Brand Voice Guidelines for Using Trademarks July 2014, v2

Transcription

1 Brand Voice Guidelines for Using Trademarks July 2014, v2

2 TABLE OF CONTENTS PROPER USE OF TRADEMARKS... 3 LEGAL NOTICE REQUIREMENTS... 5 For General Materials Intended for General Audiences... 5 For Inclusion in Licensed End-User Documentation and Embedded Software... 5 TRADEMARK ATTRIBUTION... 5 CURRENT SAP TRADEMARKS... 6 LEGACY TRADEMARKS... 7 TRADEMARK USAGE FOR PARTNERS AND OTHER THIRD PARTIES... 8 Compatibility References Within Body Text... 8 Compatibility References Within Headlines, Signage, Packaging, Labels, and Other Materials... 9 REFERENCES AND MORE INFO June 2014, v1 2

3 PROPER USE OF TRADEMARKS Throughout the world, thousands of customers recognize and select SAP based on the company's trademarks, which signify high-quality products and related services. Without these trademarks, consumers would not be able to distinguish SAP offerings from those of other companies, nor would they be able to immediately recognize the professional quality of offerings that SAP trademarks represent. Therefore, it is critically important to protect trademarks of SAP and affiliate companies and to follow usage guidelines. A trademark is a word, phrase, symbol, design, or combination thereof that identifies unique ownership. Unregistered or pending trademarks bear the symbol. Registered trademarks carry the symbol. The current SAP trademarks, both registered and pending, are listed in this section. Use these names and their symbols according to the guidelines that follow. The only form of communication that does not require the symbols are Web applications or other on-screen presentations where the low resolution of the medium renders the symbol illegible. Do not include trademarks on Web or mobile sites, but link to the copyright/trademark site on SAP.com or, as in the corporate Microsoft PowerPoint template, include the copyright boilerplate. To ensure correct use of SAP trademarks, follow these guidelines. For correct spelling and capitalization, see the lists of trademarks in this document. Always refer to a trademark using the correct spelling with the correct capitalization. Do not alter the trademark in any way. Sap ; sap SAP SAP Hana platform; SAP s HANA platform SAP HANA platform SAP Business by Design SAP Business ByDesign Always use a trademark as a proper adjective, not a noun. You can use SAP to manage your enterprise. You can use SAP solutions to manage your enterprise. Use a trademark as a proper adjective followed by a common-noun descriptor. Examples of common-noun descriptors are," solution, application, and platform. Examples of correct use are SAP and SAP HANA platform. Always use an appropriate descriptor. See the trademark lists in this document for SAP trademarks and their appropriate descriptors. Include the appropriate trademark symbol or representing the trademark status. If repeated inclusion of the or symbol is awkward or impractical, at a minimum you must include the symbol and the common-noun descriptor upon the first use of the trademark in the title (if the name appears in the title) and in the text. Subsequent to this initial use, the symbol and descriptor need not appear with the name. The SAP HANA platform helps companies align IT with their business in real time. SAP HANA allows companies to 2014 SAP SE or an SAP affiliate company. All rights reserved. 3

4 The registered trademark on SAP applies to all goods or services delivered by SAP anything SAP produces as product or service. In this context, you communicate SAP, SAP solution, SAP application, SAP offering, SAP tool, SAP solution maps, SAP technology, SAP services, and so on. The trademark symbol is only required at first mention. When referring to SAP as the company rather than the SAP brand, do not use any trademarks. Do not add the trademark symbol in statements such as SAP announced today, SAP provides solutions to customers, and the SAP development team. Similarly, you can use the possessive form SAP s when referring to the company, not to the brand. For example, you can communicate SAP s vision, SAP s market share, and SAP s years of experience. In many cases, the possessive is not necessary: SAP employees work extremely hard. Self-test: Ask yourself, Am I referring to the corporation/company, or to an SAP-brand offering or service? If you are referring to an SAP branded offering or service, use the symbol. Do not use a trademark in possessive form. SAP s SAP SAP s HANA ; SAP HANA s SAP HANA Do not use a trademark in plural form. The company has three SAP Business ByDesigns. The company has three systems running the SAP Business ByDesign solution. Some trademarks include SAP ( SAP NetWeaver, SAP Lumira, SAP Fiori, and SAP HANA, for example). For these offerings, you do not need to add the symbol after SAP, since the entire name is a registered trademark. With these names, use the symbol after the entire name at first mention: SAP Fiori, SAP HANA, SAP Lumira, SAP NetWeaver. Do not use the symbol in industry portfolio names, such as SAP for Automotive, unless there is no other opportunity to use the symbol after SAP within the written piece. SAP offers a comprehensive set of solutions for oil and gas companies of all sizes operating in various business segments. SAP for Oil & Gas solutions address needs from wellhead to retail outlet and allow companies to be globally integrated while regionally focused. SAP solutions help companies build strong relationship with supply chain partners, improve decision making, and enhance organizational flexibility.your company name> <your product name> is designed for use with SAP. In the event that you have no opportunity to use the symbol after SAP unless it is in an industry portfolio name, do use the symbol. This may occur, for example, in a brief advertisement or sign SAP SE or an SAP affiliate company. All rights reserved. 4

5 Breakout Room 100: SAP for Automotive Conference LEGAL NOTICE REQUIREMENTS For General Materials Intended for General Audiences (Includes trademark and copyright notices, legal disclaimers, and other legal notice terms) For Inclusion in Licensed End-User Documentation and Embedded Software (Includes trademark and copyright notices, legal disclaimers, and other legal notice terms) SAP policies require the use of a Legal Notice on all SAP-created materials for internal or external use. Different Legal Notices are required for different situations and often require inclusion of legal provisions such as warranty and/or liability disclaimers and forward-looking statements in addition to copyright and trademark notices. For example, materials intended for general audiences that contain information about SAP products and services require product warranty/disclaimers in addition to copyright and trademark notices. Since such product/service materials could imply SAP future plans or product/service direction, a disclaimer as to any forward-looking statements needs to be included as weli, unless approval to omit it has been obtained from the legal representative supporting your line of business. For more information, see the Legal Notices General and Legal Notice Software, Licenses, and Code) available for SAP employees on SAP Corporate Portal, quick link /go/brandvoice. If you are not able to access this internal site, contact brandvoice@sap.com. TRADEMARK ATTRIBUTION In any material that mentions any SAP trademark listed in this document, you must include the correct attribution statement based on the following: <SAP TRADEMARKS> is/are the trademark(s) or registered trademark(s) of SAP SE in Germany and in several other countries. In your attribution statement, replace the placeholder phrase <SAP TRADEMARKS> with the names of the SAP trademarks mentioned in your material. Place the statement either on the copyright page (which may be the case in a printed brochure) or at the end of a material if it has no copyright page (in an advertisement or a press release, for example). Example attribution statement: SAP, SAP HANA, Duet, PartnerEdge, SAP Business ByDesign, SAP Jam, and other SAP products and services, as well as their respective logos, are trademarks or registered trademarks of SAP SE in Germany and in other countries SAP SE or an SAP affiliate company. All rights reserved. 5

6 CURRENT SAP TRADEMARKS The following alphabetical list shows trademarks and registered trademarks of SAP SE in Germany and several other countries, along with the correct common-noun descriptors. Trademark ABAP Ariba ASAP Duet hybris SAP SAP <Approved Name> SAP Adaptive Server Enterprise SAP Advantage Database Server SAP Afaria SAP ArchiveLink SAP Business ByDesign SAP BusinessObjects Explorer SAP BusinessObjects SAP BusinessObjects Web Intelligence SAP Business One SAP BusinessObjects Explorer SAP Business Workflow SAP Crystal Reports SAP d-code SAP EarlyWatch SAP Fiori SAP Ganges SAP Global Trade Services (SAP GTS ) SAP GoingLive SAP HANA SAP Jam SAP Lumira SAP MaxAttention SAP MaxDB SAP NetWeaver SAP PartnerEdge SAPPHIRE NOW SAP PowerBuilder SAP PowerDesigner SAP Replication Server Required First-Mention Descriptor(s) programming language application; ; solution; service (as applicable) methodology application; ; solution; service (as applicable) ; service; offering; package, application; solution; component; technology; tool (and others as appropriate) ; service; offering; package, application; solution; component; technology; tool (and others as appropriate) [none]; server data management solution mobile device management solution solution tools; information broadcasting option ; business intelligence (BI) solution(s); business intelligence (BI) platform application; mobile app tool conference services user experience (UX); apps (as appropriate) network; solution application services platform; ; database; studio; application; cloud (as appropriate) social platform support; support option database technology; platform program; site conference [none]; 2014 SAP SE or an SAP affiliate company. All rights reserved. 6

7 SAP SI [none]; subsidiary SAP Strategic Enterprise Management application (SAP SEM ) SAP SQL Anywhere suite; solutions SuccessFactors <Approved Name> application; ; solution; service (as applicable) The Best-Run Businesses Run SAP [none]; tagline TwoGo by SAP program; site Note: This list is updated from time to time. However, failure by SAP to list a particular trademark is not a waiver of any rights reserved by that trademark. SAP accepts no responsibility for any violation of legal regulations regarding competition or trademarks by partners. In addition to these guidelines, country-specific regulations may apply. LEGACY TRADEMARKS SAP also maintains its trademarks on major important offerings from the past so that other companies cannot use these terms in their marketing communications, and that the equity remains with the SAP brand. In any historical mention of a legacy or former offering, use the trademarks and first-mention descriptors as listed alphabetically below. Trademark BAPI SAP xapp <approved application name> SAP xapps mysap.com mysap <approved application name> SAP R/2 SAP R/3 SAP R/3 Enterprise SAP StreamWork Sybase Required First-Mention Descriptor(s) programming interface composite application family of composite applications; composite applications e-business platform application application application; ; solution; service (as applicable) 2014 SAP SE or an SAP affiliate company. All rights reserved. 7

8 TRADEMARK USAGE FOR PARTNERS AND OTHER THIRD PARTIES Third parties (partners, customers) may mention the names of SAP offerings when describing compatibility with their own. SAP partners or other third parties cannot include the name "SAP," a logo of SAP, a trademark of SAP, the name of an SAP offering, or similar variations into their own product or service name, company name, domain name, or any of their logos. When referring to product compatibility, third parties must make a clear distinction between their products or services and those of SAP. The name of their offering and the name of the SAP offering must be clearly distinguished from one another either visually or by the wording. This can be accomplished in a variety of ways in text and in headlines, signs, or other materials. In addition, when referring to the third-party product's compatibility with an SAP offering, the third-party company name must be mentioned in addition to the product name. When expressing compatibility, the third-party offering cannot appear to include an SAP trademark. For example, names such as SAP Extender, SAP ERP Mapper, Indexer for SAP HANA, HANAExtension, or any name that encompasses a trademark of SAP or an offering name of SAP, including SAP Business One and SAP Business All-in-One, are strictly prohibited. Third parties cannot state or imply that the third-party product is produced or authorized by SAP. For example, a training program should not be an "authorized SAP training." When describing product compatibility, third parties can refer to an SAP offering name but never solely to compatibility with SAP, which would mean the corporate entity, and therefore, incorrect and misleading. <Your company name> <your product name> for SAP <Your company name> <your product name> for use with SAP Business All-in-One When referring to an SAP offering name, use the complete, correct SAP offering name. Our product runs on SAP. Our product runs on SAP Business Suite. Compatibility References Within Body Text In text, you may use phrases such as the following to refer to your offering's compatibility with SAP : for... for use with... designed for use with... runs on... compatible with... <Your company name> <your product name> is designed for use with SAP. <Your company name> <your product name> is compatible with SAP SAP SE or an SAP affiliate company. All rights reserved. 8

9 Do not use any grammatical construction that implies the SAP trademark or SAP offering name is part of your offering's name. <Your company name> <your product name> for SAP ERP provides extended functionality. <Your company name> <your product name> provides extended functionality for users of SAP ERP. The example on the left is incorrect because the reader could interpret the product name to be <Your product name> for SAP ERP. You need to adjust any construction to clearly separate and distinguish your offering name from the SAP trademark. Compatibility References Within Headlines, Signage, Packaging, Labels, and Other Materials It is particularly important to avoid making your product name appear to include an SAP trademark or an SAP offering name when the reference is in a title or headline, event signage, product packaging, CD labels, or any other material. Within headlines, signage, and other materials, you may use phrases such as the following to refer to your offering's compatibility with SAP : for... for use with... designed for use with... runs on... compatible with... However, you must always clearly visually differentiate your product name from the compatibility reference to an SAP offering. To correct this, use a type size for the SAP offering name that is noticeably smaller than the type size for your offering name. Alternatively, use a different font or a different style, such as italics, for the SAP name. <your company name> <your product name> for SAP HANA <your company name> <your product name> for Use with SAP ERP <your company name> <your product name> for SAP HANA <your company name> <your product name> for Use with SAP ERP The above examples are acceptable because your product name and the compatibility references for SAP Business Suite and for Use with SAP ERP are visually set apart. Another option would be to place your product name in the title and to show the compatibility reference as a subtitle in a different type size, font, or style. <your company name> <your product name> for SAP Business Suite (Title <your company name> <your product name> (Subtitle for SAP Business Suite 2014 SAP SE or an SAP affiliate company. All rights reserved. 9

10 REFERENCES AND MORE INFO Brand Voice Guidelines for Using Trademarks (location of this document) SAP Brand Tools ( Home Brand Elements Writing Style [select document from second download box] SAP Corporate Portal quick link /go/brandvoice (Legal Notices and Guidelines box) Copyrights and Copyright Agent, Disclaimer, and Trademarks (public information on SAP.com) Questions: 2014 SAP SE or an SAP affiliate company. All rights reserved. 10

11 SAP SE or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company. The information contained herein may be changed without prior notice. Some products marketed by SAP SE and its distributors contain proprietary components of other vendors. National product specifications may vary. These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP SE s or its affiliated companies strategy and possible future developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forwardlooking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forwardlooking statements, and they should not be relied upon in making purchasing decisions. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. All other product and service names mentioned are the trademarks of their respective companies. See for additional trademark information and notices.