Logo and Trademark Guidelines

Our business partners and other third parties have a limited license to use our trademarks and logos but must follow the guidelines provided on this page.

Adaptavist Logo

As the key graphic used to represent our company, it is a highly important item of intellectual property and should only be used if you have obtained prior written permission from Adaptavist.com Ltd.

The “Adaptavist” logo has been designed to allow simple construction whilst retaining a high degree of flexibility in terms of size, colour and background.

Margins and Padding

The logo must be at least 8 pixels from the edge of any borders or containing area and at least 20 pixels away from any other non-Adaptavist logos or trademarks. A clear visual distinction must be made that the Adaptavist logo is not in any way associated with any other company logo or trademark.

Rules of Proper Trademark Use

Adaptavist.com Ltd. has a number of products and services, each having their own associated names and trademarks. These names and trademarks are important items of intellectual property and as such you must obtain prior written permission from Adaptavist.com Ltd. before using them.

Graphical Logos

Our graphical logos should be used in a manner consitent with the guidelines for our company logo (see “Adaptavist Logo” above).

The rest of this section relates specifically to text-only usage of the names and trademarks.

Shorthand Names

Most Adaptavist products and services have a two-part name, for example Theme Builder or Confluence Support. When the name is used in a prominent location, such as a heading or subject, both parts must be used. When the name is used within a paragraph of text, a shortened version consisting of just the second part of the name can be used.

When using the shorthand version of the name, the full name must have been used previously on the same page or in a prominent location within the same document.

Use Adaptavist Trademarks as Adjectives, Never as Nouns.

Please follow every Adaptavist trademark with an appropriate noun consisting of the Adaptavist product or service that is branded with the mark. Adaptavist trademarks are adjectives and may not be used as nouns, or alone as a shorthand way of identifying a product or service. The Adaptavist trademark should be used as an adjective describing a product or service of Adaptavist.com Ltd.

Some examples of correct nouns to use with Adaptavist trademarks:

  • Theme BuilderTM plugin
  • Community BubblesTM plugin
  • Shared HostingSM service / package
  • Dedicated HostingSM service / solution
  • Remote HostingSM service / contract
  • Confluence SupportSM contract
  • Bespoke SolutionsSM service
  • Packaged SolutionsSM service / bundle
  • Adaptavist PartnerSM programme / network
  • Adaptavist AgentSM programme / network / member

The only exception to this Usage Requirement is when the “Adaptavist” or “Adaptavist.com” names are used as shorthand references to Adaptavist.com Ltd. (see “Company Name Use” later).

No Possessives, Plurals, Verbs or Puns.

Adaptavist works hard to build customer goodwill, and it uses its trademarks to harness that goodwill. Please use the marks as they are designed and intended. Since a trademark is not a noun, it must never be used in possessive or plural forms, and should never be used as a verb or a pun.

Company Name Use

The “Adaptavist” name is not only a trademark used to identify our products and services, it also serves as a shorthand reference to our company name (Adaptavist.com Limited). When using the “Adaptavist” name as a reference to the company, “Adaptavist” may be used as a noun and no TM symbol is needed. For example, the sentence “Adaptavist has announced a new range of BuilderTM plugin features” would be an appropriate use.

When the company name appears in addreses, contracts, copyright or trademark legends, it must be in it’s full form, i.e. “Adaptavist.com Ltd.” or “Adaptavist.com Limited”.

Proper Trademark Attribution: Symbols and Legends.

Trademark ownership is attributed in two ways, with the use of a trademark symbol (TM or ® ) after the trademark, and with a trademark legend, usually found at the end of a document in legible text following the copyright notice. Remember, mere inclusion of a trademark symbol and legend does not entitle you to use an Adaptavist trademark! For information on how to properly use an Adaptavist trademark in association with a non-Adaptavist product or service, please see “Use of Adaptavist Trademarks with Non-Adaptavist Goods or Services” later.

Trademark Symbols:

Assuming you are permitted to use an Adaptavist trademark, please make sure to attribute the mark with the proper symbol. Always use the ® symbol with the Adaptavist logo. For all other Adaptavist trademarks, do not use the ® symbol, but instead use the symbol for products (TM) or the symbol for services (SM). The symbol should ideally be placed immediately after the trademark in superscript or in parenthetical form, such as TM , (TM), SM , (SM), etc. Trademark symbols should be used on Adaptavist trademarks as follows:

  • On products, product labels, and packaging, use an appropriate symbol in each prominent use of the trademark.
  • In every other context, use an appropriate symbol in both the first prominent use of the trademark (in headlines, banners, etc.) and in the first use in the text of body copy.
  • Always use the appropriate symbol incorporated into any of Adaptavist’s logos.

Trademark Legends:

The trademark legend is the legal text that identifies Adaptavist’s trademarks. The legend should be printed in legible type and in a location typically used for copyright and other legal notices. For example, the legend may be printed at the end of a document, on the back of a package, on the front cover of documentation, on a product’s “About” page, or on the bottom of a web page.

Unless you have an agreement with Adaptavist that indicates otherwise, use the standard Adaptavist legend in any material referencing more than one Adaptavist trademark. Parties other than Adaptavist may instead use the abbreviated Adaptavist legend. Please note that third party licensees will often be legally obligated by license to use an Adaptavist trademark legend that also indicates that the Adaptavist trademarks are used under license.

If you are required to state that you are using logos or trademarks under license, the following text should be added to the end of the legend:

Additional Legend Text

“These logos and trademarks are used under license of Adaptavist.com Ltd.”

Use of Adaptavist Logos

General Rule: Do Not Assume You are Permitted to Use Adaptavist Logos.

Except as specifically provided by license or other agreement with Adaptavist, third parties may not use any Adaptavist logo for any purpose. Even when accurately describing a relationship with Adaptavist or support of Adaptavist’s technology, third parties should not use an Adaptavist logo in the absence of an agreement. This includes all product and service logos as well as the Adaptavist corporate logo.

Adaptavist Logos You Can Use.

Adaptavist does have several logo programs granting third parties permission to use an Adaptavist logo. For instance, Adaptavist maintains logo programs to indicate technological compatibility, conformance to specific requirements, membership in programs, alliances with Adaptavist, etc. Third parties may not use these logos without a specific agreement to do so.

No Re-Logoing, Co-Logoing, or Logo Removal.

Resellers of Adaptavist products and/or services may never alter or modify the Adaptavist corporate logo or Adaptavist trademarks that are affixed to or appear on the Adaptavist products they resell. Similarly, re-logoing (replacing an Adaptavist trademark with the reseller’s logo or mark) and co-logoing (adding the reseller’s logo or mark to the Adaptavist product or service) are not permitted in the absence of a written agreement with Adaptavist.

Use of Adaptavist Trade Dress by Third Parties Prohibited.

Third parties generally are prohibited from using Adaptavist trade dress for their own products, including any of the distinctive ornamental features of Adaptavist products and packaging without prior written agreement with Adaptavist.

Promptly Report Suspected Infringements.

Please report any infringement of Adaptavist trademarks or trade dress to trademarks@adaptavist.com. Please provide as much detail as possible regarding the identity of the possible infringer and well as the suspected infringing use.

Use of Adaptavist Trademarks with Non-Adaptavist Goods or Services

Only certain, approved uses of Adaptavist trademarks may be made by Adaptavist business allies, licensees, and other third parties. In addition to the other provisions set forth in these Usage Requirements, the following rules apply to any use of an Adaptavist trademark or logo in association with a third party product or service.

No Use of Adaptavist Marks in Non-Adaptavist Company, Product, or Service Names.

Unless a third party enters into a written agreement with Adaptavist, third parties generally may not use any Adaptavist trademark as all or part of their company or product names.

Do Not Adopt Any Marks or Names that are Similar to an Adaptavist Trademark.

Unauthorized use of Adaptavist trademarks or of marks that are confusingly similar to Adaptavist trademarks may constitute an infringement of Adaptavist’s trademark rights.

Proper Descriptions of Non-Adaptavist Products and Services

While a third party is not permitted to incorporate an Adaptavist trademark into the name of its product or service, it can truthfully and fairly describe its products by referencing their relationship to Adaptavist’s products and services. For example, to indicate that a third-party product is intended for use with Adaptavist technology, a third party may use a descriptive phrase (sometimes called a “tagline”) that truthfully states this fact.

A descriptive phrase using an Adaptavist trademark must meet the following additional requirements:

  1. Accuracy: The descriptive phrase must be accurate and not misleading.
  2. Relationship to Adaptavist: Adaptavist trademarks may not be used in a manner that will cause potential confusion about the relationship between Adaptavist and the third party product or service, for example, implying sponsorship or endorsement by Adaptavist that does not in fact exist.
  3. Compatibility or Conformance to Published Specification: Adaptavist trademarks may not be used in a manner that improperly or inaccurately implies compatibility or conformance to any Adaptavist specification or platform. However, if a third party product fully conforms to Adaptavist’s published specifications for one of our technologies the third party may use an appropriate descriptive phrase to reference or identify that fact.
  4. Prominence: When using a descriptive phrase such as “for the BuilderTM plugin” to indicate that the product is for use with Adaptavist systems, the third party’s own product and company names must be displayed much more prominently than any Adaptavist trademark referenced so that the source of the third party product is clear.
  5. Proper Use of Symbols and Legends: Descriptive phrases should properly attribute the trademark with an appropriate symbol and legend as described in Special Giudelines section below.
  6. Do Not Attempt to Claim Rights in Adaptavist Trademarks: Third parties may not state or suggest that they have, or are claiming rights, in any Adaptavist trademark.

Special Guidelines for Descriptive Use of Adaptavist Trademarks in the Titles of Books, Magazines, Articles, e-zines, Educational Seminars, User Groups, Trade Shows, Conferences, and Expos.

Ordinarily, our Usage Requirements do not permit third parties to use Adaptavist trademarks in the name of a third party product or service. However, third parties may do so in the limited descriptive fashion described below.


As a technological innovator, Adaptavist expects that the community of developers, businesses, and other innovators will seek out and share information about Adaptavist technologies. Adaptavist’s trademarks will often be a natural part of these discussions. To facilitate this discussion, Adaptavist has set forth these guidelines for the use of Adaptavist’s trademarks in the titles of:

  • Books, Magazines, e-zines, and other publications;
  • Educational seminars;
  • User groups;
  • Trade Shows, Conferences, and Expos;


These guidelines apply only to word marks, they do not apply to logos.

Make the Source Clear

When third parties use Adaptavist trademarks, they must do so in a manner that does not create potential confusion over the source of any products or services. Customers must not be given the impression that Adaptavist is the source of a third party publication, educational seminar, user group, trade show, conference, or expo.

  • Adaptavist Trademarks Must Refer to Adaptavist Products or Services. When used in the title of a seminar, for example, the use of an Adaptavist trademark must be to describe the Adaptavist product or service, not the seminar.
  • Third Party Name Must be More Prominent Than Adaptavist Trademark. The company name and logo of the third party should appear in a prominent location on all materials relating to the publication, educational seminar, trade show, conference or expo.
  • Use of Legend. If an Adaptavist trademark is used in the title of a publication, educational seminar, user group, trade show, conference, or expo, a trademark attribution legend should be used in the following form in the legal notices and publication block (if a magazine) and on all related materials referencing the Adaptavist trademark:

Spacing and Formatting

The following spacing and formatting rules apply to the use of an Adaptavist trademark in the title of a publication, educational seminar, user group, trade show, conference, or expo.

  • Publications and User Groups. A space must separate the Adaptavist mark from the rest of the title.
  • Trade Shows, Seminars, Conferences, and Expos. Unless Adaptavist is sponsoring your show or conference and you have entered into a written sponsorship agreement with Adaptavist that provides to the contrary, the name of any trade show, seminar, conference or exposition concerning an Adaptavist product, service or technology should begin with the producer’s or sponsor’s brand or name.

Follow All of the Ordinary Trademark Rules

Except as outlined in this Special Guidelines section, these Usage Requirements apply to all third-party publications, educational seminars, trade shows, conferences or expos.

Some Important Pitfalls to Avoid

  • Do not use any of Adaptavist’s logos.
  • Do not do anything that might be understood to suggest association with or sponsorship by Adaptavist. (See Usage Requirement section).
  • Do not attempt to claim or establish trademark rights in the title. Since the above descriptive uses of Adaptavist trademarks are intended merely as a reference to Adaptavist’s products and technologies (and not as a trademark use or form of branding your own products and services with Adaptavist’s marks), you may not attempt to claim or establish trademark rights in the Adaptavist trademark portions of the name or title of your publication, seminar, user group, conference, trade show, or exposition. Do not register or use the entire name or title as a trademark, service mark, trade name or DBA (doing business as) name.

Permitted Descriptive Use of the Adaptavist Trademarks on Web Sites and Domain Names.

Third parties are permitted to use Adaptavist trademarks on web sites or in domain names as long as:

  • The content of the website meets all of these Usage Requirements;
  • The use of the domain name is not misleading or likely to cause confusion;

The use must also meet the following additional standards:

  • The principal or secondary level domain name of the third party should not be identical or virtually identical to any Adaptavist trademark, since this is likely to cause customer confusion or imply that the web site is affiliated with or sponsored by Adaptavist.
  • The web site owner should not use an Adaptavist trademark in his or her company name, product names, or service names. Thus, if the domain contains an Adaptavist trademark, that domain should not also be a company or product name.
  • The web site owner should not register the domain name as a trademark or service mark and should not claim any trademark or similar proprietary rights in the domain name.
  • The web site should display a legal notice (a link is okay) that contains the following legend:

“[Insert Adaptavist trademark] is a trademark or registered trademark of Adaptavist.com Ltd. in the United Kingdom and other countries. [Insert website owner name] is independent of Adaptavist.com Ltd.”

  • The web site must otherwise comply with domain name registry policies and current laws regarding trademark infringement and dilution.