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https://issues.apache.org/jira/browse/COMMONSSITE-179?page=com.atlassian.jira.plugin.system.issuetabpanels:comment-tabpanel&focusedCommentId=18031079#comment-18031079
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Mark Thomas commented on COMMONSSITE-179:
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With my VP Brand Management hat on.
Some of this will duplicate what has already been written but I wanted to
provide a complete rather than partial view of Brand Management's position.
Brand Management's primary concern is protecting the foundation and project
trademarks since protecting our trademarks is a key element of protecting our
communities.
The foundation's name has not changed and there are no plans to change it.
While "ASF" is increasingly being used as a shorthand for the full foundation
name it is not replacing the full name nor are there any plans to register
"ASF" as a trademark.
The foundation has registered "Apache" as a trademark for open source software
in multiple jurisdictions as it provides some protection for all our projects
given that their full name is always "Apache <Project>".
The foundation will register - at the project's request - the bare project name
in the US and potentially other jurisdictions (typically China and the EU).
I continue to recommend that project's register their bare project name.
There are a small number of projects where registering the bare name would be
challenging (Commons is one of them).
Using the name full name "Apache Commons" allows the Commons project to gain
the protection afforded by our registrations of the Apache mark.
Referring to the project as "ASF Commons" whether in the text or the logo
dilutes the trademark protection of the project because neither "ASF",
"Commons" nor "ASF Commons" are registered trademarks and it suggests that the
full name is "ASF Commons" rather than "Apache Commons". It is hard to claim a
product's name as a trademark if the product isn't named consistently.
My very strong recommendation is that if a project wants to include the project
name in their logo then they either use "<Project>" or "Apache <Project>" and
do not use "ASF <Project>"
> New ASF logo
> ------------
>
> Key: COMMONSSITE-179
> URL: https://issues.apache.org/jira/browse/COMMONSSITE-179
> Project: Apache Commons All
> Issue Type: Wish
> Components: Site
> Reporter: Gilles Sadowski
> Priority: Major
> Attachments: Screenshot 2025-10-14 at 11.24.49 copy.png,
> screenshot-1.png
>
>
> M&P provides suggestions for updating the "Commons" logo as well as those for
> each individual component.
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