brand-identity-guidelines-coca-cola-zero-1

Trademark Usage Requirements 8.01Trademark Policies of The Coca-Cola CompanyOur trademarks include some of the best-known and mostwell-recognized trademarks in the world. As a result, ourtrademarks are among the most valuable assets of TCCC.If they are used properly, TCCC’s valuable and distinctivetrademarks can be kept forever. However, with improperuse, we run the risk of losing one or more of our trademarksaltogether.Because of the importance of TCCC’s trademarks, it isthe policy of TCCC that all employees of TCCC must helpsafeguard its trademarks and be aware of the rules andguidelines for proper use of TCCC’s trademarks. Thesepolicies and procedures for trademark protection and useshould be followed to ensure consistent use and continuedprotection of our trademarks. The policies apply regardlessof whether a proposed use of TCCC’s trademarks isinternal or external.There are a number of trademark use rules that apply to allof TCCC’s trademarks. Consistent use of TCCC’s marks inaccordance with these rules strengthens the rights inTCCC’s marks and enhances their value. Exceptions, rarely,if ever, should be made. If you believe that an exception toany of these rules is appropriate, advance approval must beobtained. These rules include the following:A trademark should, whenever possible, be used as anadjective and followed by a generic term, so that it is clearthat the trademark refers to a specific product that is of aparticular type.Example: Drink COCA-COLA ZERO soft-drinks.If the context is clear that the reference is to a specificproduct of TCCC identified by the trademark, a trademarkcan also be used as a proper noun. Trademarks of TCCC,well known and famous trademarks (such as COCA-COLAand COKE) can also be used as proper nouns. Example:Correct : Enjoy a COKE ZERO.Incorrect: I bought a ZERO yesterday.If a trademark is used as a proper noun, care must be takenthat the trademark is not used in a way that suggests that it isan everyday, generic term for a type of product. For thisreason, use of a trademark as a proper noun should beevaluated on a case-by-case basis by appropriate TCCCTrademark Counsel.Use of our trademarks in the possessive or plural forms isdiscouraged, and all such uses must be approved by theappropriate TCCC Trademark Counsel. Example:Correct: 2 Coca-Cola Zero products for $4Incorrect : 2 Coke Zeros for $4A trademark should never be used as a generic name for acategory of products, or as a verb, a common noun, or anypart of speech other than an adjective or a proper noun. Ourrights to our trademarks are strengthened and maintainedwhen we use them properly and do not suggest that they arecommon, everyday terms that can be used to refer toproducts of many companies.In materials distributed outside TCCC, a trademark should,whenever possible, be displayed in a format that sets it apartfrom other text, makes it stand out, and indicates that it is atrademark, such as in all CAPITAL LETTERS, in “quotationmarks,” or in a special script, italics, or bold print.Example: This store sells COKE, DIET COKE andCOCA-COLA ZERO.In creating slogans that include trademarks, do not usehyphens to link the trademarks to other words in the slogan.Incorrect Example: Hoorah-Coca-Cola Zero.Do not change in any way the spelling of a word mark.For example, do not change the spelling of“COCA-COLA ZERO” so that it reads “COKA-KOLA ZERO.”Beverage products should not be described as “original”or “genuine” or otherwise identified in a way that couldsuggest that others have similar products. Examples ofsuch exceptions are: the phrase “Original Formula” usedfor COCA-COLA ZERO.Brand Integrity PrinciplesThere are certain trademark use principles that relate to theintegrity of the brands in connection with which TCCC’strademarks are used. Those principles generally relate tomaking consistent use of trademarks in a particular way andavoiding “combining” the elements or identities of differentbrands. They are designed to ensure that TCCC’strademarks are used in ways that strengthen TCCC’s rightsin each of its trademarks.For trademarks that have a particular typeface, font,presentation or design element associated with them, useonly graphic presentations that are approved.Presenting the trademark COCA-COLA in Spencerian script.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009