AUTHORIZED DEALER RIGHTS Harley-Davidson trademarks are a potent weapon in the • Dealers must contact and obtain approval from the Harley- dealers’ sales arsenal. But having the right to use them car- Davidson Marketing Department before they begin ries with it a certain responsibility. While you may be tempt- any marketing effort that implies a relationship between ed to use them at every opportunity, there are very strict Harley-Davidson and any other brand or entity. guidelines on how Harley-Davidson trademarks can be used • All new dealer logos and any revisions to existing dealer by authorized dealers. So please familiarize yourself with logos must be approved by the Dealer Development Group these guidelines and adhere to them at all times. and Trademark Enforcement. Dealers’logos and/or graphics • To the extent that a dealership name/logo includes “Harley- intended for use on licensed or imprinted merchandise Davidson” and/or the Bar & Shield or other Harley-Davidson must be reviewed and approved by General Merchandise. utilized trademarks, that dealership name and logo is the • Dealers do not have the right to use the Motor Company property of Harley-Davidson and may be used only as version of the Bar & Shield logo. Use of this logo is for specified by Harley-Davidson. All uses thereof must con- internal corporate communications only, never in conjunc- form to trademark law, the Dealer Contract and the General tion with actual products or by dealers. Terms and Conditions of Sale, and Harley-Davidson poli- cy as communicated from time to time. • Dealers do not have the authority to grant permission for the use of ANY Harley-Davidson trademarks or copyrighted materials to any third party for any purpose, and should not share the Dealer Ad Planner CD with anyone other than the dealer’s advertising agency. • Dealership names and logos may be used only in associ- ation with events of which they are actually a sponsor. Only if the dealership is the sole or main sponsor may the dealership name/logo be given greater prominence than any other sponsor. All sponsorships intended for co-op consideration must be pre-approved by the Marketing Communications Department. • The Bar and Shield by itself should never be used in connection with dealer sponsored events. It is preferable that the dealer’s logo be used in connection with such events. At minimum, however the dealer’s name must appear immediately above or below the Bar & Shield in all applications (signs, banners, ads, merchandise and fliers). • Dealers may not create or have produced any merchandise bearing dealership names and logos other than through authorized licensees and approved channels without Harley-Davidson’s approval. If a dealer is participating in a multi-sponsor event in which someone other than the dealer (e.g. the promoter) is creating merchandise in connection with the event, dealership names/logos may not be applied to the non-licensed merchandise unless all sponsors are represented equally. • Dealers must notify their District Manager (DM) of all planned sponsorship events. Harley-Davidson has certain national alliances which may preclude the dealer from linking our brand to those in competition with our national allies (i.e., beer and automotive).