Trademarks

Protecting Our Brand

We all have a duty to protect the PURELL® brand and all of our marks. A trademark gives a company the right to exclude others from using similar marks in the marketplace that might confuse consumers.

Once a trademark is registered, users must protect it or risk losing it. If a mark is used improperly, it can evolve into the generic name of the product or service, thereby losing its distinguishing function. Former trademarks which became generic designations include:

 
 

linoleum
aspirin
trampoline
cellophane

escalator
kerosene
shredded wheat
dry ice

 

Using the ® Symbol

The ® signifies that PURELL is a registered trademark. All letters of the name PURELL must be capitalized in all instances. Users have two options when using the ® in print pieces. Either option must be used consistently. Superscript the ® and TM when possible.

  1. Use ® the first time the trademark appears on a page. In subsequent mentions of the PURELL name, do not utilize the ®

  2. Use ® across ALL mentions of the PURELL name

On webpages, always use ® across all mentions of the PURELL name.

Please note that users may not use the ® symbol in connection with trademarks that have not yet been registered. A trademark is registered when a company receives certificate of registration from the United States Patent and Trademark Office.

The ® may only be used next to a given trademark if the registration covers the exact good or service in question.

For a list of registered trademarks, please refer to the GOJO trademark list on the marketing services quick link at myGOJO.com.

 

Capitalization

To protect its trademarks, a company must determine ways to ensure that its brand names stand out from surrounding text. GOJO has chosen to distinguish the PURELL® mark by capitalizing (not bolding) its use in all written materials.

 

Use the PURELL® Brand as an Adjective

Always use the PURELL name as an adjective associated with a good or service. Because PURELL is an adjective, there are no instances when the word would be used in a possessive or plural context (e.g., “PURELL’s formulation” or “keep several PURELLS handy”).

Correct Use:

  • PURELL® Advanced Hand Sanitizer kills germs on hands. (PURELL® as an adjective)

Incorrect Use:

  • PURELL® combines scientific expertise with real-world application. (PURELL® as a noun)

  • PURELL® kills germs on hands. (PURELL® used as a noun)

  • I PURELL® my hands because it kills the germs. (PURELL® used as a verb)