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.