publish trademark policy 2.0

Based on legal advice from SPI lawyers at SFLC and discussion on
debian-project. For reference, most recent thread at the time of commit
is available at
https://lists.debian.org/debian-project/2013/01/msg00024.html

Thanks David Prévot for his feedback on markup and form.

CVS version numbers

english/trademark.wml: 1.22 -> 1.23

1 files changed, 163 insertions, 35 deletions

diff --git a/english/trademark.wml b/english/trademark.wml
index 5c4f8737687..1ebd0ebbf7c 100644
--- a/english/trademark.wml
+++ b/english/trademark.wml
@@ -1,6 +1,10 @@
-#use wml::debian::template title="Debian's Trademark"
+#use wml::debian::template title="Debian Trademarks"
+#use wml::debian::toc
 
-<h2>Trademark Licensing Policy</h2>
+<toc-display />
+
+
+<toc-add-entry name="trademarks">Trademarks</toc-add-entry>
 
 <p>Debian is committed to protect and ensure consistent usage of its trademark,
 logos, and styles and also make it easier for every <em>bonafide</em> user to
@@ -21,29 +25,141 @@ the 21st of December of 1999, but has been in use since August 1993. It is
 registered under the Nice Class 009: <q>Computer Utility and Operating System
 Software</q>.</p>
 
-<p>The current policy governing usage of the Debian trademark was <a
-href="http://lists.debian.org/debian-announce/debian-announce-1998/msg00006.html">announced</a>
-by Bruce Perens, Debian Project Leader, in 1998, and has been subsequently
-updated as follows:</p>
-
-<p>Debian's trademarks, service marks, logos, slogans and styles (<q>Debian
-trademarks</q>) are valuable assets that we need to protect.
-We allow all businesses to make reasonable use of the Debian trademarks.
-For example, if you make a CD of our Debian distribution, you can
-call that product <q>Debian</q>. If you want to use the name in some other way, you
-should ask us <strong>first</strong>.
-<br />
-To be fair to all businesses, we insist that no one other than the Debian
-project uses Debian trademarks in the name of the business, organization or
-domain name.</p>
-
-<p>For inquiries about the Debian trademarks, please contact
-<email "trademark@debian.org">. To request usage of Debian trademarks for
-purposes other than those allowed by the Debian trademark policy, please mail
+
+<toc-add-entry name="policy">Trademark Policy</toc-add-entry>
+
+<pre><code>Version: 2.0
+Published: 19 January 2013
+</code></pre>
+
+<p><a href="http://www.spi-inc.org/">Software in the Public Interest, Inc.</a>
+owns a number of trademarks in both word and logo form including brands,
+slogans, styles. This policy encompasses all marks, in word and logo form,
+collectively referred to as <q>Debian trademarks</q>. You can see a
+non-exhaustive list of Debian trademarks, including both registered and
+unregistered (but otherwise legally recognized) trademarks at our
+<a href="#trademarks">trademarks page</a>.</p>
+
+<p>The objective of this trademark policy is:</p>
+
+<ol>
+  <li>to encourage widespread use and adoption of the Debian trademarks,</li>
+  <li>to clarify proper usage of Debian trademarks by third parties,</li>
+  <li>to prevent misuse of Debian trademarks that can confuse or mislead users
+    with respect to Debian or its affiliates.</li>
+</ol>
+
+<p>Please note that it is not the goal of this policy to limit commercial
+activity around Debian. We encourage businesses to work on Debian while being
+compliant with this policy.</p>
+
+<p>Following are the guidelines for the proper use of Debian trademarks by
+publishers and other third parties. Any use of or reference to Debian
+trademarks that is inconsistent with these guidelines, or other unauthorized
+use of or reference to Debian trademarks, or use of marks that are confusingly
+similar to Debian trademarks, is prohibited and may violate Debian trademark
+rights.</p>
+
+<p>Any use of Debian trademarks in a misleading and false manner or in a manner
+that disparages Debian, such as untruthful advertising, is always
+prohibited.</p>
+
+
+<h3>When You Can Use the Debian Trademarks Without Asking Permission</h3>
+
+<ol>
+
+  <li>You can use Debian trademarks to make true factual statements about
+    Debian or communicate compatibility with your product truthfully.</li>
+
+  <li>Your intended use qualifies as "nominative fair use" of the Debian
+    trademarks, i.e., merely identifying that you are talking about Debian in a
+    text, without suggesting sponsorship or endorsement.</li>
+
+  <li>You can use Debian trademarks to describe or advertise your services
+    or products relating to Debian in a way that is not misleading.</li>
+
+  <li>You can use Debian trademarks to describe Debian in articles, titles
+    or blog posts.</li>
+
+  <li>You can make t-shirts, desktop wallpapers, caps, or other merchandise
+    with Debian trademarks for <em>non-commercial usage</em>.</li>
+
+  <li>You can also make merchandise with Debian trademarks
+      for <em>commercial usage</em>. In case of commercial usage, we recommend
+      that you truthfully advertise to customers which part of the selling
+      price, if any, will be donated to the Debian project. See
+      our <a href="$(HOME)/donations">donations page</a> for more information
+      on how to donate to the Debian project.</li>
+
+</ol>
+
+
+<h3>When You Can NEVER Use the Debian Trademarks Without Asking Permission</h3>
+
+<ol>
+
+  <li>You cannot use Debian trademarks in any way that suggests an
+    affiliation with or endorsement by the Debian project or community, if the
+    same is not true.</li>
+
+  <li>You cannot use Debian trademarks in a company or organization name or
+    as the name of a product or service.</li>
+
+  <li>You cannot use a name that is confusingly similar to Debian
+  trademarks.</li>
+
+  <li>You cannot use Debian trademarks in a domain name, with or without
+    commercial intent.</li>
+
+</ol>
+
+
+<h3>How to Use the Debian Trademarks</h3>
+
+<ol>
+
+  <li>Use the Debian trademarks in a manner that makes it clear that your
+    project is related to the Debian project, but that it is not part of
+    Debian, produced by the Debian project, or endorsed by the Debian
+    project.</li>
+
+  <li>Acknowledge Software in the Public Interest, Inc.'s ownership of the
+    Debian trademark prominently.</p>
+
+    <p><em>Example:</em></p>
+
+    <p>[TRADEMARK] is a (<q>registered,</q> if applicable) trademark owned by
+    Software in the Public Interest, Inc.</p>
+  </li>
+
+  <li>Include a disclaimer of sponsorship, affiliation, or endorsement by
+    Debian on your website and on all related printed materials.</p>
+
+    <p><em>Example:</em></p>
+
+    <p>X PROJECT is not affiliated with Debian. Debian is a registered
+    trademark owned by Software in the Public Interest, Inc.</p>
+  </li>
+
+  <li>Distinguish the Debian trademarks from the surrounding words by
+    italicizing, bolding or underlining it.</li>
+
+  <li>Use the Debian trademarks in their exact form, neither abbreviated or
+    hyphenated, nor combined with any other word or words.</li>
+
+  <li>Do not create acronyms using the Debian trademarks.</li>
+
+</ol>
+
+
+<h3>Permission To Use</h3>
+
+<p>When in doubt about the use of Debian trademarks, or to request permission
+for uses not allowed by this policy, please send an email to
 <a href="mailto:trademark@debian.org?subject=Trademark%20Use%20Request">\
-trademark@debian.org with subject <q>Trademark Use Request</q></a>; be
-sure to include the following information in the body of your message:
-</p>
+trademark@debian.org with subject <q>Trademark Use Request</q></a>; be sure to
+include the following information in the body of your message:</p>
 <ul>
 <li>Name of the User</li>
 <li>Name of the organization/project</li>
@@ -52,21 +168,33 @@ sure to include the following information in the body of your message:
 </ul>
 
 
-<h3>Work in Progress</h3>
+<h3>Newer Versions of this Policy</h3>
+
+<p>This policy may be revised from time to time and updated versions shall be
+available at <url http://www.debian.org/trademark>.</p>
+
+
+<h3>Guidelines for Using Logos</h3>
+
+<ul>
+
+  <li>Any scaling must retain the original proportions of the logo.
+
+  <li>Do not use the Debian logos as part of your company logo or product logo
+    or branding itself. It can be used as part of a page describing your
+    products or services.
+
+  <li>You need not ask us for permission to use logos on your own website
+    solely as a hyperlink to the Debian project website.
+
+</ul>
 
-<p>As <a
-href="http://lists.debian.org/debian-devel-announce/2011/08/msg00003.html">announced</a>
-by Stefano Zacchiroli, Debian Project Leader, in August 2011, the current
-Debian Trademark Policy is being reviewed, in collaboration with SPI and <a
-href="http://www.softwarefreedom.org">SFLC</a>.</p>
 
-<p>Previous drafts of a new trademark policy, by <a
-href="http://wiki.mako.cc/TrademarkFreedom">Benjamin Mako Hill</a> and <a
-href="http://wiki.debian.org/ProposedTrademarkPolicy">Branden Robinson</a> are
-available and are being used as basis for the forthcoming policy.</p>
+For any queries with respect to these guidelines, please send an email to
+<email "trademark@debian.org">.
 
 
-<h2>Organisations licensed to use the trademark</h2>
+<toc-add-entry name="licenses">Organisations Licensed to Use Debian Trademarks</toc-add-entry>
 
 <p>The following organisations have been licensed to use
 the Debian trademark through a License Agreement:</p>