BPI Brand Protection and Logo Use Policies and Procedures

Transcription

1 Building Performance Institute, Inc. BPI Policies and Procedures BPI Brand Protection and Logo Use Policies and Procedures 5/4/2012 i Raising the Bar in Building Performance Contracting May 4, 2012

2 2012 Building Performance Institute, Inc. All Rights Reserved. Acknowledgements The Building Performance Institute, Inc. would like to thank those who support the BPI national expansion and all of the dedicated professionals who have participated in the development of this document. Disclaimer BPI will post the latest version of this document at Prior to participating in any available service through BPI, check to ensure that you have based your decision to proceed on the most up-todate information available. BPI reserves the right to modify documents prior to accepting any application.

3 Table of Contents Introduction... 1 Brands, Registered Trademarks, Service Marks and Copyrights... 1 Brand Protection... 2 BPI s Responsibility to Communicate Proper Logo Use to Constituents... 2 Guidance for Correct BPI Terminology Use... 2 Brand Infringement and Infractions... 4 Using BPI Logos... 4 Obtaining Approval... 5 Specifications for Logo Use... 5 General Guidelines... 5 Logo Size, Colors and Sample... 5 Standard BPI Logos... 6 Review Process for Approval... 6 Logos for Certified Professionals... 7 Logos for Accredited Companies and Organizations... 8 Logos for Test Centers... 9 Logos for Continuing Education Policy on Nonconformance Terms and Definitions /4/2012 i

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5 Introduction This document contains the brand protection and logo use policies and procedures of the Building Performance Institute, Inc. (BPI). A brand is a distinctive mark, symbol and/or phrase (tagline) that identifies a product or service as belonging to a particular organization or manufacturer. Brand protection is key to preserving the intellectual property of organizations. BPI s intellectual property includes: BPI brand and logos Company and domain name(s) Registered trademarks/service marks All copyrighted material, including web content, exams and documents The brand is an integral part of BPI s intellectual property and is communicated through: BPI website and videos Advertising, promotional materials and sponsorships Newsletters, press releases and other publications The BPI brand communicates exceptional quality, value and service to those in the building performance industry - it is our corporate identity. Thus, BPI must protect, preserve and defend our brand to ensure that it continues to be a recognized symbol of quality. Brand protection is crucial to our company and the continued success of our organization. The information that follows describes trademarks, service marks and brand protection, offers guidance on the proper use of the BPI logo and terminology and explains infringement and infractions of brand use. It includes the importance of protecting BPI brand assets, which include the Building Performance Institute, Inc. name and all of the intellectual property associated with and owned by BPI. The information associated with the BPI brand is fully protected under all applicable U.S. Copyright and Trademark Laws. Brands, Registered Trademarks, Service Marks and Copyrights Brands, trademarks, service marks and copyrights all represent legally protected information (i.e., products, services and original works) under the U.S. Patent and Trademark Office. The act of registering a trademark or service mark with the U.S. Patent and Trademark Office gives the mark official protection by law and allows an organization to seek legal counsel if an infringement has occurred as a result of another entity using their registered trademark or service mark. BPI s brand is protected only when the registered trademark symbol ( ) is used with our logos. The BPI logo was registered as a service mark on December 1, All uses of the BPI logo must be accompanied by the registered symbol ( ) for full legal protection. Similarly, all creative and written works by BPI are copyrighted. A copyright affords legal protection, denoted by the symbol on original pieces of work, such as creative written, artistic or musical work. 5/4/2012 1

6 Brand Protection BPI s brand and logo are easily recognizable and associated with high standards, top quality, great value work that is performed right the first time. Home performance professionals certified by BPI know what it takes to do the job right. The BPI seal has emerged as a symbol of professionalism that homeowners trust and look for when consulting with contractors. BPI aims to uphold its strong reputation built over many years. The BPI brand and logo are used in the media on TV and radio broadcasts, on the Internet, in documents, trade journals and newspapers and contractor marketing materials such as truck decals, lawn signs and door hangers. With their growing and widespread use, the risk of being depicted incorrectly is an increasing concern. BPI s Responsibility to Communicate Proper Logo Use to Constituents BPI will provide guidance to certified professionals, accredited contracting companies or organizations, and test centers on the proper use of the BPI brand, logo, and correct language use for public communications. BPI will proactively maintain an online presence to ensure its brand and reputation are upheld and will take protective measures to ensure proper use. Guidance for Correct BPI Terminology Use BPI is committed to protecting its brand and logo and is requesting that all of its certified professionals, accredited contracting companies or organizations, and test centers do the same. We ask that all stakeholders comply with the guidelines outlined in this document. The following table contains a reference list of preferred terms and the contexts in which they should be used. Proper BPI Terminology Use Correct Terminology BPI Certified Professional BPI Accredited Contractor BPI Accredited Company BPI Accredited Organization BPI Test Center Explanation Refers to individuals who hold an active BPI professional certification. Only BPI Certified Professionals who are in good standing and have met all requirements may claim to have this status. This term does not apply to companies. Refers to an entity that complies with the requirements set by BPI to enhance the delivery of consistent, quality focused building performance services and participates in BPI s third-party Quality Assurance (QA) Program. Only BPI accredited companies or organizations who are in good standing and have met all requirements may claim to have this status. This term does not refer to individuals. Refers to organizations that have contractual agreements to administer BPI exams. BPI is a standards setting and credentialing organization; it does not offer any training, curricula, courses or classes. Instead, independent training organizations offer training that prepares candidates for BPI exams. However, erroneous terminology continues to display on the Web and in printed materials that suggest curricula and classes are created by or endorsed by BPI. In order to eliminate all instances of incorrect information associated with the BPI brand, we are asking all BPI certified professionals, accredited contracting companies or organizations, and test centers to comply with our correct terminology usage. 5/4/2012 2

7 If any of our constituents are not in compliance with the correct terminology usage after a request has been made in writing to the individual or organization to do so, BPI will consider that an infraction and will take appropriate action (see Policy on Nonconformance). Examples of nonconforming (commonly used) terminology may include, but are not limited to the terms shown below. These terms should not appear in Web content on any website, in advertising, sponsorships, promotional materials, videos, messages, or publications of any kind (print or online). BPI retains exclusive right to determine if terminology and marketing claims are conforming or nonconforming. Proper BPI Terminology Use for Marketing Commonly Used Terminology Correct Terminology Explanation Accredited or Certified Curriculum Curriculum Curricula is never accredited or certified by BPI. Accredited Training Training BPI does not endorse or recognize training. There is no such thing as BPI accredited training. It is an erroneous term and should never be used. Affiliates Affiliates Independent organizations that provide training and could be manufacturers, distributors, colleges, contracting organizations, realtors, government entities, utilities, programs, state energy offices, national programs. BPI Accredited Professional BPI Certified Professional Individuals are certified. Contracting companies or organizations can earn accreditation. There is no such thing as a BPI accredited professional. It is an erroneous term and should never be used. BPI Certified Contractor BPI Certified Professional Individuals are certified. Contracting companies or organizations can earn accreditation. There is no such thing as a BPI certified contractor. It is an erroneous term and should never be used. BPI Class Class for BPI exams BPI class is not an appropriate term. BPI Course Course for BPI exams BPI course is not an appropriate term. BPI Curriculum Curriculum for BPI exams BPI curriculum is not an appropriate term. BPI Test Center or Test Center BPI Test Center BPI test centers have the contractual agreement for the administration of BPI certification exams. BPI Training Training for BPI exams BPI training is not an appropriate term. Certified or Accredited Test Center BPI Test Center BPI does not certify or accredit training or testing organizations. There is no such thing as a BPI certified or accredited test center. It is an erroneous term and should never be used. 5/4/2012 3

8 Proper BPI Terminology Use for Marketing BPI Trainer Commonly Used Terminology BPI Certified Trainer BPI Accredited Trainer Correct Terminology Trainer Explanation There is no such thing as a BPI trainer. BPI does not engage in training. BPI does not certify or accredit trainers. It is an erroneous term and should never be used. Pass Rates None - see explanation. Test Centers may not quote the percentage of individuals that pass exams in their messaging or in any marketing materials (i.e., references to pass rates should not be made). As the credentialing organization, BPI is the entity that holds statistics regarding successful candidates. Brand Infringement and Infractions Brand infringements occur as a result of an individual or organization misusing a brand or logo that is a registered trademark or service mark. This can happen in a number of ways if an individual or organization displays a registered trademark/service mark incorrectly (i.e., alters the color or size of the graphic, changes any lettering, prints or produces it without the registration symbol, or uses it without having obtained the proper permission), or displays it in a way that alters the original graphic symbol or associated tagline in any way to be different from the original, thereby altering the corporate identity. Brand infractions include the inadvertent or deliberate misuse of BPI terminology. BPI staff actively review information on the Internet and in marketing material and will be in contact immediately with any party that infringes on the BPI brand, logo and/or use of correct BPI terminology. Using BPI Logos The BPI brand and logo are the corporation's identifying symbols of quality and professionalism and are protected as trademarks under Intellectual Property Law. The BPI brand and logo carry significant meaning and value to those in the building performance industry. Individuals and businesses using the brand/logo promote certification, accreditation, quality assurance and certification testing for BPI. The logos may also signify that individuals have met BPI s continuing education requirements. The following pages provide guidance on the proper use of BPI logos, such as: Obtaining approval to use Specifications for use Determining which logos should be used by various BPI professionals (i.e., certified individuals, accredited companies or organizations and BPI test centers) Logos specific to continuing education Note: When a BPI credential expires or upon termination of a BPI agreement, the contracting company or organization must immediately stop representing themselves as BPI Certified or BPI Accredited and stop any and all use of the brand and logo, unless a renewal has been requested and approved. Any use of the brand or logo after expiration or termination is an infringement of the BPI trademark and in violation of Federal law. 5/4/2012 4

9 Obtaining Approval As the registered trademark owner, BPI requires written approval prior to any use of the logo on any materials. There are two exceptions, where written approval is not required: 1. When a template has been created. Once approved, a template does not need to be resubmitted for approval, unless there is a change to the layout. 2. When limited delegation of approval authority is involved. In certain cases, BPI may instruct an organization on the proper use of the logo and delegate limited approval authority, in writing, for the creation of materials bearing the BPI logo. If you wish to use a variation of any of the BPI logos for a purpose not covered in this document, please contact BPI directly for assistance at info@bpi.org. Additional logo variations may be added from time to time and posted at Specifications for Logo Use General Guidelines The font to use for the text (trademark and taglines) is: Georgia, Bold The radius for border outlines on corner details should be ¼" The line thickness for graphic borders should be no less than ⅛" and no greater than ¼" The BPI logo should never be used separately from the text provided, except where specifically authorized by BPI in writing The registered trademark Building Performance Institute, Inc. or BPI may, however, be used separately from the logo in written material Logo Size, Colors and Sample The logo can be reproduced up to any maximum size. Any use of the logo on materials that will be printed or produced in a large format, such as billboards, should be reviewed by BPI, even if the item is based on a previously approved template or approval authority has been delegated. The logo may be reproduced down to a minimum size where the B of the inside circle BPI should be no smaller than ⅛". See the illustration below: Approved Logo Colors Sample BPI Logo Green Gold Pantone: 3435C WEB: 004A2A Pantone: 1235C WEB: FFBA00 R: 0 R: 255 G: 74 G: 186 B: 42 B: 0 Minimum ⅛" Illustration 5/4/2012 5

10 When the logo is placed next to other text or graphics, the logo should have a minimum of ¼" clearance from any object, text or edge all the way around. The logo may be placed against any background that does not interfere or reduce the quality or visibility of it. BPI offers some variations in the logo colors: black and white logos are available for use in black and white applications and full color logos are available for use with color applications. Note: With most editors, BPI color logos do not reproduce correctly when converted to black and white. Please use black and white logos provided by BPI in these instances. Standard BPI Logos The logos in this document may appear differently on a computer screen than when printed, as the graphics illustrated here are in high resolution. High and low resolution versions of the graphics may be downloaded from a password protected area of each individual portal at Graphics are available in different formats, such as EPS and JPG. BPI will make available a special use graphic, depicted below, for use on items where the inner wording cannot be reproduced professionally with a suitable quality. This is necessary when reproducing the graphic on certain embroidered items or on other small scale reproductions. Contact BPI to coordinate the access and use of this graphic. Color on White Black and White on White Color on White No Inner Word Band (Special Use Only) Review Process for Approval You can submit special requests to use BPI, Inc. graphics. The materials will be reviewed and a decision made within two business days. Submit requests for approval to info@bpi.org or to: Building Performance Institute, Inc. 107 Hermes Rd., Suite 110 Malta, New York Attention: Brand Use Approval - Please Expedite 5/4/2012 6

11 Logos for Certified Professionals A BPI Certified Professional refers to an individual (as opposed to an organization) who earns BPI certification. Those using the BPI Certified Professional logos should only display logos that have been earned and kept current through recertification. The logos in this set have been developed for use by individuals who have valid BPI certification and will only be used on an individual s personal items (such as business cards or uniforms). Place the logo next to the credential holder s name whenever it is used and not next to any employer business names. These logos indicate an individual is certified and they are not meant to represent any organizations. Certified Professional Black and White Order #101V Order #101H Certified Professional Color Order #701V Order #701H 5/4/2012 7

12 Logos for Accredited Companies and Organizations A BPI Accredited Company, BPI Accredited Organization and BPI Accredited Contractor refer to a business or organization. Those using the BPI Accredited Organization or BPI Accredited Contractor logos should only use logos that have been earned and kept current through accreditation. The logos in this set have been developed for use only by businesses holding current BPI accreditation. Place the logo next to the name of the business that is accredited. Accredited Contractor Black and White Order #102V Order #102H Accredited Organization Black and White Order #103V Order #103H Accredited Contractor Color Order #702V Order #702H Accredited Organization Color Order #703V Order #703H 5/4/2012 8

13 Logos for Test Centers BPI Test Centers administer BPI certification exams. Those using BPI Test Center logos should only display logos that have been obtained through the test center. The logos in this set have been developed for use only by organizations that are approved BPI test centers. Place the logo next to the test center name, as it is the test center that is being recognized. BPI Test Center Black and White Order #105V Order #105H BPI Test Center Color Order #705HUpdated Order #705V 5/4/2012 9

14 Logos for Continuing Education BPI Continuing Education refers to instruction that is aligned with the BPI testable knowledge list, BPI standards and whole-house training sessions. It may also include construction seminars, building code sessions, specialized software training (for home diagnostics and reporting), primary certification training, and business/management or sales and marketing seminars. Those using the BPI Continuing Education logos should only use logos that have been earned and kept current through BPI continuing education. The logos in this set have been developed for use only by those with BPI continuing education. BPI recognizes continuing education only after the Application for BPI Continuing Education Session is submitted, accepted and written approval from BPI is obtained. Place the logo next to the course or training title, as it is the course/training that is being recognized, not the delivery organization or the instructor. Note: BPI Continuing Education is valid for two years from the date of approval. BPI does not endorse or guarantee the quality of the training, course or instructor. Continuing Education Black and White Order #104V Order #104H Continuing Education Color Order #704V Order #704H Policy on Nonconformance If use of the BPI brand or logo does not conform with the requirements in this document, BPI will provide notice, in writing, and guidance for bringing the brand and logo use into conformance. If the brand and logo use fails to be brought into conformance, BPI reserves the right to take any appropriate action at its discretion. Nonconformance includes the use of inappropriate language, nonconforming terminology, or nonconforming logo use and can result in disciplinary action, which may include, but is not limited to, suspension or termination of certification, accreditation, or test center status. The BPI brand and logos are property of the Building Performance Institute, Inc. and are fully protected under all applicable United States Intellectual Property Laws, including Copyright and Trademark Law. 5/4/

15 Terms and Definitions BPI Accreditation A credentialing process for companies and organizations that is administered by BPI to evaluate business practices, technical operations and quality management systems needed to ensure high quality residential building performance work. BPI Accredited Company or Organization A company or organization that complies with certain requirements set by BPI that is intended to enhance the delivery of consistent, quality focused building performance services. BPI Certification A rigorous, credible and defensible paper/online and field exam process administered to individuals by BPI or BPI test centers, to prove knowledge, skills and professional competency in the building performance industry designations. BPI Certified Professional An individual who successfully passes the BPI written and field exam requirements for certification. BPI Continuing Education Coursework, seminars and educational activities (training and writing) pertaining to building science that can be used to further an individual s knowledge, skills and understanding of whole-house building science. Continuing Education Units (CEUs) can be applied toward recertification of earned BPI certifications. BPI National Standards The set of technical protocols and procedures that have been developed through an open, transparent, consensus based process and are intended to achieve a high quality of residential building performance. BPI is approved by the American National Standards Institute, Inc. (ANSI) as an accredited developer of American National Standards. BPI Test Center An organization with appropriate staff and other resources that is contracted by BPI to proctor exams. BPI Testable Knowledge List The comprehensive list of knowledge, skills and tasks an individual is expected to demonstrate mastery of, in order to earn BPI certification. Brand A distinctive mark, symbol or phrase (tagline) that identifies a product or service as belonging to a particular organization or manufacturer. Brands are often trademarked and legally protected by use of a registered trademark symbol ( ) once the brand (trademark) has been registered with the U.S. Patent and Trademark Office. Copyright Legal protection, denoted by the symbol, on original pieces of work, such as creative written, artistic or musical work. Infractions An infringement. See Infringement. Infringement A violation of a law. Logo A graphic symbol that a company or organization uses to immediately identify its products and/or services. Registered Trademark A symbol ( ) used to note that a graphic, word or phrase has been officially recorded as a mark (trademark or service mark) and is on file with the United States Patent and Trademark Office. 5/4/

16 Service Mark A graphic symbol, word or phrase that uniquely identifies a service as belonging to a particular organization or manufacturer. Trademark A graphic symbol, word or phrase that uniquely identifies a product as belonging to a particular organization or manufacturer. A legal term for a brand. 5/4/