This right also includes the responsibility to follow CREA’s guidelines on how these marks should be used. CREA’s bylaws and policies outline these requirements to protect the marks' integrity.
Before incorporating CREA trademarks into your marketing, please review CREA’s trademark policies to understand the standards. Misuse of these trademarks can lead to complaints and require the removal or correction of ads, which can disrupt your business.
One frequent issue reported by Member Practice involves the formatting of REALTOR®. Remember, the REALTOR® Trademark must be in all capital letters, followed by ®, the registered trademark symbol.
The three rules
1. The Golden Rule
The Golden Rule - The Certification Marks must always be displayed in a manner that enforces their distinctiveness as certification marks, and emphasizes that they are not generic or descriptive words. This involves ensuring that each use of the Certification Marks complies with two other rules: the Context Rule and the Form Rule.
2. The Context Rule
The Context Rule – The Certification Mark, in the context in which it is used, is consistent with the registered meaning of the mark.
3. The Form Rule
The Form Rule – The mark must be displayed in exactly the form required by its registration, or by CREA’s By-Laws, Rules or Policies.
Summary of how REALTOR® members can use CREA’s trademarks
REALTOR® trademarks
Context
• REALTOR® must always be used to mean member of CREA.
• REALTOR® must not be used as a synonym for Real Estate Agent.
• REALTOR® may be used in slogans, firm, and team names.
• REALTOR® must not be used in product names.
Form
• All uses of REALTOR® must be in all capital letters, followed by ®, the registered trademark symbol.
• In member publications like newsletters, books, or blog posts members may capitalize only the R and omit the ® after the first use of REALTOR® unless use in firm/team name or use with a modifier.
• Use of REALTOR® with a modifier or in firm/team name must always be capitalized.
• The REALTOR® marks must never be distorted, hyphenated, abbreviated, altered, or expanded.
• The REALTOR® logos must never be distorted, altered, or combined with other words or designs.
• All uses of the REALTOR® marks must, where possible, be accompanied by a trademark statement
Internet
• REALTOR® and REALTORS® may be used in domain names, email addresses, and social media usernames in conjunction with the name of a member, a firm name, or a team name.
• Modifiers may be added to these domain names, email addresses, and social media usernames. .
• Use in domain names and email addresses does not have to be capitalized or followed by ®
• Use in social media usernames can capitalize only the R (i.e., Realtor).
• Posts on social media must capitalize all letters in REALTOR® and REALTORS® and include ®.
• Use of REALTOR® or REALTORS® in hashtags does not require the ®.
MLS® trademarks
Context
• MLS® must always be used to refer to professional services provided by REALTORS®.
• MLS® must never be used as synonym for a database.
• The MLS® marks must never be used as part of a business name, trade name, product name, or in corporate branding.
Form
• The M, L, and S must always be capitalized in MLS® and Multiple Listing Service®, the marks must be followed by ®, the registered trademark symbol.
• The MLS® marks must never be distorted, hyphenated, abbreviated, altered, or expanded upon.
• The MLS® logos must never be distorted, altered, or combined with other words or designs.
• All uses of the MLS® marks must, where possible, be accompanied by the required trademark statement.
Internet
• MLS® and Multiple Listing Service® are never to be used in domain names, email addresses or social media usernames.
• MLS® and Multiple Listing Service® may be used in posts on social media in the correct form and context.
For more detailed guidance on using CREA Trademarks, refer to the CREA Trademark Manual or check out CREA’s Trademarks eLearning course.
CREA logos are available at CREA Compliance Resources.
If you have questions, please contact Member Practice at mp@creb.ca or 403-781-1336.
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