Titanium dioxide rutile crystals have been nanoindented and studied by a combination of atomic force microscopy imaging and analysis of force vs penetration curves. In all the experiments, gold crystals have been used as a reference. A concept of nanoindentation effective volume is introduced to differentiate the bulk behavior from that of a small defect-free volume around the indentation. In the latter volume, a reversible Hertzian elastic stage is identified with a Young modulus comparable to that of the bulk. At higher loads, an incipient plastic range is recognized in which the load is linear on the penetration and permanent traces are left behind at the surface upon tip retraction. In that range, the hardness is constant, about five times smaller than the yield strength and more than three times smaller than the corresponding bulk value. This reduced hardness is explained in terms of the operation of dislocation sources with a low-energy barrier.