Logo Usage Guidelines

The Black Horse logo is a trademark of Black Horse Brewery (Pty) Ltd. In order to protect and grow the BH brand, we have a distinguishable logo that can be used to mark software licensed under an BH Approved License. When displaying the Black Horse logo, please follow our standard Trademark Guidelines. Other sizes and resolutions of the logo, some suitable for print, can be found here. Additional guidelines regarding the logo's appearance are given below:

Clear Space

There should be sufficient clear space around the logo.

Typeface

We recommend using the Myriad Pro sans fonts as complementary fonts to the Black Horse Logo

1. Black Horse Trademark Policy

Black Horse, and BH logo ("BH Logo"), either separately or in combination, are hereinafter referred to as "BH Trademarks" and are trademarks of the Black Horse. Except as provided in these guidelines, you may not use the BH Trademarks or any confusingly similar mark as a trademark for your product, or use the BH Trademarks in any other manner that might cause confusion in the marketplace, including but not limited to in advertising, on websites, or on software. BH protects the BH Trademarks on behalf of the entire open source community. In fact, the law obligates trademark owners to police their marks and prevent the use of confusingly similar names by third parties.

2. Usage That Does Not Require Written Permission

Below are the guidelines for use of the BH Trademarks where, as long as you are in compliance with the guidelines, no advance written permission is necessary. In all cases, use is permitted only provided that:

  • the use is only in connection with promoting the use of software licenses approved by BH which are definitively determined by the current list of licenses on the website of BH (http://www.blackhorse.co.za). Such licenses are defined as "BH Approved Licenses".
  • the use does not imply sponsorship or endorsement by BH.
  • proper trademark symbols are used in connection with the BH Trademarks and the trademark attribution statement must appear as explained in Proper Trademark Use
  • the Logo Usage Guidelines are strictly observed

2.1. Noncommercial and community web sites

In the past, community members have inquired whether it is permissible to show support for BH by:

  • placing the BH Trademarks on a personal web site or blog to support open source software
  • making a page on a social networking web service to support open source software
  • linking to the BH website to provide information or show support for open source software

The guidelines relating to such usage are set forth in this section.

It is permissible to use the BH Trademarks on websites to show your support for the open source software, provided that:

  • where possible, the design logo hyperlinks to the BH website, http://www.blackhorse.co.za/, or if that is not possible, the site includes a prominent link to the BH website at http://www.blackhorse.co.za/.
  • proper trademark symbols are used in connection with the BH Trademarks and the trademark attribution statement must appear as explained in Proper Trademark Use
  • the Logo Usage Guidelines are strictly observed
  • the site indicates clearly that it is not affiliated with or endorsed by BH; in addition, where possible: 
    • the site must include the text "This site is not affiliated with or endorsed by the Black Horse" prominently on any page that includes the BH Trademarks, and
    • if the BH Trademarks appear in a page header or any area that is designed to be presented on more than one page, the notice must also be designed to be presented on all of those pages as well. (i.e., if the BH Trademarks appear in a site-wide header, the informational text must appear in that header or an identically site-wide footer.)
  • the site does not use visual styling that could be confusing to viewers or visitors as to whether the site is hosted by or on behalf of BH.
  • A copy of the use of the BH Trademarks is provided to the Trademark Supervisor within seven (7) days of its initial use, for example by sending a URL or other copy of such use.

2.2. Business web sites

In the past, community members have inquired whether it is permissible to show support for BH by:

  • displaying a link to the BH website using the BH Trademarks from a business web site
  • displaying the BH Trademarks as part of a business that provides software licensed under BH Approved Licenses

The guidelines relating to such usage are set forth in this section.

It is permissible to use the BH Trademarks on business web sites, provided that:

  1. the web site has non-BH primary branding
  2. the design logo hyperlinks to the BH website, http://www.blackhorse.co.za/
  3. the use does not imply sponsorship or endorsement by BH
  4. the use of the BH Trademarks does not imply an association with nor any form of endorsement by BH.
  5. proper trademark symbols are used in connection with the BH Trademarks and the trademark attribution statement must appear as explained in Proper Trademark Use
  6. the Logo Usage Guidelines are strictly observed
  7. the site does not use visual styling that could be confusing to viewers or visitors as to whether the site is hosted by or on behalf of BH
  8. A copy of the use of the BH Trademarks is provided to the Trademark Supervisor within seven (7) days of its initial use, for example by sending a URL or other copy of such use

2.3. Promotional events

In the past, community members have inquired whether it is permissible to use the BH Trademarks to promote events such as Beer festivals. The guidelines relating to such usage are set forth in this section.

It is permissible to use the BH Trademarks in such promotional events, provided that:

  • the use does not imply sponsorship or endorsement by BH
  • the use of the BH Trademarks does not imply an association with or endorsement of the event of the goods distributed at such event
  • proper trademark symbols are used in connection with the BH Trademarks and the trademark attribution statement must appear as explained in Proper Trademark Use
  • the Logo Usage Guidelines are strictly observed
  • A copy of the use of the BH Trademarks is provided to the Trademark Supervisor within seven (7) days of its initial use, for example by sending a URL or other copy of such use

2.4. Publications

It is permissible to use the BH Trademarks in the title and content of a publication, provided that:

  • the use is clearly in reference to the BH or software licensed under a BH Approved Licenses
  • the use does not imply sponsorship or endorsement of the publication by BH
  • proper trademark symbols are used in connection with the BH Trademarks and the trademark attribution statement must appear as explained in Proper Trademark Use
  • the Logo Usage Guidelines are strictly observed
  • A copy of the use of the BH Trademarks is provided to the Trademark Supervisor within seven (7) days of its initial use, for example by sending a URL or other copy of such use

3. Proper Trademark Use

3.1. Trademark Usage Guidelines

Guideline

Use examples

When using the BH Trademarks you must provide the proper trademark symbols and a trademark attribution statement.

Acceptable: Use for the first instance of the BH Logo include the ® mark, and include the statement "The Black Horse logo trademark is the trademark of Black Horse Brewery South Africa."

Unacceptable: Never using the ® mark for BH Logo, nor a trademark statement per the guidelines.

Always distinguish trademarks from surrounding text with at least initial capital letters or in all capital letters.

Acceptable: Black Horse Brewery

Unacceptable: black horse

Never translate a trademark into another language.

Acceptable: N/A

Unacceptable: [Svart häst]

Never alter a trademark in any way including through unapproved fonts or visual identifiers.

Acceptable: Proper use of the BH Logo

Unacceptable: Putting a green hat on top of the BH Logo

Never use or register any trademarks that are confusingly similar to, or a play on, the BH or BH Logo.

Acceptable: N/A

Unacceptable: Dark Horse

Never combine your company name with the BH name or use the BH name in a way that it could be perceived that BH and your company have an organizational link such as a joint venture.

Acceptable: ABC sells Black Horse Beer.

Unacceptable: Black Horse Craft beer only available at ABC

Never use the BH Trademarks in a disparaging manner or that violates any federal, state, or international law.

Acceptable: N/A

Unacceptable: Cartoon character micturating on the BH Logo, applying BH Logo outside permitted uses

The BH Logo must be hyperlinked to http://www.blackhorse.co.za/, in contexts where such a hyperlink is technically feasible.

Acceptable: Hyperlinking the BH Logo where feasible

Unacceptable: Not hyperlinking the BH Logo where feasible

 

Except as prohibited by law, the person or entity who is using the BH Trademark under the terms of these Guidelines ("User") acknowledges that BH is the sole and exclusive owner of the BH Trademarks and agrees that it will do nothing inconsistent with such ownership either during the term of such use or afterwards. Specifically, User will take no action that will interfere with or diminish BH's right in the BH Trademarks. The User acknowledges that the BH Trademarks are valid under the applicable law and that User's utilization of the BH Trademarks will not create any right, title or interest in the BH Trademarks. The User agrees not to apply or assist any third party to register the BH Trademarks or a confusingly similar designation anywhere in the world. If any application for registration is or has been filed by or on behalf of User in any country and relates to any mark which, in the reasonable opinion of BH, is confusingly similar, deceptive or misleading with respect to, or dilutes or any way damages the BH Trademark, User shall, at BH's request, abandon all use of such mark, and any registration or application for registration thereof and shall reimburse BH for all costs and expenses of any opposition or related legal proceeding, including attorneys' fees, instigation by BH or its authorized representative. Upon the written statement that the User is not using the BH Trademarks in accordance with the Guidelines, within ten (10) days, User shall modify its use to comply with the Guidelines or cease using the BH Trademarks.

3.2. Logo Usage Guidelines

For more information about the requirements for logo size, appearance, placement, and other considerations, refer to the Logo Usage Guidelines for the BH Trademarks.