Benchmark Trademark & Brand Guidelines

Thank you for helping us protect Benchmark’s trademarks and brand assets.

Benchmark’s trademarks and brand assets (“Brand Assets”) are a valuable reflection of the trust people place in our products and services. These guidelines outline how to use our Brand Assets properly. Use of Benchmark’s Brand Assets without explicit permission may violate trademark law.

1. What Are Our Brand Assets

Benchmark’s Brand Assets include (but are not limited to):

  • Trademarks, service marks, and trade names (registered or unregistered)

  • Logos, icons, product or app icons

  • Product, service, and feature names

  • Sounds, jingles, or audio marks

  • Fonts, typefaces, and distinctive visual designs associated with Benchmark

  • Trade dress, design elements, or styles that identify Benchmark products or services

All Brand Assets are proprietary to Benchmark and/or its affiliates and are protected under applicable intellectual property laws.

2. General Guidance

Permitted Uses

You may:

  • Accurately refer to Benchmark and its products or services by name in text.

  • Truthfully describe compatibility or interoperability (e.g., “works with Benchmark® systems”), provided it is clear Benchmark does not endorse your product.

  • Use Benchmark’s wordmarks in factual content such as news, reviews, or academic commentary.

  • Use appropriate trademark symbols (™ or ®) when referring to registered Benchmark marks.

Prohibited Uses

You may not:

  • Use Benchmark logos, icons, or other visual assets without written permission.

  • Alter or distort Benchmark marks (e.g., change colors, add graphics, abbreviate, animate).

  • Use Benchmark Brand Assets in your business, product, or domain name in a way that could imply affiliation.

  • Suggest sponsorship, partnership, or endorsement without an express license.

  • Use Benchmark trademarks as the dominant element in your marketing or branding.

  • Apply for registration of any marks or names similar to Benchmark’s.

3. USA Trademark Use

In the United States, Benchmark’s trademarks are protected under federal and state law, including the Lanham Act (15 U.S.C. §§ 1051 et seq.).

  • Use of ® is reserved for federally registered trademarks. ™ may be used for unregistered marks.

  • Improper or misleading use of Benchmark trademarks may result in liability under U.S. law, including claims for infringement, dilution, or unfair competition.

  • Benchmark actively monitors the U.S. market for misuse of its marks and will take legal action if necessary.

4. EU Trademark Use

In the European Union, Benchmark’s trademarks are protected under EUIPO (European Union Intellectual Property Office) regulations and national laws.

  • Benchmark’s registered EU trademarks must always appear with ® where applicable.

  • Misuse of Benchmark marks in the EU may constitute infringement, passing off, or unfair competition under EU law.

  • Comparative advertising using Benchmark’s trademarks must comply with Directive 2006/114/EC on misleading and comparative advertising.

  • Benchmark reserves the right to enforce its rights before EUIPO, national courts, or customs authorities across the EU.

5. Worldwide Trademark Use

Benchmark’s trademarks are protected globally under international treaties, including the Paris Convention and the Madrid Protocol, as well as local trademark registrations.

  • Rights may vary from country to country. Some jurisdictions require special notices or registrations.

  • You may not assume Benchmark’s trademarks are unprotected simply because a symbol (™ or ®) is absent.

  • In countries where Benchmark does not have a registered trademark, unregistered rights (via use and reputation) may still be enforceable under local unfair competition laws.

  • Benchmark cooperates with customs authorities worldwide to prevent the import/export of counterfeit or infringing goods.

6. Trademark List (Non-Exhaustive)

The following is a non-exhaustive list of Benchmark’s trademarks and service marks.
The absence of any mark from this list does not constitute a waiver of Benchmark’s rights in that mark.

  • Benchmark® – Core brand name

  • Broadlink™ – Telecommunications and fiber network solutions

  • SimpliSmart™ – In-home and small business technology services

  • mrk™ – Gaming PC and workstation brand

7. Correct vs. Incorrect Use of Brand Assets

Correct Use ✅

  • Text reference: “Our software is compatible with Benchmark® systems.”

  • Trademark notice: Always use ™ or ® where applicable.

  • Separation: Use Benchmark trademarks alongside your own brand name clearly (e.g., “XYZ App for Benchmark® SharePoint”).

  • Consistent styling: Use Benchmark marks exactly as provided, without modification.

Incorrect Use ❌

  • Logo alteration: Changing the color, shape, or proportion of the Benchmark logo.

  • Generic use: Using Benchmark as a verb (“We Benchmark your network”) or noun (“Install a Benchmark”).

  • Dominance: Placing the Benchmark logo larger than your own logo in marketing without permission.

  • Implied endorsement: “Official Benchmark partner” when you are not.

  • Domain misuse: Registering domains like benchmarkservices.com without authorization.

  • Combination marks: Merging Benchmark’s logo with your own to create a hybrid logo.

Tip: When in doubt, your brand should always be more prominent than Benchmark’s in your materials, unless you are an official licensed partner.

8. Legal Notice & Ownership

  • All rights in Benchmark’s Brand Assets are owned exclusively by Benchmark Technology Corporation and its affiliates.

  • Nothing in these Guidelines grants you ownership or rights in Benchmark trademarks, logos, or other Brand Assets.

  • Benchmark may update these Guidelines at any time and may revoke permission to use Brand Assets at its discretion.

9. Contact Us

For trademark questions, permissions, or approvals:

Benchmark Legal – Trademarks
3030 North Rocky Point Drive West
Tampa, FL 33607 USA
📧 trademarks@itsbenchmark.com
📞 877-327-6106