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Use Of Company Logos
Posted By: patrick* on 7/8/2004 5:33 PM (CST) 125 Points
We are a small nonprofit that runs a small neighborhood computer repair shop, and on our new business cards we want to include the IBM and Apple logos, to easily convey to our customers that we service these brands. Is this ok to do? Do we need to seek special permission?

The reason I ask is that if you look through the phone book, you see ads for all types of repair companies -- computers, televisions, washer/dryers, appliances, automotive, etc. -- and most use logos for the products that they service. Do all of those advertisers seek permission to use the logos? If we cannot use the logo, is it ok to name the companies whose products we service, but use a font different from the one they use in the logo? Does it matter that we are a nonprofit fully recognized by the IRS?

Posted by: Pepper Blue Accepted Answer
7/8/2004 5:50 PM (CST)
Hi patrick,

My experience is that they all have different policies regarding the use of their logo, but the one thing that they are insistent about is that if you do use it, you use it the right way - specific fonts, colors, sizes - they get real sticky about doing it on your own.

Many have their policies on their websites, or contact their PR or legal department.

Non-profit doesn't matter, you are using their intellectual property and they strongly defend it and how, where, why, when and by whom it is used.

Better safe than sorry - check with the companies themselves.

I hope that helps!
 
Posted by: JBtron Accepted Answer
7/8/2004 6:04 PM (CST)
Patrick,

Pep has given a proper answer. The real answer is that use of company logos usually rests with the originator of the mark. MANY companies, including those you mention, have guidelines on their use available on their sites.

The REALITY of your particular situation is that you don't have to get their permission, as long as you are not misrepresenting their product or YOUR INVOLVEMENT with their product. After all, I don't think the Yellow Pages is out of the picture when it comes to their publishing reproduced ads IN THEIR OWN PUBLICATION.

You are not trying to BE these companies, just alerting customers that you can service these products. BUT, I would recommend that you become an AUTHORIZED REPAIR VENDOR for these companies, which may involve some licensing agreements. Check their sites for the guidelines.

Hope this helps.

Best,

::JBtron
 
Posted by: LilacMoon Accepted Answer
7/8/2004 6:10 PM (CST)
Another reason to contact the various companies about using their logos is that some companies may have a system in place where they’ll pay for part of your advertising when you use their name/logo.

This used to be the case a number of years ago, when I worked as a radio copywriter. I can’t remember what it was called – possibly “co-op advertising”, but it may have been something else.

I have no idea if any companies still do this, but it doesn’t hurt to ask.

Donna
 
Posted by: aosterday* Accepted Answer
7/8/2004 6:58 PM (CST)
You shouldn't have a problem as long as you notify the proper authority and are in compliance.
 
Posted by: cal* Accepted Answer
7/8/2004 9:34 PM (CST)
patrick,

For each brand, try typing in a search engine such phrases as:

using IBM trademark guidelines
using IBM logo guidelines

You should get some ideas of what they want if using their intellectual property.
 
Posted by: Deremiah *CPE Accepted Answer
7/8/2004 9:51 PM (CST)
Patrick,

everyone has given you the most excellent advice. Follow it and you want go wrong.

When it is our desire to do right by others it is always best to communicate with them to be clear about our intent. As a principal rule W. Clement Stone said in the book "The Success System that Never Fails", "if you don't understand something ask the man that knows". In this case it is your desire to do right by the company whose logo you would like to use... so in order to avoid any legal issues ask IBM. They are the man that knows. Hope this helps. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE
 
Posted by: sultan* Accepted Answer
7/9/2004 3:07 AM (CST)
Dear Patrick

Yes you ought to have permission if you want to use Logos in magazines or business cards. because they usually are all protected through " Copy Right" and if any one wants to use their logos, one shoulds ask in written permmission to use them. Secondly, there are lots of logos in magazines and newspapers that appear frequently but in all the cases one has to seek permission to print them. The publisher ask the management of the compnay whose logos appear in the magazine, if the management, for sake of advertisement give permission to publisher only then can a logos are printed inmagazines and newspapers.

Remember violating copy right laws is very serious offrence. Any how Good luck to your work.


Sultan
 
Posted by: sjlaurin* Accepted Answer
7/20/2004 11:08 AM (CST)
You might have to cut through alot of red tape to get the answer you are looking for, especially with companies so large. We are going through the same process at our company right now, and it can be frustrating. The best thing we've found is to ask our contact person in the company we want to use their logo to do a little grunt work for us and ask the higher-ups for permission. That way, we don't approach people we've never worked with for permission and the request then comes from the inside and is more likely to be granted. Hope that helps.
 
Posted by: carstens* Accepted Answer
7/22/2004 2:02 PM (CST)
The company logos you mentioned are most likely protected by trademark laws -- those laws allow the owner to prohibit others from using the names/logos in a way that will lead to consumer confusion. Copy rights are a different tool, most often used to protect creative works. So you're dealing with trademarks here.

You probably should seek permission. However, before going there make sure that the logos will be presented in a way that will not lead to consumer confusion, perhaps by placing them in a sentence, "XYZ Company proudly services IBM LOGO and APPLE logo. The IBM logo is property of International Business...." I'm not sure of the exact language but it should state that you are not claiming to own the trademarks.

If you choose to go forward without permission and the presentation of the logos clearly does not lead to consumer confusion, you may recieve a letter asking you to cease using the logos. With anything other legal action, I believe they would have to prove that you damaged their business or caused them to lose sales because of your use of the trademark. Do not in anyway alter or recreate the logos.

FYI, I believe trademarks can be used in editorial coverage without violation of trademark laws.
 
Posted by: jose04 Accepted Answer
7/23/2004 9:10 AM (CST)
Patrick

Logos are graphical expressions created by a service provider after much thought, research and payments. THerefore, it's only right that we respect their effort and contact them for permission to use their logo.

The very fact that you have asked this question, show that your intention is not to misuse the logos. The suggestions and ideas given by the learned forum members seem reasonable, therefore go for the license and get to use the logo/s. That’s safe and right.

Sometimes (to do this) it may not cost you anything. It may even get you returns (like the co-op advsg.).

All the best!!!
 
Posted by: Val (Moderator)* Moderator Response
7/31/2004 10:03 PM (CST)
Hello all. I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


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