Proper usage of Logo - Blu-ray Disc Association · 2011-01-19 · Confidential 11th BDA Japan Seminar, May 23, 2008 14 •Who can use Logo Licensees having a Logo license by agreement

11th BDA Japan Seminar, May 23, 2008 1Confidential

Proper usage of Logo

May 23,2008

Takeshi Sakai

Part1: Why do we need to use Logo correctly?

Part2: Logo Guideline


Part1: Why do we need to use Logo correctly?


Why do we need to use Logo correctly?

・・・・To strengthen/enhance the value of the trademark・・・・To prevent the customer from confusion・・・・To prevent the Licensee from infringement

１１１１．．．．Promotional Reason

２２２２．．．．Legal Reason

There are 2 main reasons:

To gain the awareness of the market (Goodwill)

effectively


Company A

Company B

Company C

Goodwill

＜＜＜＜Use Logo uniformly ＞＞＞＞

Each company’s activity

would cause operational

synergy and can gain

Goodwill effectively

＜＜＜＜Use Logo not uniformly＞＞＞＞

Company A

Company B

Company C

Promotional Reason

Main purpose of using Logo is to give strong impression to

the market and effectively gain the Goodwill.

If each company uses Logo in different or unclear way,

impression of Logo would be weakened and Goodwill

would not be associated with Logo effectively.

Goodwill

Goodw

ill

Goodwill

BLUEBLUEBLUEBLUE----RAYRAYRAYRAY

？？？？

Impression of Logo would be unified Impression of Logo would be split


Legal Power of Trademark Right

Trademark right could cover the scopes of

both identical mark and confusingly similar

mark

Trademark owner can

stop third party from

using trademark not

only in Identical

Scope but also in

Similar Scope

Identical Scope

Similar Scope

Trademark A

Trademark A´́́́


Legal Power of Trademark Right(2)

Trademark owners should consider the points (as shown in

the following slides) when using the trademark

Identical Scope

Similar Scope

Similar mark

may cause

Customer’s

Confusion

&

Trademark

Infringement

Trademark A

Trademark A´́́́

Uniformed

usage

will make

strong right


Even trademark owners can be deemed to infringe upon

their own trademark if they use trademarks within “similar

scope” of such original trademark

Identical Scope

Similar Scope

Trademark B

Similar Scope

Identical Scope

Trademark A´́́́ Trademark B´́́́

Prior trademark Latter trademark


Trademark A


Company A

(Licensee)

Company C

(Third Party)

Trademark Owner of

“ABCDE”

Trademark

Infringement!!

Company B

(Third Party)

Trademark Owner of

“ ”

BDA

(Licensor)

Trademark Owner of

“ ”Trademark

Infringement!!



To strengthen/enhance the value of the trademark, we

need to use Logo uniformly.

Different use of Logo would prevent Logo from gaining

Goodwill effectively.

And, Incorrect use of Logo would cause customers’

misunderstanding of the feature and quality of the

products Logo is attached.

And also, such incorrect use of Logo might invite third

parties’ infringement.”

Legal reason


Advantage of using Logo correctly

1)Logo could gain Goodwill effectively

2)Trademark right could keep and strengthen its

legal power

Licensee can use Logo which possess high Brand

image protected by strong legal right


Part2: Logo Guideline


What is Logo Guideline?

From legal point of view, the most desirable way to use

Logo is to use it by completely same style with

registered trademark.

However, there is a promotional request that actual

usage need some variation (ex: Color) .

Therefore, Logo Guideline is a document which

describes these request within the scope of legal

limitation which could still make trademark right stronger

and also could avoid customer’s confusion and

Licensee’s trademark infringement.

Document which describes the Promotional

policy which reflects the promotional request

within limitation of legal point of view.


General framework of Logo Guideline

Logo should be follow

by trademark notice

Logo should be used

in clearly visible size

Logo should be

isolated from other

elements

Logo should be used

by unified color

Logo should be used

by unreformed shape

Contents

To make trademark

right stronger

－

－

・To make trademark right stronger

・To avoid trademark infringement

・To make trademark right stronger

・To avoid confusion and infringement

Legal

Reason

To unify the Brand

image of LogoColor

To make Logo

prominently

Clear

Zone

－

To make Logo

prominently

To unify the Brand

image of Logo

Promotional

Reason

Trademark

Notice

Size

Shape


• Who can use Logo

Licensees having a Logo license by

agreement from BDA are entitled to use

the appropriate logos under the condition

that they comply with the requirements of

“Blu-ray Disc LOGO GUIDE”.

Official “Blu-ray Disc Logo Guide” and

“Logo data files” are available through

BDA.

BD Logo Guideline


• Shape

BD Logo Guideline(2)




• Color







• Clear Zone



• Size

H > 8mm



H < 8mm

H < 5mm



• Type style

Blu-Ray Disc

Blu-ray disc

blu-ray disc

Blu-rayDisc

BLU-RAY Disc



Blu-ray DIGA VAIO BLU-RAYOK



• Trademark Notification



Other Logos


Region Map

Region Region AA::•• North AmericaNorth America

•• Central AmericaCentral America

•• South AmericaSouth America

•• KoreaKorea

•• JapanJapan

•• SS’’easteast AsiaAsia Region Region BB::•• Europe (EU)Europe (EU)

•• Middle EastMiddle East

•• AfricaAfrica

•• AustraliaAustralia

•• New ZealandNew Zealand

Region Region CC::•• RussiaRussia

•• IndiaIndia

•• ChinaChina

•• Rest of Rest of

WorldWorld

Region

A

Region

B

Region

C

Region

A

RPC Logo


For Region A For Region B For Region C

For Region A,B

Disc

For Region B,C

Disc

For Region A,C

Disc

For all Region Disc

Logo Design

RPC Logo(2)


Thank you for your attention

Documents

Proper usage of Logo - Blu-ray Disc Association · 2011-01-19 · Confidential 11th BDA Japan Seminar, May 23, 2008 14 •Who can use Logo Licensees having a Logo license by agreement