Affymetrix Trademark Philosophy

Affymetrix invests heavily in producing high-quality products that our customers demand. The Affymetrix trademarks are valuable intellectual property. Affymetrix uses its best efforts to educate the public about proper trademark usage and to protect trademarks. All trademarks and logos under which Affymetrix promotes or markets its products or services are, and shall remain, the exclusive property of Affymetrix. Affymetrix reserves the right to modify its marks.

Application of Trademark Guidelines

Licensees may have specific trademark use and guidelines rules in their licensing agreements. If this is the case, please follow those rules. If your agreement contains no specific rules please follow these guidelines.

Please use the Affymetrix trademarks as intended. If you have further questions on the proper use of Affymetrix trademarks please contact us.

Affymetrix invests heavily in producing high-quality products that our customers demand, and our brand names (i.e., trademarks) are valuable intellectual property. The guidelines below apply to all persons who use our marks, including the press, licensees, customers, consultants, outside vendors, and other third parties. It is the responsibility of the trademark owner to ensure proper use of its marks, including use of its marks by third parties.

Guidelines for Proper Trademark Use

Never use a trademark as a noun: Always use a trademark as an adjective followed by an appropriate noun that describes the product.
Incorrect: Affymetrix sells the GeneTitan™.
Correct: Affymetrix sells the GeneTitan™ Instrument.

Never use a trademark as a verb.
Incorrect: "GeneChip" the samples.
Correct: Analyze samples with the GeneChip® Array.

Use correct style format for generic descriptors (the noun(s) that follows the trademark).

If the generic descriptor following the brand name is a product or service that we sell (whether in the most general sense (e.g., Array) or the most specific sense (e.g., Human U133 Plus 2.0 Array)), it should be written with initial capital letters. Examples of product/service types include: Reagent, Assay, Array, Software, Instrument, System, Assay or Reagent Kit, Array Set, Assay or Software Module, Service, Program, and so on.
Incorrect: GeneChip® array or GeneChip® human U133 plus 2.0 array
Correct: GeneChip® Array or GeneChip® Human U133 Plus 2.0 Array

If the generic descriptor following the brand name is not a product that we sell, it is written with lowercase letters. Examples of non-product/service nouns that might follow our brand names include: platform, technology, approach, method, results, data, protocol, workflow, and so on.
Incorrect: GeneChip® Technology or GeneChip® Data
Correct: GeneChip® technology or GeneChip® data

Never pluralize a trademark.
Incorrect: Affymetrix GeneChips are tailored to your specific needs.
Correct: GeneChip® Arrays from Affymetrix are tailored to your specific needs.

Never use a trademark in the possessive form.
Incorrect: The GeneChip's possibilities are endless.
Correct: Possibilities are endless with GeneChip® Arrays.

Never hyphenate a trademark.
Incorrect: GeneTitan™-compatible
Correct: ...is compatible with the GeneTitan™ Instrument.

Never abbreviate a trademark.
Incorrect: GC Array
Correct: GeneChip® Array

Never alter a trademark; always use it in the exact way in which it was registered.
Incorrect: Gene Titan™ Instrument
Correct: GeneTitan™ Instrument

Do not combine Affymetrix trademarks with third-party trademarks unless there is a legal agreement with a partner that specifies otherwise.
Incorrect: GeneChip® Enzo HighYield RNA® Bioarray
Correct: GeneChip® Eukaryotic Expression Arrays require Enzo® BioArray™ HighYield™ RNA transcript labeling kit (whenever using a third-party mark, check the party's website and use the mark according to the stated guidelines, also provide a separate trademark byline for all third-party marks before the Affymetrix trademark byline).

When Affymetrix is used as a company name, it is a noun and not a brand name so no trademark symbol is required.
Incorrect: Affymetrix® announced the launch of...
Correct: Affymetrix announced the launch of...

When Affymetrix is used as a brand name, it is an adjective and a trademark symbol is required.
Incorrect: Affymetrix software, Affymetrix technology, Affymetrix platform
Correct: Affymetrix® Software, Affymetrix® technology, Affymetrix® platform

Use correct style format for trademarks (see Placement tab).
Incorrect: genechip arrays, Genechip arrays
Correct: GeneChip® Arrays

When adding a modifier to a trademark, place it after the appropriate trademark symbol.
Incorrect: GeneChip III® Scanner
Correct: GeneChip® III Scanner

Any principal or secondary level domain name should not be identical to or virtually identical to any of the Affymetrix marks.
The website owner may not register any domain name containing an Affymetrix mark and may not claim any trademark or similar proprietary rights in the domain name.

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Affymetrix Trademarks

This list of registered and non-registered trademarks (i.e., brand names) is not an exhaustive list. The omission of a mark from this list should not be considered an indication that Affymetrix does not use the mark, and does not constitute a waiver of any intellectual property rights that Affymetrix might have in the mark.

All other trademarks are the property of their respective owners.

Placement Guidelines

In general, a trademark symbol (™ or ®) is required for all prominent uses of the mark except where space or style criteria prevent compliance with this requirement (please consult Marketing Communications in these cases).

Use of trademark symbols in product lists

The symbol should be used in all instances.

Use of trademark symbols in scientific and technical papers

The symbol should be used with the mark at first use in the paper.

Annual and quarterly reports

The symbol should be used with the first or most prominent use of each trademark on each page and there should be a trademark byline.

Marketing collateral

The symbol should be used with the first or most prominent use of each trademark. For long documents (more than 4 pages), the symbol should be used at first or most prominent mention in each section. There should also be a trademark byline.

Website and email marketing

The symbol should be used with the first or most prominent use of each trademark on each page and should be used on all marks in product lists, even if marked previously on the same page. There should also be a trademark byline.

User materials

The symbol should be used with the first or most prominent use of each trademark in each chapter or section and there should be a trademark byline.

Labels and packaging

The symbol should be used in all cases.

Trademark Byline

Affymetrix trademarks present in text should be attributed with an appropriate trademark byline. The byline should be in at least eight point font. Generally, it appears at the end of a document or on the back of a package, but it may be placed elsewhere if appropriate.

Examples of standard byline language include:

Affymetrix, Affymetrix logo, and GeneChip® are registered trademark of Affymetrix, Inc.
Affymetrix, Affymetrix logo, and CustomExpress™ are trademarks of Affymetrix, Inc.

Affymetrix, Affymetrix Logo, and all other trademarks are the property of Affymetrix, Inc.

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Attributing Trademarks

To attribute ownership of a trademark:

• You should insert the appropriate trademark symbol immediately after the actual trademark (see Placement) at first or most prominent mention minimally (see Guidelines). If ™ or ® is unavailable, you may use the appropriate parenthetical trademark designation: (TM) or (R).
• You should include a trademark byline. The byline is usually placed at the end of a document (minimum 8 point font) preceding the copyright notice.