INTRODUCTION BACK TO CONTENTS The Volvo trademark rules Golden rules and how to put them into practice to protect the Volvo trademark The Volvo Trademark Rules define the very basis of the Volvo brand Rely on these key points to protect the integrity of the identity and protect the Volvo trademark from being misused, degraded Volvo trademark in your daily work. or stolen. Make sure to always follow the Golden rules. 1. Never invent your own logotypes/symbols 5. It’s not allowed to put “Volvo” in an Trademark basics Creating new Volvo logotypes or logo-like independent dealer’s company name symbols for e.g. products, services, projects, Only dealers, importers and companies owned What is a trademark? Why protect it? teams or departments is not allowed. Use only by Volvo can use it. All names using the Volvo Typically, it is a name or a symbol that identifies The point of owning a registered trademark is approved logotypes in accordance with the trademark must be approved by Brand the origin of a product. The Volvo Word Mark logo- to prevent others from profiting from it. In fact, Volvo Experience & Identity Guidelines. Management at Volvo Group HQ (BEX). type is one example. This means that "Volvo" is a legal actions can be taken against anyone trademark regardless if it is used in running text or who – even in subtle ways – uses a registered 2. Write Volvo properly 6. Report suspected infringements in approved logotypes. One example is in running trademark without permission. If any company It’s Volvo with a capital V. Always. Never play Alert your market communication representative text, when “Volvo” is used together with a product could put labels saying “Volvo” on its products, around with the word, and never use it in the at Volvo immediately. Do not take any action designation as in “Volvo A25G”, for example. the meaning of “Volvo” would change radically plural form or as a verb. The Volvo Word Mark against the infringer yourself. Another example is the “Volvo” used in our iron – and the value of the Volvo brand would logotype may not be used in running text. mark and the Volvo product emblem. diminish rapidly. 7. All merchandise must be approved 3. Leverage Volvo through sponsorships All merchandise that is branded with the Volvo Who owns the Volvo trademark? It all boils down to customer benefits – but only the right ones brand carriers must be approved by Volvo. Use only Volvo Trademark Holding AB owns, maintains By following the trademark rules you also make Sponsoring activities gives the Volvo brand official Volvo merchandise or contact Volvo Group and manages all the trademarks consisting of things easier for customers: the Volvo trademark powerful exposure, so make sure you sponsor the Merchandise Services for support. or containing Volvo. This legal entity is jointly and identity will be easy to recognize, and Volvo right ones. Consult your market communication owned by AB Volvo and Volvo Car Corporation, perceived as solid and trustworthy. Stick to the representative at Volvo before signing any 8. Use official Volvo signage only and grants licenses to those two industrial trademark rules and you will continuously help to sponsorship contracts. All Volvo signs must conform to the Volvo entities to use the Volvo trademark. strengthen the Volvo brand. Signage Program specifications, and be 4. Don’t use Volvo as a trademark on purchased from centrally approved suppliers. products outside the control of Volvo The Volvo brand (and associated trademarks) 9. Never allow a supplier to refer to must not be used on any products and offerings Volvo in its marketing outside Volvo control. This since all offerings No suppliers are allowed to refer to any corporate carrying the Volvo trademarks must be verified name or trademark owned or licensed to Volvo by Volvo as compliant to Volvo standards. Group without written consent by the Brand management department at Volvo Group HQ (BEX). VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 6