Ace Identity Standards
Mark Usage Limitations
The following are examples of some of the uses of the Ace service marks and trademarks that ARE NOT authorized under the license held by an Ace retailer.
Retailers may not use any such mark or the word Ace as part of their corporate name or as part of the registered trade or commercial name adopted by them for identifying their business entity or any authorized Ace retail outlet operated by them unless such name also contains one or more other words clearly distinguishing it by family name or geographic location from Ace Hardware Corporation and from other authorized Ace stores.
Simply using Ace Hardware, Inc. or Ace Hardware Company, for example, are
not acceptable under this premise.
Examples of acceptable uses:
Smith’s Ace Hardware, Inc.
Ace Hardware Co. of Smithville
Smith Street Ace Hardware Company
Retailer Web sites
With the proliferation of web sites on the World Wide Web belonging to Ace retailers, the company has established the following guidelines to be followed in creating and registering Domain Names for a store’s URL.
■ The domain name cannot contain words that are offensive, inappropriate or otherwise detract from the high quality of Ace.
■ The domain name cannot be a registered Ace trademark without some other distinguishing words.
■ The domain name cannot contain a geographic name (e.g., city, state, county, country, or variation thereof).
Examples of acceptable applications include:
www.aceretailer/smith.com
www.smithsace.com
www.acehardware-smith.com
Ace retailers’ web sites should clearly identify themselves as a retailer’s web site, rather than an Ace corporate web site, and must be associated with the retailer’s Ace affiliated retail location. All uses of Ace’s trademarks must be in the form approved by Ace for use by retailers. If the web site offers products for sale online, it should contain a clear return policy and contact information including a phone number, so that consumers questions can be properly addressed.
The Ace marks and word “Ace” should not be accompanied by any other word or words which could tend to dilute the quality image of the Ace Hardware program and value of the marks which have been developed to identify it.
Examples of prohibited words are:
Warehouse
Discount Center
Bargain Center
Budget Center
Outlet
These words are a direct contradiction to Ace Hardware’s efforts in promoting high quality products, service and project advice to consumers, and should not be used in any form or combination.
The Ace marks and the word Ace are not to be used in connection with any business conducted by a retailer other than the business operated by the retailer at the location specified in the retailer’s membership or franchise agreement with Ace Hardware Corporation. They are not to be used to identify or promote the business of any separate segment of the retailer’s business operated as a division, subsidiary or other affiliate of the retailer at such location or any other location.
For example:
Ace Auto Parts Supply Co.
Ace Industrial Supply Company
Ace Equipment Rental
An Ace retailer has no authority to, and must refrain from authorizing or approving the use of the Ace marks or the word Ace by any other party; including, but not limited to, manufacturers and their representatives, suppliers, brokers or other retailers.
An Ace retailer has no authority to apply the Ace marks or the word Ace as a label for or on the packaging of ANY products.
■ The retailer may offer products bearing the name Ace or Ace Hardware or any other brand name belonging to Ace Hardware Corporation for sale only if the retailer has purchased them from Ace Hardware Corporation.
■ Also, a retailer may offer such a product for sale only at the location specified in the retailer’s Ace membership or franchise agreement.