A trademark is a word, phrase, symbol or design or a combination of words, phrases, symbols or designs, that identifies and distinguishes the source of the goods of one party from those of others. The US Patent and Trademark office’s most common reason for refusal of registration is “the likelihood of confusion” between the mark of the applicant and a mark already registered or applied for registration. So it’s really important to use the trademark properly.
The HeartMath logo represents the HeartMath companies, and going forward, HeartMath, Inc. and HeartMath Institute, collectively. For marketing activities, we will put the HeartMath logo on marketing documents, web pages, etc. without identifying which company is using it.
The HeartMath companies use the HeartMath brand for products, services, licenses, certifications, the “system”, etc. When the term “HeartMath” is used for these branded items, combine it with a noun to clarify:
Examples: HeartMath® programs cover a wide variety of topics. The emWave® unit is very user-friendly. Practice the Quick Coherence® Technique every day. Note: when using “technique” with a registered trademark, capitalize it, in-house preference.
1. ALWAYS use a trademark as an adjective, accompanied by an APPROPRIATE noun.
The integrity of a trademark requires that you do not join a trademark to other words, symbols, or numbers, either as one word or with a hyphen. Do not abbreviate a trademark. Do not use a trademark as a verb. Do not use a trademark as a noun. Never use a “plural” form of a trademark.
2. ALWAYS use the proper spelling and the proper trademark symbol
The trademark symbol ™ and the registered trademark symbol ® are best shown in superscript or subscript. If the symbols or superscript are not available, such as in email communications, use parentheses, e.g., (TM) or (R). The general rule is to use the symbol the first time the mark is used in both the title and the content of a document, email or web pages. The overall web site(s) will have a HeartMath Trademark Guidelines page. This page will be a list of all of the registered ® and owned but not registered ™ trademarks.
3. ALWAYS use trademarks and brand names in the ways they were intended to be used.
Trademarks and brand names exist to identify the source of specific products or services as determined by the owner and they should not be used otherwise. Consequently, the source of the product or service must be identified through use of acknowledgments (attributions) in any document produced by a third party that uses any of the HeartMath companies’ trademarks. An attribution statement in a document is usually in a small font size, at the end or on the copyright page at the beginning:
HeartMath is a registered trademark of Quantum Intech, Inc. (dba HeartMath, Inc.) For a list of HeartMath owned trademarks go to URL: www.heartmath.com/trademarks.
The same rules as above apply to trademarks owned by third parties.