Follow the guidelines

7 steps to consistent VELUX
brand communication

It is easy to be misinformed with the endless recommendations and suggestions the internet offers. Without guidance, the result can be dire.

This section will help you avoid the most common pitfalls regarding VELUX brand communication in the context of your business. By following these seven steps, you will help protect the integrity of the VELUX brand and  benefit from the superior sales potential of a strong brand.

1. Protect the brand on your website



Your website must always retain its own, unique style and character. Any VELUX communication must be treated as a separate, distinguishable element, based on the approved VELUX design guidelines.



Your website must never adopt essential VELUX design properties and treat them as part of your own company design.

 

2. Use the VELUX logo correctly



The VELUX logo is a unique and fixed branding element. The logo consists of white text on a red background with a registered trademark symbol. In black/white media, the white text may be used on a black background. Always use an original VELUX logo files for reproduction.



Never change the color, crop, or alter the dimensions of the logo. Do not make any modifications to the logo.

The VELUX logo can not be used together with competitor brands or as an indicator for VELUX compatible products.

3. Beware of the VELUX color palette




Your website must retain your company’s unique color palette. Any VELUX communication must be treated as a separate, distinguishable element, based on the approved VELUX design guidelines. We support the use of original VELUX photo material to follow our products.




Do not adopt the VELUX color palette into the overall design of your website. Your website must never adopt essential VELUX design properties and treat them as part of your own company design.

4. Use photos, videos and illustrations

Go to VELUX Weshare Circle to download approved, original photos, videos and illustrations. All material is arranged in packages and linked to available VELUX products and solutions. We strongly recommend the use of the approved, original photos, videos, and illustrations.

Due to quality and copyright issues, you must never copy photos or illustrations directly from any VELUX website and use them for promotional purposes.


5. Control your wording

When you buy VELUX® skylights...

We love VELUX products


The VELUX name must be treated as an adjective, meaning it may never stand alone. Always use our brand name with a descriptor, i.e. VELUX skylights, VELUX product or the VELUX Group.

Accessories must be referred to as “skylight products”.

Notice, the VELUX name is capitalized and must be followed by a ® the first time it is mentioned in the text.

velux

"velux"

We love VELUX

Do not write the VELUX name in lower-case letters or surrounded by quotation marks. Do not use it without a descriptor.

6. Manage your online marketing

Running an efficient marketing effort on the internet requires solid experience with advanced tools. If you know your way around Search Engine Marketing (SEM), Search Engine Optimization (SEO), social media marketing and promotion via social networking sites such as Facebook, YouTube, Instagram and Twitter, you should be on top of the online marketing game.

However, when the effort involves a global label like the VELUX trademark, managing your marketing activities becomes a lot more complicated.

The essential rules

To summarize the essentials, you may only use the VELUX trademark, when your marketing is directly related to original VELUX products or products compatible with VELUX skylights. The VELUX trademark must not be used to generate traffic to pages, which promote competitors non-compatible products.

This section describes the rules in detail that you must abide as a VELUX dealer. If you are selling compatible and non-compatible products, please use the integrated links to learn more about limitations and restrictions.

Throughout this guide, you will find that we refer to compatible and non-compatible products. These products are competitor products to the VELUX products and are defined as follows:

A compatible product is a product that is compatible with a VELUX skylight.

A non-compatible product is a product that is not compatible with a VELUX skylight.

7. VELUX trademark

Choose a unique brand name or a trademark that makes your business stand out amongst your competitors and perhaps even convey your strong selling points as a dealer.

It is strictly forbidden for any dealer, VELUX dealer or other, to register rights to the VELUX trademark or any other trademark of the VELUX Group in any form. The prohibition includes: 

  1. Trademark registration, incorporating trademarks that are registered by the VELUX Group. 
  2. Registration of company names, incorporating trademarks that are registered by the VELUX Group, e.g. VELUX Dealer Ltd. or VELUX Gardinen GmbH.
  3. Registration of domains and e-mail addresses, incorporating trademarks that are registered by the VELUX Group, e.g. www.velux-blinds.com, www.velux-bestprice.com or www.blinds4velux.com.

As a general rule, you must not use what is regarded as the intellectual property of the VELUX Group, without seeking written permission from the VELUX Group to do so.

Any violation of these guidelines may trigger a written warning from the legal department of the VELUX Group. If you do not comply within two weeks, the VELUX Group is liable to terminate the relationship without further notice.

The VELUX trademark guidelines for dealers – full version