An apparatus selectively forms indicia of a tire sidewall. The apparatus includes a tire mold member for vulcaninzing an uncured tire. The tire mold member includes a surface engageable with a portion of the uncured tire, a detachable indicia forming member engageable with a portion of the uncured tire to form indicia on a surface of the tire sidewall, and a housing for releasably retaining the indicia forming member on the tire mold member. The housing is fixed to the tire mold member and releasably secures the indicia to the tire mold member. The indicia forming member is secured to the housing by an impact device applied in a first direction and released from the housing by mechanical pressure to one end portion of the indicia forming member applied in the first direction.