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Apple Identity Guidelines for Channel A∑liates and Apple-Certified Individuals
March 2013
Apple trademarks
A trademark can be a name, a logo, or even a slogan—any word, symbol, or device used
to identify a company’s products or services and distinguish them from those of other
companies. Because trademarks are essential in building strong brands, they are extremely
valuable assets. It is important that you use Apple trademarks carefully to prevent
customer confusion about ownership and responsibility and to protect the valuable
investment Apple has made in its trademarks.
Apple requirements
Apple channel signatures as described in these guidelines cannot be used in any manner
that falsely suggests an association with Apple or is likely to reduce, diminish, or damage
the goodwill, value, or reputation associated with the Apple Retail Store or Apple itself.
Using Apple trademarks
When using Apple trademarks in headlines or text, always spell and capitalize them as
shown on the Apple trademark list at www.apple.com/legal/trademark/appletmlist.html.
For example, when using the name iPhone, iPad, or iPod, always typeset iPhone, iPad, or iPod
with a lowercase i and an uppercase P followed by lowercase letters. For iPod touch, always
set touch with a lowercase t. The name iPhone, iPad, or iPod should start with a lowercase i
even when it is the rst word in a sentence, paragraph, or title. Never set Mac in all capital
letters. Use an uppercase M followed by lowercase letters.
Do not translate any Apple trademark in headlines, body copy, or spoken communications.
Do not translate portions of the trademark, such as pad within iPad. Always use Apple
trademarks in English, even when they appear within text or spoken communications in a
language other than English. Do not render a trademark phonetically; do not transliterate
a trademark, such as using katakana in Japanese.
Using the name Apple
Never translate the name Apple. Typeset Apple in English even when it appears in headlines,
text, or spoken communications in a language other than English. The legal company name,
Apple Inc., is reserved for legal documents; in customer communications, simply use the
name Apple.
Using Apple Trademarks