Bluetooth

Brand Usage
Guide

Bluetooth SIG Proprietary

Table of Contents
Introduction 3 Use of the Bluetooth
Word Mark
The Bluetooth Correct Form 10
Trademarks 4 Company, Business, and
Trade Names and Websites 11
Quick Reference Guide 5
Use of the Bluetooth
Use of the Bluetooth Figure Mark
Trademarks Color and Size 12
Where to Apply 6 Free Space 13
Registered Trademark Electronic Displays 14
Symbol (®) 7 Functionality Icon 15
Trademark
Attribution Footnote 7
Use of the Bluetooth
Product Naming Rule 8 Combination Mark
Use with Mobile Color and Size 16
Software Applications 9
Free Space 17

Other Information 18
Updated: October 2019

Bluetooth SIG Proprietary

 About the Bluetooth® Brand

We are Champions Since its revelation in 1998, the Bluetooth® brand has championed the idea that innovations
can accelerate faster, and technologies can reach further, if everyone and everything

of Human Innovation works together.

Found today on billions of devices around the world, the Bluetooth brand represents an
essential technology that makes everyday experiences more enjoyable, rewarding, safe
and social. Today our brand is one of the most recognized, trusted and influential in the
world—and is an asset that should be grown, managed and protected.

Your participation in representing and promoting the Bluetooth brand mirrors the
responsibility of those developing the technology: to assure each experience we create is
precise, consistent, coherent and cooperative.

Bluetooth SIG Proprietary Bluetooth Brand Guide | 3

 The Bluetooth Trademarks
®

The Bluetooth Acceptable translations of the

Bluetooth word mark
Trademarks
The Bluetooth word mark

Traditional Chinese 藍牙
Only Members of Bluetooth SIG, Inc. (“the Bluetooth® Simplified Chinese 蓝牙
Bluetooth SIG”) are licensed to use the Bluetooth
Japanese ブルートゥース
word mark, figure mark, and combination mark
Korean 블루투스
(collectively, the "Bluetooth Trademarks"), as
agreed to in the Bluetooth Trademark License
Agreement (“BTLA”). Members may use the
Bluetooth Trademarks in association with their The Bluetooth figure mark The Bluetooth combination mark
products and services, as well as in association
with their company to promote their membership
in the Bluetooth SIG. When the trademarks are
used in association with a product, that product
must have undergone and completed the Bluetooth
Qualification Process.
Licensees can download images of the Bluetooth
Trademarks at bluetooth.com

Bluetooth SIG Proprietary Bluetooth Brand Guide | 4

 Quick Reference Guide

Bluetooth Brand – Bluetooth Figure Mark (Runic “B” and oval)

• The registered trademark symbol, ®, should always be displayed as a subscript
Quick Reference following figure mark

Guide • May only be reproduced in blue, white or black (except as otherwise expressly
permitted herein) (see page 12)
• Must always be placed on a solid background
This quick reference guide answers the most
• Must not alter the elements of the figure mark (e.g., change oval shape to circle or
commonly asked questions concerning use of the
square, rotate Runic B)
Bluetooth Trademarks. For complete guidelines,
• Appropriate free zone must surround all sides of the figure mark
including some exceptions, read this brand guide in
• The complete figure mark must be used. The only exception is on products or electronic
its entirety. displays where the functionality icon, Runic B only, may be used (see page 4)
Bluetooth Word Mark For complete guidelines on the use of the figure mark, visit pages 12-15
• Should not be used as a noun
Bluetooth Combination Mark (Runic “B” and oval + word mark)
• Must always be displayed with a capital letter
• The registered trademark symbol, ®, should always be displayed as a superscript
"B"
following combination mark
• On the first and most prominent use, the
• Can only be reproduced in four combinations – Blue figure mark/black word mark,
registered trademark symbol, ®, should be
blue figure mark/white word mark, black figure mark/black word mark, white figure
displayed in superscript
mark/white word mark
• Should be made to stand out (e.g., underline,
bold, and/or italics) when first used in text • Must always be placed on a solid background
• Must be used in English, unless translated into • Must not alter elements of the combination mark (e.g., cannot change font or size of
word mark element; do not move or change shape of figure mark element)
one of the four other approved languages (see
page 4) • Appropriate free zone must surround all sides of the combination mark
For complete guidelines on the use of the word For complete guidelines on the use of the combination mark, visit pages 16-17
mark, visit pages 10-11

Bluetooth SIG Proprietary Bluetooth Brand Guide | 5

 Use of the Bluetooth Trademarks
®

Use of the To discuss use of the Bluetooth Trademarks in other contexts than listed above, contact
[email protected]. A licensee's right to use the trademarks on or in
Bluetooth Trademarks connection with products is dependent upon the qualification of said products and is
outlined in the BTLA.

Where to apply the Violation

Bluetooth Trademarks The Bluetooth Trademarks may not be used in a manner that could impair the goodwill
The Bluetooth Trademarks can be applied associated with the trademarks or otherwise damage the reputation of Bluetooth SIG
on licensees': or its Members. The Bluetooth Trademarks shall therefore not be used in connection
• advertisements with products and services that do not enable any Bluetooth wireless functionality or
• computer programs in connection with unlawful, obscene, pornographic, excessively violent, hazardous, or
otherwise poor-taste activities.
• direct mail units
• exhibition stands
• posters
• packaging
• point-of-sale materials
• press materials
• properly qualified and listed Bluetooth
enabled products
• product & sales literature
• radio / TV commercials
• visual aids
• websites

Bluetooth SIG Proprietary Bluetooth Brand Guide | 6

 Use of the Bluetooth Trademarks
®

Use of the The registered trademark symbol "®" should immediately follow each individual Bluetooth
Trademark whenever they appear on product packaging, products, web pages, marketing
Bluetooth Trademarks pieces, and in textual information. After the first and most prominent use, the ® symbol
may be omitted from the word mark.
Use of the Registered In most circumstances the registered trademark symbol “®” should consistently be
Trademark Symbol used with the Bluetooth Trademarks. However, in the event that the use of the “®”
The Bluetooth Trademarks have been registered symbol on a product, or as part of a product display, is impractical due to the small size
in enough jurisdictions to be accompanied by the of the Bluetooth mark or the shape or size of the product on which the mark appears,
registered trademark symbol “®” by licensees on the licensee may omit the “®” symbol on such a product or product display, provided,
a worldwide basis. Please note that when using however, that appropriate language identifying and attributing the Bluetooth Trademarks
the Bluetooth Trademarks in Canada, licensees to the Bluetooth SIG is included in printed materials accompanying the product (e.g.,
may instead use the Marque Déposée ("MD") user’s guides, owner’s manuals, product brochures, product packaging, etc.) and the “®”
designation alone or in combination with the ® symbol is used with the Bluetooth word mark in the first and most prominent instances
symbol (e.g., " ®/MD"). in which it appears in all literature, packaging, and other materials accompanying the
product.
The Bluetooth SIG has not obtained registration for
the Simplified Chinese translation of the Bluetooth
word mark in any jurisdiction. Accordingly, Trademark Attribution Footnote
Members should not use the registration symbol Whenever the Bluetooth Trademarks are used in a particular piece, they must be
with that translated mark until the SIG notifies its attributed with an appropriate trademark footnote. The recommended attribution
Members that the mark has been registered. footnote is as follows:
For information as to whether a particular Bluetooth “The Bluetooth® word mark and logos are registered trademarks owned by Bluetooth SIG,
Trademark has been registered or applied for Inc. and any use of such marks by [licensee name] is under license. Other trademarks and
registration in a specific country, please reference trade names are those of their respective owners.”
BTLA Attachment 3 or contact the Bluetooth SIG
Brand Manager at The footnote may be presented in small type but must be large enough to be legible.
[email protected]. This footnote generally appears at the end of a document or on the back of a package,
but it may appear at the bottom of a press release or a web page or the inside cover of
technical documentation accompanying the product. The footnote may be translated into
any language provided, however, that the Bluetooth word mark is in English or in one of
the approved translations found on page 4. The company name, Bluetooth SIG, Inc., must
always be displayed in English. If a footnote cannot be applied on product packaging
or labels due to space limitations, the footnote must be clearly printed on the product's
associated printed materials.
Bluetooth SIG Proprietary Bluetooth Brand Guide | 7
 Use of the Bluetooth Trademarks
®

Use of the Relationship to Licensee Brand

The Bluetooth Trademarks cannot be the only trademark(s) found on a company’s product
Bluetooth Trademarks or product packaging. In addition, a licensee may not embed the Bluetooth Trademarks in
a licensee trademark, logo, or tag line, or attempt to register a word mark, logo or tag line
Product Naming Rule incorporating any of the Bluetooth Trademarks.
When using the Bluetooth Trademarks it should
INCORRECT Attempting to register a logo or tag line that incorporates the Bluetooth
always be apparent which company is the licensee Trademarks (examples below)
of the trademark; therefore, the Bluetooth
word mark should always be secondary to the
licensee’s house mark or other primary trademark.
The Bluetooth word mark may be incorporated
into product names, but when used for such LICENSEE LOGO
purposes, the registered trademark symbol “®” we make Bluetooth® headphones®
must be added in superscript format immediately
following the word mark and the word mark must
be formatted in a manner designed to indicate its
status as a trademark.
LICENSEE LOGO
INCORRECT [Licensee Mark] Bluetooth Speakers

INCORRECT Bluetooth Headphones LICENSEE LOGO

CORRECT [Licensee Mark] Bluetooth® Watch

CORRECT [Licensee Mark] BLUETOOTH®

LICENSEE LOGO
Wireless Headset
Bluetoothopia®

Bluetooth SIG Proprietary Bluetooth Brand Guide | 8

 Use of the Bluetooth Trademarks
®

Use of the
Bluetooth Trademarks INCORRECT Altering the Bluetooth Trademarks for use with a mobile software application

Bluetooth Trademarks with Mobile

Software Applications
When used with mobile software applications, as
with other products, the Bluetooth Trademarks
may not be used as a standalone name, icon, logo
or other designation of the mobile application.
Consistent with the guidelines on pages 10-17,
licensees may not alter the Bluetooth Trademarks
in any way when displayed on or in connection with
mobile software applications.

CORRECT Using the Bluetooth Trademarks as a secondary name, icon or logo on amobile software
application

LICENSEE LOGO

APP NAME

Bluetooth SIG Proprietary Bluetooth Brand Guide | 9

 Use of the Bluetooth Word Mark
®

Use of the Bluetooth If, due to size limitations on an electronic display screen (e.g., cell phone user interface,
website tabs), it is impractical to use a secondary term after the Bluetooth word mark, the
Word Mark licensee may omit the secondary term.

The Bluetooth SIG’s rights in the Bluetooth word Spelling

mark encompass all upper and lower case, bold, The Bluetooth word mark is a trademark, and as such its spelling cannot be changed. It is
italicized or plain text representations of the always to be used in either English, its Traditional Chinese translation “藍牙”, its Simplified
word “Bluetooth.” Chinese translation “蓝牙”, its Japanese translation “ブルートゥース”, or its Korean

Bluetooth® translation “블루투스”; it must not be translated into other languages.

INCORRECT Blåtand® trådlösa produkter...
CORRECT 藍牙 enabled product
Correct Form
CORRECT Bluetooth® trådlösa produkter...
The Bluetooth word mark should not be used
as a noun. Upon first and most prominent uses CORRECT 蓝牙TM enabled product
on any given web page, brochure, packaging,
CORRECT ブルートゥース® enabled product
advertisement, or other marketing piece, the
Bluetooth word mark must be followed by the CORRECT 블루투스 ® enabled product
phrase “wireless technology” or another secondary
generic term to identify the appropriate product or Formatting
service category and emphasize that the Bluetooth When using the word mark in plain text, the letter “B” must be capitalized (i.e., “Bluetooth”)
word mark is referring to a particular and authentic in all instances. The word mark should also be made to stand out in the text by either
type of wireless technology. underlining the word mark, or displaying the mark in all capitals, italics, and/or bold font
on the first and most prominent use of the mark within a particular piece.
CORRECT A notebook computer with Bluetooth®
wireless technology Example: BLUETOOTH wireless technology... Example: Bluetooth wireless technology...

CORRECT Wireless products featuring Bluetooth® Example: Bluetooth wireless technology... Example: 藍牙 wireless technology
technology
Exception: The Bluetooth word mark may appear in all lowercase letters if specifically
CORRECT A company offering Bluetooth ® referring to or referencing the Bluetooth SIG websites (e.g., “www.bluetooth.com”, etc.).
qualification testing services

Bluetooth SIG Proprietary Bluetooth Brand Guide | 10

 Use of the Bluetooth Word Mark
®

Use of the Bluetooth No abbreviations.

Word Mark As the Bluetooth word mark is a trademark, it must always be spelled out correctly and in
its entirety. The Bluetooth word mark must not be abbreviated, displayed as an acronym,
or otherwise truncated, as such unauthorized modification of the mark may implicate a
No possessives or plurals or hyphenations. trademark owned by a third party (e.g., BT is a registered trademark of another company).

INCORRECT Bluetooth’s Specification includes... INCORRECT BT wireless technology CORRECT Bluetooth wireless technology

INCORRECT Bluetooth-enabled products... INCORRECT BLE CORRECT Bluetooth Low Energy

INCORRECT Bluetooths or Blueteeth

Company, Business and Trade Names
CORRECT The Specification for Bluetooth® wireless The Bluetooth word mark must not be incorporated as part of a company, business or
technology includes... trade name. Only Bluetooth SIG, Inc. is permitted to use the word mark in such a manner.
CORRECT Bluetooth® wireless technology INCORRECT Bluetooth Consultants, Bluetooth Enterprises, MyBluetooth, Inc.
enabled products...
Websites
No verbs. The Bluetooth word mark is not to be used in a domain name. The only exceptions to the
rule are for the domain names owned by the Bluetooth SIG (e.g., www.bluetooth.com) or
INCORRECT Bluetooth your message... when the word mark is used after the backslash in a URL.
CORRECT Communicate via Bluetooth® wireless INCORRECT
technology... www.bluetooth.se
www.unpluggedbluetooth.com
www.blue2th.com
No puns.
CORRECT www.companyname.com/bluetooth
Consistent and appropriate use of the Bluetooth
Trademarks benefits all Bluetooth SIG
Members. Accordingly, do not make puns out of
the Bluetooth word mark or portray it in
a negative manner.

Bluetooth SIG Proprietary Bluetooth Brand Guide | 11

 Use of the Bluetooth Figure Mark
®

Use of the Bluetooth It is also permissible to engrave or emboss the figure mark on a product, assuming it color
matches the product. With the full color figure mark, the Runic B can be color matched
Figure Mark to the solid color background (i.e., if the background is red, the Runic B can be red) or it
can be white. The background and the Runic B cannot be two different colors (see limited
The Bluetooth figure mark, designed with exception, page 13). If the figure mark is printed on clear, transparent packaging, the Runic
inspiration from the Runic characters "H" and "B" B should be left transparent such that the background color, which must be a solid color,
(initials of Harald Bluetooth), is comprised of a shows through the Runic B.
Runic B within an oval design.
Acceptable Bluetooth Figure Mark Reproduction
Color and Size
The figure mark must always be represented with
the best possible quality. In order to maintain the
highest possible resolution, the figure mark should
be printed at a minimum of 8 mm wide when used
in print. When used digitally, the minimum size
should be 30 px wide at 72 DPI.

The oval of the figure mark can be reproduced in

black, white, or in blue. When in blue, the following Unacceptable Modifications of Bluetooth Figure Mark
specification shall be used:
INCORRECT Using figure mark symbol on gradient, patterned background or an image
Pantone
PMS 285

CMYK
C: 100% M: 50% Y: 0% K: 0%

RGB INCORRECT Adding drop shadow, graphic emboss, or applying other graphic alterations to
the logo including removing the oval or placing the Runic B in other shapes
R: 0 G: 130 B: 252

Bluetooth SIG Proprietary Bluetooth Brand Guide | 12

 Use of the Bluetooth Figure Mark
®

Use of the Bluetooth Bluetooth figure mark “free zone”

Figure Mark
Free Space
Aside from the two limited exceptions discussed
below, always make sure that the integrity of
the figure mark is preserved by making use of at
least a “free zone” within which no text, picture,
illustration, or other element shall be present. The
two exceptions to the free zone requirement are as
follows:

• The registered trademark symbol ® is to be

printed as a subscript of the figure mark, as
The distance between the figure mark and
illustrated on the right, and should be displayed the edges of the free zone is equal to half the
in the same color as the oval of the figure mark. height of the figure mark as shown above.
• The free zone may be reduced to a minimum of
one-eighth (1/8) of the height of the figure mark
when using the figure mark (standing alone) in
electronic displays where size limitations prevent
a larger free zone. For example, the free zone
may be reduced when using the figure mark
near the edge of an electronic display screen
or adjacent to an electronic display divider line.
It is not acceptable, however, to use a reduced
free zone when the figure mark is displayed
next to an informational element such as a
company name, third party logo or other graphic
element. This particular exception only pertains
to electronic displays; all printed materials and
product packaging must adhere to the standard
“half the height of the figure mark” free zone
requirement.
Bluetooth SIG Proprietary Bluetooth Brand Guide | 13
 Use of the Bluetooth Figure Mark
®

Use of the Bluetooth INCORRECT Not observing proper free space or permitted color options on an
electronic display

Figure Mark
Use on Electronic Displays
When using the Bluetooth figure mark on an
electronic display or screen, a licensee may display
the Runic B component of the full figure mark in
blue, black, white or another solid color that is
consistent with the other icons on the electronic
display. The oval design must, however, remain in
blue, black or white color. This is an exception to
the standard figure mark guideline that the Runic B
be displayed in white or color matched to the solid
color background; see page 12.

If, for purposes of maintaining consistency on

electronic display screens or because of the nature CORRECT Using the figure mark with proper free space and permitted color options on an
of the electronic display, the licensee would like electronic display
to use a different color for the Runic B or oval
design or display the figure mark on a patterned or
non-solid color background, express approval from
the Bluetooth SIG must be obtained prior to such
use. Please contact
[email protected] for any such
requests or questions. Please note that such
exceptions will only be considered for use of the
figure mark on electronic displays; all printed
materials, product packaging, labeling, user
documentation and advertising materials must
conform to the standard figure mark guidelines.

Bluetooth SIG Proprietary Bluetooth Brand Guide | 14

 Use of the Bluetooth Figure Mark
®

Use of the Bluetooth INCORRECT Placing symbols over the CORRECT Using the Runic B as a

Figure Mark
Runic B functionality icon on an electronic display

Use of the Bluetooth

Functionality Icon
To indicate activation of Bluetooth wireless
technology, or functionality of the same, licensees CORRECT Engraving the Runic B such that it color matches the product, and using a solid
may use the Runic B standing alone without the color for the Runic B when consistent with other displayed icons
oval design (referred to herein as a "functionality
icon") on products or electronic displays. When
used as a functionality icon, the Runic B must be
displayed in blue, black, white or another solid
color that is consistent with the other icons on the
product or electronic display. The Runic B may
also be engraved or embossed such that its color
matches the product. To the extent necessary,
licensees may also display the Runic B in use as
a functionality icon in images of its product and
associated user documentation.

Use of the Runic B standing alone may not be used

in any other circumstance. Please contact
[email protected] with any questions
concerning use of the Runic B as a
functionality icon.

Bluetooth SIG Proprietary Bluetooth Brand Guide | 15

Use of the Bluetooth Use of the Bluetooth Combination Mark
®

Combination Mark Acceptable Bluetooth Combination Mark Reproduction

The Bluetooth combination mark is a trademark
and consists of:
• The Bluetooth figure mark, AND
• The Bluetooth word mark
It is strongly suggested that licensees use the
combination mark whenever possible in an effort to
build awareness of the brand.

Color and Size

The Bluetooth combination mark must always be
represented with the best possible quality. In order Unacceptable Modifications of Bluetooth Combination Mark
to maintain the highest possible resolution, the
figure mark portion of the combination mark should INCORRECT Altering the combination mark in any way including moving the figure mark,
be printed at a minimum of 8 mm wide when moving the registered trademark symbol to the baseline of the combination mark, or using the
used in print. When used digitally, the minimum combination mark with the word "Bluetooth" in the wrong font
size should be 30 px wide at 72 DPI. There is no
maximum size requirement for the combination
mark. BLUETOOTH®
The combination mark can be reproduced in four
ways: blue oval and black word mark on light
background, black combination mark on light
background, blue oval with white Runic B and
INCORRECT Using combination mark on gradient, patterned background or image; adding a
white word mark on dark background, and white drop shadow, graphic emboss, or other graphic altering of the logo
combination mark on dark background.
It is also permissible to engrave or emboss the
combination mark on a product, if this is preferred.
When embroidering the logo on a dress shirt, it is
okay to embroider it on a pin striped background.
However, all other cases of embroidery should be
done on a solid background.

Bluetooth SIG Proprietary Bluetooth Brand Guide | 16

 Use of the Bluetooth Combination Mark
®

Use of the Bluetooth Bluetooth combination mark “free zone”

Combination Mark
Free Space
Aside from the one exception discussed below,
always make sure the integrity of the combination
mark is preserved by making use of at least a “free The distance between the combination mark
zone” within which no text, picture, illustration, or and the edges of the free zone is equal to
other element shall be present. The one exception half the height of the “B” as shown above.

to the free zone requirement is that:

• The registered trademark symbol,®, is to be
printed as a superscript of the combination
mark, as illustrated to the right.

Bluetooth SIG Proprietary Bluetooth Brand Guide | 17

 Other Information

Other Disclaimer and Copyright Notice

This document, regardless of its title or content, is not a Bluetooth Specification subject to the licenses granted by

Information the Bluetooth SIG Inc. ("Bluetooth SIG") and its Members under the Bluetooth Patent/Copyright License Agreement
and Bluetooth Trademark License Agreement.
Contact Information
THIS DOCUMENT IS PROVIDED "AS IS" AND BLUETOOTH SIG, ITS MEMBERS, AND THEIR AFFILIATES MAKE NO
If you have additional questions on the use of the
REPRESENTATIONS OR WARRANTIES AND DISCLAIM ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING
Bluetooth Trademarks, please contact ANY WARRANTY OF MERCHANTABILITY, TITLE, NON-INFRINGEMENT, FITNESS FOR ANY PARTICULAR
[email protected]. PURPOSE, THAT THE CONTENT OF THIS DOCUMENT IS FREE OF ERRORS.

TO THE EXTENT NOT PROHIBITED BY LAW, BLUETOOTH SIG, ITS MEMBERS, AND THEIR AFFILIATES DISCLAIM
ALL LIABILITY ARISING OUT OF OR RELATING TO USE OF THIS DOCUMENT AND ANY INFORMATION
CONTAINED IN THIS DOCUMENT, INCLUDING LOST REVENUE, PROFITS, DATA OR PROGRAMS, OR BUSINESS
INTERRUPTION, OR FOR SPECIAL, INDIRECT, CONSEQUENTIAL, INCIDENTAL OR PUNITIVE DAMAGES,
HOWEVER CAUSED AND REGARDLESS OF THE THEORY OF LIABILITY, AND EVEN IF BLUETOOTH SIG, ITS
MEMBERS, OR THEIR AFFILIATES HAVE BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.

This document is proprietary to Bluetooth SIG. This document may contain or cover subject matter that is intellectual
property of Bluetooth SIG and its Members. The furnishing of this document does not grant any license to any
intellectual property of Bluetooth SIG or its Members.

This document is subject to change without notice.

Copyright © 2003-2018 by Bluetooth SIG, Inc. The Bluetooth word mark and logos are owned by Bluetooth SIG, Inc.
Other third-party brands and names are the property of their respective owners.

Bluetooth SIG Proprietary Bluetooth Brand Guide | 18