VCNA's Internet Trademark Policy
Background:
Last October, Volvo Cars of North America (VCNA) served us with a legal order demanding that we stop infringing on its trademarks; specifically, the use of "volvomag" in our Internet address. While we hastened to comply by changing that word to "vclassics," many felt as we did that this demand was arbitrary and petty, and posed potential problems for other web site owners. We therefore called on VCNA to produce a policy which could be applied consistently and would not unnecessarily restrict "not-for-profit" sites.
Fortunately, VCNA was willing to work with us and with Steve Seekins of the Volvo Club of America. Here is the policy:
* * * * *
Subject:
Authorized use of the Volvo trademark/logo on the internet/world wide web, area North America.
Domain Name
Web site owners that reside within North America will be authorized to use the Volvo name, logo(s) and trademark(s) regardless of where the site is developed or hosted as defined below.
Volvo Cars of North America (VCNA) recognizes three types of web sites that will be governed by this authorization. They are: Clubs, Volvo enthusiasts, and businesses.
Clubs
1. Site(s) that are created by a person(s) that represent Volvo clubs in North America, such as Volvo Club of America, Volvo Sports America, etc., and that are not-for-profit, can use the name Volvo in their domain name with prior approval from VCNA. This type of site may also use the Volvo logo(s) and trademark(s) on web pages. Examples are: www.volvoclubofamerica.com, www.volvofloridaclub.com.
Volvo enthusiasts
2. Site(s) that are managed by a non-for-profit individual can use the name Volvo. These are journalistic sites that are created by a Volvo enthusiast. This is not a club site or a business site. This site is permitted to have a domain name that includes the Volvo name. This type of site may also use the Volvo logo(s) and trademark(s) on web pages. Examples are: www.bobsvolvo.com, or www.bobs142volvo.com, or www.volvomag.com. Prior approval from VCNA is required.
Business
3. Site(s) that are selling any products and/or services for a profit shall not be allowed to use the Volvo name, logo(s) or trademark(s) in any infringing manner on the internet, which is the same legal restriction as applied to any other communications media. The use of the name is also strictly forbidden in the domain name. Use of trademark(s) and logo(s) on web pages is also forbidden. Examples that are in violation of trademark/logo use are: www.bobsvolvogarage.com, www.bobsvolvo.com.
Site content:
Sites defined in 1 and 2 above may use the Volvo logo(s) in the body of the site providing VCNA has approved the design and use of the trademark/logo. The reason is that the trademark/logo must be used in a consistent design application to maintain Volvo's brand identity guidelines.
Site number 3 shall not have the Volvo name, trademark(s) and/or
logo(s) displayed in any of the content of a web site.
Site disclaimer:
Notification must be on sites 1 and 2 if they contain the name Volvo, trademark(s) and/or logo(s) that states:
"This site is not affiliated with AB Volvo, Volvo Car Corporation,
Volvo Cars of North America, Inc., or other Volvo companies whose
products may be viewed in these pages. The use of the Volvo trademark/logo has been authorized by Volvo Cars of North America."
Links back to VCNA's website (www.volvocars.com) are granted without prior permission by Volvo Cars of North America.
Approval requests must be submitted to:
Dan Johnston
johnstond@volvo.com
* * * * *
At this time, it is our intent to continue to use the "vclassics" address, which has become well-established. Beginning with the February issue, this site's name will again become Volvo Classics Interactive Magazine.
We thank all who supported us in this matter, Steve Seekins and Dan Johnston.
Easy-print version of this article
|
