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How to trademark a brand name uk

How to use The Open Group trademarked brand name how to register trademark for your brand in india
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Dr.AshleyBurciaga,France,Researcher
Published Date:05-07-2017
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Brand Identity Manual © 2011 The Open GroupContents Brand Identity 3 What is The Open Group Brand Identity and why is it important? 4 How was The Open Group Brand Identity created? 4 How to use The Open Group trademarked brand name 5 Trademarks 7 Copyrights 7 The Open Group positioning statement 7 The Open Group category descriptor 8 The Open Group primary features and benefits 9 The Open Group organizational values 10 The Open Group brand archetype 11 Brand Identity messages and how to use them 13 Strategic creative theme 14 Imagery Graphic Identity Standards 15 The Open Group logo 16 The Open Group logo — “don’ts” 17 Other Open Group logos 18 Color palette 19 Fonts 19 Language standards 20 File formats 22 Print standards 23 Stationery templates 27 Brochure and publication templates 28 Conclusion Addenda 29 Messaging rollout: talking points 34 Messaging rollout: boilerplate positioning copy 39 Attachments 2What is The Open Group Brand Identity and why is it important? In its simplest form, The Open Group brand is represented by the promises we make and keep with our members and customers. Brand Identity is the proprietary visual, emotional, and cultural image that surrounds The Open Group and its standards, certifications, products, brands, forums, events, etc. as well as each of us as representatives of The Open Group. It defines and represents who we are and how we act with respect to ourselves, our communities, and to the world as a whole. It is our best “sales pitch” and increases perceived value and reputation. The Open Group Brand Identity is reinforced each time a member of The Open Group speaks, writes, or acts on behalf of the organization. This Brand Identity Manual is designed to clearly and concisely define The Open Group Brand Identity so that it can be used consistently by its board, staff, and members to market and publicize The Open Group, and its standards, certifications, products, brands, forums, events, etc. The Open Group Brand Identity consists of carefully chosen messages, imagery, and graphic designs, all based on extensive strategic research with members of The Open Group. The Brand Identity components may expand as our communication strategy evolves to include, for example, video and podcasts. The Open Group Brand Identity consists of: • The Open Group brand name and trademarks • Logo and color palette • Web site design • Brochure and publication layouts • Carefully chosen imagery as synthesized in the creative theme • Positioning statements (most repeated messages) • Key features and their associated tangible benefits • Intangible brand attributes and associations such as “proud,” “confident”, and “safe and secure” • Organizational values and brand archetype Strict adherence to The Open Group brand and graphic identity standards is essential to maintaining a clear, consistent image for The Open Group in all our communications. The brand name “The Open Group” is our primary trademark and “trustmark”. The Open Group brand name is one of our most valuable organizational assets. We need to do everything we can to increase the perceived value and effectiveness of our name. Each time you use any part of The Open Group Brand Identity, remember that you are safeguarding, protecting, and enhancing our integrity and reputation. Use The Open Group brand name thoughtfully, confidently, and frequently 3How was The Open Group Brand Identity created? In creating The Open Group Brand Identity, extensive quantitative market research was conducted among key audiences of The Open Group, including: 1. More than 20 branding workshops with the management of The Open Group to “build the brand from the inside-out” and to gain an internal understanding of the major brands and products of The Open Group. 2. An online survey with members and prospetive of The Open Group to determine the best features/purchase factors, positioning statements, and names for The Open Group products and brands. 3. A follow-up online survey of members of The Open Group to determine the most compelling and effective creative theme and imagery to use in marketing communications. How to use The Open Group trademarked brand name The Open Group communications programs should create an immediate, compelling, credible, and lasting impression on members and prospective members of The Open Group. To build and maintain a distinctive Brand Identity, it is important to be consistent in the use of The Open Group brand name, messages, images, colors, and every aspect of our visual identity. We should use our organization’s complete brand name, The Open Group, frequently and proudly. In all communication programs, whether a web site, a letter or email, news release, social medium, or brochure, the positive associations of our brand need to be cemented in the minds of our internal audiences and the public. By doing this, we build awareness of our organization, our values, and our positive influence on all the markets we serve. Use of “The Open Group” Always use the full brand name — “The Open Group” — in written and oral communication. Note that “The” has the capitalized “T” regardless of where it appears in a sentence. A similar example of this usage is The New York Times, which according to the company’s usage guidelines, never appears as “New York Times” or “the New York Times”. Adhering to this usage of “The Open Group” requires occasional adjustment of common sentence structure to avoid phrases that may be odd or confusing, such as when the name is used as an adjective. For example, the sentence: “Your Open Group membership enhances credibility” reads clearly, but with the complete brand name, it becomes awkward as: “Your The Open Group membership enhances credibility”. This is easily addressed with a slight change of sentence structure to: “Your membership in The Open Group enhances credibility”. 4Trademarks The Open Group trademarks and service marks (“the Trademarks”) are valuable assets that The Open Group needs to protect. We ask you to help us by properly using and crediting the Trademarks in accordance with these guidelines. The Open Group Trademarks The Open Group owns various registered and unregistered trademarks in certain territories. The Open Group registered trademarks include: • ArchiMate • The Open Group • Jericho Forum • TOGAF • Making Standards Work • UNIX • Motif • X Device • OSF/1 The Open Group unregistered trademarks include: • The Open Group Certification Mark (“the open O”) • Boundaryless Information Flow • DirecNet • FACE Trademark Usage Guidelines Proper use of the Trademarks reinforces their role as brands and helps prevent them from becoming generic names that can be used by anyone. By adhering to the correct usage guidelines, you help protect The Open Group investment in its trademarks. However, of themselves, these guidelines do not grant permission to use any trademark. Please note that the Trademarks may not be used: • As a generic term • In connection with products, unless the product is licensed to use the mark • In any way that could cause confusion as to The Open Group sponsorship, affiliation, or endorsement You also may not imitate The Open Group trade dress, type style, or logos. When using the Trademarks: • In editorial or articles, but not in advertising, the Trademarks may be used without prior permission, provided that the rules in our Trademark Usage Guidelines are followed. In all other cases, obtaining prior permission is required. • Detailed guidelines referring to the visual presentation, graphical design, form, and manner of use must be followed. The Trademarks must always be used with white around them and must never be superimposed on or used in association with other graphics or trademarks. • In print, whenever and wherever the Trademark appears, it must be distinguished from the surrounding text. This applies to all forms of printed media, including advertising copy, product packaging, brochures, manuals, internal memoranda, editorial, articles, correspondence, overhead projector slides and presentation materials, and to electronic displays. Methods of distinguishing the Trademark include printing it in UPPER CASE, italicized font, bold-faced font, Initial Capital Letters, or placing the Trademark in “quotation marks”. 5The Trademark should always be followed by the common generic (the dictionary name) of the product: Correct: A UNIX system is a ....... Incorrect: UNIX is a ....... Trademarks should be used as adjectives, not as nouns: Correct: ABC Company’s UNIX system Incorrect: ABC Company’s UNIX Correct: The TOGAF framework is…. Incorrect: TOGAF is recognized Never use a Trademark as a verb. Never use a Trademark in the plural form: Correct: ABC company and EFG Incorrect: ABC company and EFG company use company use the same UNIX systems the same UNIXs Never use a Trademark in the possessive form: Correct: The UNIX system’s programming Incorrect: UNIX’s programming interfaces interface specifications Correct: The structure of the TOGAF Incorrect: The structure of TOGAF’s documentation documentation Refrain from hyphenating a Trademark: Correct: UNIX system-based Incorrect: UNIX-based, UNIX-like Correct: connecting PCs to UNIX systems Incorrect: PC-to-UNIX Correct: TOGAF Certified Incorrect: TOGAF-Certified The Trademarks should never be combined to form a new word, combined with other words, be hyphenated, or abbreviated: Correct: UNIX Incorrect: UNX Correct: X/Open Incorrect: Xopn Trademark Acknowledgment An acknowledgment is required whenever a Trademark of The Open Group is used. The Trademark attribution is important as it reminds competitors, licensees, customers, and others that The Open Group claims exclusive rights in the marks. The correct acknowledgment is: ArchiMate®, Jericho Forum®, Making Standards Work®, Motif®, OSF/1®, The Open Group®, TOGAF®, UNIX®, and the ``X’’ ® device are registered trademarks and Boundaryless Information Flow™, DirecNet™, FACE™, and The Open Group Certification Mark™ are trademarks of The Open Group in the United States and other countries. You should always mark the first or most significant occurrence of the Trademark as appropriate and must place the required attribution as a footnote. The attribution should use the ® symbol for a registered trademark and the ™ symbol for an unregistered trademark. Please note that: • It is acceptable to use an asterisk in place of the trademark symbol where the medium used (for example, electronic mail) cannot reproduce the ® or ™ symbols. However, this is not intended to authorize use of the asterisk as the norm. • You may translate the trademark attribution to national language(s). • Blanket or generic attributions (such as ‘‘All trademarks are the property of their respective owners’’) are not acceptable. • Individual trademarks may be acknowledged. 6Copyrights The following copyrighted materials are owned and managed by The Open Group: • Web site design templates • Color palette • Copy and content within various marketing communications materials, including but not limited to The Open Group website, brochures, presentation templates, advertisements, flyers, etc. Conclusions These trademarks and copyrighted materials have been developed to preserve a unified and professional Brand Identity for The Open Group. The organization has invested substantial time and money in developing these trademarks and copyrighted materials. To protect the trademarks and copyrighted materials, and the quality of the use and presentation of the trademarks and copyrighted materials, it is imperative that the use and quality of use of these trademarks and copyrighted materials be controlled and monitored. The Open Group positioning statement Our positioning statement is a simple, clear definition of what business The Open Group is in and the key benefits that we provide. This positioning statement was carefully tested with members of The Open Group. The positioning statement should be our most repeated message to the world. The Open Group leads the development of open, vendor-neutral IT standards and certifications. You should memorize this positioning statement and use it to answer the question: “What is The Open Group and what do you do?” The Open Group category descriptor We want to be able to describe our organization in the most concise and straightforward way possible. The Open Group is: “A vendor- and technology-neutral standards and certification consortium” 7The Open Group primary features and benefits Extensive and careful research was conducted with members to discover the most compelling and credible features — and their associated tangible benefits — offered by The Open Group. Use these features and benefits consistently and repeatedly to describe what The Open Group does and what it provides. The imagery and graphic identity found later in this manual have been chosen to evoke the emotions listed under intangible emotional appeal. Target Audience: Feature 1: Be involved in and influence the definition of open IT standards and Users of IT certifications products and Tangible benefits: services • Provide the industry with a reliable assurance of interoperability and conformance to vendor- neutral IT standards • Know what standards are coming • Make it much easier to understand and comply with standards • Protect against obsolescing current investments • Be aligned with market demand • Stay ahead — ensure that your organization doesn’t lag behind Feature 2: Access to key peers, suppliers, and best practices Tangible benefits: • Get insight for future decisions from both major customers and suppliers of IT • Share lessons learned and best practices • Avoid expensive and futile paths of action • Know where suppliers are going to ensure compliance and ease integration • An open environment for organizations to work together Target Audience: Feature 1: Open, vendor-neutral product standards and objective IT professional Suppliers of IT certifications products and Tangible benefits: services • Give customers confidence that products will work well together • Increase customer credibility • Be more competitive • Reliable certifications of product quality and IT skills and knowledge • Unbiased • Accepted and applicable worldwide Feature 2: Access to key influencers, customers, and best practices Tangible benefits: • Get insight for future decisions from both major customers and suppliers of IT • Reduce time-to-market • Access skilled talent outside your organization • Build important relationships • Understand future customer desires • Gain unslanted, objective competitive insight 8These features and benefits are what our members and target audiences want from The Open Group. Therefore, we need to associate these features and beliefs and their benefits with The Open Group. When people think of The Open Group, this is what we want them to think. Consistent and repetitive use of these key messages is the way that we slowly, but surely, establish and shape perceptions about The Open Group and consciously build a compelling and memorable identity. To help people remember what The Open Group does and provides, we must consistently use and frequently repeat these messages in all communications. Your consistent and conscientious use and repetition of these messages will result in: • Increased awareness and understanding of The Open Group mission, values, and benefits among current and prospective members, and the management of our member organizations • Growth in membership and attendance at our events • An increase in the reputation and perceived value of The Open Group The Open Group organizational values A true and trusted brand does not just comprise messages, but is based on shared values and integrity. These values define how The Open Group should act and behave as an organization. Based on market research with The Open Group members, here are the fundamental values that are a part of our organizational culture and most valued by The Open Group members: • Absolute honesty and integrity • Credible expert • Stable, established, solid reputation • People are the source of our strength • Lead with fairness and neutrality Following are detailed descriptions of the value-based behaviors that each person, when acting as a representative of The Open Group, should keep in mind and emulate. The reasons why each value is important, and how The Open Group can prove it is following each value, are provided as a result of member market research. Absolute Honesty and Integrity Why it’s important: • Trusted standards and certifications are essential to being a major force in the IT market • If an organization is honest, the fairness and solid reputation will follow What The Open Group can do to prove it is following this value: • Be accepted and recognized as the leader in setting open standards and certifications • Be fair and neutral in the development and deployment of professional standards and certifications • Show no favoritism • Lead the profession to a higher level 9Credible Expert Why it’s important: • Standards and certifications only count if they come from a credible and respected source based on real expertise • Credibility is crucial when dealing with IT • The credibility of The Open Group is the biggest asset in selling its standards and certifications within member companies • Helps increase the credibility of its members What The Open Group can do to prove it is following this value: • Deliver high-quality standards and certifications • Maintain a solid reputation and stable organization The Open Group brand archetype Archetypes are forms or images of a collective nature that naturally establish meaning and relevance at a conscious and subconscious level. Characters in movies, novels, and other forms of entertainment are often based on archetypes. For example, in the movie Star Wars, Luke Skywalker is a Hero archetype and Darth Vader is an Outlaw archetype. The Open Group is a Leader • The Open Group leads the development of open, vendor-neutral IT standards and certifications. • The term “leads” was mentioned frequently by members in the market research. • In addition, the top color palette from the market research included blues and grays, the colors most frequently used by ruler or leader brands. The Open Group is Disciplined • We are focused on the development of open, vendor-neutral IT standards and certifications. • Our approach is disciplined, rigorous, diligent, precise, fastidious, systematic, and methodical. These are the traits of the most successful companies. Reference the book Good to Great by Jim Collins. The Open Group is a Sage • We are the experts in the development of open, vendor-neutral IT standards and certifications. • We like to discover and disseminate truth. • We are smart, confident, and credible experts. 10Brand Identity messages and how to use them Members and employees are the most effective ambassadors for communicating and living The Open Group Brand Identity. You are essential to our trust-based relationship with our target audiences. The Open Group relates to its internal and external audiences through our people, programs, activities and events, advertising, public relations, and marketing communications. The purpose of a Brand Identity message is to ensure a consistent, repeated set of messages in all communications: • Talks and presentations • Meetings with prospective or current members • Web site • Announcements • Advertising campaigns • News releases • Media interviews • Brochures • Etc. By using The Open Group Brand Identity messages (one set for users of IT and one set for suppliers of IT), which encapsulate what we stand for, you can confidently say: “I represent The Open Group”. The Open Group Brand Identity has been created and researched to be relevant and compelling to both internal and target external audiences. Users of IT The Open Group leads the development of open, vendor-neutral IT standards and products and certifications services Key features and benefits for large commercial enterprises: • Be involved in and influence the definition of open IT standards and certifications: • Provide the industry with a reliable assurance of interoperability and conformance to vendor-neutral IT standards • Know what standards are coming • Makes it much easier to understand and comply with standards • Protect against obsolescing current investments • Be aligned with market demand • Stay ahead — ensure your organization doesn’t lag behind • Access to key peers, suppliers, and best practices: • Get insight for future decisions from both major customers and suppliers of IT • Share lessons learned and best practices • Avoid expensive and futile paths of action • Know where suppliers are going to ensure compliance and ease integration • An open environment for organizations to work together 11Suppliers of IT The Open Group leads the development of open, vendor-neutral IT standards and products and certifications services Key features and benefits for suppliers of IT products & services: • Open, vendor-neutral product standards and objective IT professional certifications: • Give customers confidence that products will work well together • Increase customer credibility • Be more competitive • Reliable certifications of product quality and IT skills & knowledge • Unbiased • Accepted and applicable worldwide • Access to key influencers, customers, and best practices: • Get insight for future decisions from both major customers and suppliers of IT • Reduce time-to-market • Access skilled talent outside your organization • Building relationships is important in this economy • Understand future customer desires • Gain unslanted competitive insight Here are some guidelines on how to use The Open Group Brand Identity messages. 1. Post the Brand Identity messages near your desk to help remind you how to talk and write about our organization. 2. Consistently, repetitively, and creatively use the Brand Identity messages in all marketing communications and presentations. 3. Don’t use the Brand Identity messaging points by rote; rather, integrate them into your own personal style. The following Brand Identity messaging is available on request: • The Open Group Silver and Gold Memberships • The Open Group Platinum Membership • The Open Group Conferences and Events • The Open Group Certification Programs • The Single UNIX® Specification • TOGAF® • The Open Group Certified Architect (Open CA) • The Open Group Certified IT Specialist (Open CITS) • The Open Group Forums and Work Groups • The Open Group Services for Industry Consortia • The Open Group Cloud Computing Forum • The Open Group Security Forum • The Open Group Architecture Forum • The Open Group Real-time and Embedded Systems Forum 12Strategic creative theme Strategic use of imagery is a powerful tactic for brand differentiation. It is quite surprising how little imagery most organizations use and how poor it often is. Imagery is actually more important and powerful in selling than messages. That is because we perceive reality through our senses. The first place a sense-signal goes (visual, auditory, etc.) is the amygdala, two lobes in the middle of the brain that are part of our Limbic system and the center of our emotions. We unconsciously evaluate what we are seeing or hearing, determine whether we like or believe it … and then the sense signal goes to the pre-frontal Cortex brain where we come up with rationalizations for what we have already decided emotionally and unconsciously. Imagery is the “entrance” to the customer’s mind. Through research, we find the best imagery that is a gateway to the customer’s mind to increase our perceived value and to become their preferred brand. Five creative themes were developed and then tested to find the imagery and the best thematic and creative approach for communicating The Open Group Brand Identity and positioning statement. A strategic creative theme presents a creative approach based on an organization’s positioning statement and top-ranked features and benefits. A strategic creative theme is not an advertising concept. It is a simple picture-collage designed to help find the best theme and images from which all of our marketing communications should be created and strategically assessed. Each creative theme included our positioning statement with a thematic approach that was supported by several images. The goal: to identify the most effective theme and the best images for communicating the visual identity of The Open Group. The final creative theme is depicted below. The Open Group leads the development of open, vendor-neutral IT standards and certifications. Creative Theme: Focus on “Open” and the letter “O”. Unbiased, impartial, accessible, clear, welcoming, true, trustworthy, visible, honest, credible, transparent Explore ways to use the wide range of positive synonyms for “Open” as well similar words already in the Brand Identity maps to support The Open Group offerings and brand attributes. 13Imagery Extensive market research was conducted with members to determine the best imagery to use in The Open Group marketing communications. Based on this research, here is the imagery we have compiled so far which best reflects The Open Group Brand Identity. We have licensed rights to these images and graphic elements. 14Graphic Identity Standards The Open Group logo The Open Group logo has been re-styled to put more emphasis on the word “Open”, and the previous tagline, “Making standards work”, has been retired in order to equalize the emphasis on both standards and certifications. No new tagline has yet been generated to replace the previous one. Old logo and tagline: The re-styled logo is now available in two formats, a stacked version: And a horizontal version: The stacked version is the preferred version and should be used wherever the design space allows. The horizontal version may be used where the vertical design space is at a minimum. The logo may also be reproduced in black only and reversed to white. 15The Open Group logo — “don’ts” NEVER reproduce the elements of the logo in any other size or placement relationship. NEVER reproduce the logo in any other colors. NEVER “cramp” the logo by placing other graphic elements too close to it. Always leave a space the size of the “E” in “THE” of the logo around all sides of it at least as large as the height of the letters in “THE” and “GROUP” . = X 16Other Open Group logos The guidelines applicable to The Open Group logo are also applicable to any other Open Group logo. The Open Group Forum logos are as follows: The Open Group certification checkmark logo The Open Group standalone “O” logo is as is as follows: follows: The Open Group TOGAF logo is as follows: 17Color palette We want to be sure that our visual brand communicates with our target audiences and members in a way that resonates with them the most. Following is the color palette for The Open Group. This color palette is based on the color palettes tested in the market research. 18Fonts To ensure brand consistency across The Open Group marketing materials, the following font should be used in all printed materials such as brochures, and in all advertising and publicity. Headlines, subheads, secondary subheads, and short introductory copy: Arial Bold Body copy: Arial Regular Arial Oblique For examples of the proper use of fonts, see next page (Brochure and Publication Templates), and refer to Attachments. Language standards The following guidelines are provided for use when writing on behalf of The Open Group: • Use standard US English for all corporate publications (print, presentations, web) • Use the local standard or client preference for all custom documents such as letters, proposals, presentations, and other business communications • For spelling, punctuation, capitalization, and grammar guidelines, refer to: — The Oxford Dictionary of American Usage and Style (www.oxfordreference.com) — The Elements of Style (Fourth Edition), William Strunk, Jr. and E.B. White • NO acronyms or abbreviations are permissible, unless accepted as industry standard: — NOT permissible: TOG for The Open Group, BIF for Boundaryless Information Flow, ALP for Active Loss Prevention, etc. — Permissible: OS for Operating System, WAN for Wide Area Network, LAN for Local Area Network, RDBMS for Relational Database Management System, etc. 19File formats This section provides guidelines for choosing the appropriate file format for most applications. You can obtain logo files by sending an email to graphicsopengroup.org . If you are unsure of which file format to choose, please consult a graphics professional or contact The Open Group Marketing Department for guidance. Color (PMS) .eps Output medium: Commercial printing when printing The Open Group corporate colors as spot (PMS) colors Usage: Collateral materials, badges, direct mail, promotional items Resizing options: When placed as a bitmap graphic in a desktop publishing program (e.g., Adobe InDesign, Microsoft Word), or when rasterized (e.g., in Adobe Photoshop), may only be used at 100% scale or reduced in size. Do not enlarge. When opened as vector art (not placed) in a drawing program (e.g., Adobe Illustrator), the .eps file may be enlarged and resaved for placement in a desktop publishing program. Color (CMYK) .eps Output medium: Desktop color or color laser printing and commercial printing when representing The Open Group corporate colors in four-color process Usage: Business communications, proposals, collateral materials, direct mail, print advertisements Resizing options: As above. Color (RGB) .gif (standard or small) Output medium: Internet or intranet Usage: Standard for web pages and banners, HTML email; small for HTML, email signatures, etc. Resizing options: May only be used at 100% scale. Do not enlarge. If a different size is needed, utilize the RGB .ai file, resize in a vector application, and save in the appropriate file format. Color (RGB) .png Output medium: Computer and/or video display Usage: Presentations (e.g., PowerPoint or SWF animations), film, video Resizing options: May only be used at 100% scale or reduced in size. Do not enlarge. Color (PMS, CMYK, RGB) .ai Output medium: For professionals only – you know who you are Usage: When the logo needs to be enlarged, when it needs to be reversed to white on a dark background, or for other special needs Resizing options: Graphics professionals are encouraged to work with these vector files provided in the native Adobe Illustrator file format. Color at 300dpi (.eps, .ai, .ps, .pdf, .psd, .jpg) Output medium: For promotional items, images should be at least 600dpi to be run through the image printing process (imprinting). All artwork should be vectorized and fonts should be flattened. Make sure to name the fonts in the file. Usage: Mugs/cups, pens, etc. and apparel (e.g., caps/hats, shirts, etc.) Resizing options: For mugs/cups, pens, etc., logo size limit of 4” wide and 2.25” high. Each letter to be at least 0.25” wide/tall to appear clean and legible. For apparel, the following guidelines should be followed to ensure a legible logo: • On knit fabrics like mesh, logo must be 1/4 inch high or greater. • On Polartec, logo must be 3/8 inch high or greater. • On baseball caps, logo must be 1/4 inch high or greater. • On luggage and sweaters, logo must be 3/8 inch high or greater. 20