Following are the Logo Guidelines set forth by BMW AG and BMW NA and
currently in effect.
BMW of North America, Inc.
The purpose of the following information is to provide a clear
understanding of BMW AG's and BMW NA's position as it concerns the use of the BMW logo by authorized BMW clubs and to set forth legal guidelines for such use.
Under US trademark law, failure to protect a registered trademark can result in loss of either the value of the logo or loss of exclusive claim to it. Ways such a loss could occur include the unprotested use of the logo in combination with another distinctive by non-authorized symbol or the adding or deleting of a design element to or from the recognized logo.
In the past, this has been done with many Club logo designs.
It is important to understand that BMW not only has the right to insist on
cessation of trademark infringement, but, more inportantly, they have an
obligation under law to do so. BMW has no desire or intention to stop Clubs
from using the BMW logo, but must, under the law, describe the way in which
it can be used.
The BMW Roundel and the letters "BMW: (hereinafter also collectively
referred to as the "BMW logo") are registered trademarks owned by BMW AG
and can be used by only those authorized to do so by BMW AG. In the Untied
States, permission to use the BMW logo can only be granted by BMW NA. No
one is permitted to use the name BMW in an incorporated or business name
unless written permission has been given by BMW NA.
Only Clubs affiliated or associated with or recognized by the International
Council of BMW Clubs will be permitted to use the BMW logo, and then only
in accordance with the following:
The BMW logo may not be adapted, stylized or incorporated as apart of any
The BMW logo may appear on the club, chapter stationary and regalia only
separate and apart from the club/chapter logo. (For example, on stationery,
the chapter name and logo many appear on the top of the page, the BMW logo
in the lower left corner).
The letters "BMW" may not be joined with any other letters to form one
word. (For example, BMW CCA must include a space between BMW and CCA).
The letters should be written in Helvetica type characters).
Failure to comply with the guidelines set forth as stated will result in
In a unique, and in no way to be construed as a precedent for other club
logos, the BMW Car Club of America, Inc, will be permitted to retain the
use of its national club logo, the quartered United States map with black
cross beam and the letters BMW CCA within the cross beam. This applies to
the national club only. the design cannot be permitted for chapters.
All chapter or club logos should be submitted for approval to:
BMW Legal Department
BMW of North America, Inc.
P.O. Box 1227
Westwood, NJ 07675-1227