I would encourage everyone to pay close attention to their use of the REALTOR logo and trademark. Find a copy of the use abbreviated below. Google has been inconsistent with me on various ads that I have attempted to place and dissaproved them based on their capitalization rules. If everyone would use the MARK properly, perhaps I wouldn't (or perhaps YOU wouldn't have this issue again!
I only included the part 1 portion of from the NAR trademark policy to be a little brief, but familiarize yourself and be diligent in the proper use on your advertising and anywhere you use the MARK.
In scanning through the internet and even in my local paper, there are many instances of incorrect use and while there may not be any "trademark police" roaming around, we are all expected to follow the rules. As to the Code of Ethics and the Standard of Practice, you will find an easy explanation and expectation that we REALTORS adhere to!
Part One - Overview
I. Introduction
A. Trademarks in General
To understand this Manual and the guidelines and policies set forth in the pages which follow, it is NOT necessary for the reader to be familiar with the laws governing the registration and use of trademarks, service marks, certification marks or collective marks. It is NOT necessary for the reader even to be able to distinguish the various types of marks. It will suffice to know what a trademark is; what function it is designed to perform; and for whom.
Trademarks are nothing more than unique terms, symbols or combinations of terms and symbols that communicate some specific message to the public. The term "COKE", for example, is a trademark which identifies for the public a specific soft drink produced by The Coca-Cola Company. The term "AAMCO" is a service mark which identifies a specific provider of transmission repair services and distinguishes that service provider from all others. Over time, marks like those mentioned become associated with standards of quality or care and the public looks upon such marks as guarantees of repeated quality or care.
History teaches that trademarks not properly protected are soon lost forever. Many of the words we use in our everyday speech were once valuable trademarks and could have been maintained as such had they been properly promoted and protected. The words "escalator" and "aspirin" were once valuable trademarks, but for lack of vigilance, care and public promotion, lost their distinctive protectable qualities and are now words of ordinary use. Preservation of trademarks requires that they be used only in their trademark sense, that they be distinguished from words of ordinary use by the use of capital letters and the registration symbol "®" and that an appropriate program governing their use only in accordance with certain standards of quality or care as to the products or services or qualifications of their users be developed and carefully followed.
B. The MARKS: REALTOR®; REALTORS®; REALTOR-ASSOCIATE®; and, the REALTOR® Logo
The National Association is the proud owner of numerous marks including but not limited to the terms REALTOR®, REALTOR-ASSOCIATE®, REALTORS®, the REALTOR® Logo and the Block "R" mark (which may be referred to collectively as the "MARKS").
The Marks are collective membership marks which serve to identify Members of the National Association and distinguish them from non-members*. Since 1916, when the unique term REALTOR® was first "coined" or "invented", the public has come to recognize those who use the MARKS as Members of the NATIONAL ASSOCIATION OF REALTORS® and, as such, providers of real estate related services consistent with a strict Code of Ethics and the highest standards of professionalism. Member Boards**, through their use of the MARKS, are recognized as Member organizations.
Members are licensed by the National Association to use one or more of the MARKS in connection with or in reference to themselves and their real estate businesses.
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