Trademark Usage Guidelines

Trademark Usage Guidelines

Cention’s trademarks and brands are Cention intellectual property and are among our most valuable assets. In order to preserve and protect these brands, it is essential that they are used properly. Follow these Guidelines and our Brand Style Guide for using Cention’s trademarks and brands properly in all communications, documents, and electronic messages.

Cention is at the moment trademarked in EU, US, Malaysia and Philippines.

To inquire how Cention may be used, please contact us legal@cention.com

These Guidelines apply to Cention employees, customers, partners, licensees, outside suppliers and vendors, and other third parties. If you are a Licensee of a Cention trademark or logo, your license agreement may have particular usage guidelines different than provided here. If so, please follow the specific guidelines in your agreement. If you are a Licensee but have not been provided with special guidelines for usage of Cention brands, then these Guidelines apply to your usage of Cention brands.

You may reference Cention’s products and services using the Cention trademarks, so long as such references are: (1) truthful, fair, and not misleading, and (2) comply with these Guidelines, which may be modified from time to time by Cention in its sole discretion. The Cention trademarks and brands should never be used in a way that could cause anyone wrongly to believe that your products or services are offered, endorsed, or sponsored by Cention or any of its subsidiaries.

Specific Do’s and Dont’s

Cention Suppliers and Vendors

Please follow the specific trademark usage guidelines, if any, contained in your agreement with Cention. Use of Cention’s trademarks and brands must be explicitly approved by Cention Procurement and Branding. Please contact your Cention representative with any questions regarding the approval process.

Trademark Notices

Properly designate the status of Cention’s trademarks by using the correct trademark symbol (® or ™) reflecting Cention’s ownership of particular marks as set forth below. Also include an attribution of Cention’s ownership in the following format: “_______ is a trademark of Cention.”

  • In letters, memos, press releases, white papers, advertising, slides, foils, video, and other multimedia presentations:
    • Properly designate (with ® or ™) all of Cention’s trademarks at the most prominent use (usually a headline) and again on the first occurrence in copy; and
    • In the case of presentation graphics, trademarks should be designated with the proper trademark symbol on each page, slide, and foil.
  • In newsletters, magazines, and publications containing multiple articles:
    • Properly designate (with ® or ™) all of Cention’s trademarks on the first occurrence in the document, in headlines and on the first occurrence in every article in which they are used.
  • In brochures, annual/quarterly reports, books, technical documentation, and other bound documents:
    • Properly designate (with ® or ™) all of Cention’s trademarks on the first occurrence in the document, in headlines, and on the first occurrence in text.
  • In all charts or graphs, properly designate trademarks (with ® or ™).
  • On all packaging, always use the trademark symbol in every reference.

Trademarks are Singular Adjectives, Not Verbs and Should Not be Made Possessive

Use the Cention trademarks only as adjectives followed by the appropriate generic product or service noun describing the relevant product or service (e.g., “the Cention® help desk platform rocks”). Cention trademarks should not be used in plural or possessive form or as verbs.

References to Cention, Inc.

When Cention is used to refer to our company, Cention, rather than as a brand of product or services, then the rules for proper usage change slightly. Unlike trademarks, company names are proper nouns; they can be used in the possessive form and do not need to be followed by a generic term. Neither the ™ nor ® symbol should accompany references to Cention as a company. Example:

Correct: Cention is now offering its customers more choices than ever.

Incorrect: Cention® is now offering its customers more choices than ever.

Ownership Assertion

Do not assert rights over any Cention brand whether by incorporating a Cention brand into your own product or service names, trademarks, logos, company names, or domain names or seeking a trademark or domain name registration for any term that includes a Cention brand.

Cention Logo Use

Do not make unlicensed use of Cention logos, such as the O logo listed below. Third party use of Cention logos requires a license or written permission from Cention. If you are interested in obtaining a license to use a Cention trademark or logo, contact us to discuss your proposed use.

Style of Use

When using Cention’s trademarks: (i) follow the style and usage guidelines available in our Brand Style GuideBrand Style Guide; (ii) use our Logos exactly as they appear here, and do not alter or distort their appearance in any way, for example, by adding your own design elements or changing the font, colors, or size; (iii) allow for clear space around our Logo; and (iv) maintain the legibility of our Logos and keep them sharp, clear, and well-produced. When using our Word Marks, you may not change their appearance by abbreviating them, incorporating them into acronyms, changing their spelling, using them in parts, or using improper capitalization.

No Trademark Bidding

Unless expressly permitted in an agreement between you and Cention, you may not bid on a Cention trademark (or any variant or extension thereof) as a keyword on any search engine, or use a Cention trademark (or any variant or extension thereof) in any form of paid advertising including, but not limited to, paid social and display advertisements.

No Tarnishment

You may not use a Cention trademark in a disparaging or degrading manner.

Cention Logos

The following is an illustrative, non-exhaustive list of logos and trademarks owned by Cention. Because this list of logos and trademarks and their status could change over time, including as we add new products and services, please review this section in these Guidelines periodically. Please note that the absence of a product or service name or logo from the list below does not constitute a waiver of Cention’s trademark or other intellectual property rights in that name or logo.