Environmental Systems Research Institute, Inc. (ESRI), continues to expand into new markets throughout the world with its enterprisewide family of geographic information system (GIS) software, data, and services. As part of that expansion, ESRI has designed logos for its family of GIS software, data, and services that are visually exciting and are gaining widespread consumer recognition. ESRI would like you to share in this expanding consumer recognition and use the "GIS by ESRI" emblem that accompanies this CD-ROM or digital download as authorized by ESRI. In order to ensure proper trademark usage and consistency, ESRI has put together this ESRI Trademark Usage Guidelines document for use by you and your organization. Together, ESRI and you or your organization can visually unify our collective marketing efforts for mutually beneficial business purposes.
ESRI's name, trademarks, and service marks enjoy a growing recognition throughout the GIS software industry for quality, value, and reputation. ESRI grants you or your organization a limited trademark license to use ESRI's "GIS by ESRI" emblem in support of your marketing efforts. Trademarks and service marks are extremely valuable marketing and financial assets; therefore, it is in the best interest of ESRI and you or your organization to properly use and protect ESRI's trademarks and service marks. The purpose of the ESRI Trademark Usage Guidelines document is to provide guidance to you or your organization in the proper and consistent usage of ESRI's trademarks and service marks.
Thank you in advance for your assistance and cooperation in the proper, consistent usage and protection of ESRI's trademarks and service marks. In the long term, this worldwide commitment to trademark preservation will yield mutually beneficial business and financial results for all concerned.
TABLE OF CONTENTS
1. INTRODUCTION
- Background
- Definition of Trademark
- Definition of Service Mark
- Definition of Elements
- The Importance of Protecting ESRI Trademarks and Service Marks
2. ESRI TRADEMARKS AND TRADE DRESS
3. GUIDELINES FOR REPRODUCING THE "GIS BY ESRI" EMBLEM
4. APPROVED USAGES
5. PROPER TRADEMARK EMPHASIS
? Advertising, Promotional, and Other Collateral Materials
? Business Cards
? Stationery
6. SOME SIMPLE GUIDELINES FOR PROPER USAGE OF ESRI TRADEMARKS AND SERVICE MARKS
7. TRADEMARK USAGE GUIDELINES COMPLIANCE
Information in this manual is subject to change without notice.
Copyright (c) 1992-1997 Environmental Systems Research Institute, Inc. All rights reserved.
1. INTRODUCTION
Background
These guidelines have been prepared to help you and your organization (hereinafter collectively referred to as "you") communicate its relationship with ESRI as a user of ESRI technology. The emphasis on the proper use of ESRI trademarks, service marks, trade name, or emblem(s) is intended to protect the positive image for quality software, data, and services that ESRI has established over the years.
ESRI grants you a limited trademark license to use the "GIS by ESRI" emblem in support of your marketing effort. The word mark "GIS by ESRI" and the distinctive design mark "Globe" are trademarks of Environmental Systems Research Institute, Inc.
Both the word mark "ESRI" and the distinctive design mark "Globe" enjoy growing recognition throughout the geographic information system (GIS) software industry. You are encouraged to share in this worldwide recognition through the appropriate use of the word mark "GIS by ESRI" and the distinctive design mark "Globe" incorporated into the emblem.
The purpose of the ESRI Trademark Usage Guidelines document is to define the proper and consistent use of ESRI trademarks and service marks to accurately identify ESRI software, data, and services.
This document should be made available to anyone involved in the preparation of marketing, licensing, advertising, promotional, and/or collateral materials for you.
Definition of Trademark
A trademark may be a word, name, symbol, design (or any combination of them), a slogan, or other expressions in any communication medium capable of identifying and distinguishing the goods of one company from those of another.
Definition of Service Mark
A service mark is similar to a trademark, but is used in the sale or advertising of services to identify and distinguish the services of one company from those of its competitors. Please note that certain countries do not legally recognize service marks.
Definition of Elements
ESRI defines the following elements throughout this document as follows:
- Word Marks-are the actual words or combination of word(s) associated with goods or services that serve in a trademark or service mark capacity (e.g., "ArcView" for GIS software).
- Design Marks-(commonly referred to as a "logo" or "icon") are the fanciful artwork designs associated with goods or services that serve in a trademark or service mark capacity (e.g., "the magnifying glass" design mark for ArcView GIS software).
- Corporate Mark-(commonly referred to as the "corporate logo") is the combination of the word mark "ESRI" and the distinctive design mark "Globe" associated with goods and services that originate from Environmental Systems Research Institute, Inc.
- Emblems-are a combination of words and/or design marks of trademarks and/or service marks with other fanciful artwork or nomenclature that reflects compatibility or the nature of the business relationship (e.g., "GIS by ESRI" emblem).
The Importance of Protecting ESRI Trademarks and Service Marks
The two primary goals of trademarks and/or service marks are to indicate the source or origin of the goods and services and to give end users an assurance of quality. Every time you use the "GIS by ESRI" emblem in delivering goods or services that satisfy the needs of an end user, valuable business goodwill accrues in the ESRI trademark and/or service mark. Trademarks and service marks are extremely valuable marketing and financial assets. Therefore, it is in the best interest of ESRI and you to properly use and protect the ESRI trademarks and service marks.
2. ESRI TRADEMARKS AND TRADE DRESS
Trademarks
ESRI trademarks, service marks, and trade names should not be merged with your trademarks, service marks, or trade names. Additionally, you should not register any confusingly similar trademarks, service marks, and/or trade names that could create consumer confusion as to the source or origin of the ESRI software, data, or services. Since ESRI has established trademark goodwill in its "ARC/," "ARC," and "Arc" family of software, data, and services, you should not use the "ARC/," "ARC," or "Arc" prefix to name your software, data, or services. If you develop a compatible software application or data set, you may indicate, for example, that it is "ESRI(r) software compatible," "ArcView(r) software compatible," or follow the software industry's compatibility naming convention like "geodata TM for ArcView(r)."
Trade Dress
Trade dress is defined as the total appearance and image of a good or service including features such as size, texture, shape, color or color combinations, graphics, and even particular advertising and marketing techniques used to promote its sale. For example, ESRI has incorporated its distinctive design mark "Globe" behind each of its software, data, or service offering's word and design mark(s) and placed on a white background that defines the cover artwork on the packaging and related marketing materials. This stylistic theme constitutes an example of ESRI's trade dress.
Most courts recognize that the appearance of a good or service can also serve a trademark or service mark function in distinguishing the goods or services of one company from that of others. Duplication of the trade dress of another's goods is actionable as "passing off" at common law and under the Trademark Act. Trade dress can acquire secondary meaning in the consumer's mind and is protectable. Therefore, ESRI discourages imitation of ESRI trade dress in your stand-alone or ESRI-compatible software, data, or services.
3. GUIDELINES FOR REPRODUCING THE GIS BY ESRI EMBLEM
You are authorized to use the "GIS by ESRI" emblem that accompanies this CD-ROM or digital download. The "GIS by ESRI" emblem has been designed to incorporate the distinctive design mark "Globe," the word mark "GIS by ESRI."
When the "GIS by ESRI" emblem is being used and reproduced, the following guidelines must be followed:
- The distinctive design mark "Globe" shall not be cut or separated from the complete "GIS by ESRI" emblem (i.e., the word mark "GIS by ESRI" designation nomenclature) and used alone.
- The "GIS by ESRI" emblem may be reproduced in only the approved colors or in black-and-white gray scale as provided by ESRI.
- When using the "GIS by ESRI" in conjunction with hardware, software, data, and/or services developed and marketed by you, then you must specifically identify yourself as the manufacturer/marketer of the hardware, software, data, and/or services on all packaging and accompanying materials and also include the following trademark attribution to ESRI: "The GIS by ESRI emblem is a trademark provided under license from Environmental Systems Research Institute, Inc."
- In order to protect the "GIS by ESRI" emblem from improper usage by unauthorized individuals on the Internet, please follow these simple instructions. Do not place the GIS by ESRI emblem converted into .gif format in a user-accessible directory/file. To create a hidden directory, create a file in Notepad or your word processor called "index.html." Type in the statement "This directory is not accessible to users. The "GIS by ESRI" emblem is provided under trademark license to this Web site and may not be used, copied, and redistributed without the prior express, written permission of ESRI." Save the file as "index.html" and put it in the same graphics directory as the file containing the .gif images (e.g., www.[your website se and position of the "GIS by ESRI" emblem, as well as its relationship to your word and/or design mark(s). You should follow the guidelines below for the design of business cards.
- Use the digital color file "GIS by ESRI" emblem provided with this guide.
- Reproduce the "GIS by ESRI" emblem in white background with the approved digital colors as designated by ESRI.
- Include your word and/or design mark(s).
- Clearly identify the employee as a representative of your organization.
Stationery
The illustration demonstrates the proper use and position of the "GIS by ESRI" emblem, as well as its relationship to your word and/or design mark(s). You should follow the guidelines below for the design of stationery.
- Use the digital color file "GIS by ESRI" emblem that is provided with this guide.
- Reproduce the "GIS by ESRI" emblem in white background with the approved digital colors as designated by ESRI.
- The "GIS by ESRI" emblem must be less dominant than your word and/or design mark(s).
6. SOME SIMPLE GUIDELINES FOR PROPER USAGE OF ESRI TRADEMARKS AND SERVICE MARKS
- Trademarks Are Adjectives
A word mark, acting in a trademark or a service mark capacity, is an adjective, followed by a generic noun, used to identify the goods or services of a particular company. Therefore, ESRI trademarks or service marks must always be used as an adjective to modify the software, data, or services originating from ESRI. The examples below illustrate proper usage.
Correct
We are authorized resellers of ESRI(r) software.
We license ArcView(r) GIS software.
We license GIS data made available through the ArcDataSM Publishing Program.
I am an ESRI(r) Authorized Instructor and teach GIS courses developed by ESRI.
Geo's training facility has been designated an ESRI(r) Authorized Learning Center.
Incorrect
The ArcView is the best GIS software on the market.
We sell ArcView.
ArcData is used by ArcView.
We teach ArcView.
- Trademarks, Incorporated Names, and Trade Names Are Not the Same
When used as an adjective, the word mark "ESRI" is a registered trademark and must be accompanied by the appropriate trademark symbol (i.e., (r)) in either the first or most prominent place it appears in text, advertisements, or promotional pieces. In addition, an attribution must appear on the page to identify the trademark (e.g., "ESRI is a trademark of Environmental Systems Research Institute, Inc.").
Trademark
In the United States, Geo resells ESRI(r) software to many government and commercial clients.
In this sentence, the word mark "ESRI" is used properly as an adjective modifying the generic noun "software."
Trademarks, incorporated names, and trade names are not the same. Trademarks should not be confused with incorporated names and trade names. Incorporated names or trade names are proper nouns and can be used in the possessive form and do not require a generic noun. Therefore, it is not appropriate to use a trademark symbol.
These examples should further assist proper trademark usage when differentiating between the use of "ESRI" as an incorporated name or trade name.
Incorporated name
ArcView(r) GIS software is developed and marketed by Environmental Systems Research Institute, Inc.
Trade name
ArcView(r) GIS software is developed and marketed by ESRI.
In July, ESRI holds an annual user conference.
In the above examples, "Environmental Systems Research Institute, Inc." is the official, legally incorporated business name registered with the State of California, and the acronym "ESRI" is the trade name used to refer to the company within the software industry. In either context, no trademark symbol is to be used since the company's name is used as a noun.
- Other Trademark Usage Guidelines
ò Do not make plurals or possessives of trademarks or service marks. Since trademarks and service marks are used as adjectives, the generic noun following the trademark or service mark must be altered when a plural or possessive is desired. For example, it is incorrect to refer to "ARC/INFO's capabilities," or "seven ArcView's." It is correct to refer to "ARC/INFO software's capabilities," and "seven ArcView GIS software packages."
ò Do not hyphenate or break trademark or service mark names in headlines or body text copy.
ò The "ESRI" trade name, in either headline or body text copy, should be the same typeface as the rest of the text and no larger than its other components.
ò Do not use the "ESRI" trade name or the "GIS by ESRI" emblem in combination with your firm's trade name or word marks or any other trade name or word mark(s).
ò The "GIS by ESRI" emblem should appear in a smaller size than your trade name, corporate, or design mark(s).
ò Do not use the "GIS by ESRI" emblem more than once in an advertisement or on a printed and/or on-line page.
ò Use the proper trademark or service mark symbol (i.e., "(r)," "TM" "SM"), as indicated on the ESRI trademark list, accompanying the name of an ESRI trademark or service mark at the first or most prominent place it is used in body text copy.
ò Use bolding, quotation marks, or italicize the ESRI software, data, or service's name in subsequent uses, as appropriate.
ò Do not use a trademark or service mark symbol (i.e., "(r)," "TM" "SM") and bolding, quotation marks, or italics in conjunction with each other.
7. TRADEMARK USAGE GUIDELINES COMPLIANCE
Prior to publishing your advertising, promotional, or collateral materials, please review the following questions. If you can answer "yes" to these questions, then your material is ready for publishing and will meet your objectives and those of ESRI.
- Have you complied with the guidelines for use of the "GIS by ESRI" emblem?
- Does the "GIS by ESRI" emblem appear only once in an advertisement or printed page?
- Have you used "ESRI" or any word marks (e.g., "ArcView") as an adjective to modify ESRI's software, data, or services? If so, then it is being used in a trademark or service mark capacity and you should use the appropriate trademark or service mark symbol (i.e., "(r)," "TM" or "SM") followed by the appropriate generic noun. Have you used the incorporated name "Environmental Systems Research Institute, Inc." or the trade name "ESRI" as a noun? If so, then no trademark symbol is required.
- Does the trade name "ESRI" appear less prominent than your name?
- If ESRI software, data, or services are advertised together with non-ESRI-related items, are the font and point sizes in the ESRI reference equal in font and point size to that of the other brands?
- Have you used the proper and complete name of an ESRI software, data set, or service in the first or most prominent reference to it?
- Have you made sure that ESRI word marks have not been hyphenated or broken in headlines or body text copy?
- Are all statements in the material relating to ESRI accurate, complete, and verifiable?
Remember, the basic objective of your advertising and promotion is to attract prospects to your business. Where "ESRI" is featured too prominently, potential end users and clients may very well lose the critical message you are trying to communicate: Your capability!
If you need additional assistance with marketing, advertising, or promotion guidelines compliance, please contact
Contracts Department
Environmental Systems Research Institute, Inc.
380 New York Street
Redlands, CA 92373-8100 USA
Phone: 909-793-2853
Fax: 909-307-3020
ESRI TRADEMARKS
(As of March 1997)
DOMESTIC:
Registered Trademarks
(Use (r) symbol)
ArcCAD
ARC/INFO
ArcView
ESRI
PC ARC/INFO
Common Law Trademarks
(Use TM symbol)
Application Development
Framework (ADF TM)*
ARC COGO
ARC GRID
ARC/INFO LIBRARIAN
ARC Macro Language (AML TM)*
ARC NETWORK
ARC News
ARC TIN
ArcAtlas
ArcBrowser
ArcCensus
ArcCity
ArcDoc
ARCEDIT
ArcExpress
ARCPLOT
ArcPress
ArcScan
ArcScene
ArcSchool
ArcSdl
ARCSHELL
ArcStorm
ArcTools
ArcUSA
ArcWorld
Atlas GIS
AtlasWare
Avenue
BusinessMAP
Data Automation Kit (DAK TM)*
DATABASE INTEGRATOR
DBI Kit
FormEdit
GISData Server
IMAGE INTEGRATOR
MapObjects
PC DATA CONVERSION
PC NETWORK
PC OVERLAY
PC STARTER KIT
PC ARCEDIT
PC ARCPLOT
PC ARCSHELL
Simple Macro Language (SML TM)*
SiteMAP
Spatial Database
Engine TM (SDE TM)**
TABLES
TerritoryMAP
ViewMaker
Water Writes
Graphical Logos:
ArcCAD logo
ArcCAD WorkBench logo
ARC COGO logo
ArcData logo
ARCEDIT logo
ArcExpress logo
ARC GRID logo
ARC/INFO logo
ARC NETWORK logo
ARCPLOT logo
ArcPress logo
ArcScan logo
ArcStorm logo
ARC TIN logo
ArcTools logo
ArcView Spatial Analyst logo
ArcView Network Analyst logo
ArcView logo
Atlas GIS logo
Avenue logo
BusinessMAP logo
DAK logo
ESRI globe logo
ESRI corporate logo
MapObjects logo
PC ARC/INFO logo
SDE logo
Phrases, Slogans, and Expressions:
ARC/INFO-The World's GIS
ESRI-Team GIS
ESRI-The GIS People
Geographic Design System
Geographic Table of Contents
Geographic User Interface
Geographic User System
GIS by ESRI
GIS for Everyone
The World's Leading Desktop GIS
Your Personal Geographic
Information System
ARC/INFO-Professional GIS
Service Marks
(Use SM symbol)
ArcData
ARCMAIL
ArcOpen
ArcQuest
ArcWeb
Rent-a-Tech
@esri.com
www.esri.com
Note: Don't use the symbol after
@esri.com and/or www.esri.com
INTERNATIONAL:
Common Law Trademarks; Graphical Logos; Phrases, Slogans, and Expressions remain TM and all Registered Trademarks change to TM except in the following countries:
+ Use (r) in Germany for ESRI, ARC/INFO, and PC ARC/INFO.
+ Use (r) in France for ESRI and ARC/INFO.
+ Use (r) in Sweden for ESRI, ARC/INFO, and ArcView.
Use SM symbol in countries that recognize service marks; otherwise use the ? symbol.
Third Party Trademarks
(Use TM symbol)
INFO TM-Doric Computer Systems International Ltd.
PC-INFO TM-Doric Computer Systems International Ltd.
____________________________
* First usage needs definition and trademarked acronym as shown here; thereafter, use just the acronym without parentheses.
** Both the definition and acronym are trademarked. After first usage of both as shown here, use just the acronym without parentheses.
____________________________
This ESRI TRADEMARKS List is maintained in the Contracts Department by Pete Schreiber (x1176) and Barbara Shaeffer (x1081). (tm-esri.wpd)
THIS PAGE TO BE SAVED FOR LATER USE
For example, you may not use the new ArcView GIS "magnifying glass" design mark by itself without the word mark "ArcView(r)" associated with it. The reason is that the new ArcView GIS "magnifying glass" design mark has very little consumer recognition this early in its software life cycle. Thus, it is imperative to use the ArcView GIS "magnifying glass" design mark with the word mark "ArcView(r)" associated with it so as to assist in building greater consumer recognition. You may use the word mark "ArcView(r)" by itself because the word speaks for itself.
ESRI corporate mark (the "globe logo with the 'ESRI' acronym") is the symbol of ESRI's corporate identity. You or your organization may only use that corporate logo as described in the ESRI Trademark Usage Guidelines document and as incorporated in the respective ESRI Business Partner emblem(s). No other use of the ESRI corporate logo is permitted without ESRI's prior written consent. ESRI encourages its Business Partners to use the respective ESRI Business Partner emblem(s) that you or your organization have been authorized to use in conjunction with your marketing and promotional efforts for ESRI(r) GIS software, data, and services.
Finally, the ESRI Trademark Kit provides its respective Business Partners with the ESRI software, extension, and data-related design marks (e.g., the "ArcView GIS magnifying glass logo") in digital format for use in highlighting individual components of ESRI's enterprisewide family of GIS software, data, and services. These design marks shall not be modified, altered, or changed in style or color scheme or used without their associated word marks.
