Use of Poulsen2 product names and logos for roses and clematis

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Use of Poulsen2 product names and logos for roses and clematis
Guidelines to Licensees
This document is a guide to our Licensees on how to use the names and logos of Poulsen
Roser A/S (Licensor). The guidelines apply for all printed material, such as:
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Marketing material in general, i.e. brochures, newsletters and www, PR material etc.
Labels
Sleeves
Pots
Signs for exhibitions
In the end of this document you will also find an overview of the Poulsen Roser A/S’s
marketing initiatives that you can benefit from as a Licensee.
How to use the correct names
Text lines
The full name of a Poulsen2 product consists of the Sales name, the Collection, and the
Variety name. These three names must always be present when the name is written in a text
line:
Correct use of rose names
• Jolly™ Parade® Poulpar062.
• Lea™ Renaissance® Poulren019.
• Easy Cover® Towne & Country® Pouleas.
Correct use of clematis names
• Parisienne™ Boulevard® Evipo019.
• Bijou™ Flora™ Evipo030.
• Arctic Queen™ Regal® Evitwo.
As for instance Cover2 is a registered trademark, there is always a 2 connected to it. If it is
not possible to use the icon ., please write (N) instead.
Abbreviations :
. Plant Breeders Rights (Sortenschutz - Nyhedsregistreret) - EU Community protection, cf.
Council Regulation No. 2100/94 of 27th July 1994 on Community Plant Variety Rights
and/or national Plant Breeders Rights.
2 Registered Trade-Mark (Warenzeichen - Varemærkeregistreret) - EU Community, cf.
Council Regulation No. 40/94 of 20th December 1993 on EU Community Trade Marks
and/or national Trademark.
™ Trademark of Poulsen Roser A/S.
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In the Variety List which is part of the licence agreement all varieties are stated with the
correct sales- and variety name. At the same time all Collections are listed with a ™ or 2
depending on whether it is a trademark used by licensor and thereby belonging to licensor or a
registered trademark owned by licensor. Further registered trademarks belonging to licensor
are stated at the end of the variety list.
Headlines
If a Collection is used as headline, you should always write it in capital letters to stress that it
is a trademark and include the trademark. For example:
“The RENAISSANCE2 Collection"
and not “the RENAISSANCE-Collection” or “the RENAISSANCE Collection”.
If the Collection is used as headline, you can leave out the Collection name in the text that
follows. For example, if you have a headline saying “The RENAISSANCE2 Collection”, you
can simply write Lea™ Poulren019. afterwards. As long as there is no doubt which
Collection the product belongs to.
The sales names and names of Collections should always be used as uninflected adjectives
and should never be joined to other words, either to form a single word or with a hyphen.
It is not allowed to associate other names, whether company names and/or personal names,
with the Collection name. It is only allowed - and at the same time a requirement - only to
associate the company and/or the companies who have developed the product and plant
novelty in question. In any description, the name Poulsen2 must be used.
Please be aware of the fact that it is stated in the Plant Breeders Rights law, that both sales
name and variety name must be mentioned and be written with the same type of font.
Please state on all printed material month and year of print, e.g. printed January 2009.
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Collection logos
Poulsen Roser A/S has 16 rose collections and 10 clematis collections. Logos for the
collections must be used in all written material directed towards your customers, such as
labels, brochures, rose/clematis sleeves and signs etc.
The logos can be requested via post@poulsenroser.dk
The logos can be used in three different colours - see example below. The preferred colour is
red. If the present colours do not match your design colours, please agree alternative colours
with post@poulsenroser.dk :
Pantone 188
Pantone 327
Black
Rose logos
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Clematis logos
Labels
Label providers
Please find our main label providers below.
Nova-gawepa GmbH
John Henry Company
Mauryflor
Mannheimer Straße 11
5800 W Grand River Ave
Z.I. - Route d'Etampes
DE-30880 Laatzen
Lansing US-MI-48901-7099
FR-45330 Malesherbes
Germany
USA
France
Tel.: +49/(0)511/898 831 – 0
Tel.: +1 800 748 0517
Tel.: +33 2 38 32 37 80
Fax.: +49/(0)511/898 831 – 41
Fax: +1 800 968 5646
Fax: +33 2 38 32 37 89
www.nova-gawepa.de
www.jhc.com
www.mauryflor.fr
info@nova-gawepa.de
e-mail:mail@jhc.com
mauryflor@maury-imprimeur.fr
Nova-gawepa, John Henry Company and Mauryflor supply growers in Europe and North
America with colour labels for the main varieties within our outdoor pot roses.
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Production of own label
If you choose to design your own labels, the design of all new labels must be approved by
Poulsen Roser A/S before print in order to assure correct use of our names and trademarks.
Poulsen Roser must have the following information in order to approve:
1. PDF or fax of the label
2. Who are the label printed for
Send a sign-off file to post@poulsenroser.dk.
Elements on the labels
The following elements must be present on all labels of Poulsen roses and clematis:
On the front of the label
1. The sales name including registration mark . or trademark ™ /or ®. If you use a
synonyme, the sales name must be stated on the label.
2. The collection logo
3. If the rose is scented, it is optional to use the “scent logo”
On the backside of the label
4. Sales name (Amelia™) + variety name (Poulen011.) in the same font and size. This
could also be on the front side of the label if preferred
5. The text: “More information on www.poulsenroser.com“ must be stated
6. It is optional to use the Poulsen Roser A/S logo. It can be replaced by your own logo
Logos can be requested via post@poulsenroser.dk
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Sleeves
The collection logo must always be visible - either on a label, on the sleeves or on the boxes. If
the collection logo is placed on the sleeve, it must be placed on the top third of the sleeve. Text
and design of the sleeve is up to the producer to decide.
Collection logo area
No other text allowed
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Images
When producing sales- and marketing material for products from Poulsen Roser A/S, the
images must alway be of good quality and must look like the real rose or clematis in terms of
colour and appearance.
Image types
Poulsen Roser A/S have thousands of images which can be viewed in our image archive online under “Market Place /Image archive”. We have several types of images:
1. Flower images of all
varieties
2. Pot image or close-ups of all
varieties
3. Decoration- and situation
images on selected varieties
Download medium resolution images
In the Image archive on www.poulsenroser.com /”Marketplace” you can download medium
resolution images for use on the internet or in presentations free of charge. You will find
instructions on the website of how to download.
Request high resolution images
You can order high resolution images (A4 scans in 300 dpi), from which an administration fee
of EUR 20,12 per image excl. VAT will be charged for customers and EUR 95,00 for non
customers. Customers need to be logged on in order to get the lower admin fee.
Correct information on images
When using the images, the correct indication of the sales name, as stated on page 2 in this
document + the copyright of Poulsen Roser A/S - see below:
1. Easy Cover® Towne & Country® Pouleas.
©Poulsen Roser A/S
2. Parisienne™ Boulevard® Evipo019.
©Poulsen Roser A/S
Resale of the images is not allowed.
If you need more information or encounter any problems, please contact post@poulsenroser.dk
or call at +45 48 48 30 28.
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Marketing initiatives from Poulsen Roser A/S
Every year Poulsen Roser A/S use many resources to help our producers to market and sell the
roses and clematis. We adapt the marketing strategy to the current market situation and we
have attention to the wishes of the license growers. We market the products via multible
channels in four languages: English, German, French and Danish.
Exhibitions
Poulsen Roser A/S will be present on the most important trade shows world wide, presenting
novelties and the current product portfolio.
WWW
You will find descriptions and images of the full product portfolio of the roses and clematis on
www.poulsenroser.com. You can choose English, German, French and Danish language.
Brochures and folders
Various folders and brochures can be downloaded with no charge from the website under
“Debate”/”Brochures and folders”.
Under this menu you will also find numerous inspiration articles about clematis and roses in
English, Danish, French and German.
Be aware that more detailed and production related collection sheets are found under
“Professional”/”Collections”. You must be logged on to download them.
Articles
On our homepage you will find many inspirational articles in English, German, French and
Danish with inspiring images and facts about caring for the plants. The articles are written by
professional journalists with technical guidelines from Poulsen Roser A/S. The articles are sent
to relevant media throughout the world in addition to recipients of our newsletters. You are
welcome to freely download the articles and use them in your own marketing. If you have
suggestions for subjects and products for new articles, please feel free to contact us.
Newsletters
The product news, press releases and articles, are sent regularly to wholesalers, garden centres,
newsletter subscribers and to the press all over the world.
With top quality varieties, a large amount of production information and marketing material,
we hope to be able to help you to enhance and develop your sales and your business.
If you have questions about this documents, please call +45 48 48 30 28 or write to
post@poulsenroser.dk.
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