Purpose
This policy is adopted by the American Veterinary Medical Association to establish clear written direction governing the use of the AVMA's several trademark assets. Written policy is necessary to communicate clearly to all members, staff, and the public the importance that the Association attaches to its trademark assets, to establish the acceptable purposes and methods for the use of AVMA's trademarks, and to protect the Association's investment in its trademarks and the substantial goodwill that accrues to the benefit of the Association through the use of its marks.

Definitions
A trademark is a word, symbol, design, combination of letters or numbers, or other device that identifies and distinguishes products or services in the marketplace. Trademarks may be referred to as trademarks or service marks. When used in relation to tangible products or any hard goods, it is referred to as a trademark. When used in relation to services or other intangibles, such as advertising, it is referred to as a service mark. It may also be referred to as a membership mark when used to denote membership in a group or organization.

In the United States, most trademarks are registered with the United States Patent and Trademark Office (USPTO). Trademarks may also be registered internationally. A registered trademark may be used only by, or with the permission of the registrant for the purposes or classes of use for which the trademark is registered.

AVMA Trademarks
The American Veterinary Medical Association has established several trademarks that identify the Association, its products and services, its sponsorship, and its members. The AVMA has registered those trademarks with the USPTO pursuant to the Trademark Act and the AVMA has exclusive control over the use of those trademarks. AVMA's registered marks include:

1. "American Veterinary Medical Association" ®
2. "AVMA" ®
3. "Journal of the American Veterinary Medical Association" ®
4. "Journal of the AVMA" ®
5. "JAVMA" ®
6. "American Journal of Veterinary Research" ®
7. "AJVR" ®
8. "Network of Animal Health" ®
9. "NOAH" ®
10. The AVMA Seal or Logo ®
11. The AVMA Symbol ®
12. The Stoplight Logo ®
13. Veterinary Medical Assistance Team ®
14. VMAT ®
15. Educational Commission for Foreign Veterinary Graduates ®
16. ECFVG ®
17. The ABVS Logo ®

The American Veterinary Medical Foundation has registered American Veterinary Medical Foundation ®, AVMF ®, and the AVMF Logo. They are administered by the AVMF subject to policies established by the AVMF Board of Directors, but AVMA staff, leaders, and members should be aware of their existence.

General AVMA Policy and Guidelines
Each AVMA trademark has a different purpose, and each is registered with the USPTO in specific categories of use. Therefore, separate policies apply to the use of each, and they will be discussed separately. However, the following general AVMA Trademark Policy is established. Adherence to this general policy and the specific policies for each mark will prevent misuse and abuse of the marks and ensure that they remain strong and valuable assets of the Association.

No AVMA marks shall be used by persons or organizations other than the AVMA without written license from the AVMA. The AVMA Emblem may be used by AVMA members as a membership mark without further written authority in the manner and according to the rules stated in the pertinent section below. The AVMA trademarks and service marks shall be used only on services provided by the AVMA or on products or services approved and licensed by the AVMA to be offered to its members or the public. It is improper to use an AVMA trademark on a product that is identified by a trademark owned by another and is intended for commercial sale to the public, except in conjunction with appropriate AVMA partnerships (see Guidelines for Corporate Partnerships). The name of an AVMA licensee may appear on packaging for authorized AVMA products, subject to the requirements set forth in the AVMA license and simply to indicate the name or mark of the licensee as the source of the product. With written permission, others may use an AVMA trademark in advertising that is approved by the AVMA to identify themselves as sponsors of AVMA programs: for example, "provided through an educational grant from (company)" However, such usage should not be the dominant use on the package.

The words American Veterinary Medical Association and all other AVMA trademarks are valuable assets of the AVMA. To preserve the integrity and trademark character of the AVMA marks, to discourage misuse, and to control future use, no person shall adopt or use any of the AVMA marks as part of its business name or on products or services offered for sale to AVMA members or to the public, without the express written permission and license of the AVMA. The AVMA trademark will not be used in conjunction with any commercial products in a manner that might be interpreted as indicating AVMA's endorsement of the product.

AVMA staff members should not use the AVMA name in any form, the AVMA telephone number, their AVMA job title, their AVMA employment status, or any other AVMA affiliation to further projects or promotions that are not sponsored by the AVMA, unless specific approval has been obtained from the Executive Board, Board of Governors, or the Executive Vice President.

AVMA Policies and Guidelines Specific to Each Mark
There are specific guidelines that apply to the use of each of the Association's marks. Adherence to these policies and guidelines will help to prevent misuse and abuse of the marks and help to assure that they remain strong and valuable assets of the AVMA.

1. "American Veterinary Medical Association" ®
   The phrase American Veterinary Medical Association is the name of the Association. It also is the trade name of the Association, identifies its business (e.g. on letterhead and envelopes), and serves as a trademark or service mark to identify the Association as the source of goods or services. The full name mark is to be used only by the Association.
   
   
2. "AVMA" ®
   The letter mark or acronym AVMA stands for the American Veterinary Medical Association. It also serves as a trademark or service mark to identify the Association as the source of goods or services. This mark is to be used only by the Association, and it is subject to the same protection and restrictions in its use as the full name mark.
   
   
3. "Journal of the American Veterinary Medical Association" ®
   The phrase Journal of the American Veterinary Medical Association is the name and trademark of a peer-reviewed AVMA publication that is directed to the majority of the members of the Association. The name mark identifies the publication and represents the quality of the publication and its articles. The mark may be used only by the Association, except others may use it to identify or refer to the publication by name or to describe any of its articles.
   
   
4. "Journal of the AVMA" ®
   The phrase Journal of the AVMA is an abbreviation of the full name mark Journal of the American Veterinary Medical Association above. It is registered with the USPTO and is subject to the same protection and restrictions in its use as the full name mark.
   
   
5. "JAVMA" ®
   The acronym JAVMA is an abbreviation of the full name mark Journal of the American Veterinary Medical Association. It is registered with the USPTO and is subject to the same protection and restrictions in its use as the full name mark.
   
   
6. "American Journal of Veterinary Research" ®
   The phrase American Journal of Veterinary Research is the name and trademark of a peer-reviewed AVMA publication that is directed to research workers in the veterinary profession. The name mark identifies the publication and represents the quality of the publication and its articles. The mark may be used only by the Association, except that others may use it to identify or refer to the publication or any of its articles.
   
   
7. "AJVR" ®
   The acronym AJVR is an abbreviation of the full name mark American Journal of Veterinary Research. It is registered with the USPTO and is subject to the same protection and restrictions in its use as the full name mark.
   
   
8. "Network of Animal Health" ®
   Network of Animal Health is the name and the trademark of an AVMA communication service; namely, the computer-based electronic communication and dissemination of animal and veterinary-related information and knowledge to and between veterinarians, other animal health organizations, and individuals. It is registered with the USPTO and may be used only by the Association for the above purpose.
   
   
9. "NOAH" ®
   The acronym NOAH is an abbreviation of the full name mark Network of Animal Health. It is registered with the USPTO and is subject to the same protection and restrictions in its use as the full name mark.
   
   
10. The AVMA Seal (or Logo)
    "The official seal of the Association Comprising the letter V super-imposed on the staff of Aesculapius encircled by the words American Veterinary Medical Association, and with a line encircling all of those elements, shall be registered with the U.S. Patent Office as a registered mark and shall be used by no other organization or individual without written permission of the Association" (AVMA Bylaws, Article X). The AVMA Seal was adopted by the Association in June 1970 by action of the AVMA House of Delegates in its approval of Resolution 7-1970.
    
    The Seal was first approved as a registered mark by the USPTO on November 21, 1972, and the registration has since been renewed periodically to maintain continual registration.
    
    The AVMA Seal or Logo may be used only by the AVMA or in conjunction with other associations or commercial firms when they are duly licensed. Use of the seal will be allowed only in connection with AVMA-authorized projects, programs, and printed matter. The Seal is not intended for use by individuals, members, or veterinary societies and groups. The Seal is registered for use as a trademark for printed publications, products, or video, audio, and electronic materials produced by the Association, and as a service mark for Association services and for educational purposes.
    
    
11. The AVMA Emblem or Symbol
    The AVMA emblem comprises the artwork embodied in the AVMA Seal, with or without a line encircling the elements, and without the words, American Veterinary Medical Association. The name American Veterinary Medical Association or the acronym AVMA may be used in conjunction with the Emblem in order to explain its meaning or to describe the membership status of the user. The AVMA emblem functions as a collective membership mark, to be used only by Active, Associate, Affiliate, and Honor Roll members of the Association to indicate their membership in the AVMA. It is also used as a trademark or service mark (depending on its use) to denote that the Association, or a party licensed by the Association, is the source of goods or services provided under the mark and is responsible for the content of publications that bear the Emblem. It may identify the AVMA as a sponsor of particular goods or services on which its use is authorized.
    
    Commercial firms and individuals who conduct business ventures will not be permitted to use the AVMA Emblem in designs or embellishments on labels, advertisements, or other materials that are designed to promote or identify commercial products, services, or printed matter other than those specifically licensed by the Association.
    
    
12. The Stoplight Logo
    The Stoplight Logo comprises artwork consisting of three circles with attached banners. The first circle is red (PMS 192) with an attached banner that reads: "Stop Pet Overpopulation;" the second circle is yellow (PMS 115) with an attached banner that reads: "Most Pets Should Never Be Bred;" and the third circle is green (PMS 3405) with an attached banner that reads: "Spay or Neuter: It's The Right Thing To Do." The logo is being registered as a service mark with the USPTO. Use of the Stoplight Logo is restricted to educational service uses that specifically promote the health care and control of pet populations. The AVMA encourages widespread use of the logo under license from the AVMA for the intended purposes. Groups that wish to use the logo must apply for and secure a license from the AVMA, limit the logo's usage to the specific use for which it is licensed, and recognize that all rights belong to the AVMA.
    
    
13. Veterinary Medical Assistance Team ®
    The phrase Veterinary Medical Assistance Team is the name and the trademark of teams that are organized and trained by the AVMA to provide disaster assistance and relief within their areas of expertise at the request of state or local government agencies.
    
    
14. VMAT®
    The acronym VMAT is an abbreviation of the full name mark Veterinary Medical Assistance Team. It is registered with the USPTO and is subject to the same protection and restrictions in its use as the full name mark.
    
    
15. Educational Commission for Foreign Veterinary Graduates ®
    The phrase Educational Commission for Foreign Veterinary Graduates is the name, trademark, and service mark of the program established by the AVMA in 1959 to assess the professional competence of foreign educated veterinarians in an advisory capacity to state veterinary licensing boards.
    
    
16. ECFVG®
    The acronym ECFVG is an abbreviation of the full name mark Educational Commission for Foreign Veterinary Graduates. It is registered with the USPTO and is subject to the same protection and restrictions in its use as the full name mark.
    
    
17. The ABVS Logo
    The ABVS Logo comprises artwork consisting of a shield with a banner above and banner below. Circling the shield are the words "American Board of Veterinary Specialties." Within the center of the shield is the AVMA Emblem with a microscope and two entwined stethoscopes on either side. The top banner contains the words "SERVING THE PUBLIC," and the bottom banner, the words "AND THE PROFESSION."
    
    The ABVS Logo is registered as a service or collective membership mark with the USPTO. Use of the ABVS Logo is restricted to the ABVS and AVMA-Recognized Veterinary Specialty Organizations (RVSOs) or Diplomates of an RVSO to indicate membership in an organization of veterinary medical professionals (ie, the ABVS or specific RVSO, respectively). Recognized Veterinary Specialty Organizations should submit written requests to the AVMA (c/o AVMA Executive Division) for use of the ABVS Logo on business cards, stationery, and forms; building signs; and promotional or informational materials and brochures, including direct mail, yellow pages, television, print, electronic mail, and internet websites, providing that all materials also bear the name of the individual RVSO. Diplomates should also submit written requests to the AVMA (c/o AVMA Executive Division) for use of the ABVS Logo on business cards, stationery, and forms; building signs; practice advertisements, promotional materials, and brochures, including direct mail, yellow pages, television, print, electronic mail, and internet websites; and client informational brochures, leaflets, and similar printed materials, providing that all materials also bear the name of the individual diplomate and the certifying RVSO. The ABVS Logo cannot be used to promote a commercial endeavor other than a diplomate's practice of veterinary medicine. The ® symbol should be placed as a subscript immediately adjacent to and following the ABVS Logo.
    
    
18. The COE Accreditation Logo
    The COE Accreditation Logo comprises a circle with the initials "COE" signifying the Council on Education across the center in large upper-case type and the initials "AVMA" in smaller type. These initials are flanked above and below with the word "ACCREDITED."
    
    The COE Accreditation Logo is trademarked as a service or collective membership mark. Use of the COE Accreditation Logo is restricted to the Council on Education of the AVMA, AVMA/Council on Education-accredited veterinary schools and colleges, and faculty members of such accredited schools and colleges. AVMA/Council on Education accredited veterinary schools and colleges should submit written requests to the AVMA (c/o AVMA Executive Division) for use of the COE Accreditation Logo on business cards, stationery, and forms; building signs; and promotional or informational materials and brochures, including direct mail, yellow pages, television, print, electronic mail, and internet websites, providing that all materials also bear the name and/or logo of the accredited school. Faculty members of COE-accredited schools and colleges should submit requests for use of the COE Accreditation Logo to the AVMA through the accredited school's administrative offices only. The COE Accreditation Logo cannot be used to promote a commercial endeavor other than the accredited veterinary school. The "TM" symbol should be placed as a subscript immediately adjacent to and following the COE Accreditation Logo.
    
    The COE Accreditation Logo cannot be used by schools, colleges, or programs that have applied for, but not yet received COE accreditation.
    
    
19. The CVTEA Accreditation Logo
    The CVTEA Accreditation Logo comprises a circle with the initials "CVTEA" signifying the Committee Veterinary Technician Education and Activities across the center in large upper-case type and the initials "AVMA" in smaller type. These initials are flanked above and below with the word "ACCREDITED."
    
    The CVTEA Accreditation Logo is trademarked as a service or collective membership mark. Use of the CVTEA Accreditation Logo is restricted to the Committee on Veterinary Technician Education and Activities of the AVMA, AVMA/ Committee on Veterinary Technician Education and Activities accredited veterinary technician and technology programs, and faculty members of such accredited programs. AVMA/ Committee on Veterinary Technician Education and Activities accredited programs should submit written requests to the AVMA (c/o AVMA Executive Division) for use of the CVTEA Accreditation Logo on business cards, stationery, and forms; building signs; and promotional or informational materials and brochures, including direct mail, yellow pages, television, print, electronic mail, and internet websites, providing that all materials also bear the name and/or logo of the accredited program. Faculty members of CVTEA-accredited programs should submit requests for use of the CVTEA Accreditation Logo to the AVMA through the accredited school's administrative offices only. The CVTEA Accreditation Logo cannot be used to promote a commercial endeavor other than the accredited veterinary technician or technology program. The "TM" symbol should be placed as a subscript immediately adjacent to and following the CVTEA Accreditation Logo.
    
    The CVTEA Accreditation Logo cannot be used by programs that have applied for, but not yet received CVTEA accreditation.

Use of the AVMA Emblem as a Membership Mark
As a membership mark, the Emblem may be used only by Active, Associate, Affiliate, and Honor Roll members of the AVMA to signify an approved membership status in the AVMA. Association members may use the AVMA Emblem without further written permission, on business cards, stationery, forms, building signs, plaques, office furniture, gifts for patients, practice advertisements and promotional materials and brochures, including direct mail, yellow pages, television, print, electronic mail, and internet websites, providing that the materials also bear the name of the individual member and the Emblem is not used to promote a commercial endeavor other than the member's practice of veterinary medicine. Members are permitted to use the Emblem as part of the design or logo on client informational brochures, leaflets, and similar printed materials. Members may also use the Emblem as an item of design, sculpture, or ornament intended for their use, provided that a sample is submitted to AVMA for examination, and approval or license is granted by the AVMA. The ® symbol should be placed as a subscript immediately adjacent to and following the Emblem.

Not-for-profit veterinary organizations, groups, or societies, all of whose U. S. resident members are under the umbrella of the Association, in the sole determination of the Association, may be licensed to use the Emblem as part of the design of their organizational printed matter and publications. Such organizations must submit the prescribed application for license, specifying the intended use of the Emblem for consideration by AVMA officials. Organizations that have been admitted to be represented in the AVMA House of Delegates are by reason of that status hereby licensed to use the Emblem in their organizational symbols, printed matter, and publications.

Use of the AVMA Emblem as a Trademark or Service Mark
Use of the AVMA Emblem as a trademark, in connection with goods or association services that are offered or used by state or regional veterinary associations or affiliate groups of Association members must be expressly licensed by the AVMA. Use of the Emblem as a service mark must also be licensed by the Association for use on seminar materials, brochures, advertising materials or other service-related purposes. The Emblem will not be licensed for or used in connection with political, legal policy, or similar statements. When licensed by the AVMA as a service mark, the Emblem may not be used on business cards, building signs, plaques, or other items, where its use might connote membership in, or endorsement by, the Association. It may not be used in conjunction with any commercial product or service in a manner that might imply endorsement by the Association.

All uses of the Emblem as a trademark or service mark must include the ® symbol as a subscript immediately adjacent to and following the Emblem, and licensees must include a statement that "The AVMA Emblem is a registered trademark of the American Veterinary Medical Association and is licensed for use by (user) ", or "The AVMA Emblem is a licensed trademark of the American Veterinary Medical Association." Use of the ® symbol helps to preserve the Association's rights in the federal registrations of its collective membership, trade, and service marks.

1. The notices of ownership and the registration symbol that are specified above must be used in all appearances of the Emblem.
2. The Emblem may not be modified in any manner, and no additional material or text except the above required notice should be immediately adjacent to the Emblem.
3. The Emblem must not dominate any advertisement in which it is used or in any way create the impression that the advertisement is sponsored or paid for by the American Veterinary Medical Association.
4. All users of the membership mark and service mark are strongly encouraged to reproduce notices that relate to the AVMA, using the same position, type style, and weight that is used by the organization as a whole.
5. All qualified users of the membership mark and licensees of the trademark or service mark must ensure that the Emblem is not placed on any item in such a manner as to give the appearance that the Emblem is owned or controlled by any entity other than the Association.
6. Any reproduction of the Emblem shall not be more than twice the size of the name of the qualified user of the membership mark or licensee of the trademark or service mark.

General Rules for the Use of any Trademark
Proper usage is the single most important aspect of trademark protection. If a trademark is used properly, it can remain indefinitely as the exclusive property of its owner. Rights that are acquired by registration are maintained through proper and continuous use of the trademark in commerce. Conversely, widespread misuse of a mark makes it difficult to enforce the exclusivity of the mark, and it may become generic. When a trademark becomes generic, it may be used by anyone, and it no longer distinguishes the trademark owner's products or services from those of other companies. For example, the names escalator and shredded wheat became generic and now identify the products, not the manufacturers or owners. To help protect their trademarks, trademark owners and their employees should observe the following important guidelines when using their trademarks in advertising, literature, displays, signs, product packaging, labels, business documents, and correspondence:

1. A trademark is a proper adjective, not a noun or verb. Always use the trademark as an adjective, followed by the generic name of the product or service. For example: "The AVMA online services are...."
   
   
2. Do not use a trademark as a plural or possessive form.
   
   
3. Use a trademark distinctively. Always write it in a manner that distinguishes the trademark from the rest of the text. Different formats are sometimes used to make the trademark more conspicuous than the generic name. For example: "The AVMA online services are...."
   
   
4. Use the trademark consistently. Do not use hyphenated variations or combine the mark with other words, because each deviation creates a new, different trademark.
   
   
5. Use proper notice of a trademark, and identify the trademark as registered or unregistered.
   1. Trademarks that are registered with the USPTO should be identified with the ® symbol.
   2. Unregistered trademarks should be followed by the letters "TM" or "SM" in superscript for words or in subscript for symbols or logos to indicate the owner's claim to exclusive use of the mark as a trademark or service mark, respectively. Use of the letters may be helpful in obtaining registration.
   3. Failure to use a registration notice on a registered trademark may result in lost benefits (i.e. the owner may not be able to sue successfully for past damages). Conversely, use of the registration symbol ® on an unregistered trademark may subject the user to a fine.

LOGO, INDICIA, NAME, TRADEMARKS, AND SERVICE MARKS, AVMA

Background: The caduceus was eliminated as the AVMA insignia, and the staff of Aesculapius (one serpent entwined about a rod), the true symbol representing the Father of Medicine, was adopted as the AVMA insignia. (HOD Resolution 7-1970) The approved AVMA insignia appeared on the cover, and events leading to its adoption were described in an editorial in the January 1, 1971 JAVMA. The design was approved as a registered mark by the U.S. Patent Office on November 21, 1972. The registration has since been renewed at required intervals.