Trademark

A trademark is a word, phrase, symbol, design, or combination thereof that identifies unique ownership. Unregistered or pending trademarks may bear the ™ symbol. Registered trademarks carry the ^® symbol. A current list of SAP trademarks, both registered and pending, is available here.

SAP’s trademarks are an indicator of high-quality products and related services and distinguish SAP offerings from those of other companies. SAP takes great care in the development and protection of its trademarks and reserves all rights of ownership of its trademarks. We ask that you use our trademarks properly in order for us to maintain our brand’s integrity. 

 

We’ve put together these Trademark Usage Guidelines to assist you in recognizing the proper and improper uses of our trademarks.

PARTNER AND OTHER THIRD-PARTY USE OF SAP TRADEMARKS

SAP partners and other third parties can mention the SAP name and SAP offerings in textual reference to SAP and SAP offerings or when describing compatibility with their own programs or applications subject to further guidance below.

 

SAP partners and other third parties cannot use the SAP logo or include the name "SAP," a trademark of SAP, the name of an SAP offering or similar variations in their own company/product/service names, slogans, domain names, or logos. Note that partners or other third parties may have access to logos, branding, and other communication materials that provide recognition and differentiation in the market, such as official partner logos provided under a license. Further, the name of any partner or third-party social media account/username/page cannot include an SAP trademark in a way that is likely to confuse the public as to whether a website, page, or account is affiliated with or sponsored by SAP. SAP logos can only be used with specific written permission from SAP.

COMPATABILITY REFERENCES 

 

Third parties can communicate that their offering is “for,” “built on,” “designed for use with,” “compatible with,” “works well with,” “is complementary to,” “runs on,” “runs with,” or “is an add-on for/to” an SAP product.

Correct Examples

Our product is designed for use with/works well with SAP® Customer Data Cloud solutions.

Our software is compatible with/complementary to SAP S/4HANA® software.

Our application is built on SAP HANA®.

Our application runs with the SAP Business One® solution.

Our solution is an add-on to the SAP S/4HANA® suite.

 

 

Avoid language that implies any two products are bundled together and offered as a singular, priced offering, unless it is an explicitly approved co-development and jointly marketed offering.

Correct Examples

Our application can integrate with SAP® Data Warehouse Cloud.

Our application works well with the SAP® Data Warehouse Cloud.

Our add-on is designed to work with SAP® Customer Data Cloud solutions.

Our application runs on SAP® Customer Data Cloud solutions.

 

Incorrect Examples

Our application is part of the SAP® Data Warehouse Cloud solution.

Our application completes the scope of SAP® Customer Data Cloud.

 

 

When describing compatibility, refer to an SAP offering, generic mentions such as software or technology, or other nouns that the trademark SAP can modify, such as “partner,” “customer,” or similar.

Correct Examples

Our solutions are designed for use with SAP® software.

Our solutions run with SAP HANA® technology.

Our company is an SAP partner.

 

Incorrect Examples

Our solutions run with SAP.

We have implemented SAP at our headquarters.

 

 

The product or offering name can state the relevant SAP environment or offering using “for.” 

 

Correct Examples

<Partner Product Name> for SAP S/4HANA®

<Partner> <Partner Product Name> for SAP HANA®

 

 

If a general reference is required in place of a particular offering, you can use “SAP® solutions,” “SAP® technology,” “SAP® software,” or the like in messaging.
 

Important: Neither include nor use any official messaging or tagline of SAP, such as “The Best Run SAP” or other SAP-proprietary messaging.

 

 

 

PROPER USE OF TRADEMARKS

To ensure correct use of SAP names and trademark symbols, follow these guidelines. For correct spelling and capitalization, see the current Trademark List.

 

Always refer to a trademark using the correct spelling with the correct capitalization. Do not alter the trademark in any way.

Correct Examples

SAP® software

SAP HANA®

 

Incorrect Examples

Sap® software; sap® software

SAP Hana®; SAP’s HANA®

 

 

Always use a trademark as a proper adjective, not a noun.

 

Correct Example

You can use SAP® solutions to manage your enterprise.

 

Incorrect Example

You can use SAP® to manage your enterprise.

 

 

Use a trademark as a proper adjective followed by a common-noun descriptor.

 

Examples of common-noun descriptors are “software,” “solution,” “application,” “service”, and “platform.” Examples of correct use are “SAP® software” and “SAP HANA® platform.” Always use an appropriate descriptor. See the current Trademark List for SAP trademarks and their applicable descriptors.

 

 

Include the appropriate trademark symbol – ™ or ® – representing the trademark status.

 

If repeated inclusion of the ™ or ® symbol is awkward or impractical, at a minimum you must include the symbol and the common-noun descriptor upon the first use of the trademark in the title (if the name appears in the title) and in the text. Subsequent to this initial use, the symbol and descriptor need not appear with the name.

 

 

The registered trademark on “SAP” applies to all goods or services delivered by SAP – anything SAP produces as a product or service.

 

In this context, you communicate SAP® software, SAP® service, SAP® offering, SAP® package, SAP® application, SAP® solution, SAP® component, SAP® technology, SAP® tool, and so on. The trademark symbol is only required at first mention in title and text. In some cases, for event or advertising materials, the trademark is sufficient on first mention in body text only.

 

 

When referring to SAP as the company rather than the SAP brand, do not use any trademark symbol.

 

Do not add the trademark symbol ® in statements such as “SAP announced today,” “SAP provides solutions to customers,” and “the SAP development team.” Similarly, you can use the possessive form “SAP’s” when referring to the company, not to the brand. For example, you can communicate “SAP’s vision,” “SAP’s market share,” and “SAP’s years of experience.” In many cases, the possessive is not necessary: “SAP employees work extremely hard.”

 

Self-test: Ask yourself, “Am I referring to the corporation/company, or to an SAP-brand offering or service?” If you are referring to an SAP branded offering or service, use the ® symbol.

 

 

Do not use a trademark in possessive form.

 

Correct Examples

Three user licenses for SAP® Business ByDesign® are available

SAP HANA® database

 

Incorrect Examples

The company has three SAP® Business ByDesigns®.

SAP’s HANA®; SAP HANA®’s

 

 

Do not use a trademark in plural form.

Correct Example

The company has three systems running the SAP® Business ByDesign® solution.

 

Incorrect Example

The company has three active SAP® Business ByDesigns®.

 

 

Some trademarks already include SAP (“SAP Fiori,” “SAP Business One,” and “SAP HANA,” for example).

For these offerings, you do not need to add the ® symbol after “SAP,” since the entire name is a registered trademark. With these names, use the ® symbol after the entire name at first mention: SAP Fiori®, SAP HANA®, SAP Business One®. For proper usage, see the current Trademark List.

 

 

Do not use the ® symbol in industry portfolio names, such as SAP for Oil, Gas & Energy, unless there is no other opportunity to use the ® symbol after “SAP” within the written piece.

Correct Example

SAP offers a comprehensive set of solutions for oil and gas companies of all sizes operating in various business segments. SAP for Oil, Gas & Energy solutions address needs from wellhead to retail outlet and allow companies to be globally integrated while regionally focused. SAP® solutions help companies build strong relationships with supply chain partners, improve decision making, and enhance organizational flexibility.

 

 

If you have no opportunity to use the ® symbol after “SAP” unless it is in an industry portfolio name, add the ® symbol. This may occur, for example, in a header/title or very short body text.

 

Correct Example

SAP® for Automotive Conference

 

 

TRADEMARK ATTRIBUTION

 

In any material that mentions any SAP trademark, you must include the correct attribution statement based on the following:

 

“<SAP TRADEMARK(S)> is/are the trademark(s) or registered trademark(s) of SAP SE or its affiliates in Germany and in other countries.”

 

In your attribution statement, replace the placeholder phrase <SAP TRADEMARK(S)> with the names of the SAP trademarks mentioned in your material. Place the statement either on the copyright page (which may be the case in a brochure) or at the end of a document if it has no copyright page (in an advertisement or a press release, for example). 

 

Correct example of an attribution statement:

“SAP S/4HANA is the trademark or registered trademark of SAP SE or its affiliates in Germany and in other countries.”

 

 

OTHER DOS AND DON’TS

• Do not use SAP trademarks to make false statements about SAP or its affiliates.

• Your use of any SAP trademark may not be disparaging, defamatory, or libelous to SAP, any of its products, or any person or entity.

• Unless you have express permission, you may not use SAP trademarks in any manner that directly or indirectly expresses or implies SAP sponsorship, affiliation, certification, approval, or endorsement in relation to your product or service or in such a manner that it appears that SAP is legally associated with your company.

• When using SAP trademarks, you must not mislead the public. You must be clear and accurate as to the nature of the relationship between SAP and your company, its products, and its services.