EOS Worldwide Trademark and Brand Compliance Guidelines

WHAT IS EOS®?

About the EOS Brand

The EOS Worldwide brand is a multi-faceted construct that reflects our purpose, values, and work to our clients, partners, colleagues, and community. That construct is a combination of our words and the visual system we call our identity. The basic elements of that identity—logo, color, typography, and imagery—work together to create consistent recognition of our brand.

Our visual style is real, raw, and engaging, mixing together photographic elements with simple illustrations, textures, and overlays. We will always keep it intuitive and simple. When it comes to our content, website, systems, processes, and people, less is more.

The Why of the Logo

As a global franchise system, we need the EOS® brand to speak clearly, consistently, and with deep relevance to our key stakeholders. To whomever we’re talking—no matter who they are, what language they speak or where they live—our brand needs to represent the universal benefit that EOS transforms people and businesses. We’re passionate about making sure that our system is purely executed. We need to apply that same diligence to our brand.

WHAT ARE EOS BRAND ASSETS?

We are EOS Worldwide (or EOSW). EOS, Rocket Fuel, Great Boss and EOS One are the brands that deliver the products and services that are offered by EOS Worldwide.

In providing our products and services, we have created and developed brand assets – including EOS Trademarks, logos (including the EOS logo above), icons, designs, trade dress, fonts, pantones (colors), products, services, designations, certifications, emojis, and any other brand features and elements, whether registered or unregistered (“EOS Brand Assets”) – which are proprietary assets owned exclusively by us, EOS Worldwide. EOS Brand Assets also include our EOS content which can be found in our Base Camp, EOS books, Rocket Fuel University, our Great Boss workshops, throughout our digital platform, and elsewhere.

These Trademark and Brand Compliance Guidelines (these “Guidelines”), which may be supplemented and updated from time to time, detail how our EOS Brand Assets can be used under specific circumstances. Many uses, including our logos, badges, tools, copyrighted materials, product icons, and other designs, will require a license arrangement first. Unless you have an express license from EOS Worldwide, these Guidelines will exclusively govern your use of our EOS Brand Assets.

Those that do have a license are subject to the additional terms and conditions of their licensing arrangement. For those to whom we grant a license, we may also provide additional resources designed to help support your use of our EOS Brand Assets. For example, our EOS Implementers receive access to the Dojo, our platform made available exclusively to EOS Worldwide franchisees providing resources such as our EOS Worldwide Operations Manual and our Marketing Resource Center, which provides materials to help launch your franchise and keep your marketing wheels in motion.

If you are interested in learning more about our licensing opportunities or otherwise working with EOS Worldwide, please contact [email protected].

EOS Terminology – the Basics

As a reminder, we refer to our corporate team as EOS Worldwide. EOS, EOS One, Rocket Fuel University, Integrator Mastery Forum, Great Boss Workshops and all other products and services are offered by EOS Worldwide. An EOS Implementer® is an individually owned and locally operated franchisee that helps coach, teach, and facilitate EOS tools and processes guiding leadership teams and entrepreneurs around the world to get what they want from their businesses.

The Entrepreneurial Operating System®, or EOS®, is our business operating system and our brand. Traction® is the name of a book and an important identifier of EOS, but it is not our system, it is a component of EOS. Therefore, to start, please do not refer to the EOS Process or system as “Traction” or the “Traction System.”

Rocket Fuel University is a community for Visionaries and Integrators, that also provides training and coaching based on the book Rocket Fuel. A Visionary, who is often the company founder, is a strategic thinker who sees the big picture and is tuned into the future of your industry. Visionaries are usually great with big relationships and the culture of the organization. An Integrator on the other hand is the leader in your organization that harmoniously unites the major functions of a business, keeps the trains running on time, and creates focus, accountability, and alignment. Integrators are the glue that holds the people, processes, systems, priorities, and strategy of the company together.

Members of our community come to EOS in a variety of ways, some may have read Traction or the other books in our Traction Library, some may have been introduced to EOS by an EOS Implementer or through a referral or worked with a company running their business on EOS. Others may have just found EOS through an Internet search or through social media. Regardless of how you were introduced to EOS, once you get here, you will quickly realize that we have our uniques which begin with our own language that helps those running their businesses on EOS understand and receive EOS in its purest form without confusing us with other business operating systems or processes. For those that are new to EOS, please take advantage of all of the resources we provide so you can learn more about us and how we can help you get the most from your businesses. But before we get there and to help better understand some of what we discuss in these Guidelines, here is a quick overview of a few additional core EOS terms to help you get going:

EOS Model: The model stems from a discovery that all entrepreneurs tend to wrestle with many issues simultaneously. That discovery reveals that to the extent one can strengthen the Six Key Components of a business, all of those issues tend to fall into place because they are really symptoms of the true root cause. The EOS Model illustrates the Six Key Components of a business that, when strengthened, will help entrepreneurial leaders get what they want out of their businesses.

EOS Process: The proven process for helping teams master the EOS Tools at the right time and in the right order, to take an organization to the next level.

EOS Toolbox: The set of tools addressing and strengthening the Six Key Components of any business. These management tools for business leaders are designed to be easy to learn and use, because simplicity increases effectiveness. Every tool in the EOS Toolbox has been proven, time and again, to work in the real world.

Fractional Integrator: Fractional Integrators fully sit in the Integrator seat but on a less than full-time basis. For companies that may need an Integrator but are not ready or able to hire one full-time, a Fractional Integrator can be a good solution until you are. Fractional Integrators can work well for a short time (typically under 2 years) to help fill that need to help get you where you need to be, so you can hire a full-time Integrator.

The pure role of a Fractional Integrator can be confusing. Therefore, we have created additional, resources to help you better understand this unique role, and how and why it is different than that of an EOS Implementer. Please click here to learn about these important distinctions and to better understand guidelines around what you can and cannot do with EOS as a Fractional Integrator.

Great Boss Workshops: Workshops based on the book, How to Be a Great Boss. These workshops cover LMA (Leadership (L) + Management (M) = Accountability (A)) skills and helps managers at all levels become better bosses.

Now that we have the basics, let’s discuss the proper usage of our EOS Brand Assets. Your rights may depend on your designation and of course, the community to which you belong. So next we provide you with a brief overview of our EOS Community.

EOS Community

Today EOS® is a growing brand of successful entrepreneurs from a variety of backgrounds. While we are one brand, our EOS community consists not just of our EOS Worldwide corporate team, but thousands of entrepreneurs around the world who are passionate about teaching and living The EOS Life. These include our EOS Implementers, our franchisees that teach, implement and coach clients on EOS; self-implementers who are members of our Base Camp and that implement EOS within their own organizations, and members of our Rocket Fuel community who attend or have graduated from our Rocket Fuel University or our Rocket Fuel Integrator Masterclass, and have joined the Integrator Mastery Forum Community. But it does not end there. We cannot forget the thousands of businesses running their businesses on EOS each and every day, using the EOS Foundational Tools™ throughout their entire organization. Let’s also not forget our EOS Enthusiasts, those who simply have a passion for EOS and may use our free tools or just love EOS from reading EOS books from the Traction Library or from speaking with others.

The following table provides additional information about each of these groups within our EOS community:

EOS Implementer Community (franchisees) Self-Implementers Rocket Fuel University Members Integrator Mastery Forum Members EOS Clients EOS Enthusiasts
How to Join
Join our franchise community by signing a franchise agreement and attend Boot Camp!
Join Base Camp!
Register for Rocket Fuel University or a Rocket Fuel Integrator Masterclass!
Complete Rocket Fuel University, graduate from Integrator Masterclass, and apply to join the Integrator Mastery Forum Community.
Run your business on EOS with an EOS Implementer
Have a passion for EOS!
Benefits
EOS Implementers can teach and coach clients on EOS. Receive all the benefits of being a franchisee, including use of our EOS Brand Assets, access to the Dojo, franchise and operational support, access to our worldwide community events, including our QCEs, and so much more.
Access to all the tools, supplies, training and support you need to self-implement EOS within your organization. Tools include videos and printable guides for implementing every tool along with every step of the EOS Process.
Live Q&As led by experienced EOS Implementers, communities specifically designed for Visionaries, Integrators, and V/I Duos, and access to the Rocket Fuel 101 Training Course
Access to our Integrator Mastery Forum community, quarterly full-day community events designed for Integrators (QIEs), exclusive access to Rocket Fuel University resources not available with Rocket Fuel University membership such as new Rocket Fuel programs and education content and our exclusive EOS Integrator Hub.
Free tools available at eosworldwide.com, access to attend the EOS Conference, join the EOS Pulse Community, and sign up for EOS One Software!
Free tools available at https://eosworldwide.com.
How to learn more

Brand Assets

Logos

Marks

Badges

Events

It is important to maintain consistency with our brands. That means giving proper credit and making sure that you do not misrepresent your relationship with EOS.  Therefore, we created a simple set of guidelines to help with the proper use of our EOS Brand Assets.

Examples of uses governed by these Trademark and Brand Compliance Guidelines:

  • Using a badge in your email signature or social media profile
  • Posting a designation on your own social networks, such as LinkedIn
  • Using a logo or badge on any website or within promotional materials
  • Using EOS brand trademarks or terms in articles, blogs, podcasts, or books
  • Using EOS tools in your own businesses

EOS Brand Asset usage dos and don’ts

To help with your understanding of what you can and cannot do with EOS Brand Assets, we created this non-exhaustive list of dos and don’ts. In general, references to EOS wordmarks to truthfully convey information about your product or service or to evaluate or critique is permissible as long as customers and the public will not be confused into believing EOS is affiliated with or endorses your product or service. However, use of our copyrighted material, tools, logos, product icons, badges, graphics, and designs can never be used without an expressly authorized license or written permission from EOS Worldwide. 

Certain EOS Brand Assets may have specific brand asset guidelines providing guidance on how to use them. Additional information on those guidelines and where they are located is available in the Media and Promotion Guidelines section below.   As we continue to further develop our products and services, we will continue to supplement these guidelines with specific brand asset guidelines, so please continue to check in for the latest guidelines applicable to your use of EOS Brand Assets.

Please review these additional tips to better understand how you can more clearly communicate the role that our EOS Brand Assets convey in your communications.

Do's

Keep it simple, accurate and current

when referring to your role within any marketing, social media profiles, email signature or otherwise.

Use only designations you currently hold or if applicable, have earned, for example:

Professional EOS Implementer
Certified EOS Implementer
IMF, Pro Member
IMF, Advanced Member

Former Implementers may identify themselves as a “former” EOS Implementer.

Keep it simple, accurate and current

in your email signature, website, and social media profiles.

Truthfully and Accurately

refer to EOS and its products and services, and your relationship with EOS.

Please fact check and ensure you are using current EOS data before publishing any article or post you create.

Properly attribute

all EOS, Rocket Fuel and Great Boss concepts and terms to EOS Worldwide, and link to EOS Worldwide and/or Rocket Fuel where appropriate without creating any confusion or otherwise misrepresenting as to an affiliation, connection, approval, endorsement, or association (or lack thereof) with or by EOS or EOS Worldwide, or the origin of the EOS Brand Assets.

If you are featuring or quoting an EOS Implementer or any other person, please be sure to give credit and to use the appropriate designation and company name when identifying them (e.g., Jane Doe, Certified EOS Implementer).

Proudly proclaim accurately

if your organization is an approved licensed partner or sponsor for EOS.

Spell and trademark

EOS trademarks exactly as they are shown in the trademarks list. Use the correct symbols provided.

  • Level 10 Meeting™, not L10
  • EOS Implementer®, not EOSI

Reference

the full name of an EOS product or tool if you mention one in your promotional materials.

If your product, service, or solution

is compatible or interoperable with EOS, you may truthfully state so within the text description about your tool.

Please see the section titled “Developers excited about creating tools to work with EOS” for additional information.

Former Members

of our communities may identify their accomplishments or experience with EOS, but please make sure you are accurate, truthful, and current.

Reach out to EOS Worldwide ([email protected]) with any questions about how you can use EOS content.

Don'ts

In general, you must not use EOS’s Brand Assets in the following ways:

Don’t promote yourself or any products or services using any

EOS trademark terms without an express licensing arrangement in place with EOS Worldwide.

Don’t offer

any downloadable tools or files obtained from the EOS website as direct downloads from any article or post you create.

PLEASE LINK DIRECTLY TO THE “Free Tools” page on the EOS website.

Don’t abbreviate or alter

EOS trademark terms

Don’t refer to yourself as an EOS Implementer

or member of IMF until you have completed the necessary steps and currently hold that designation.

Former EOS Implementers may identify themselves as “Former EOS Implementers”.

Don’t refer

to yourself as an “EOS Integrator” or imply that you are an employee of EOS Worldwide.

For example, if you are the Integrator for ABC Company, we would expect you to refer to yourself as - “Integrator, ABC Company”, with the EOS trademark.

Don’t refer

to yourself as a Professional or Certified Integrator, those designations do not exist, or create a designation of your own using any EOS trademarks.

For example, don’t refer to yourself as an EOS Coach or a Traction Coach.

Don’t use EOS registered/ trademarked

terms or any other EOS Brand Assets in your business name, business tagline, website domain (URL), email address, social media account, logo, favicon, or incorporate EOS logos or graphics into your business logo, without an express licensing arrangement in place with EOS Worldwide.

Don’t copy and/ or distribute

any audio, video, or any other EOS content including that found in books and eBooks, obtained through your access to an EOS training system, including Base Camp, Rocket Fuel University or EOS One without an express licensing arrangement in place with EOS Worldwide.

Don’t use the EOS logo, EOS Model, EOS Process, or EOS Toolbox

images on your website or social profiles without an express licensing arrangement in place with EOS Worldwide.

Don’t write a book

featuring EOS or Rocket Fuel concepts or teachings (other than fair use as permitted by applicable law) without express permission from EOS Worldwide.

Don’t imply an affiliation, endorsement, sponsorship, or approval

with or by EOS unless expressly authorized in writing by EOS Worldwide.

Don’t use EOS’s trademarks

in the name of a user group, social media group, or other organization name without an express licensing arrangement in place with EOS Worldwide.

Don’t alter, distort, or misappropriate

EOS Brand Assets by combining those with other terms, misspellings, or incorporating them into a tagline or slogan, etc.

No offensive use:

your use may never be obscene, disparaging, defamatory, or libelous to EOS or any of its products or services.

Don’t use any EOS Brand Assets to facilitate, guide, coach or teach those outside your organization

through any part of the EOS Process without a license from EOS Worldwide (e.g., a franchise license as an EOS Implementer).

Don't file

an application or recordation to register terms or logos identical or confusingly similar to EOS Brand Assets.

Don’t mingle

your brand with EOS. Create your own brand! Use your own colors, images, logos, icons, and designs. Only use EOS trademarks as permitted and in accordance with your license from EOS Worldwide.

Reach out to EOS Worldwide ([email protected]) with any questions about how you can use EOS content.

Use of EOS Copyrighted Content

EOS products and services—including images, text, tools, and software downloads (the “EOS content”)—are owned either by EOS Worldwide or by third parties who have granted EOS Worldwide permission to use the content. We may not own all articles and images appearing on our websites or within other EOS materials, and therefore we cannot grant you permission for content that is owned by third parties. Regardless, you may only copy, modify, distribute, display, license, or sell the content if you are granted explicit permission within a licensing arrangement that accompany the EOS content.

Additional Requirements for allowed uses

Use full product name

If your use includes references to an EOS product or service, you must use the full name of the product or service.   Please follow these Guidelines when referencing EOS Trademarks.

Link methods

You may link to EOS content by using a plain text link with words such as “Entrepreneurial Operating System” or “EOS” to http://www.eosworldwide.com.

Permitted by EOS Worldwide

Include the following statement: “Used with permission from EOS Worldwide” when appropriate.

Use Copyright and Trademark Notices

Please remember to use the appropriate ™ and ® symbols on terms trademarked and registered by EOS Worldwide – refer to our EOS trademarks for a list of commonly used trademarked terms. This page is updated regularly and may not be exhaustive, so please be sure to check the most current version.

You must reproduce our proprietary rights notices on any authorized copies of any EOS Content, in the same manner in which such notices were set forth in or on the original in order to ensure that any copyrighted materials you use are marked with the appropriate copyright notices specified by us.  

You should never use any notices that conflict with, confuse, or negate the notices we provide or require.  

Proper Attribution Of EOS Brand Assets

Use of any EOS Brand Assets (to the extent permitted) should give proper acknowledgement to EOS Worldwide in a manner that does not create confusion or otherwise misrepresent as to any affiliation, connection, approval, endorsement, or association (or lack thereof) with or by EOS Worldwide or EOS, or the origin of the EOS Brand Assets. Include the trademark symbols on at least the first instance that a term is mentioned on a page or in a document.

Media And Promotion Guidelines

EOS Implementers – please visit our Marketing Resource Center. The Marketing Resource Center in the Dojo contains all the materials you need to launch your franchise and keep your marketing wheels in motion. All new or customized marketing materials will need to be reviewed and approved by EOS Worldwide Marketing. You can submit all requests or new creative for approval to [email protected].

Self-Implementers – for more information on how these guidelines apply to you, please submit your requests to [email protected].

Members of the Rocket Fuel Integrator Mastery Forum – please visit our Member Hub. You can submit questions or requests for creative to [email protected].

Publishers And Authors Excited About EOS (i.e., EOS Enthusiasts) – feel free to blog about your experience with EOS. We love it when others write articles and blog posts about EOS! However, please follow our guidelines above to ensure consistency and avoid confusion, and please remember the following ground rules:

Use of our copyrighted material, logos, product icons, badges, graphics, and designs can never be used without an expressly authorized license or written permission from EOS Worldwide. Only active members of the EOS Base Camp™ are allowed to use the EOS Model®, EOS Process®, or EOS Toolbox™ images in accordance with their license.

  • In general, references to EOS wordmarks to truthfully convey information about your product or service or to evaluate or critique is permissible as long as customers and the public will not be confused into believing EOS is affiliated with or endorses you or your product or service.
  • You may quote directly from any EOS book or publication with proper citation and attribution to the original author, along with a link to the original source where appropriate, and without doing so in a manner that could create confusion or otherwise misrepresent as to any affiliation, connection, approval, endorsement, or association (or lack thereof) with or by EOS or EOS Worldwide. However, you may not author materials designed to teach EOS concepts without express permission of EOS Worldwide and a license arrangement with us. Fair use under applicable law in a manner that does not create any false association is of course permitted, as a rule of thumb, any use that falls outside of fair use requires a license from EOS Worldwide. For more information about fair use, please consult your intellectual property attorney.
  • It’s not unusual for companies running their businesses on EOS to get so excited about their results that they want to share their experience. In doing so, please just follow the Do’s and Don’ts above, please be honest, truthful and do not misrepresent your association with EOS, and please linking the words “Entrepreneurial Operating System” or “EOS” to https://www.eosworldwide.com.

Developers excited about creating tools to work with EOS

Developing tools (including software or digital apps) that use EOS terms or concepts require a licensing arrangement with EOS Worldwide. Without a license arrangement, everything about your tool (including developer name, name, logo, description, screenshots, and other collateral) must be unique to you and free of EOS Brand Assets. The only exception is that you may truthfully state whether your tool is compatible or interoperable with an EOS product or service or helpful for businesses running on EOS solely within the text description about your tool. Only those with a license may use our trademark EOS Compatible™.

You may not however use any EOS Brand Assets to promote your tool in any advertisement or promotional materials, as your app icon or identifier, or as URLs, domain names, websites, addresses, meta-tags, links, key words, email addresses or in any other means of electronic identification or origin or otherwise imply that EOS published, developed, endorsed, is affiliated with, or is otherwise connected with your tool, in any case without a licensing arrangement expressly authorizing you to do so.

Any use of EOS Brand Assets inures solely to EOS Worldwide’s benefit and all use must comply with these Guidelines, as well as other licensing/contractual arrangements with EOS Worldwide. Third parties, including licensees, may never claim ownership rights in EOS Brand Assets, or brands that are confusingly similar to EOS Brand Assets, in any manner, including without limitation as a trademark, service mark, company name or designation, domain name, social media profile/handle, or in any other manner.

EOS Worldwide expressly reserves the right in its sole discretion to terminate, revoke, modify, or otherwise change permission to use its EOS Brand Assets at any time and expressly reserves the right to object to any use or misuse of its EOS Brand Assets in any jurisdiction worldwide.

EOS Worldwide products/services are subject to additional terms and conditions. Please see our EOS Worldwide Master Terms of Use for additional terms and conditions for using EOS Brand Assets and our products and services.  

We reserve the right to take action as necessary to protect our EOS Brand Assets and, as a result, protect our customers, licensees and the public.

Last Updated: August 12, 2022

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Have a Question About These Guidelines?

Fractional Integrators

Please recall that an Integrator is a role within a company.  For example, if you are the Integrator for ABC Company, that is how we would expect you to refer to yourself – “Integrator, ABC Company”.  Please do not use our trademarks to refer to yourself (e.g., as an EOS Integrator or Rocket Fuel Integrator), those designations do not currently exist. For example, EOS Worldwide’s Integrator is Kelly Knight, and therefore Kelly refers to herself as Integrator, EOS Worldwide. 

Even working part-time or within multiple companies at the same time, Fractional Integrators maintain full accountability to the company for all typical responsibilities of the Integrator.  Holding yourself out as a fractional integrator does not give you any special right to “Implement” EOS for clients.  Yes, helping a company run their business on EOS is one way a Fractional Integrator can support a company, but if that is essentially all you are doing, you are implementing EOS.  

EOS Implementer Integrator
Implements the business operating system
Yes, for 3rd party clients
Only within their own organization
Teaches the leadership team the EOS Tools
Yes, for 3rd party clients
Only within their own organization
Facilitates EOS sessions
Yes, for 3rd party clients
Only within their own organization
Coaches the leadership team
Yes, for 3rd party clients
Only within their own organization
Works with multiple companies
Yes, for 3rd party clients
Maybe (i.e., Fractional Integrators), but maintaining full accountability to each company for all typical responsibilities of the Integrator seat
Purely leads/implements the EOS Process®
Yes, for 3rd party clients
Only within their own organization
An employee of the company
Yes, for 3rd party clients
Only within their own organization
Works in/on the business day to day
Yes, for 3rd party clients
Only within their own organization
Responsible for the P&L results
Yes, for 3rd party clients
Only within their own organization
Responsible for team Rock completion %
Yes, for 3rd party clients
Only within their own organization
Responsible for team to-do completion %
Yes, for 3rd party clients
Only within their own organization
Leads, manages, and holds the Leadership Team accountable
Yes, for 3rd party clients
Only within their own organization
Owns the business’ operating system (i.e., EOS) within the company
Yes, for 3rd party clients
Only within their own organization
Reports to the company’s Visionary
Yes, for 3rd party clients
Only within their own organization

Please remember:

  1. A full-time Integrator works in one organization, performing all functions of an Integrator on a full-time basis. 
  2. A Fractional Integrator works in one to four organizations performing all functions of an Integrator on a part-time or short-term basis. As a Fractional Integrator, you should:
  3.     Never be a long-term solution. Fractional Integrator services typically last up to 2 years. 
  4.   Work to put yourself out of a job with your organization(s). Your organization(s) will grow and discover a need for a full-time Integrator. Your role is to help prepare the organization for that time. 
  5. Facilitate leadership team Level 10 Meetings, as needed, but you should not act as an EOS Implementer for the organization. 

If you are still unsure, please again refer to the chart above which provides the details on how Implementers operate versus how Integrators typically operate.   

If you still have questions, please contact us at [email protected].

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