Guidelines for AXELOS Global Best Practice Intellectual ...€¦ · An AXELOS Global Best Practice trade mark (word mark and/or logo) may appear on a licensees marketing material

Guidelines for AXELOS Global Best Practice Intellectual Property

Audience: Trade mark and Copyright Licence Holders

Trade Mark only Licence Holders

Copyright only Licence Holders

ITIL® Software Scheme Licence Holders

December 2013 Version 1.0

AXELOS.com

2 Guidelines for AXELOS Global Best Practice Intellectual Property

Contents General……………………………………………………………………………………….…………. 3

Guidelines………………………………………………..................................... 4

Definition of Terms 4

Use of AXELOS Trade Marks and Copyright in Products 4

Displaying the Material 5

Marketing Material 5

Annex 1 – AXELOS Product Trade Mark Logos……..……………………………. 6

Annex 4 – Translated Acknowledgement Statements………………………… 23

Queries /Acknowledgements………………………………………………………………… 25

Copyright © AXELOS Limited 2013. This document is intended to provide guidance to Trade Mark and Copyright Licence Holders and ITIL® Software Scheme Licence Holders with respect to their use of AXELOS material as permitted within their IP Licence

Guidelines for AXELOS Global Best Practice Intellectual Property 3

GENERAL Global Best Practice is the overarching brand that umbrellas multiple AXELOS best practice products, including ITIL, PRINCE2, MSP, P3O and others. The internationally renowned portfolio is adopted as best practice through high quality training, publications, software tools and consultancy for portfolio, programme, project, risk, value and service management disciplines. The Global Best Practice products were created on behalf of Her Majesty's Government (HMG) in the United Kingdom. From 2000 to 2010 OGC was custodian of the intellectual property and since 2010 the Cabinet Office has owned and created further intellectual property assets. On 1 July 2013 ‘AXELOS’ was announced as the name for the Joint Venture company that the Cabinet Office has formed to deliver and commercialize the UK Government's portfolio of Best Practice accreditation and publishing services, including the ITIL and PPM product sets. AXELOS now owns the intellectual property of the whole Global Best Practice portfolio and will build on the current business activities and developing products in new areas. This document and the corresponding annexes form the guidelines for the use of AXELOS Intellectual Property with respect to the provision and marketing of accredited Global Best Practice products and should be used in conjunction with the terms and conditions of the Licence Agreement. AXELOS Intellectual Property relates to the logos, word marks and copyright text/diagrams associated with AXELOS products. AXELOS and the UK Government have invested in the development and protection of the trade marks and copyright and AXELOS reserves all rights of ownership. AXELOS limits the use of its material (trade marks and copyright) to persons and organizations who have received permission to use its material either by way of a Waiver Licence, a Copyright Licence, a Trade Mark Licence or a Trade Mark and Copyright Licence. In order to obtain permission to use the trade marks and/or copyright material, or if you wish to use the trade marks and/or copyright material in any way other than as detailed in the Licence Agreement then please contact the Licensing team at [email protected]. These Guidelines do not constitute legal advice and any organization or person using these guidelines should seek their own legal advice. Please note that laws relating to Intellectual Property may vary from country to country. AXELOS does not accept any liability for any loss or damage arising out of reliance placed by any organization or person upon these Guidelines.

Copyright © AXELOS Limited 2013. This document is intended to provide guidance to Trade Mark and Copyright Licence Holders and ITIL® Software Scheme Licence Holders with respect to their use of AXELOS material as permitted within their IP Licence.

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GUIDELINES Definition of terms Copyright – refers to text, diagrams and tables that form part of the content of the official Global Best Practice portfolio material that is available for re-use in accordance with the terms of your IP Licence. Product – refers to a product which has passed a product review and is specified within the Licence Agreement. Symbol – refers to the “™” or “®” symbol. Trade marks – refer to logos and word marks. If a trade mark features a “™” symbol, the trade mark contains unregistered rights. If a trade mark features the “®” symbol, the trade mark is registered. It is important that the correct trade mark status is accorded to each trade mark. Word marks – refers to trade marks in normal font for example the product names: PRINCE2®, MSP®, P3O®, M_o_R®, ITIL®, P3M3®, MoP® and MoV®. Use of AXELOS Trade Marks and Copyrights in Products AXELOS encourages the creation of new and innovative products and services which extend the range of products available and allows the material to be accessed by a wider range of people in a greater range of both geographic and industry sectors. This may be done by: Creating a product that, when compared to an official AXELOS product or service, is

transformed, distinctive, exhibits its ‘own-personality’, and is clearly differentiated from AXELOS products. You should therefore ensure that your product or service does not simply change the delivery mechanism or typographical arrangement as this will be deemed insufficient to meet this requirement;

Including a substantial amount of new material to the AXELOS source material in order to add a new perspective, purpose or dimension. You should ensure that your new material is completely original and is not simply a rewording of the AXELOS material;

Presenting the material in a completely different way so that it enhances the customers’ understanding of the AXELOS guidance.

You must not use the material in a derogatory way or in an unsuitable or inappropriate manner which might damage the reputation or image of AXELOS, this might happen if you: Make incorrect or false assertions about the material; Use the material for a different purpose than it is intended, for example by using PRINCE2®

material other than for project management tasks.



When using copyright material please ensure your use of content conforms to the following: Any text used is either faithfully reproduced or faithfully captures the essence of the original

text; Any diagrams, illustrations or figures are accurately reproduced or faithfully capture the

essence of the original; Content is used in a logical and clear manner for example by providing clear titles and

headings, providing a brief overview at the start or end of each section/chapter, summarizing main points etc.; and

Copyright material should be correctly identified and acknowledged, please see Annex 3 below on how to do this.

Displaying the material You must not use the material in a way that might mislead the public, for example by using the material in such a way as to suggest that your product or service is produced by or supported by AXELOS, this might happen if you: copy the look, style or appearance of AXELOS source material for example by copying the same

fonts, colours, layout, etc. on the cover of your product; by using the material in a prominent manner on the cover of your product or service, for

example by using AXELOS diagrams or text; use words that are associated with the official source material to describe your product, for

example using the words or phrases like “official” or “from the originators of ITIL” etc. in association with your product;

do not prominently display your organizations name or brand on your product or marketing material;

use the material for the principle purpose of advertising or promoting a particular product or service, which could imply that it is endorsed or supported by AXELOS.

Marketing material An AXELOS Global Best Practice trade mark (word mark and/or logo) may appear on a licensees marketing material (e.g. advertisements, flyers, brochures, mail shots etc.) as long as the product connected with the trade mark use is included in the offer. The trade marks must be used solely in accordance with the Licence Agreement and for the purpose of promoting the Product or materials to which the Licence Agreement applies. The trade marks must not be used to advertise your other products or services and there must be a clear distinction and separation between the marketing material for the Product or materials to which the Licence has been obtained and other goods or services offered by you. When used on your website the trade marks cannot be used on pages that have no reference to the licensed Product and it must be clear that the trade marks are being used solely in connection with the licensed Product. All the rules regarding statements and symbology apply equally to marketing materials as they do for the Product



ANNEX 1 – GUIDELINES FOR USE OF AXELOS PRODUCT TRADE MARK LOGOS AXELOS Global Best Practice Product Trade Mark Logos AXELOS limits the use of its logos to persons and organizations who have signed a trade mark (and copyright) Licence Agreement and have complied with the requirements of the applicable quality control or other checks as appropriate. In order to obtain permission to use the logos, or if you wish to use the trade marks in any way other than as detailed in the Licence Agreement then please contact the licensing team at [email protected]. The logos must always be shown in their complete state as detailed in the Schedules to the Licence Agreement and may not be amended or altered in any way without the permission of AXELOS. AXELOS will provide you with the appropriate digital artwork, which should be used when reproducing the logo onto your Product and materials. Whenever the logos are used there must be suitable space around them so that the logo is clearly distinguishable from any other trade marks, signs or text. The logos must not be used in a misleading way or to suggest ownership by another company or brand and must be clearly subordinate to the company and product identity. The size of the logo should not be unduly disproportionate to any other trade mark or logo displayed on the Product or materials and must not be unduly prominent. In particular the logo should not be used in such a size that they are significantly more prominent than your own logos or trade marks as this could be misleading to the public. The size of the AXELOS Product Trade Mark logos can be increased or decreased but must remain in proportion at all times. The logos cannot be stretched or squashed nor can you change the style, font or colour. In the case of websites: A logo can only be used as a hyperlink to the associated product’s official-site. The acknowledgement statement may be shown either on each page where the logo appears or may be referenced on an acknowledgements/copyright page, accessible via a link from each webpage where the logo appears. The logos contained within this document are for illustration purposes only and are not of suitable quality for reproduction.




Licensed Product Marks and Logos The following logos are available to applicants whose products have completed the trade mark (and copyright) Licensing Scheme. Only the appropriate logo as detailed within your licence may be reproduced. Logo Trade mark acknowledgement statement

PRINCE2® is a registered trade mark of AXELOS Limited.

The Swirl logo™ is a trade mark of AXELOS Limited

P30® is a registered trade mark of AXELOS Limited


P3M3® is a registered trade mark of AXELOS Limited


MSP® is a registered trade mark of AXELOS Limited


MoV® is a registered trade mark of AXELOS Limited


MoR® is a registered trade mark of AXELOS Limited


MoP® is a registered trade mark of AXELOS Limited


ITIL® is a registered trade mark of AXELOS Limited




Process Compliant Logos These trade mark logos are available to applicants who have endorsed software tools via the ITIL Software Scheme. Only the appropriate logo as detailed within your licence may be reproduced. These logos must be used in conjunction with the following acknowledgement statements: ITIL® is a registered trade mark of AXELOS Limited The Swirl Logo™ is a trade mark of AXELOS Limited Wherever the Process Compliant Mark is shown it must be accompanied by a statement detailing the processes that have been reviewed and are compliant. The processes must be listed wherever the Process Compliant logo is used. Therefore, if using the logo on the front of a package they should be listed alongside the logo or be listed on the back alongside other information. If the logo is used on any marketing material, the processes should be listed on the same page/stand etc. All listings should be clear and legible.



Where a trade mark is a logo the following rules shall apply Global Best Practice logos can be used as described in these guidelines. The logos must not be altered in any way, other than for re-sizing purposes. For your information the logos use the following pantone/RGB colours.



Placing and number of uses Any trade mark which is a word mark can be used as many times as required on the front and back covers of books, CD’s, or other Products. The logos may be placed in any position on the cover of books, CD’s or Products and may be used as follows: Either the Licensed Product Mark or the Process Compliant Mark may be displayed once on the

front and once on the back cover of books or Products; and Either the Licensed Product Mark or the Process Compliant Mark may be displayed once on the

spine of a book or Product only where there is sufficient space to display the logo correctly The logos can be placed in any position on electronic Products and may be used as follows: Either the Licensed Product Mark or the Process Compliant Mark may be displayed once on the

front and once on the back cover of the Product packaging; Either the Licensed Product Mark or the Process Compliant Mark may be displayed once on the

Product itself; and Either the Licensed Product Mark or the Process Compliant Mark may be displayed and also

once within the electronic Product itself.



ANNEX 2 – GUIDELINES FOR USE OF AXELOS WORD MARKS AXELOS Global Best Practice Product Word Trade Marks AXELOS owns and manages a range of Global Best Practice Word type trade marks (e.g. “PRINCE2”) in a number of countries around the world. AXELOS limits the use of its Word marks to: persons and organizations which comply with the conditions provided in section (a) below; and, persons and organizations who have signed a trade mark (and copyright) Licence Agreement

and have complied with the requirements of the applicable quality control or other checks as appropriate, and who comply with the conditions in section (b) below.

In order to obtain permission to use the trade marks, or if you wish to use the trade marks in any way other than as detailed in the Licence Agreement then please contact the licensing team at [email protected]. (a) Word trade marks used in a descriptive manner The AXELOS Word trade marks are the sole property of AXELOS. However, you may use AXELOS word marks in a descriptive sense in any media to identify AXELOS products provided that you: use the correct acknowledgement statement and symbol, (see the table below for details), at

the first instance of usage; do not incorporate any such marks into a business, service or product name; do not use the marks in the title or sub-title of any product in any media in a manner not

consistent with honest commercial practices; do not connect your company, product or service name in any way to such marks; do not use the marks to suggest an association with AXELOS, its partners or its products and

services, or to suggest any official endorsement thereof; do not use the marks in any way that suggests a more general meaning (e.g. use of "ITIL" to

describe IT Service Management more generally is incorrect use. ITIL should only be used to describe AXELOS’ proprietary form of IT service management);

do not use the marks in a way that is derogatory (to be determined at AXELOS' sole discretion); and

do not change the marks in any way or use the marks as a hyperlink; (b) Word trade marks used in accordance with a Licence Agreement Use of AXELOS Word marks must be strictly in accordance with the information provided in your Licence Agreement and these Guidelines. The first occurrence of an AXELOS Word mark must be in its true format as shown below. On the first use of any Word mark, the correct symbol (™ or ®) must be used. The correct acknowledgment statement must occur at first use of a Word mark on the same page. On any subsequent use of the Word mark (within that document) neither the symbol nor the statement are required.




In the case of websites: A Word mark can only be used as a hyperlink to other web pages on your website containing further information about the relevant product. The Word mark can be used on these pages freely within text. The correct symbol must be shown on the first occurrence of any Word mark within each webpage on which it appears. The acknowledgement statement may be shown either on each page where the Word mark appears or be referenced on an acknowledgements/copyright page, accessible via a link on each webpage where the Word mark appears. Where the Word mark is being used within the title of your Product or material, the Word mark cannot be used on its own and must be used next to other normal dictionary words within normal spacing, in its correct form and with the correct symbol, (e.g. “A Project Manager’s Guide to PRINCE2®”). The Word mark must not be used next to company, product names or trade marks of other organizations. There must be suitable clear space around the Word mark, so that it can be clearly identified from any surrounding text, shapes or other trade marks. It should be clear exactly what constitutes the Word mark and what is merely surrounding wording or shapes (e.g. the Word marks cannot be placed inside another design like a box where that is not part of the existing design of the Word mark). The colour of the Word mark should be the same colour as the associated text (e.g. in a book title the trade mark should appear in the same colour as the rest of the title). The Word mark should be used in the same size and font as the associated text (e.g. in a book title the Word mark should appear in the same size, type and font as the rest of the title). The table below shows AXELOS Word Marks and the applicable acknowledgement statement. The Word Marks must be used as shown below. AXELOS trade mark Title and Symbol

Trade Mark Acknowledgement Statements

ITIL® ITIL® is a registered trade mark of AXELOS Limited IT Infrastructure Library® IT Infrastructure Library® is a registered trade mark of AXELOS

Limited PRINCE® PRINCE® is a registered trade mark of AXELOS Limited PRINCE2® PRINCE2® is a registered trade mark of AXELOS Limited MSP® MSP® is a registered trade mark of AXELOS Limited M_o_R® M_o_R® is a registered trade mark of AXELOS Limited P3O® P3O® is a registered trade mark of AXELOS Limited MoV® MoV® is a registered trade mark of AXELOS Limited MoP® MoP® is a registered trade mark of AXELOS Limited P3M3® P3M3® is a registered trade mark of AXELOS Limited

Where several trade marks are being used together and there is limited space available the use of the following format is acceptable: [ITIL, PRINCE2, MSP, M_o_R, P3M3, P3O, MoP and MoV – delete as applicable] are registered trade marks of AXELOS Limited.



ANNEX 3 – GUIDELINES FOR USE OF AXELOS COPYRIGHT MATERIAL Following the move of the Best Management Practice portfolio to AXELOS, the copyright statements have changed to reflect the new ownership i.e. AXELOS. However, existing hard copy material produced prior to the change will continue to carry the previous copyright statements until the publication is reprinted, for example Cabinet Office statements and logos. AXELOS will update these publications over time to feature the new AXELOS statements but in the meantime many OGC and Cabinet Office badged products will still be available and are still perfectly valid. Licensees should use the new AXELOS copyright statements as detailed in this guidance and not the OGC or Cabinet Office statements which are now superseded. The new copyright statement is as follows: “Copyright © AXELOS Limited 20?? All rights reserved. Material is reproduced under licence from AXELOS” Or where there is insufficient space, an abbreviated version may be used: “Copyright © AXELOS Limited 20??” The same principles apply equally to videos and electronic formats. Diagrams and Tables Any diagram or table taken directly from an AXELOS publication or other AXELOS source must always include the following acknowledgement statement at the foot of the diagram/table: “Copyright © AXELOS Limited 20?? All rights reserved. Material is reproduced under licence from AXELOS” Please replace the “20??” with the year of publication of the document from which the diagram/table is taken, for example:



Where possible please also reference the source of the diagram (title of publication, page number etc.) an example is shown below:

Copyright © AXELOS Limited 2009. All rights reserved. Material is reproduced under licence from AXELOS. (Figure 5.4 Managing Successful Projects with PRINCE2® 2009 edition). If the style, size or colour of a diagram is changed the diagram remains AXELOS Intellectual Property and the same rules still apply. However, there are instances where the Licensee has included other material within the diagram and the material copyright will no longer be completely owned by either AXELOS or the Licensee. This can be the case for text as well as diagram reproduction. In these circumstances the following “based on” acknowledgement statement can be used: “Based on AXELOS (PRINCE2®/ MSP®/ P3O®/ M_o_R®/ ITIL®/P3M3®/MoP®/MoV®- delete as appropriate) material. Reproduced under licence from AXELOS”



Text Any text taken directly from an AXELOS publication or other AXELOS source must be differentiated from Licensee text. This can be done in a number of ways and will depend largely on what suits each individual Product. The method used to differentiate the text must be identified within the document/course material and be clear to the reader. Some examples of how this can be done are illustrated below:

a) A small comment can be added after an insertion of AXELOS text.

E.g. This is the first process in PRINCE2. It is a pre-project process, designed to ensure that the prerequisites for initiating a project are in place. The process expects the existence of a Project Mandate that defines in high-level terms the reason for the project and what product is required.(Source Managing Successful Projects with PRINCE2®2009 Edition)

b) A symbol, different colour/font type and/or italics can be used to distinguish AXELOS text.

E.g. *This is the first process in PRINCE2.Itisapre-projectprocess, designed to ensure that the prerequisites for initiating a project are in place. The process expects the existence of a Project Mandate that defines in high-level terms the reason for the project and what product is required. (*Font denotes source Managing Successful Projects with PRINCE2®2009 Edition)

c) AXELOS text can be encapsulated within a text box.

E.g.

(Text encapsulated within a box denotes source Managing Successful Projects with PRINCE2® 2009 Edition)

d) Quotation marks/inverted commas can be used around AXELOS text. E.g. “The risk indicator is the level of acceptability of a risk. Determining the risk indicator is a technique that can be used as part of the risk planning process prior to the evaluation activity.” Quoted text Source is Managing Successful Projects with PRINCE2®2009 Edition. Copyright © AXELOS Limited 2009. Material is reproduced under licence from AXELOS.

This is the first process in PRINCE2. It is a pre-project process, designed to ensure that the prerequisites for initiating a project are in place.



The method used must be identified within the product by using a statement as below. For the purposes of illustration, example (d) above would be referenced as follows: Quoted text Source is<INSERTPUBLICATION/PRODUCT>. Copyright © AXELOS Limited 20XX. Material is reproduced under licence from AXELOS. Please fill in the correct date where it states “20XX” with the year of publication of the Best Practice guidance. There are instances where a Product contains both AXELOS and Licensee material, and the the material copyright neither belongs to AXELOS nor the Licensee. In these circumstances the following “based on” acknowledgement statement can be used: “Based on AXELOS (select:PRINCE2®,MSP®,P3O®,M_o_R®,ITIL®,P3M3®,MoP®, MoV®- delete as appropriate) material. Material is reproduced under licence from AXELOS” Copyright statements need to appear in a logical place within documents/course materials. Copyright statements must always appear at the foot of every diagram/table regardless of other statements. Copyright re-use in videos and other formats The same principles apply to videos as they do hard copy material. Videos need to include the relevant copyright statement and should note which parts are copyright of AXELOS. E.g. when quoting from an MSP publication in a video, a statement detailing which publication is being quoted is sufficient alongside ensuring the copyright statement for AXELOS material is included at the same point at which other copyright statements for the video appear or where any other contributors are referenced.



QUERIES For any questions or clarification on these Guidelines, please contact us at: [email protected]



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Guidelines for AXELOS Global Best Practice Intellectual ...€¦ · An AXELOS Global Best Practice trade mark (word mark and/or logo) may appear on a licensees marketing material