⁵⁶; „Vilniaus degtinė“ does not plan to pay dividends to shareholders⁵⁷. As can be seen, when names are reproduced in such texts, no regard is paid even to the indication of legal form, its registered form or position—they are used much more freely.

Nevertheless, LKRS sets a common spelling standard for coherent texts in both the official and freer styles. Owing to the circumstances that have arisen in the course of registering companies, a new norm is taking shape in some areas of usage: writing a legal person’s name as it is registered, even though neither LKRS nor other normative works have so far formulated any rules of spelling or punctuation in continuous text that vary according to functional style—the rules are the same for all functional styles. In this respect alone, usage and the norm diverge. However, when the variety in the spelling of legal persons’ names is carried over into a single text, the very possibility of any spelling or punctuation rule—and thus of a norm—is generally negated: when almost every symbolic name is written differently, there is no regularity, general principle, or order in spelling—that is, none of the things on which a rule is based. In such writing, quotation marks, the capital letter, and the use of all capitals lose their clearly defined function. This lack of a defined function, in turn, disrupts usage and ultimately also disrupts spelling and punctuation.

⁵¹ LITEKO, available online: http://liteko.teismai.lt/viesasprendimupaieska (accessed 2014 10 25).

⁵² Chose whom to sell „Finasta“ to, available online: http://www.delfi.lt/verslas/verslas/issirinko-kam-parduoti-finasta.d?id=66206630 (accessed 2014 10 25).

⁵³ „Vilniaus energija“: „Lesto“ is unsuitable for quota allocation, available online: http://www.lrytas.lt/verslas/energetika/vilniaus-energija-lesto-yra-netinkama-kvotu-skirstymui.htm (accessed 2014 10 25).

⁵⁴ „Rokiškio sūris“, AB group, available online: http://www.15min.lt/zyme/rokiskio-suris-ab-grupe (accessed 2014 10 25).

⁵⁵ „Lineka“ re-elects its leader, will focus on infrastructure utilization, available online: http://vz.lt/article/2014/5/16/lineka-perrinko-vadova-koncentruosis-i-infrastrukturos-isnaudojima (accessed 2014 10 25).

⁵⁶ „Linava“ opposition bogs carriers down in court battles, available online: http://www.respublika.lt/lt/naujienos/lietuva/verslas/linavos_opozicija_murkdo_vezejus_teismuose (accessed 2014 10 25).

⁵⁷ „Vilniaus degtinė“ hopes to increase sales by a fifth, available online: http://www.delfi.lt/verslas/verslas/vilniaus-degtine-pardavimus-tikisi-padidinti-penktadaliu.d?id=9181324 (accessed 2014 10 25).

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1.4. Solutions arising from existing practice and usage

If the main obstacle to usage, the standard, and their consistency is the variety of writing conventions used when registering legal entities, then the first priority should be to standardize the way names are entered in the Register of Legal Entities. This conclusion has, in fact, recently been reached: information published in the News section of the VLKK website shows that, since 1 May 2013, when checking the names of legal entities being registered, the VLKK has assessed not only syntactic, lexical, and word-formation errors, but also compliance with spelling rules, and has rejected as incorrect names whose symbolic element is written entirely in capital letters. In reviewing the most common errors, it is also stated explicitly that the names UAB „KONIG-LITA“ (should be UAB „Koniglita“), AB „STATMETRA“ (should be UAB „Statmetra“), and so on, are incorrect.⁵⁸ Nevertheless, this analysis makes clear that there are more ways of writing symbolic names than the one mentioned in the LKRS. The Register of Legal Entities, understood as a particular list or compendium, could also be an area where writing in capital letters is used, provided, of course, that the principle of uniformity of entries is observed. However, given the special status of this compendium, legal provisions would probably also be needed to ensure that rewriting a name registered in capital letters according to the convention for continuous text does not change the name. This is probably why the VLKK chose to standardize register entries in the same way names would ordinarily be written in continuous text.

Of course, making the spelling and punctuation of names conform to the rules is the most important condition for their use to comply with the standard. Nevertheless, this way of addressing the problem is only one of the factors that can facilitate usage and increase conformity with the standard. First, the VLKK’s review would become much more effective if writing rules were prepared for the creators and users of names. As can be seen, preparing them would require more than simply stating the basic rule, although there is no reason to change it. Alternatives would also need to be provided, depending on the sphere in which a name is used, and the options for using quotation marks and capital letters would need to be discussed in detail. Since the way and position in which indications of legal form are written also create some uncertainty, the rules should regulate the possible variants for these as well.

However, this analysis also makes clear that it would be difficult to prepare spelling rules without making certain decisions of a codificatory nature. The standard for spelling and punctuating symbolic names is not sufficiently clear and unambiguous. In fact, the codified standard is only one variant—the most customary one for continuous text. Although it is also acceptable in texts that are not continuous, such as signs, public notices, advertising, lists, catalogues, directories, tables, charts, and so on, in these contexts the standard would more likely be other writing conventions: capital letters without quotation marks, or capital letters with quotation marks. On the other hand, such variants are also possible in continuous texts, but they have not been codified clearly enough as the standard. Since both these uncertainties and the failure to formulate the principle of uniformity have contributed considerably to the diversity in writing symbolic names that disrupts spelling and punctuation, there is a need to clarify the codification of how symbolic names are written.

The analysis also makes clear that language publications should devote more attention to writing in texts that are not continuous. As can be seen, these may vary considerably in type, so a classification of genres and a more detailed analysis of its categories are needed. If texts that are not continuous are considered matters not governed by language rules, circumstances may arise,

₅₈ This information is provided on the VLKK website, available online at: http://www.vlkk.lt/lit/nutarimai/imoniu-pavadi-nimai/klaidos.htm (accessed 2014 11 04).

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that disrupt the spelling and punctuation of continuous text as well. If they do arise, another codificatory task follows: works that set out the standard should identify more clearly the functions and relationships of spelling and punctuation marks. Not only the font options made possible by computer writing, but also the close connection between legal-entity names and the field of visual graphics encourage a clearer demarcation between the signs used in written and non-written graphics, as well as a decision on whether writing in capital letters should be recognized as an element of written graphics or rejected, and an explanation of its relationship to spelling and punctuation. The widespread use of capital letters in continuous texts has also significantly disrupted the function of quotation marks, so there is a task of defining that function more clearly as well. The analysis of the use of non-Lithuanian symbolic names presented below will reveal that the function of quotation marks was not very clear in any case.

2. NON-LITHUANIAN SYMBOLIC NAMES AS AN OBSTACLE TO THE WRITING OF LITHUANIAN NAMES

2.1. The inadequacy of the transcription rule

The spelling and punctuation of non-Lithuanian symbolic names could be treated in this article as a separate topic and left undiscussed. However, emerging usage tendencies show that the habit of not touching on these topics—or, more precisely, of not examining at all the problems of spelling and punctuation in non-Lithuanian names—is itself a factor disrupting the use of symbolic names, the norm governing their spelling, and the harmony between the norm and usage. The tendencies and factors affecting the spelling of Lithuanian and non-Lithuanian names are interrelated and reinforce one another.

Of course, it is not the case that non-Lithuanian symbolic names are never written about. When company founders began rushing to give English names to companies being established in Lithuania, language specialists could not ignore this conduct or the threat it posed. Thus, the influx of this type of foreign word has been discussed, mostly by the respected Kniūkšta (1991a, b, 1992a, 1997, 2004, 2005, 2006b). However, these discussions have focused chiefly on the morphological and structural features of non-Lithuanian names and their effect on the structure of Lithuanian names; some articles have also raised syntactic aspects (Kniūkšta 1997; Vaicekauskienė 1997; Vaskelaitė 2001). Spelling and punctuation, as with Lithuanian names, have scarcely been addressed, apart from a couple of articles on Latvian symbolic names (Kvašytė 2005; Jocaitė, Kvašytė 2006).

The issue of writing non-Lithuanian symbolic names did not arise even in the rules intended for those who formulate the names of legal entities. The rules show that their aim was, in general, to distance themselves from such names. The very first version stated that a symbolic name “cannot be made from words of other languages that lack a Lithuanian morphological form and are not used in standard Lithuanian” (LKKN 1998: 15). This provision was omitted from the 2004 rules, but provisions remained stating that symbolic names may consist of words used in standard Lithuanian and certain word combinations (para. 4), and that they may not be formed from (or with) non-standard words or by non-standard word formation (para. 11). The 2013 resolution deleted paragraphs 9 and 10 from the rules, thereby removing the prohibition on forming symbolic names from (or with) non-standard words or by non-standard word formation, from artificial words without endings, and from words that are not grammatically con-

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nected. However, paragraph 4 remained, stating that such names may consist only of words used in standard Lithuanian and certain word combinations. As can be inferred from the checks carried out by VLKK, this paragraph also covers those provisions that were deleted, since VLKK assesses as incorrect names consisting solely of words from other languages or of words from other languages combined with Lithuanian words, e.g.: MB „If we do“, UAB „Wind“, „Vilnius transport“, „Giliara solutions“⁵⁹.

Nevertheless, the rules also provide for a certain exception. Paragraph 4.3 of the rules adopted in 1992 stated that names of firms jointly owned by Lithuanian and foreign parties could be formed from or with non-Lithuanian words (LKNN 1998: 14); this was repeated in the rules amended in 1997 (VŽ 1997b). Both versions also noted that foreign firms operating in Lithuania could be named using words from other languages. Thus, the absence of a formulation specifying how to write non-Lithuanian symbolic names is probably not because writing such names was considered irrelevant to the Lithuanian language, but because it was considered outside the scope of Lithuanian language rules. The exception for non-Lithuanian names was omitted entirely from the rules adopted in 2004 and currently in force. Yet such names enter the register, since the Civil Code also stipulates that companies associated with a foreign legal entity or another organization may have non-Lithuanian names⁶⁰, and VLKK does not check these names either. However, as internet media reports suggest, the main channel through which non-Lithuanian names flow in is probably illegal: various means are used to circumvent the rules, and this conduct is chiefly justified by business interests⁶¹. Names formed in languages other than Lithuanian must nevertheless be written, since the names of companies and other foreign entities or objects established abroad inevitably need to be mentioned, especially in this age of active international relations. Therefore, a rule governing their spelling should be established.

The LKRS makes no mention of the spelling of non-Lithuanian symbolic company names, although an entire chapter is devoted to the spelling of non-Lithuanian proper names (LKRS 1992: 81–89). The rule is formulated in a separate VLKK resolution (VŽ 1997a). At first glance, it too is very simple: non-Lithuanian symbolic names are to be written in the original spelling⁶² (newspapers and magazines „Karogs“, „Time“, „Novyj mir““, firms, organizations, teams „Cameron“, „General Motors“, „Chrysler Corporation“, „Los Angeles Lakers“, „Milan AC“, „Miami Heat““, branded products „Renault“, „Mercedes Benz“, „Braun“, „Hyundai“, „Sony“, „Audi 100““), while Lithuanian endings may be added to certain common one-word names, especially those that have equivalents in standard language („Internetas“, „Kosmosas“, „Zenitas“, „Spartakas“). The note further points out that common non-Lithuanian names that have become common nouns are adapted and written without quotation marks, in lowercase, i.e. žiguliai, mersedesas, feraris, tojota, boინგas, brauningas. This would suggest a two-stage adaptation system; however, earlier VLKK resolutions show that at first adaptation was recommended only for more informal styles. For example, a 1990 resolution proposed adding endings only in spoken language and popular publications, and only to certain common one-word names that do not-

⁵⁹ See VLKK information, available online: http://www.vlkk.lt/lit/nutarimai/imoniu-pavadinimai/klaidos.htm.

⁶⁰ Article 2.40 of the Civil Code states: “The name of a legal entity associated with a foreign legal entity or another organization may be formed so as to be identical or similar to the name of the foreign legal entity or other organization, provided that the latter has consented to the use of the name.” (VŽ 2000).

⁶¹ Since neither business interests nor their relationship with the interests of language or national culture is the subject of this article, they will not be examined here. The aim is merely to draw attention to a couple of simple points that are often missing from discussions between advocates of business interests and advocates of language interests: 1) company names are an integral part of language (and, as can be seen, a particularly important one), while the state language in Lithuania is, at least for now, Lithuanian, not English; 2) the argument that a Lithuanian name is difficult for foreigners to pronounce is unfounded if a company does not intend to provide no services to Lithuanians at all: it is certainly no easier for Lithuanians to reproduce English sounds phonetically and correctly than it is for foreigners to reproduce Lithuanian sounds.

⁶² As early as 1979, the principle of original spelling was not self-evident. Nijolė Slėžienė (1979) proposed applying it, taking into account the practices used in the press of other languages and the inconsistencies widespread in the Lithuanian press of the time.

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lietuviškų pavadinimų, ypač tų, kurie bendrinėje kalboje turi atitikmenų (KK 1991). Dar ankstesniame nutarime (1988 m.) apie galūnių dėjimą iš viso neužsiminta (KK 1990). Galbūt todėl begalūnis nelietuviškų simbolinių pavadinimų rašymas įsigalėjo ir, 2007 m. jau nusprendus skatinti nediferencijuojamą pagal funkcinį stilių adaptavimo polinkį, t. y. VLKK nutarimu rekomendavus be gimininio žodžio arba prieš jį einančio nelietuviško pavadinimo simbolinę dalį linksniuoti, jei ją įmanoma priderinti prie kurios nors lietuvių kalbos linksniuotes (VŽ 2007), tokia rekomendacija oficialiuosiuose stiliuose atgarsio neberado. 2005 m. išleistame leidinyje teigiama, kad periodinės spaudos kompresija jį linkusi atmesti ir žiniasklaidoje – svetimų pavadinimų begalūnis rašymas įsigalėjęs ir joje (Pupkis 2005: 288). Šiaip ar taip, nerišlaus pobūdžio tekstui, tokiam kaip Juridinių asmenų registras, morfologinio adaptavimo principas nė negalėjo būti aktualus.

Applying to the Register the rule formulated in the 1997 VLKK resolution is problematic for reasons other than this one. First, the mandatory part of a registered company’s name consists of words indicating its type of activity or legal form, but nothing is said about how these should be written—neither how and where the indication should be presented, nor whether it should be in Lithuanian or another language. The question of how to delimit the distinctive part is also unclear. Only the examples illustrating the rule suggest that it should be set off with quotation marks; however, even the examples do not clarify how to set off the distinctive part when it precedes the indication of legal form. The examples use Lithuanian quotation marks, and this alone might lead one to conclude that, when writing non-Lithuanian distinctive names, the principle of applying the spelling conventions of the original language and the punctuation conventions of Lithuanian should be followed. Yet not every language user will draw this conclusion, especially since the boundary between punctuation and spelling is unclear in the LKRS as well. There, cases of capitalization are mentioned both in the section on spelling (LKRS 1992: 60–72) and in the section on punctuation (LKRS 1992: 134). The discussion of distinctive names is placed under Rašyboje (LKRS 1992: 70–72), yet the rule is formulated not only in relation to capitalization but also to the use of quotation marks. Only the examples illustrating the rule of original-language spelling suggest that the principle should also encompass the English-language convention of capitalizing every word in a name. Articles on the writing of Latvian distinctive names (Kvašytė 2005; Jocaitė, Kvašytė 2006) show that diacritics should also be retained, but this conclusion is drawn only in those articles. The very concept of original spelling, when applied to names being created, also takes on a different meaning. A name being created cannot be compared with an original, so the principle can hardly be understood as anything other than the correct use of English or another language. Those creating non-Lithuanian company names most likely rely on their knowledge of languages, but there is also much uncertainty.

A review of non-Lithuanian entries in the Register of Legal Entities, most of which are in English, a language that is becoming international, may give the impression that no spelling or punctuation rules apply to them at all. Alongside a variety comparable to the confusion discussed above in Lithuanian entries concerning the use of capital letters (UAB „Accounting express“; UAB „PLUS Windows“; UAB „Business MARKET“; URBAN Market UAB; VŠĮ COUNT PLUS; MB A DOG LEADER; UAB „COMPANY EXPRESS“; FINANCE 4 YOU, UAB; „AMBER REALTY INVESTMENTS“; UAB), there is also the practice of writing every word in the distinctive part with an initial capital (MB „Express Delivery“; UAB „Baltic Logistics Group“; UAB Press Express, UAB Payment Solutions, association „Amber Rally Team“), although this is not invariably the case (ĮĮ „Baltic amber“; MB „Balticum infinitum“; MB „Energy business partners“; UAB Amber oak). Added to variation in the position of the abbreviated legal-form designation (UAB „4finance“; UAB „Financing accounting and consulting“; ĮĮ „Consulting plus“ and „Swedbank“; AB; „Print City“; UAB; Amber Food, UAB;

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EXPRESS GROUP, UAB; „LIGHT CONSULTING GROUP“; UAB) is the failure to place a comma before an abbreviation written after the distinctive part (Everyday Finance UAB, Dim Electro UAB, Layala Balti Real Estate KŪB, Business Investment Group MB, AUTO EXPRESS UAB), although in other cases a comma is used (Business, UAB; Business service, UAB; BUSINESS UNION, UAB). The phrase naming a company’s legal form is not necessarily abbreviated, for example: KREDITO UNIJA AMBER, uždaroji akcinė bendrovė „AMBER“; viešoji įstaiga „AMBER PROJECTS“; kooperatinė bendrovė „AMBER LOG“. As with Lithuanian names, there is a tendency not to set off with quotation marks the distinctive part preceding an abbreviation (Market in, MB; Express sale, MB; Credit Law, UAB; Alternative Payment Services, UAB; BALTIC BUSINESS INDUSTRY, UAB; MARKET-STOCK UAB; EXPRESS GROUP, UAB), but it may also be set off („Baltics Express“, UAB; „City Market“, UAB; „Building business“, UAB; „Rides and more“, UAB). The distinctive part following the legal-form designation is also often left without quotation marks (MB Amber Dreams, MB Septem Spedition Group, UAB Business Team, UAB Day and Night, UAB Asia express, UAB Autobela market, UAB Clic2Sell, VšĮ Business training center, ĮĮ SKY GROUP, VšĮ COUNT PLUS). Even English-language rules could not account for such variation.

There are rules for writing names in English. According to these rules, every word in a proper name must begin with a capital letter, with no distinction made between distinctive and descriptive names. Thus, the usual spelling of the distinctive part would be Motorola Solutions, Pine Indemnity, Accomplish Financial, American Electric Technologies, Global Development Group, Standard Life International, General Electric International, Active Wealth Management, Abacus Investment Solutions, Bain & Company, and so on. However, non-Lithuanian names are registered in foreign registers and most often used not on their own, but together with legal-form designations. There are various such designations, both abbreviated and unabbreviated, and the ways of abbreviating them also depend on the country in which the company is registered. The designation LLC (Limited Liability Company) is often used with the names of US companies, indicating that the legal entity has limited liability. The designations Plc, plc, PLC (Private Limited Company), Ltd (Public Limited Company) are used with the names of companies in, or registered in, the United Kingdom; the following are common for companies in other countries: S.A. (Spanish Sociedad Anónima, French Société anonyme), S.E. (Spanish Sociedad del Estado), S.C.S. (Spanish Sociedad en Comandita Simple), S.C.p.A. (Spanish Sociedad en Comandita por Acciones), S.p.a. (Italian Società per azioni), GmbH (German Gesellschaft mit beschränkter Haftung), AB (Swedish Aktiebolag), A/S (Danish Aktieselskab), ASA (Norwegian Allmennaksjeselskap). When English names are written in English-language texts, the distinctive part is generally not enclosed in quotation marks (in continuous text, it is customary to set off only titles of works of art), and quotation marks are especially omitted when the name appears without accompanying text. The legal-form designation is predominantly postpositive and is generally not separated from the distinctive part by a comma, for example: Direct Pay Limited, Currencies Direct Financial Markets Limited, Amin Exchange Ltd, Clear Currency Foreign Exchange Risk Management LLP, Centurion Portfolio Managers Ltd, Domestic & General Insurance plc, St Andrew’s Life Assurance Plc, Orkla Finans Kapitalforvaltning ASA, Aberdeen Property Investors Corporate ASA, Inpay A/S, General Capital Financial Services S.A., Trustly Group AB, Evo Payment International GmbH. However, a comma may also be used, especially when writing the names of US companies, for example: Write Word, LLC; Ormantine, USA, Ltd.; Feedworks USA, Ltd; Guangzhou Comma Car Care Accessories Co., Ltd. Rules for forming non-Lithuanian names generally do not prohibit the use of abbreviations, which are widely used; moreover, a greater variety of abbreviation conventions is found than is prescribed by Lithuanian-language rules, for example: AA Advisers LLP, A.J.K. Wealth Management Limited, K.J.W. Krisworld Development Ltd, Corporate FX+ Limited, e-MID S.I.M. S.p.A., eToro (UK)

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Ltd, GR-NEAM Limited, IND-X Securities Limited, ING AM Insurance Companies B.V., J M Finn & Co Ltd, J Stern & Co. LLP, J&E Davy t/a Davy, NASDAQ OMX NLX Limited, St Helen’s Capital Plc.

When companies with non-Lithuanian names are registered in the Lithuanian register, all these rules are applied; however, as the entries presented earlier would suggest, the evidently deficient rule for writing non-Lithuanian proper names in Lithuanian is also applied. The register does not specify anywhere which principle to follow, so there is no basis for blaming name creators for not knowing the rule. Yet establishing such a rule would also be difficult. After all, non-Lithuanian names are mostly created with foreign customers in mind, to function outside Lithuania, so Lithuanian spelling or punctuation is not very relevant to them. On the other hand, the Register of Legal Entities is a database of the Republic of Lithuania and should therefore be compiled in Lithuanian. Of course, in deciding which language’s spelling and punctuation rules should apply when registering non-Lithuanian names, it should also be taken into account that the register is not a continuous text. Until clear rules are formulated, a variety of ways of writing non-Lithuanian names created in Lithuania will continue to prevail.

2.2. Effect on the Writing of Lithuanian Names

Non-Lithuanian register entries show that the writing of these names is influenced not only by shortcomings in transliteration rules or the absence of rules intended for the register, but also by Lithuanian tendencies in forming and using proper names. From the perspective of Lithuanian language norms, however, the opposite phenomenon is far more relevant: the effect of non-Lithuanian spelling and punctuation on Lithuanian usage. This effect is very evident, as the entries in the same register show.

English name-writing practices are copied directly when every word in the proper-name element begins with a capital letter, for example: ĮĮ „Pirk Kitaip“; VšĮ „Namas Plius“; MB „Miesto Batai“; UAB „Geras Medis“; UAB „Saulės Elektrinių Parkas“; UAB „Techno Projektų Grupė“; VšĮ „Gero Laiko Zona“; „Sveikatos Sodas“; UAB. The tendency not to set off the proper-name element with quotation marks before the indication of legal form may also be linked to the factors mentioned earlier. However, its not being separated by a comma (Vertimų pasaulis MB, Baltas miestas UAB, Pasaulio saulės energija MB, Neptūno investicijos UAB, SOLAR investicijos UAB, AVEVERA UAB) can be associated only with the punctuation features of non-Lithuanian names just discussed. The tendency to use abbreviations atypical of Lithuanian (UAB „D Investicijų Valdymas“, UAB „BT mediena“, UAB „LNT PLUS“, viešoji įstaiga „LT plius“, UAB „NOR Mediena“, VšĮ FK VYTIS, N Technologijos, UAB) is also probably a result of this influence, as is certainly the tendency to use non-Lithuanian abbreviations (UAB „IDW metalas ir mediena“, UAB „J. P. K. investicijos“, UAB „P&P investicijos“, UAB). In non-Lithuanian names entered in the register that include a Lithuanian indication of legal form, various abbreviations are especially common, for example: UAB „F and B“; UAB „SOGA Baltic Oil“; UAB „PCD Group“; „REF Express“; UAB „ABFC Finance“; ĮĮ „WMI plus“; ĮĮ „Express A ir LT“; VšĮ „A and RS group LT“; MB QR Market, MB „QSP FINANCE“; UAB „D&J Group“; UAB S&A EXPRESS, MCB Finance, UAB, „LRQA Lietuva“; UAB, uždaroji akcinė bendrovė G-Networks, uždaroji akcinė bendrovė „PS and S“, steponkus&co FM AB, UAB iTree Finance, M-Finance UAB, UAB „1A.LT“; UAB 4SUN GROUP, UAB „2M plus“, 4it, UAB. Such methods of abbreviation also occur in the Lithuanian proper-name element, for example: UAB J9 investicijos, UAB „4T Klaipėda“; UAB E-biznis, P-Parkas, UAB, klubas „ČIA & DABAR“; ĮĮ Pbc Plus. Since English-

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language name-writing rules do not prohibit the use of verbal abbreviations or names formed by shortening, written with alternating uppercase and lowercase letters, Lithuanian names of this kind are also created and written, for example: ĮĮ „SerVal plus“, viešoji įstaiga „VelKIMe drauge“; IPOKRaTES Lietuva fondas, GraniRa, UAB.

This influence is an obvious result of applying English-language rules. What makes the issue difficult, however, is that it is reinforced, or that a favorable environment for it is created, by the ambiguities discussed concerning the registration of Lithuanian names. For example, the failure to place quotation marks around an obviously figurative name, especially when it follows an indication of legal form (VšĮ Mažas dangus, MB Laimės paukštė, MB Genio uok esas, MB Mano Spinta, MB Tavo Buhalterė, UAB Kmynas, UAB Spinoza, UAB Pabalnotas vėjas, UAB Perkūno nafta, UAB Greitas šuo, UAB Saulės Guru, UAB Saulės Zona, UAB Saulės Industrija), is probably encouraged by the English practice of writing proper names, but this encouragement is also sustained by the growing tendency in the register not to set off the proper-name element when writing Lithuanian names if it precedes the indication of legal form. The tendency to register Lithuanian names in uppercase, which has arisen from the circumstances already discussed, is greatly reinforced by the fact that names are also registered entirely in uppercase in foreign registers. Frequent abbreviations in non-Lithuanian names, including syllabic abbreviations written in uppercase, should also be an incentive or a reinforcing factor. Moreover, the form of letters is more important in English names than in Lithuanian ones. For example, the element IndEx in the company name “Oil IndEx” may be a formation from the beginning of a word and the element ex (former); interpreted this way, it would differ from the word Index (index, pointer). If this word is rewritten with only its first letter capitalized, there is a risk of making the two names identical. Names of this kind encourage writing Lithuanian words with capital letters in the middle as well, while strengthening the impression that the registered letter form cannot be changed. Another reinforcing factor may be that the English rule for writing proper names partly coincides with the Lithuanian one, according to which every word in the names of the highest state authorities (Lietuvos Respublikos Vyriausybė, Lietuvos Respublikos Aukščiausiasis Teismas, Vengrijos Valstybės Susirinkimas, etc.) must begin with a capital letter (LKRS 1992: 66; VŽ 1997a). In addition, Lithuanian language rules prescribe the stylistic use of capital letters when addressing another person politely (Jūs, Tamsta, Pone), or when special significance is attributed to concepts denoted by words (Tėvynė, Tauta, Nepriklausomybė), historical events, documents, and organizations (Lietuvos Vyskupų Konferencija, Didysis Vilniaus Seimas, Baltijos Asamblėja) (LKRS 1992: 72–71). These similarities may confuse language users.

Certain effects of non-Lithuanian spelling and punctuation on Lithuanian usage are curbed by name-formation rules. Those adopted as early as 1997 established that a capital letter may not be written in the middle of a word in a name formed by shortening; for example, SeKoMa, MeBetA are not acceptable (VŽ 1997a). Proper names composed of abbreviations and numerals, or combinations thereof, were authorized only in 2002 by the Law Amending Article 2 and Article 4 of the Law on Company Names (VŽ 2002b), but this exception was abandoned in the 2004 rules. Nevertheless, the provision in the Civil Code (Art. 2.40) remains in force, stating that a legal entity’s name “may consist of letters that cannot be understood as words and of numerals or combinations thereof only if such a name has become established in society” (VŽ 2000). Word-like abbreviations, as well as artificially formed proper names whose endings correspond to the Lithuanian endings –a, –ė, –as, –is, –ys, –us and which can be declined, for example, “Eksma“; “Lista”; “Sodra”; “Sekoma”, are still permitted as names and are among the most popular when registering legal entities, for example: uždaroji akcinė bendrovė „TOKSIKA“; uždaroji akcinė bendrovė „REKIJA“; AB „Gindera“; UAB „Kedera“; UAB „Revaka“; UAB „Rimsauga“; UAB „Stevija“;

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UAB „Taurenta“; UAB „Telfida“; UAB „Telija“; UAB „Vilmista“; UAB „Ervila“; UAB „ADMI-TA“; UAB „ELDIKA“; UAB „ELTELA“; UAB „IMRENA“; UAB „LEOLA“; UAB „LINKARA“; UAB „TOPARA“; UAB „DENSANAS“; GESPANA, UAB. However, at present the VLKK review also prevents such names from being written with only the first letter capitalized, as in UAB „EDGarmas“; UAM „MoVakas“; MB SaulMina; ĮĮ „INveska“⁶³. This review also blocks other forms of English influence, such as capitalizing a word other than the first, for example UAB „Elektros Vizija“; it also blocks writing symbolic names without quotation marks, for example MB Giria, ĮĮ Montavimas, UAB Gudri žirafa, UAB Garantuotai⁶⁴.

Nevertheless, it cannot be claimed that the way is entirely blocked for the influence of English spelling and punctuation in the field of symbolic names. First, companies with such names have already been registered, and their use encourages the application of the principle of analogy. Second, it is entirely unclear how non-Lithuanian names registered under different rules should be written in connected or unconnected text. Registry entries suggest there are no names that differ only in the form of their letters or in the use of quotation marks, so problems of identity should not arise. However, as with the use of registered Lithuanian names, the question arises as to how much the form of the name of an entity with legal-person status may be altered. Writing a name registered without quotation marks with quotation marks risks turning a name with a literal meaning into a symbolic one, especially if one does not know English and it is difficult to determine from the meanings of the words whether the name is actually figurative. Moreover, the prescribed spelling rule, which gives precedence to the original spelling, may be understood as recommending that a name be transcribed as it would be written in English—that is, with only the first letter of each word capitalized and without quotation marks. This assumption is supported by the spelling tendencies for names not included in the Lithuanian register, e.g.: Located near the seaside, Amber Palace hotel is in the city of Palanga, and local attractions include Palanga Beach and Palanga Pier⁶⁵, DNV GL-Business Assurance is one of the world's leading providers of accredited management-systems certification services⁶⁶; The official MAN representative in Lithuania, UAB Adampolis established Adampolis Finance in 2010, a division that provides each client with prompt, optimal, and flexible financing solutions for acquiring new and used trucks and buses⁶⁷; Altum Finance is a financial advisory firm based in Vilnius and working with clients throughout Lithuania⁶⁸; Currently, the company Michelin shares first place worldwide in tyre production volume with Bridgestone; Continental is one of the world's leading suppliers to the automotive market⁶⁹. On the other hand, the original-spelling rule may also be understood as a principle of following the registry entry, especially when this is done in the use of Lithuanian names.

However, there may also be deeper reasons for the tendency to avoid quotation marks, related to their multiple functions and, at the same time, to uncertainty about their function. As can be inferred from the LKRS note that without quotation marks a name would denote a different object (LKRS 1992: 70), quotation marks used with symbolic names seem to be intended to mark figurative meaning; yet in the same LKRS quotation marks are regarded as the primary quotation mark (LKRS 1992: 224–228). Nevertheless, the contradiction

⁶³ See the information on the VLKK website, available online: http://www.vlkk.lt/lit/nutarimai/imoniu-pavadinimai/klaidos.htm (accessed 2014 11 04).

⁶⁴ Ibid.

⁶⁵ Hotels.com, available online: http://lt.hotels.com (accessed 2014 10 27).

⁶⁶ DNV GL, available online: http://www.dnvba.com/lt (accessed 2014 10 27).

⁶⁷ Adampolis, available online: http://www.adampolis.lt (accessed 2014 10 27).

⁶⁸ Altum Finance, available online: http://altumfinance.lt (accessed 2014 10 27).

⁶⁹ Padangos123.lt, available online: http://padangos123.lt/e/michelin (accessed 2014 10 27).

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This is not the case here, since LKRS also classifies as quotations figurative names of persons or things, specific figurative expressions, as well as the names of works, publications, and organizations cited (LKRS 1992: 224–228). Admittedly, it is difficult to reconcile words or expressions used figuratively with the definition of a quotation given above: “A quotation is verbatim speech or written language uttered by another person on another occasion and incorporated into the speech of an author or character” (LKRS 1992: 224). Indeed, linguistic scholarship draws attention to the overly broad concept of quotation, and attempts are made to differentiate the functions of quotation marks. For instance, Juozas Abaravičius discusses the use of quotation marks around specific figurative words as optional usage, distinct from obligatory usage (Abaravičius 2002: 202–221), while Rūta Marcinkevičienė describes such cases as insufficiently motivated (Marcinkevičienė 2006). In discussions of optional or insufficiently motivated usage, foreignisms and insertions from other languages are also mentioned as means by which an author distances themselves from the periphery of the standard language (Abaravičius 2002: 214–221; Rudzevičius 2005; Marcinkevičienė 2006: 211), although the use of quotation marks with foreign words is also viewed more positively—as a warning to the addressee that a text element is not entirely typical (Girčienė 2005). Whatever this usage is called, it reveals a tendency to use quotation marks not only to indicate authentic quotation or symbolic names, but also elements foreign to the language. Non-Lithuanian symbolic names are precisely such elements, and they are also figurative words. This raises the question of which function quotation marks serve when used with non-Lithuanian symbolic names. Since the rule for writing non-Lithuanian names does not mention quotation marks at all, their function is not specified either.

Funkcijos įvardijimo klausimas gal ir nebūtų aktualus, jei nelietuviškų pavadinimų nebūtų vartojama su nelietuviškomis teisinės formos nuorodomis. Jei tokių pavadinimų simbolinė dalis skirtina kaip perkeltinės reikšmės žodis ar junginys, tai išeitų, kad nelietuviška teisinės formos nuoroda į kabučių aprėptį neturėtų patekti. O jei nelietuviški pavadinimai skirtini kaip svetimžodžiai ar kitų kalbų intarpai, tai turėtų būti skiriamas ir visas pavadinimas, įskaitant ir teisinės formos nuorodą. Nesant taisyklės dėl tokių atvejų, registre neretai pasirenkama skirti tik visą pavadinimą, pvz.: „Advanced Business Migration Ltd.“ atstovybė, ADIDAS-SALOMON INTERNATIONAL SOURCING LIMITED atstovybė, Airijos akcinės bendrovės „MALS OIL TRADING LIMITED“ atstovybė, Airijos asociacijos WOOLTSON LTD filialas, „ASIA FLY CARGO LTD“ atstovybė, BEIJING FLY WORLD CARGO CONSULTING SERVICE COMPANY LTD atstovybė, JAV įmonės „Lithuanian Catholic Religious Aid. Incorporated“ atstovybė, MILFORD DEVELOPMENT INCORPORATED atstovybė, JAV ribotos atsakomybės kompanijos „LAVA TRADE LLC“ atstovybė. Tokie skyrybos polinkiai ryškėja ir rišliuose tekstuose, pvz.: Pasak S. U., „Fresh Market“ generalinio direktoriaus, „Aletrad 2001 Trading Limited“ priklauso tiems patiems akcininkams kaip ir „Ipsun Holding Limited“, tačiau neatskleidžiama, kas yra investavę į šias Kipre registruotas bendroves⁷⁰; „Group Menatap Limited“ įvertino patirtus nuostolius 114 mlrd. JAV dolerių suma⁷¹; BNS žiniomis, nuo 2004 iki 2007 metų sklypą ir pastatą buvo įsigijusi ir valdė greičiausiai ne Lietuvoje registruota ribotos atsakomybės bendrovė „Elite L.L.C.“⁷²; JAV bankas „JPMorgan Chase“ akcijų rinkoms ketina pasiūlyti pirmuosius....................

⁷⁰ “Fresh market” transferred to another company registered in Cyprus, available online: http://vz.lt/article/2014/5/7/fresh-market-perleista-kitai-kipre-registruotai-bendrovei (accessed 2014 10 27).

⁷¹ Russia loses 128 billion litas case, available online: http://www.delfi.lt/verslas/energetika/rusija-pralaimejo-128-mlrd-lt-byla.d?id=65402464 (accessed 2014 10 27).

⁷² Former State Security Department chiefs shrug off information about CIA prisons, available online: http://www.delfi.lt/news/daily/lithuania/buve-vsd-vadovai-del-informacijos-apie-czv-kalejimus-guzcioja-peciais.d?id=25001215.

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automaker “Chrysler Group LLC” securities⁷³. Of course, these tendencies may arise from a desire to avoid double quotation marks, especially since this is encouraged⁷⁴. However, in this way quotation marks lose their function of marking the symbolic element, which may also encourage people not to use them when writing any symbolic names.

For precisely this reason, the function of quotation marks should be defined. Another emerging writing tendency—capitalizing every word—suggests that the function of the capital letter also needs to be defined. Usage trends also make clear that the norm for writing non-Lithuanian symbolic names is evidently inadequate, and not merely because it provides no variants applicable according to the domain in which a name is used. The shortcoming of the norm is that the sole rule prioritizes the principle of original spelling while making no provision whatsoever for the punctuation principle, which considerably disrupts usage. There are further shortcomings, foremost among them the fact that the writing rule takes no account of the specific nature of legal entity names as a type of symbolic name. Essentially, the writing norm for this type of non-Lithuanian symbolic name—which differs from others in requiring an indication of legal form—has not been codified, especially for writing in non-continuous texts. Analysis of registry entries also reveals the clear inadequacy of, and need for, a rule applicable to a specific domain of use, namely the Register of Legal Entities.

Those who coin and use non-Lithuanian names need clearly formulated spelling and punctuation rules. In their absence, the spelling and punctuation of this type of name develop haphazardly, affecting the writing of Lithuanian symbolic names. Although the influence on Lithuanian names is curbed by VLKK review, it is curbed only when names are being created. When names are used, all the effects discussed become apparent. Even names registered in accordance with the LKRS rule are written after the English-language model, with every word beginning with a capital letter, e.g.: “Valley of Ideas” – internet and information technology specialists⁷⁵; UAB “Flexible Line” – an efficiently operating modern metalworking company⁷⁶; “Good Kitchen” makes furniture from natural, eco-friendly materials⁷⁷; AB “Kaunas Grains” has production units throughout Lithuania and abroad⁷⁸; “Savi Wood Solutions”also carries out restoration work on furniture and other wooden products⁷⁹. Companies whose names are registered in all-capital letters also write their names this way, e.g.: We are – UAB “Accounting and Assets”, an audit firm based in Vilnius providing audit and accounting services to businesses throughout Lithuania⁸⁰; “United Transport Forces”efficiently and professionally solves problems arising in the international freight transport business⁸¹. Examples of this spelling also occur in company directories, where names are declined according to the register-entry principle, e.g.: Skuodo Anglis, Akmens Uola, Baltijos Anglis, Kauno Kuras, Verkiantis Gluosnis, Zatyšių Karjeras, Gelmių Tyrimai, J. Kličiaus ĮI, Geologai ir Partneriai, Kietasis Biokuras, Vandens Filtrų Servisas, Socialiniai Sprendimai, Joniškio Grūdai, Minijos Lanka, Kooperatinė Bendrovė, Investavimo Klubas „Rizika Plius“⁸². The writing of names

⁷³ Shares in “Chrysler” offered on the stock exchange could set current owners against one another, available online: http://auto.lrytas.lt/naujienos/birzoje-pasiulytos-chrysler-akcijos-gali-sukirsinti-dabartinius-savininkus.htm (accessed 2014 10 27).

⁷⁴ Apie tai plačiau rašo Ona Laima Gudzinevičiūtė (2012: 123–124).

⁷⁵ Idėjų slėnis, available online: http://www.idejuslenis.lt (accessed 2014 10 27).

⁷⁶ Lanksti linija, available online: http://www.lankstilinija.lt (accessed 2014 10 27).

⁷⁷ Gera virtuvė, available online: http://www.geravirtuve.lt (accessed 2014 10 27).

⁷⁸ Kauno grūdai, available online: http://www.kauno-grudai.lt (accessed 2014 10 27).

⁷⁹ Savi medžio sprendimai, available online: http://www.savimedziosprendimai.lt (accessed 2014 10 27).

⁸⁰ Apskaita ir turtas, available online: http://www.apskaitairturtas.lt (accessed 2014 10 27).

⁸¹ TG group, available online: http://www.itp.lt (accessed 201 10 27).

⁸² Rekvizitai.lt, available online: http://rekvizitai.vz.lt/imones (accessed 2014 10 27).

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following the English-language rule is spreading very rapidly online. Company websites have also begun writing headings of word combinations this way, for example: About Us, Services and Products⁸³, Home, Insurance Services, Insurance Companies, Information for the Client, My Broker – Your Own Insurance Broker⁸⁴, Terms of Purchase, Privacy Policy⁸⁵, Vision and Mission, How to Find Us⁸⁶. Since these are written this way in English, the English rule, common to all proper names, is copied.

3. NAMES AS A RESULT OF LANGUAGE INTERACTION

Although the very first rules for forming names already provided an exception allowing joint Lithuanian and foreign companies to be given non-Lithuanian names, and an exception is still provided for companies associated with foreign legal entities, no principles have nevertheless been established for naming such joint formations, let alone for writing their names. Given the possibility of joint formations being established, there should inevitably also be ways for this interaction to be reflected in language; in other words, the question of how to formalize the interaction should arise in one way or another. Multilingual names have indeed emerged, and in the absence of established writing principles, an analysis of registry entries could provide a certain point of reference.

The register reveals three main types of names that have arisen through contact between countries and their languages. The first consists of names containing a Lithuanian element, most often a proper name, Lithuania or Europe, for example: UAB “Clear Channel Lietuva”; UAB “Eden Springs Lietuva”; UAB “CAT Cargo Logistics Lietuva”; UAB “Airo Catering Services Lietuva”; Credit Index Lietuva, UAB; “New Yorker Lietuva”; UAB; joint-stock company “KRAFT FOODS LIETUVA”; UAB “Isbre Water Europa”; UAB “IKC Yoneed Europa”; UAB “Isbre Water Europa”; UAB “GROUP EUROPA INVESTMENT”; often, a word naming a Lithuanian city is inserted into the symbolic element, for example: UAB “Palanga Development Group”; UAB “SKI PARK DRUSKININKAI”; association “Šiauliai Extreme Sports Association”; UAB “Nordic Development Group Panevėžys”; BALTIC GROUP INTERNATIONAL KLAIPĖDA, UAB, most commonly Vilnius or Kaunas, for example: UAB “Vilnius Investment Partners”; UAB “VL Investment Vilnius”; UAB “Kaunas Group Trade”; UAB “Kaunas Investment Partners”; Sana Beauty Kaunas, UAB; TRAVEL KAUNAS, UAB. Occasionally another place name is used, for example: AB “Linas Agro Group”; UAB VYTIS INVEST; UAB “RYTAS CAPITAL”. English syntax clearly predominates in the symbolic elements of all these names, specifically the tendency to add a place name without any preposition. In only one case does it occupy the genitive position (e.g., UAB “Palanga Development Group”); in another, it is difficult to associate it with a particular case (e.g., UAB “Clear Channel Lietuva”).

P. Kniūkšta has drawn attention to the latter cases. As early as 1997, they were assessed as a new linguistic phenomenon that had come from other languages and classified as branch names; this group, specifically, was designated as abbreviated branch names, that is, combinations formed from the parent company’s name and a place name indicating the branch’s current location (Kniūkšta 1997a: 10–11). The question of which Lithuanian case should be used in such instances was considered, and it was argued that,

⁸³ Creditinfo, available online: http://www.creditinfo.lt (accessed 2014 10 27).

⁸⁴ Risk Reinsurance, available online: http://www.rizika.lt (accessed 2014 10 27).

⁸⁵ Rūta, available online: http://www.eruta.ruta.lt (accessed 2014 10 27).

⁸⁶ Chinese Tavern, available online: http://www.kinusmukle.lt (accessed 2014 10 27).

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that there is no choice but to use the locative, for example, “Phillips in Lithuania”; “Shell in Baltupiai” (Kniūkšta 1997a: 12). Nevertheless, it is doubtful whether the question of a Lithuanian morphological equivalent arises in these cases. After all, these names are English, deliberately formed according to the specific syntactic rules of English names, which allow a certain word to be attached without indicating the relationship by morphological means. Their strictly English equivalents would be: Adform Lithuania, UAB; Amber Bridge Lithuania, UAB; Ansell Protective Solutions Lithuania, UAB; “Elme Metall Lithuania”; UAB; Ansell Protective Solutions Lithuania, UAB, and so on. The only difference is that the place name is used not in English but in Lithuanian, i.e. Lietuva, Europa (English Lithuania, Europe), and not always even that, since city names would be written the same way in English. The Lithuanian element, too, is added according to the rules of English, without being distinguished by quotation marks or any other means. In searching for Lithuanian equivalents of these names, one should probably look not for a grammatical case but for another construction, for example, “Phillips” branch (subsidiary, division, representative office) in Lithuania; “Phillips”(,) Lithuania branch (subsidiary, division, representative office), or the like. Actual usage does indeed point in this direction, for example, NASDAQ OMX Vilnius is rendered in continuous texts as “Nasdaq OMX” Vilnius Stock Exchange, or the like: The company’s shares are listed in the “Nasdaq Omx” Vilnius Stock Exchange Official Trading List⁸⁷; LESTO shares are listed in the “Nasdaq Omx” Vilnius Stock Exchange Official List⁸⁸. However, this practice is found only in less formal texts. In official texts, as in other cases, there is a stronger tendency to follow the form entered in the register or the spelling of the original; accordingly, one writes AB NASDAQ OMX Vilnius, e.g.: We inform you that AB NASDAQ OMX Vilnius board on November 8 this year approved the amended and supplemented membership and trading rules agreed with the Securities Commission, under which, from November 22 this year, the trading and settlement currency of the regulated market administered by the regulated market operator AB NASDAQ OMX Vilnius is being changed from litas to eurosAB NASDAQ OMX Vilnius regulated market from litas to euros⁸⁹. Given such usage tendencies, the question of which language rule should be applied when entering non-Lithuanian names in a Lithuanian register is particularly relevant. In addressing it, one should note that these symbolic names are used with a Lithuanian designation of legal form, often not even abbreviated, e.g.: private limited company “SWEDISH MATCH LIETUVA”; private limited company “TALLINN PANK LEASING VILNIUS”; private limited company “PEPSI-COLA GENERAL BOTTLERS LIETUVA”; Lithuanian-German private limited company “BUILDING INDUSTRY PRODUCTS VILNIUS”. Thus, it is hardly appropriate to rely on tendencies in the formatting of names in English.

Speculative Lithuanian equivalents of such names do indeed occur in the register, e.g.: the Vilnius branch of the firm “INKASSO BUERGER,” the Lithuanian branch of the firm “POPCORN COMPANY KG,” the representative office in Lithuania of “BALTIC ATLANT SHIPPING, S.L.,” the Vilnius agency of private limited company “Vezo”; the Kaunas branch of Lithuanian-German private limited company “BALTIC DECOR,” the Kaunas branch of UAB “Frans Maas Lietuva”. This is the second type of bilingual name in the register. Their syntax is Lithuanian: they are genitive constructions, with a name in its literal sense functioning as the genitive in one instance, for example, in the construction the firm “INKASSO BUER

⁸⁷ “City Service” seeks new owners, available online: http://zebra.15min.lt/lt/naujienos/verslas/city-service-iesko-nauju-savininku-250630.html (accessed 201 10 27).

⁸⁸ LESTO’s long-term strategy aims to improve network reliability by almost a tenth, available online: http://www.lesto.lt/lt/naujienos/pranesimai-spaudai/ilgalaikeje-lesto-strategijoje-s9pc.html (accessed 2014 10 27).

⁸⁹ On the change of trading and settlement currency on the NASDAQ OMX Vilnius regulated market, available online: https://www.dnb.lt/lt/apie-banka/pranesimai/skelbimu-archyvas/2010/del-nasdaq-omx-vilnius-reguliuojamos-rinkos-prekybines (accessed 2014 10 27).

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GER” Vilnius branch the word firm, while in the other, where there is no word specifying the meaning, its position is occupied by the symbolic name, for example, in the construction “BALTIC ATLANT SHIPPING, S.L.” representative office in Lithuania – “BALTIC ATLANT SHIPPING, S.L.”. A considerable number of names of this type are registered without distinguishing the symbolic component, e.g.: Nordea Bank AB Lithuanian Branch; Finland Ltd Lithuanian Branch; Danske Bank A/S Lithuanian Branch; Nordea Bank AB Lithuanian Branch; Swedbank P&C Insurance AS Lithuanian Branch; Pohjola Bank plc Lithuanian Branch; Compensa Life Vienna Insurance Group SE Lithuanian Branch; Swedbank Life Insurance SE Lithuanian Branch; C & E Corporation Limited Representative Office; ORACLE EAST CENTRAL EUROPE LIMITED BRANCH. The factor determining this spelling may be not only the absence of a standard, but also the ambiguities discussed above concerning the function of quotation marks. Nevertheless, when the whole name is treated as Lithuanian, the non-Lithuanian element it contains, or at least the symbolic part of the name, ought to be distinguished in some way. Perhaps this was prompted by review by VLKK, but distinguished names have indeed appeared in the register, e.g. AS “Meridian Trade Bank” Lithuanian Branch, AB “Citadele” Bank Alytus Branch, AB “Citadele” Bank Kaunas Branch, Alytus Branch of the joint-stock company bank “NORD/LB Lietuva”. Incidentally, wholly Lithuanian names are also registered this way, e.g.: Biržai Branch of the joint-stock company “Lietuvos spauda,” Šiauliai Regional Stations Branch of the Freight Transport Directorate of the joint-stock company “Lietuvos geležinkeliai,” Akmenė Division of AB “Detonas”, and they are excellent examples of Lithuanian name syntax. This also makes it easy to write names in which a branch is designated by a figurative expression, e.g.: the branch “Lietuvių tautinio jaunimo sąjunga „Jaunoji Lietuva“ of the “Jaunosios Lietuvos” and new nationalists’ union, the “Senasis Kaunas” branch of the “Aista” club, the individual enterprise “Senasis Kaunas,” the representative office “Lacufa AG Buro Vilnius” of the German company “Lacufa AG Lacke und Farben.”

The third type of names arising from language interaction would be the opposite of the first. These are symbolic names in which Lithuanian syntax predominates, with only a non-Lithuanian element inserted, e.g.: UAB “Citadele investment management”; UAB “Citadele factoring and leasing”; “Swedbank investment management”; UAB; “Swedbank insurance broker,” UADBB. As can be seen, the inserted element is also a word used figuratively. Neither the rule for Lithuanian nor that for non-Lithuanian symbolic names addresses such spelling cases. However, the rule for writing Lithuanian symbolic names stipulates that the marker of a proper name incorporated into a symbolic name—namely, its initial capital letter—must be retained. Following this analogy, it would seem that the markers of a symbolic name incorporated into a symbolic name—the initial capital letter and quotation marks—should also be retained. In the absence of a rule, a name entered in the register is generally not distinguished in any way, e.g.: UAB Danske Capital investment management, UAB Danske leasing, UAB “PZU LIETUVA GYVYBĖS DRAUDIMAS”; AB “SEESAM LIETUVA GYVYBĖS DRAUDIMAS”; UAB “NORTHWAY TURTO VALDYMAS”. Names are transferred into connected text with this spelling as well, e.g.: Last year “Danske Capital investment management” the number of customers grew by 15 percent⁹⁰. These figures also include the leasing services provided by the bank’s subsidiary, UAB “Danske leasing”leasing services⁹¹. “Seesam Lietuva life insurance”is building a life insurance services portfolio and developing a network of consultants⁹²; UAB “Investment and Business Guarantees” (INVEGA) provided the company with its first leasing guarantee……

⁹⁰ The number of customers of “Danske Capital investicijų valdymas” increased by 15 percent, available online: https://www.danskebank.lt/index.php/apie-banka/naujienos/pranesimai-spaudai/16887 (accessed 2014 10 27).

⁹¹ “Danske bankas” doubled its profit, available online: http://www.lrytas.lt/verslas/rinkos-pulsas/danske-bankas-dvigubai-didino-pelna.htm (accessed 2014 10 27).

⁹² “Seesam Lietuva gyvybės draudimas” is building a life insurance services portfolio and developing a network of consultants, available online: http://www.verslobanga.lt/lt/spaudai.full/3cad932a34045 (accessed 2014 10 27).

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“Citadele factoring and leasing” for assets acquired through leasing by UAB “Girios tyla” to develop its forestry activities⁹³; “Swedbank” operates in Lithuania together with its subsidiaries: “Swedbank leasing”, UAB, “Swedbank fleet management”, “Swedbank Life Insurance SE” Lithuanian branch, “Swedbank P&C Insurance AS” Lithuanian branch, “Swedbank investment management” UAB, and “Swedbank assets”, UAB⁹⁴. There is probably little inclination to adapt embedded names because of the general tendency not to adapt symbolic names. However, the language still tries in some way to incorporate unadapted foreign words into the text; for example, metalinguistic comments are used (Girčienė 2005), and one way of incorporating a symbolic name is to use words of the same gender (Vaskelaitė 2001). If they are not incorporated in these ways, they are set off by quotation marks or typeface (Girčienė 2005; Marcinkevičienė 2006). Of course, in these cases, the incentive to avoid quotation marks may be the possibility of their excessive use. Probably, the lack of specificity in the rules for writing non-Lithuanian symbolic names, or a general tendency to avoid quotation marks, also contributes. But perhaps the most significant factor is the analogy with English names. After all, in those names the embedded name is not distinguished in any way—neither as a foreign word nor as a symbolic name, e.g.: Swedbank Life Insurance (cf. Swedbank life insurance), Finasta Asset Management (cf. Finasta asset management).

The possibility of using a different typeface in such cases is probably constrained by the general tendency to follow the register entry (the register does not use typeface), as well as by the prevailing position in prescriptive works that typeface is equivalent to quotation marks⁹⁵. Usage, however, also reveals instances of differentiated use of quotation marks and typeface: for example, quotations are set off by quotation marks, while non-Lithuanian words, phrases, or names are set in italics. This possibility is also formulated in some works dealing with spelling and punctuation. For instance, one states that quotation marks are not used when quotations are distinguished by typeface or another graphic means (Linkevičienė 2013: 58), but setting text apart by typeface is discussed separately from quotations, and among other things, italics are said to serve the function of distinguishing non-Lithuanian words (Linkevičienė 2013: 57). This would mean that non-Lithuanian words are not considered quotations. In ESIV, typeface is regarded as equivalent to quotation marks; however, the statement that it can be used to set off quotations, syllabic abbreviations, symbolic or non-Lithuanian names, etc. (ESIV 2014: 38) makes clear that non-Lithuanian names are distinguished from symbolic names, and both types from quotations. Thus, usage tendencies, as well as statements in the works that shape them, indicate a need to subdivide the broad concept of quotation. Setting foreign words in the names of the group discussed above in a different typeface would seem to accord with this tendency: the entire symbolic name would be set off as a quotation or a figurative name, while the embedded element would be marked as a foreign word. Of course, this would also raise the question of how other non-Lithuanian names in the same text should be punctuated. In any case, leaving an unadapted foreign word unmarked in a Lithuanian phrase runs counter to the general tendency of the Lithuanian language and to the direction of language standardization, which is to avoid unadapted foreign words and to mark those that are used as quotations in the broad sense. Writing phrases such as asset management (property management), amber bridge (amber bridge), dream city (city of dreams), or the sentence Dog caught cat⁹⁶ would be considered an error in Lithuanian or not Lithuanian at all. Thus, it is worth considering much more carefully how far the exception applies to proper names

⁹³ AB “Citadele” bank’s subsidiary leasing company began providing leasing services with INVEGA guarantees; available online at: https://www.citadele.lt/naujienos/spaudai/2856/ (accessed 2014 10 27).

⁹⁴ Subsidiaries, available online at: https://www.swedbank.lt/lt/pages/357 (accessed 2014 10 27).

⁹⁵ The VLKK resolution states that quotation marks may be omitted when quotations are distinguished by typeface or another graphic means (VŽ 1997a).

⁹⁶ The dog caught the cat.

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names. In deciding how names in this group should be written, it should also be borne in mind that their structure is essentially imposed by English. Names not formed by copying English syntax, but instead deriving from Lithuanian naming patterns, would probably be “Swedbank” company “Investment Management” or “Swedbank” investment management company.

As can be seen, no standard has been established for writing names that arise through the interaction of several languages. However, based on the criterion of the prevailing syntax, it would not be difficult to establish one: of the three groups discussed, one should be considered English names incorporating a Lithuanian element, while the other two are Lithuanian names in which a word or phrase is quoted. In accordance with the prevailing tendencies in Lithuanian for presenting quotations, the quoted element ought to be distinguished in some way. In addition to the theoretical tasks already mentioned, usage of the names discussed—which highlights differing understandings of the concept of a symbolic name—raises further issues: more clearly defining the relationship of both Lithuanian and non-Lithuanian symbolic names to quotations, refining the concept of quotation, defining more clearly the functions of its markers, and clarifying the relationship between quotation marks and typefaces, as well as between typeface and the levels of spelling and punctuation.

CONCLUSIONS

Although the syntactic, morphological, lexical, and derivational aspects of symbolic names have been examined in considerable detail, language publications devote insufficient attention to their spelling and punctuation. A rule for writing both Lithuanian and non-Lithuanian symbolic names has been formulated, but it is adapted only to continuous text.

A current issue brought to the fore by reality—the large number of companies, institutions, and organizations being established—has meant that symbolic names have been examined mainly as the names of legal entities; these are distinctive in that they tend to function not only in continuous texts. Functioning as public signs, trademarks, and advertising objects, and in lists and other texts that are not continuous in nature, they display different spelling tendencies, which only partly coincide with the writing of symbolic names in continuous text. Thus, a rule that governs writing only in continuous text cannot be sufficient, at least for this group of symbolic names. When discussing the symbolic names of legal entities, it is inevitable to mention other spelling possibilities as well. However, these are neither examined nor defined in detail in language publications, and a lack of clarity has led to some confusion in usage. The various ways of writing names were adopted by their creators in a specific domain—the Register of Legal Entities, which confers legal status—and the mixture of these practices has become an obstacle at the level of symbolic-name spelling and, more generally, spelling and punctuation. The obstacle is gradually being removed, but usage shows that the factor causing disruption is not only the diversity of writing practices established in the register.

As the functions of capital letters and quotation marks have become considerably less stable in the prevailing situation, ideal conditions have arisen for applying naming conventions characteristic of English. Register entries, which clearly reveal the influence of English, also point to other factors that support foreign spelling: shortcomings in the rules for writing non-Lithuanian symbolic names; an insufficiently clear boundary between the levels of spelling and punctuation; the absence of a norm for writing names in texts that are not continuous, including in such a specific domain as the Register of Legal Entities; and the lack of rules for writing symbolic names intended for language users

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….

Usage also brings to light phenomena not discussed at all in language-standardization works. These are names that have arisen through interaction between languages. Although no norm for writing them has been formulated, entries in the Register of Legal Entities could be taken as a point of reference in establishing one. This area of usage offers a criterion for assessing such names, namely the predominance of syntax, and shows that such formations are created on the principle of quotation: in one case, a Lithuanian element is incorporated into a non-Lithuanian phrase; in the other, conversely, a non-Lithuanian component, usually a symbolic name, is incorporated into a phrase formed on the basis of Lithuanian syntax. In the absence of a rule, there is a tendency not to distinguish another symbolic name included in a symbolic name either as a symbolic name or as an element foreign to Lithuanian. Its lack of phonetic or morphological adaptation is determined by the tendencies of the functional style (official and business), also shaped by rules for using non-Lithuanian symbolic names in Lithuanian; however, unadapted elements in Lithuanian are set off with quotation marks or typefaces. Leaving them unmarked violates the general tendency of Lithuanian and its standardization principle of not using unadapted foreign words, and of treating those used in written language as quotations in the broad sense. It is worth considering at length to what extent such a violation is justified in the domain of proper-name usage.

In general, analysis of the usage of symbolic names reveals a need for both practical rules and codificatory decisions. Decisions are needed both for individual cases, such as the formal presentation of multilingual names, and at a comprehensive level, such as clearer formulation of the functions of certain marks (capital letters, all-capital writing, quotation marks, and typeface), their relationship to one another and to the levels of spelling and punctuation, the establishment of a norm for writing symbolic names in texts that are not continuous, and the refinement of the norm for writing them in continuous texts. Usage also reveals insufficiently defined notions of the symbolic name and of the relationship between a symbolic name and a quotation.

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HOW A SEEMINGLY SIMPLE RULE FOR WRITING SYMBOLIC NAMES BECOMES DIFFICULT

S u m m a r y

Linguistic publications pay insufficient attention to orthography and punctuation of symbolic names. They have mostly been analysed as names of legal persons, which are unique in that they tend to function not only in coherent texts. Functioning as public signs, trademarks, advertising objects, in lists and similar texts they are characterised by different writing tendencies only partly coinciding with the writing of symbolic names in a coherent text. Thus, a rule regulating only writing in a coherent text cannot be sufficient at least for this group of symbolic names. In discussion of symbolic names of legal persons it is necessary to mention other possibilities of writing. However, these are not analysed and defined in detail in linguistic publications; thus, due to lack of clarity, some confusion in usage has arisen.

As the functions of capitalisation and quotation marks have become unstable, a favourable medium has emerged for applying the tendencies of writing names characteristic to the English language. The records of the Register of Legal Entities, which clearly show the impact of the English language, demonstrate more factors contributing to foreign orthography: shortcomings of the rule on writing non-Lithuanian symbolic names; insufficient clarity in drawing the line between levels of orthography and punctuation and in writing names in non-coherent texts, including areas as specific as the Register of Legal Entities; absence of the norm and lack of rules for language users on writing symbolic names.

Usage also unveils phenomena that are not considered at all in language standardisation works. These are names emerging out of interaction of languages. Even though there is no norm formulated for writing them, it could be established by using the records of the Register of Legal Entities as a reference point. Such constructs are made based on the principle of quotation: in some cases, a Lithuanian element is included in a non-Lithuanian combination; in other cases, on the contrary, a non-Lithuanian component, usually a symbolic name, is included in a combination constructed on the basis of Lithuanian syntax. Since the rule is missing, there is a tendency not to distinguish the symbolic name comprising another symbolic name neither as a symbolic name nor as an element foreign to the Lithuanian language. This is against the general tendency of the Lithuanian language and its standardisation principle not to use unadapted foreign words and to treat those used in the written language as quotations in a broad sense. It is negotiable to what extent such a violation can be justified by the field of using proper names.

In general, the analysis of the use of symbolic names shows the need both for practical rules and decisions related to codification. Solutions are needed in individual cases, such as formalising multilingual names, as well as in the complex ones, such as clearer formulation of the functions of certain signs (capitals, writing in uppercase letters, quotation marks, prints), their interaction and relation to the levels of orthography and punctuation, constitution of the norm for writing symbolic names in non-coherent texts, and also adjusting the norm for their writing in coherent texts. In addition, usage demonstrates insufficient definition of the concept of a symbolic name and the relation between a symbolic name and a quotation.

KEYWORDS: symbolic name, usage, norm, language regulation, writing and punctuation, name formation rules, capitalisation, quotation marks.

RAMUNĖ VASKELAITĖ

Lietuvos bankas

Gedimino pr. 6, LT-01103 Vilnius

[email protected]

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