Power Generation / Logo / GOEM Branding Guidelines

Applicable to all Regions (with the exception of India)

Key Initial Actions and Principles:

We have a clear commitment from Cummins Power Generation to manage Cummins brand standards and principles. We will develop a clear “s.m.a.r.t.” plan via the G-Drive council for the implementation and enforcement of the Cummins brand standards. It is key that we do not compromise our brand standards:

We shall take measures to ensure that (our customers) others shall not use the Cummins trademarks, trade names and logos on their products, nor on their literature, buildings or advertising without the consent of Cummins Inc. We agree to assist in enforcing the Cummins brand standards and to cease doing business with GOEMs who abuse such guidelines.

Our initial focus is to communicate with the GOEMs and educate them on our brand standards, followed closely by compliance and enforcement.

We apply the brand standards and principles globally – without compromise – for all Cummins GOEMs, irrespective of geographic location.

We will train our team, GOEMs and dealers on expectations for managing the Cummins brand standards and the process for reporting infringement.

Cummins Brand Standards for Generator New and Original Equipment Manufacturers

Cummins Inc. trademarks and trade names are extremely valuable because they represent the standards of excellence associated with the Cummins® brand. The goal of these standards is to establish a reference document to facilitate the consistent and correct use of Cummins trademarks and trade names by Generator New and Original Equipment Manufacturers (GOEMs).

A. Referencing the Cummins® Trademark in Text

The trademark “Cummins®” is synonymous with high-quality, reliable and dependable products and services. Throughout the world, thousands of products are produced every year under trademarks of Cummins Inc. Consequently, Cummins Inc. trademarks are extremely valuable because they represent the high level of quality associated with Cummins Inc.

Properly identify the brand of Cummins Inc. as a trademark in text: Cummins®

Follow this standard when referencing Cummins® branded offerings.

  • Follow this standard when referencing Cummins® brand engines referred to in the text of your materials.

  • Trademark registration symbols should be applied accordingly. See example below: Cummins® engine

  • Trademarks are used to describe a noun (“...a Cummins® engine”) and not as a noun (“...a Cummins®.”)

Proper usage of the Cummins® trademark in text

If you are using a Cummins® engine in your product and want to reference this fact, this section
addresses how to do this properly. Below are examples of how to and how not to use the trademark “Cummins®” in brochures, web sites, trade shows and other text.

Follow these standards when making reference to Cummins® brand products in the text in your
materials.

The Cummins® trademark identifies the origin of specific products and services as being from
Cummins Inc., so it is important to use only correct descriptors and markings in a way that does not create confusion or misunderstanding as to origin.

  • An engine manufactured by Cummins Inc. is properly referred to and labeled as a “Cummins® engine”

  • A generator set manufactured by Cummins Inc. is properly referred to and labeled as a “Cummins® genset”

  • A generator set manufactured by an entity other than Cummins Inc. is properly referred to and labeled as a “genset”

For instance, assemblers should not refer to applications, services or hardware that use Cummins® engines as being Cummins® products. If need be, they may be referred to by their relationship or content, including the Cummins® engine.

  • A generator set manufactured by Cummins Inc.. is properly referred to and labeled as a “Cummins® genset”

  • A generator set offered by an entity other than Cummins Inc. but that includes an authorized Cummins® engine may be referred to as a “genset powered by a Cummins® engine”

  • A generator set offered by ABC Company that includes an authorized Cummins® engine may be referred to as an “ABC® genset powered by a Cummins® engine”

Proper usage of the Cummins® and certification in text

  • The Cummins® trademark may be used only to identify products and services that are originated by Cummins Inc. or an authorized Cummins entity, as permitted expressly by Cummins Inc.

  • No markings that imply, state or suggest that a product is “certified” or “approved” by Cummins Inc. are permitted without an express license or contract from Cummins Inc.

  • Aggregating or assembling a product that includes a Cummins® component does not permit that assembling entity to label, imply or suggest that the final product is a Cummins® product or offering

Proper usage guidelines of “Cummins®” mark by others (non-Cummins Inc.)

Correct:

  • “powered by a Cummins® engine”

  • “equipped with a Cummins® engine”

  • “Cummins® engine powered Genset”

Incorrect:

  • “Cummins® Genset”

  • “Cummins® Series Genset”

  • “Cummins® Generator(s)”

  • “Cummins® authorized Genset(s)”

  • “Cummins® certified Genset(s)”

  • “Cummins® range of Genset(s)”

Proper usage guidelines of “Cummins®” mark by others (non-Cummins Inc.) – trademark notice

Use trademark notices

  • Include the following statement of Cummins Inc. ownership of the trademark on the bottom of the page of your documentation or advertisement
  • The ® symbol should appear adjacent to the most prominent use of Cummins in any printed material

“Cummins” is a trademark of Cummins Inc., registered in the U.S. and/or other countries

B. Referencing Cummins Trade Name in Text

The corporate name Cummins Inc. is synonymous with high-quality, reliable and dependable products and services. Consequently, the Cummins Inc. trade name is extremely valuable because it in part represents this high level of quality. (A trade name or corporate name is a name, surname or firm name used by a manufacturer or merchant to uniquely identify its legally constituted business or organization and distinguish it from all other business entities).

Properly identify the Cummins trade name in text: Cummins Inc.

When you are referencing the company or corporation Cummins Inc., this is often considered a trade name usage. In this case it is being used as a noun to name the company. Whenever you
refer to Cummins Inc. to name the company in your marketing materials you shall use the full description as follows:

“Cummins Inc.”

Proper usage of the Cummins Inc. trade name in text

Below is an example of how to properly use the trade name in text.

Example: “Cummins Inc. supplies reliable engines and Cummins Inc. has a vast service support network.”

Use Trade Name Notices

Include the following statement of Cummins trade name on the bottom of the page of your
documentation or advertisement. This should be placed adjacent to the most prominent use of the trade name in any printed material.

“Cummins is a trade name of Cummins Inc.”

C. Cummins Corporate “Logo” Trademark

  • The Cummins Logo and the Cummins Power Generation Logo trademarks (hereinafter referred to collectively as the Cummins Logos) are to be used exclusively by Cummins Inc. to identify Cummins® products or services. Use of Cummins Logos is confined to the logo decal supplied on the engine at time of original purchase
  • The Cummins Logos may only be used on products produced, manufactured and sold by Cummins Inc., its related companies and licensees
  • The Cummins Logos may not be applied to any goods, literature or advertising by OEMs without the express written permission from Cummins Inc.
  • Permission to use the Cummins logo is not implied simply because an OEM is selling Cummins® parts or using Cummins® engines in OEM-assembled gensets
  • OEMs must not use the Cummins Logo in brochures, web sites, products, packaging, facilities, trade shows and other text or literature without the express written permission
    from Cummins Inc.
  • The Cummins Logos may not be used in any OEM company name, product name, service name, domain name, web site title, publication title, or the like
  • The Cummins Logos may not be imitated or used as a design feature in any manner

D. Additional Guidelines for Advertising Collateral, Marketing and Product Packaging

  • Do not imitate Cummins logos, designs, trade dress or other elements of Cummins Inc. products and web sites in any of your materials, including advertising, product packaging, web sites and promotional materials
  • Do not use Cummins Inc. trademarks in any manner that expresses or implies Cummins Inc. affiliation, sponsorship, endorsement, certification, authorization or approval of your product or company
  • Do not place your company name, trademarks, service marks or product names next to (or combine them with) a Cummins Inc. trademark on packaging, collateral materials or advertisements
  • Adhere strictly to all guidelines issued by Cummins Inc. from time to time concerning the use of its names and marks
  • If requested, you must supply Cummins Inc. with samples of finished product and marketing materials containing Cummins trademarks prior to shipping
  • If you are aware of any trademark infringement actions that arise from your use or others’ use of Cummins Inc. trade names or trademarks, advise Cummins Inc. promptly

These logos may not be used in any way without the expressed written consent of Cummins Inc.

 

The following instructions apply only to those GOEMs authorized in writing by Cummins IP to use the Cummins logo

Cummins IP

  • Cummins Inc. develops, protects and enforces its intellectual property (patents, trademarks, etc.) relating to Cummins® technologies, offerings and services, such as engines
  • Select preapproved GOEMs may use the Cummins® trademark associated and defined with an identified Cummins® engine subject to specific agreement terms as provided by Cummins Power Generation from time to time
  • The right to use the Cummins® logo is revocable and limited for a specific purpose pursuant to the agreement terms
  • Absent written permission from Cummins Inc., GOEMs shall not use any intellectual property rights of Cummins Inc. or its affiliates, including marks or advertisements that may appear to or otherwise might trade off, be confused with or be similar in any manner to the commercial marks of Cummins Inc. and Cummins Power Generation

Certain General Terms of GOEM Limited-Use License

  • GOEM will neither register nor assist or induce another to use, promote or register any marks, trademarks, trade names, commercial advertisements or promotions, social or electronic presence, digital assets, etc., that may use or be confused with, suggestive of or similar to, in whole or in part, trademarks or business of Cummins Inc.
  • GOEM agrees to notify Cummins Power Generation of any perceived misuse, misappropriation, advertising, passing off, infringement or other unauthorized use of intellectual property of Cummins Inc.
  • Specific intellectual property of Cummins Inc. shall be identified in the license, and it shall be only that intellectual property that is subject to the limited license right, where the use shall be permitted subject to compliance with use and guideline policies
  • Specific limitations may be included, such as: (1) Literature – Use only for product marketing associated with “Powered by Cummins” message; (2) Themes of “Every”
    and “Dependability” may not be used by GOEM; (3) GOEM product marketing is limited to “Powered by Cummins” indication and marking; (4) web site; etc.
  • Any breach of GOEM obligations under the license, or failure to pass an audit, shall cause the license to be immediately revoked and the prior limited use of any permitted intellectual property of Cummins Inc. to cease immediately

Examples of Unauthorized GOEM Use of “C” Logo

  • Stationery
  • Signage
  • Flags
  • Merchandise – exceptions granted on a case-by-case basis with written approvals
  • Facilities – exterior and interior
  • Uniforms
  • Vehicles
  • Packaging
  • Product identification
  • Trade shows – exceptions for “Powered by” product boards

Additional Guidelines for Advertising Collateral and Marketing

  • Do not imitate Cummins logos, designs, trade dress or other elements of Cummins Inc.
  • products and web sites in any of your materials, including advertising, product packaging, web sites and promotional materials
  • Do not use Cummins Inc. trademarks in any manner that expresses or implies Cummins Inc. affiliation, sponsorship, endorsement, certification, authorization or approval of your product or company
  • Do not place your company name, trademarks, service marks or product names next to (or combine them with) a Cummins Inc. trademark on collateral materials or advertisements
  • Retain all trademark and trade name notices in your documentation, and update in a timely manner any changes Cummins Inc. makes to these notices
  • If requested, you must supply Cummins Inc. with samples of finished product marketing materials containing Cummins Inc. trademarks prior to shipping