Guidance for Podlings on Name and Logo Use
Incubating projects carry both the Apache name and their own identity.
Guiding third-party use of the project’s name and logo is an important part of community responsibility.
Misuse can:
Confuse users
Create the impression of ASF endorsement
Undermine ASF’s vendor-neutral reputation
Protecting the Apache Name
Ensuring proper use of the brand
Promoting vendor neutrality
Supporting graduation
Every podling carries the prefix Apache
Third parties may use ASF marks, but only when following ASF trademark policy.
Clear and consistent use protects both the podling and the ASF’s reputation.
Safeguarding this shared brand is part of being a responsible community.
Third parties must not present software or services as “official” Apache offerings.
If this occurs, a friendly early clarification helps maintain trust and prevent confusion.
ASF projects are vendor-neutral. If one company markets a podling as its own product, it can create the impression of ownership.
This may lead to:
Less participation from others
Reduced diversity
Graduation delays
Branding and trademark management are part of ASF graduation criteria.
Projects that handle name and logo use responsibly tend to move through graduation more smoothly.
A vendor markets “Apache Foo Enterprise Edition”, implying ASF endorsement
A company displays the ASF logo on its commercial website
Blogs or press refer to it as “Company X’s project”
Promotional material describes it as “owned” or “developed by Company X”
Only one vendor is visibly active or commercializing the podling
The podling omits “(incubating)” on its website or releases
One company’s employees dominate governance or mailing lists
Third-party materials (whitepapers, training, blogs) present the project as proprietary
Event booths or swag show the logo without “(incubating)” or alongside corporate branding
Quarterly reports invite a short branding update.
Consider noting:
Use of the correct name (“Apache Foo (incubating)”)
Third-party mentions checked and any corrections requested
Outreach with vendors/events and links to ASF guidance
Until graduation, use the full name: Apache Foo (incubating)
Display it on:
Website, README, docs, and slides
Release artifacts and notices
Event listings and talk abstracts
Podlings may design logos. Aim to:
Follow ASF branding guidance
Keep project identity distinct from corporate marks
Avoid compositions implying endorsement
Proactively check how your project appears in:
Conference schedules and CFP sites
Vendor blogs, docs, and whitepapers
Press releases and analyst notes
Unresolved branding issues can:
Confuse users and contributors
Signal weak neutrality
Delay graduation reviews
Start early: review name/logo use on all surfaces
Monitor public mentions periodically
Offer polite, specific corrections with ASF links
Summarize progress in quarterly reports
Ask mentors or trademarks@apache.org when unsure
Before graduation, reviewers look for:
Consistent use of the full name and “(incubating)” qualifier
Evidence that the community understands ASF branding principles
Balanced, vendor-neutral presentation across project channels
Unsure about a use case?
Ask mentors or the IPMC for a quick review
Email trademarks@apache.org for assistance
Taking branding seriously from the start helps podlings:
Provide clear signals to users
Demonstrate independence and neutrality
Show steady progress toward graduation