Hi all, I wrote this simple filter for my blogs, which formats "TeX" and "LaTeX" strings in the TeX 'typographic' style (or something similar).
First, these variables: #+begin_src emacs-lisp (setq my/tex-html-string "<span style=\"font-family:serif;\">T<span style=\"vertical-align:-0.4ex;font-size:smaller;\">E</span>X</span>") (setq my/latex-html-string "<span style=\"font-family:serif;\">L<span style=\"vertical-align:0.5ex;font-size:smaller;margin-left:-0.3em;\">A</span>T<span style=\"vertical-align:-0.4ex;font-size:smaller;\">E</span>X</span>") #+end_src Of course, the strings can be improved. Another alternative would be to use the wikipedia images: <img src=\"https://wikimedia.org/api/rest_v1/media/math/render/svg/45c5b62b0f454f4ed8caa486d6d3cd0e0c065232\" style=\"vertical-align: -1.005ex; width:5.094ex; height:2.843ex;\" alt=\"TeX\"/> <img src=\"https://wikimedia.org/api/rest_v1/media/math/render/svg/fa952935eafe23237c5a52922460c192fde88435\" style=\"vertical-align: -1.005ex; width:7.107ex; height:2.843ex;\" alt=\"LaTeX\"/> The function: #+begin_src emacs-lisp (defun my/latex-string-html-filter (text backend info) (interactive) (when (org-export-derived-backend-p backend 'html) (let ((case-fold-search nil)) (with-temp-buffer (insert text) (save-excursion (goto-char (point-min)) (while (re-search-forward "\\([^La]\\)TeX" nil t) (replace-match (concat "\\1" my/tex-html-string)))) (save-excursion (goto-char (point-min)) (while (re-search-forward "LaTeX" nil t) (replace-match my/latex-html-string))) (setq text (buffer-string)))))) #+end_src And, finally: #+begin_src emacs-lisp (add-to-list 'org-export-filter-plain-text-functions #'my/latex-string-html-filter) #+end_src Fun fact. Donald Knuth explains in the first chapter of his /TeX book/, "The Name of the Game", the origin of the term TeX, and why it is formatted that way: #+begin_quote English words like `technology' stem from a Greek root beginning with the letters τεχ...; and this same Greek word means /art/ as well as technology. [...] Insiders pronounce the χ of TeX as a Greek chi, not as an `x', so that TeX rhymes with the word blecchhh. It's the `ch' sound in Scottish words like /loch/ or German words like /ach/; it's a Spanish `j' and a Russian `kh'. [...] On the other hand, it's important to notice another thing about TeX's name: The `E' is out of kilter. This logo displaced `E' is a reminder that TeX is about typesetting, and it distinguishes TeX from other system names. [...] The correct way to refer to TeX in a computer file, or when using some other medium that doesn't allow lowering of the `E', is to type `TeX'. Then there will be no confusion with similar names, and people will be primed to pronounce everything properly. #+end_quote Best regards, Juan Manuel