Logo/Usage

The Natural Stone Council (NSC) as a non-profit is hereby referred to as the “licensor.” The materials that are the subject of this agreement shall consist of the Genuine Stone® name and Logo which are registered trademarks of the NSC. The licensee must meet all of the qualifications as outlined in the NSC Industry Wide Guidelines.

NSC Industry Wide Guidelines

  • Only companies or associations within the stone industry, who quarry, fabricate, distribute, sell or install natural stone products, or companies that provide equipment or services that support the quarry, fabrication or installation of natural stone products may use the Logo.
  • Users of the Genuine Stone® Logo (as set forth in the Style Guide) must be a member of a contributing association that supports the Natural Stone Council or be a direct contributor to the Natural Stone Council.
  • A licensing agreement provided by the Natural Stone Council must be signed and returned to the Council in order to use the Genuine Stone® Logo.
  • The Genuine Stone® Logo must be used in a manner consistent with the Brand Usage Guidelines distributed by the Natural Stone Council.
  • All requests to use the Genuine Stone® Logo must be approved by the Executive Director of the Natural Stone Council or another NSC designee.
  • The NSC legal team will take prompt and appropriate action upon finding any unauthorized use of the Logo.
  • No user is allowed to incorporate the Genuine Stone® Logo into its product, logo or name.
  • The Genuine Stone® Logo should not be altered in any manner that deviates from the NSC style guide.
  • A company is not allowed to use the Genuine Stone® Logo in any manner that may cast the brand in a negative light as determined by the judgment of the Natural Stone Council.
  • The style guide, brand usage guidelines and all logo formats and sizes are accessible from the NSC website at www.naturalstonecouncil.org or www.genuinestone.org.
  • For additional information please contact the NSC at info@genuinestone.org

 Definitions

1. Natural Stone Council – A collaboration of businesses and trade associations that have joined forces to promote the use of natural stone in commercial, residential, government, institutional, educational and all types of applications interior and exterior. By pooling resources under the Genuine Stone brand name and logo, our goal is to increase the understanding of, preference for and consumption of natural stone.

2. Natural Stone – A naturally occurring material that can only be formed by three types of geologic processes, igneous or solidification from a molten state, sedimentation and metamorphism. Natural stone created through these processes are known as igneous rocks, sedimentary rocks or metamorphic rocks.

Natural stone is harvested from its original place of deposition in the earth, then cut and machined into final products without alteration to the internal fabric of the material. Common types of natural stone are granite, marble, limestone, travertine, slate, sandstone, onyx, soapstone, etc.

Natural stone can be processed for construction applications, and is often available in various formats, including slabs, tile, flagstone, rubble stone, ashlar veneer, gravel, etc

Materials can be applied to natural stone to enhance or preserve naturally occurring distinctiveness within the stone; however the natural stone material as created by nature remains identifiable.

3. The Genuine Stone Brand – An image or expression associated with the product of 100% natural stone. The Genuine Stone® Logo represents and should only be associated with the Genuine Stone brand.

The licensor hereby agrees to provide to the licensee permission to use the name and logo. Licensee must use the name and logo in a manner consistent with the defined parameters with this agreement.

Licensor hereby grants to Licensee non-exclusive use of the licensed materials and the right to provide the licensed materials to any authorized users in accordance with this agreement.

Scope of License

Licensee agrees to adhere to the parameters outlined within the Natural Stone Council’s Brand Usage Guidelines.

Brand Usage Guidelines

  In order to enhance the Natural Stone Council’s investment in the Genuine Stone® brand, to protect its value, and to strengthen its message that Genuine Stone is one of a kind, it is important to use the brand in a consistent manner. The content below provides guidelines for using the Genuine Stone brand for marketing purposes. These guidelines apply to any person or company authorized by the Natural Stone Council (NSC) to use the Genuine Stone name and Logo.

General Information

  • To prevent confusion, it is not recommended that one use the Genuine Stone Logo and the Natural Stone Council logo interchangeably. Instead, a suggestion might be to replace the NSC logo with the words: The Genuine Stone brand is a trademark of the Natural Stone Council.
  • Do not incorporate the Genuine Stone name and/or Logo into your own product name, logo or company name, and do not create brand logos that are confusingly similar to the Genuine Stone Logo.
  • All use of the Genuine Stone name and Logo must be approved by the NSC prior to printing or publication.
  • When using the brand name or logo, the overall message must reflect the Genuine Stone branding mission: to promote the understanding of, preference for and consumption of natural stone.
  • The registration symbol must accompany the words Genuine Stone and the Logo in all instances. And where possible, should be accompanied by the words: Genuine Stone® and the Genuine Stone Logo are trademarks of the Natural Stone Council.
  • Please refer to the Genuine Stone Style Guide for specific instruction on logo reproduction (i.e.: size, color and style).
  • Displaying the Genuine Stone Logo in a manner that suggests the registration is part of your company name is prohibited.The Genuine Stone Logo should be used in a manner that distinguishes it from other logos.
  • The Natural Stone Council periodically reviews the use of the Genuine Stone Logo by its licensees and reserves the right to cancel any license where the licensee is not following the Industry Guidelines, Brand Usage Guidelines and/or the Style Guide.

Brand Usage Guidelines

In order to enhance the Natural Stone Council’s investment in the Genuine Stone® brand, to protect its value, and to strengthen its message that Genuine Stone is one of a kind, it is important to use the brand in a consistent manner. The content below provides guidelines for using the Genuine Stone brand for marketing purposes. These guidelines apply to any person or company authorized by the Natural Stone Council (NSC) to use the Genuine Stone name and Logo.

General Information

  • To prevent confusion, it is not recommended that one use the Genuine Stone Logo and the Natural Stone Council logo interchangeably. One suggestion might be to replace the NSC logo with the words: The Genuine Stone brand is a trademark of the Natural Stone Council.
  • Do not incorporate the Genuine Stone name and/or Logo into your own product name, logo or company name, and do not create brand logos that are confusingly similar to the Genuine Stone Logo.
  • All use of the Genuine Stone name and Logo must be approved by the NSC prior to printing or publication.
  • When using the brand name or logo, the overall message must reflect the Genuine Stone branding mission: to promote the understanding of, preference for and consumption of natural stone.
  • The registration symbol must accompany the words Genuine Stone and the Logo in all instances. And where possible, should be accompanied by the words: Genuine Stone® and the Genuine Stone Logo are trademarks of the Natural Stone Council.
  • Please refer to the Genuine Stone Style Guide for specific instruction on logo reproduction (i.e.: size, color and style).
  • Displaying the Genuine Stone Logo in a manner that suggests the registration is part of your company name is prohibited. The Genuine Stone Logo should be used in a manner that distinguishes it from other logos.
  • The Natural Stone Council periodically reviews the use of the Genuine Stone Logo by its licensees and reserves the right to cancel any license where the licensee is not following the Industry Guidelines, Brand Usage Guidelines and/or the Style Guide.

Using the Genuine Stone® Brand in Copy

  1. Use of the trademark must always be accompanied by the ® mark in superscript.
  2. You may not use phrases like “Genuine Natural Stone” to imply that Genuine Stone is natural. When promoting the brand, do not interchange the words Genuine and Natural.
  3. Always use Genuine Stone® when referring to the brand; you should only use the word natural to describe a certain product.

Natural Stone Council Description Options
When incorporating the mission of the NSC into the branding message it is important to use one of the following descriptions for consistency.

Option 1
The Natural Stone Council is a collaboration of businesses and trade associations that have joine forces to promote the use of natural stone in commercial, residential, government, institutional, educational and all types of applications interior and exterior, . By pooling resources under the Genuine Stone brand name and logo, our goal is to increase the understanding of, preference for and consumption of natural stone.

Option 2
The Natural Stone Council was formed to promote the use of Genuine Stone® branded materials. To learn more, visit NaturalStoneCouncil.org or GenuineStone.org and join us in making the world aware of the importance of using natural stone.

Licensee agrees to adhere to the policies outlined within the Natural Stone Council’s Industry Wide Guidelines.

Licensee agrees to adhere to the policies outlines within the Natural Stone Council’s Style Guide in order to represent the name and logo as accurately as possible and maintain the integrity of its use in all applications.

The licensed materials, as defined in the Industry Wide Guidelines, may be used only for marketing and promotion of natural stone.

This agreement is non-transferable.

If you are not a member of an NSC Supported Organization or Affiliate and wish to obtain the rights to use the Genuine Stone® name and logo, please contact: The Executive Director of the Natural Stone Council at info@genuinestone.org

By clicking on the I agree button below, you are accepting all of the terms and conditions and declaring that you have been approved by the NSC and meet the above standards.

All questions concerning this agreement shall be directed to the Executive Director at info@genuinestone.org

I AGREE