Leica Geosystems Distributor & Service Partner Brand Guideline
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Leica Geosystems Distributor & Service Partner Brand Guideline Manual Distributor & Service Partner Guideline 4.0 Release date: May 2014 Table of Contents Introduction .................................................................................................... 3 Business Partner promotional material .......................................................... 13 · Brochures / Flyers / Catalogues ............................................................................ 13 Brand Guidelines scope ................................................................................... 4 · Advertisements / Newsletters / Press Releases ..................................................... 14 · CD labels & covers / Advertising on cars .............................................................. 15 The “Leica” trademark and its use ................................................................... 5 Leica Geosystems promotional material ........................................................ 16 Other Leica Geosystems trademarks and their use........................................... 6 · Brochures / Flyers / Manuals ................................................................................ 16 · Word flyer / Advertisements / TruStories (Case Studies) ........................................ 17 Leica Geosystems logo and its use .................................................................. 7 · Exhibit stands ...................................................................................................... 18 Leica Geosystems Distributor logo and its use ................................................. 8 Logo combinations ........................................................................................ 19 Leica Geosystems Service Partner logo and its use .......................................... 9 Leica Geosystems marketing communication materials and its use ................ 20 Leica Geosystems Distributor & Service Partner logo and its use ................... 10 Specific terms for the use of the Internet ...................................................... 21 Stationery ..................................................................................................... 11 Downloads .................................................................................................... 24 · Business cards ..................................................................................................... 11 · Letterheads / Envelopes ...................................................................................... 12 Miscellaneous ............................................................................................... 25 2 | Distributor & Service Partner Brand Guideline Manual 4.0 · Release date: May 2014 Introduction Please read these Brand Guidelines and any updates Leica Geosystems Distributors’ and Service thereof carefully! Partners’ use of Leica Geosystems logo Leica Geosystems reserves the right to update and Brand presence and brand consistency are one of the modify these guidelines at any time at its sole most important aspects of being recognisable on a discretion and shall inform upon occurrence of such global scale. A brand is an intangible asset and it can updates and/or modifications. sometimes appear difficult to see what operational steps you can and should take to preserve the brand. Any use by Distributors and Service Partners of Leica Geosystems’ Intellectual Property, whether registered When you as a Leica Geosystems Distributor and/or or not registered, such as, but not limited to, trade Service Partner use the Leica Geosystems logo, you names, trademarks, logos, patents, product designs get the benefit of one of the strongest brands in the and other designs, know-how, marketing and world. At the same time, you help us reach local communication material shall be made in strict markets, which means that you are given the option compliance with these brand guidelines and any of adapting Leica Geosystems marketing materials to other provision of applicable law or of contractual local conditions. agreements between Leica Geosystems and its Distributors and Service Partners. 3 | Distributor & Service Partner Brand Guideline Manual 4.0 · Release date: May 2014 Brand Guidelines scope Strict restriction of use For Distributors and Service Partners who Other contractual provisions with are parties to a contractual relationship in Leica Geosystems Any use of the intellectual property of Leica writing with Leica Geosystems Geosystems, such as, but not limited to, trade Notwithstanding these guidelines, all other names, trademarks, logos, logos, communication and These guidelines are addressed to Distributors and contractual provisions relating to Intellectual Property marketing material, is strictly prohibited except as Service Partners of Leica Geosystems (both Rights of Leica Geosystems, such as, but not limited provided for in these guidelines or in any other hereinafter referred to as “Business Partners”) who to, provisions in distribution agreements and/or in contractual agreement with Leica Geosystems. are parties to a valid contractual relationship in other written agreements with Leica Geosystems as Distributors and Service Partners are hereby advised writing with a company or subsidiary or affiliate of well as the provisions for the use of the websites of that Leica Geosystems will aggressively enforce its the Leica Geosystems Group (hereinafter referred to Leica Geosystems (“Website Legal”) shall remain in intellectual property rights to the fullest extent as „Leica Geosystems“) and shall regulate the use of force and applicable. These guidelines shall take permissible. the logo “Leica Geosystems” with the tagline “when precedence over such other contractual provisions to it has to be right”, the trademark “Leica” (word and the extent that present guidelines regulate the same These guidelines shall support a consistent logo), other trademarks of Leica Geosystems (all of issues as provided for therein, whereby all other worldwide use of the Leica word, the Leica logo, which notwithstanding whether registered or not contractual provisions shall remain applicable which the Leica Geosystems logo as well as all other registered) as well as all marketing and are not regulated herein. trademarks of Leica Geosystems by Distributors and communication material and other information of Service Partners. Leica Geosystems, such as, but not limited to, For parties dependent of Business product documentation at large including user Partners with no direct contractual It is hereby strictly forbidden to use any trademark, manuals, brochures on Leica Geosystems or its relationship with Leica Geosystems marketing and communication material and/or any products, slogans, straplines, tag lines, pictures and information of Leica Geosystems in a way that will graphical representations. For parties dependent of Business Partners with no impair the perception in the markets of the quality direct contractual relationship with Leica Geosystems image associated with such trademarks and/or Leica Geosystems encourages its Business Partners (such as, without limitation, sub-distributors, information or that will cause any confusion in the to use the Logo “Leica Geosystems” with the tagline suppliers and outsourcing partners), Business markets as to the relationship between Distributors “when it has to be right”, its other trademarks and all Partners hereby undertake to assure that these and/or Service Partners on the one side and Leica communication and marketing material in order to guidelines will apply by analogy to such parties to Geosystems on the other side. reinforce and communicate the positive attributes of the same extent. Such parties without any direct these trademarks and information in the worldwide contractual relationship with Leica Geosystems shall markets and to communicate Business Partners’ not be permitted to use the Leica Geosystems logo. business relation with Leica Geosystems, provided, however, such use is in strict compliance with these Not relevant for Leica Geosystems Group companies. guidelines. These guidelines are not intended for Leica Geosystems Group companies, which are subject to a different set of guidelines. 4 | Distributor & Service Partner Brand Guideline Manual 4.0 · Release date: May 2014 The “Leica” trademark and its use The trademark “Leica” (hereinafter referred to as Leica logo „Leica word“) and the “Leica” logo (hereinafter referred to as „ Leica logo“) are registered The Leica logo shall exclusively be used on products trademarks worldwide. and product packaging material. Business Partners shall not place the Leica logo on any of their local Leica word products and/or packaging material. The Leica logo shall not be removed, covered or modified in any way The Leica word shall exclusively be used in whatsoever. combination with a Leica Geosystems product name, e.g. Leica TPSxxx. Business Partners shall not use the Business Partners shall only be allowed to place a Leica word in connection with any of their products label bearing their full name, street and email and/or packaging material, unless expressly addresses, phone and fax numbers on Leica otherwise authorised in writing by Leica Geosystems. Geosystems products or packaging material, provided, however, that such label correctly states When used within a product name, “Leica” must be the Business Partner’s business relationship with typed in normal fonts, never use the Leica logo! Leica Geosystems,