A store owner’s brand name “here\\now.” (containing three backslashes) displays incorrectly in order confirmation emails, showing only one backslash instead of three. The issue stems from backslashes being escape characters in email systems.
Proposed Solutions:
Double-escaping: Enter the store name with six backslashes (here\\\now.) in store settings, as each pair renders as a single backslash in output
Edit notification templates: Modify Shopify’s email templates (Settings > Notifications) by replacing the {% shop.name %} variable with hardcoded text using HTML entities (\)
Use Liquid escape filter: Apply {{ shop.name | escape }} in templates to preserve backslashes
The owner seeks solutions that maintain exact brand name accuracy without using alternative symbols or spaces, as this affects brand credibility. Multiple community members confirmed the technical cause and provided specific implementation steps. The discussion remains open pending the owner’s testing of these approaches.
Summarized with AI on October 29.
AI used: claude-sonnet-4-5-20250929.
I’ve done some research and I believe this might have to do with formatting of the from name not ‘‘liking’’ more 3 repetitions of the same symbol. Unfortunately my brand name contains 3x \\
With little experience in this area I hope that anyone can give me a solution to display my brand now correctly in all outgoing emails. I would like to avoid solutions that use alternative symbols or blanks as the brand name has to match exactly with the store. This is quite important in terms of brand reputation and credibility.
This is definitely happening because backslashes are escape characters in many email systems.
Here are some solutions specifically for Shopify:
Edit your notification templates: Go to Settings > Notifications, select the email templates (like Order Confirmation), and modify the {% shop.name %} variable. You might need to replace it with the hardcoded text using HTML entities (\) for the backslashes.
Use Liquid’s escape filter: Try modifying your templates to use something like {{ shop.name | escape }} which might preserve your backslashes.
Double-escape in settings: Try entering your store name as “here\\now” (with six backslashes) in your store settings to see if it renders correctly as three in the output.
If you’ve already tried some of these approaches, let me know which ones and what happened, so I can suggest more targeted solutions.
To display here\\now. correctly in emails, enter here\\\now. (with 6 backslashes) as your store name or sender name. Each pair (\) becomes one , so this will render as three backslashes in the final email.
