Tesla 2012 Annual Report Download - page 189
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Confidential Treatment Requested by Tesla Motors, Inc.
Attachment 5
Leveraging Tesla Brand Marketing
1. Definitions . In this Attachment 5, the following capitalized terms shall have the meanings specified below.
(a) “ Tesla Marketing Materials ” means all marketing materials that promote Tesla’
s products and vehicles that include, but are not
limited to: (A) Tesla’
s trademarks, service marks, photographs, or images in promotional, advertising, instructional, or reference materials, or on
its web sites, products, labels, or packaging; (B) marketing merchandise, props, posters, banners, toys, gifts, mugs, etc.; (C) links to or from
Tesla’s web sites to various third party sites, including Supplier’s; and (D) display or demonstration of Tesla vehicles, sub-
systems, parts,
models, or replicas in show rooms, conventions, or marketing events.
2. Reasonable guidelines shall be provided by Tesla in the event that Supplier wishes to use Tesla Marketing Materials.
3. The goodwill derived from using any part of a Tesla trademark exclusively inures to the benefit of and belongs to Tesla. Except for the limited
right to use as expressly permitted under these Guidelines, no other rights of any kind are granted hereunder, by implication or otherwise.
4. Authorized Use of Tesla Trademarks .
(a) Advertising, Promotional, and Sales Materials
. Only Tesla and its authorized licensees may use the Tesla Marketing Materials in
advertising, promotional, and sales materials. Supplier may use the Tesla Marketing Materials only as specified in this Attachment.
(b) Word Mark
. Supplier may use Tesla word mark in a referential phrase on promotional/advertising materials, provided they comply
with the following requirements.
(i) The Tesla word mark is not part of the product name.
(ii) The Tesla word mark appears less prominent than the product name.
(iii) The reference to Tesla does not create a sense of endorsement, sponsorship, or false association with Tesla or Tesla products or
services.
(iv) The use does not show Tesla or its products in a false or derogatory light.
(c) Publications, Seminars, and Conferences
. Supplier may use a Tesla word mark in connection with book titles, magazines, periodicals,
seminars, or conferences provided Supplier comply with the following requirements:
(i) The use is referential and less prominent than the rest of the title.
(ii) The use reflects favorably on both Tesla and Tesla products or technology.
23
[***]
Information has been omitted and filed separately with the Securities and Exchange Commission. Confidential Treatment has been
requested with respect to the omitted portions.