Trademark guidelines


What is a Trademark?

Trademarks (being symbols, such as words, numbers, pictures or designs) are used by manufacturers to identify their own goods and distinguish them from goods made or sold by others. A trademark identifies the source of a product and fixes responsibility for its quality.

To ensure correct use of SMART's trademarks, please refer to Trademark Usage.

Categories of Trademarks

  • Registered trademarks (indicated by the ® symbol) are registered with the Trademarks Branch of the Canadian Intellectual Property Office, the U.S. Patent and Trademark Office or both. Trademarks may also be registered in other countries.
  • Common-law, or unregistered, trademarks (indicated by the ™ symbol) have not been registered, but are valid and can be enforced.


Properly using our trademarks protects and preserves their value and the value of the SMART brand. All SMART staff, as well as third parties who use SMART trademarks, are, therefore, required to follow proper trademark form by using the correct ® or ™ symbol and an appropriate attribution statement to identify the owner of a SMART trademark.

You may use a SMART trademark or product name to refer specifically to such SMART products in marketing and promotional materials, books, conferences, applications, demonstrations and so on. You are permitted to use a SMART trademark provided that

  • You have a distinct product name for your product that does not include any SMART trademark
  • You do not market any product under a name that is confusingly similar with a SMART trademark
  • You adhere to these SMART Trademark Guidelines
  • You do not disparage SMART or SMART products and services
  • You display your name or logo more prominently than any SMART trademark
  • You include a disclaimer that SMART does not sponsor, affiliate or endorse your product, and/or services

For a list of SMART’s trademarks, go to our Trademark List.