Brand Usage and Naming Guidelines

The “Diem” name and logo comprise the core foundation of the Diem brand. Following these guidelines will ensure that you are using our brand and intellectual property correctly in communications and in naming your own tools, products, organizations, and websites. We encourage the developer community to make use of the Diem brand, but you must do so in conformance with these guidelines.

General Usage Guidelines

  • Diem Logo: Any use of the Diem logo or Diem wave graphic without written permission from the Diem Association is prohibited. This includes, without exception, the following uses: posters, brochures, signs, websites, or other marketing materials to promote events, products, or service.
  • Incorporation into Other Marks: Any use or incorporation of “Diem,” the Diem logo, or the Diem wave graphic element into a company or organization’s logos, wordmarks, or product or service names is strictly prohibited without written permission from the Diem Association. Permission to do any of the foregoing may require entry into a written license with the Diem Association.
  • Combinations Using the Diem Marks: Any combination of “Diem” with any other brand or in any co-branded communications is strictly prohibited without written permission from the Diem Association. Permission to do any of the foregoing may require entry into a written license with the Diem Association.
  • Registrations: Do not attempt to register “Diem,” the Diem logo, or the Diem wave graphic or any Diem Association intellectual property as a trademark, trade name, domain name, or “doing business as” name, alone or in combination with your own trademarks
  • Social Media Accounts: Do not create a Twitter handle or other social media account whose username or title could suggest affiliation with or endorsement by the Diem Association.
  • Confusing Marks: Do not create a trademark, domain name, or logo that imitates or could be confused with “Diem” or the Diem logo.
  • Disclaimer to Use: If you are not affiliated with the Diem Association, please feature the following disclaimer: “[Product/service/group name] is an independent initiative and has no affiliation with the Diem Association.”

Specific Usage Guidelines

  • Capitalize “Diem” and “Diem Association” in all cases.
  • Use “Diem Association,” rather than “Diem,” when referring to the organization that governs the Diem project. Example:
    • CORRECT: The Diem Association has a geographically dispersed membership.
    • INCORRECT: Diem has a geographically dispersed membership.
  • Use “Diem” only as an adjective, rather than as a noun or verb, unless referring specifically to the coin itself.
  • Do not use “Diem” in the plural or possessive form.
    • CORRECT: I am interested in learning about the Diem project.
    • CORRECT: The Diem Blockchain has the following features.
    • CORRECT: I sent 50 Diem to my friend.
    • INCORRECT: I am developing a new project for Diem.
    • INCORRECT: Diem has a large community of developers.

Specific Naming Guidelines

  • Any use of “Diem” for a user group, developer group, product, service, company, or organization name must not suggest it is sponsored by the Diem Association.
    • User and Developer Groups: Please use “Diem” with the term “user group” or “developer group” and tied to a geographic designation or specific functionality.
      • CORRECT: “Diem User Group for Singapore”; “Diem User Group – Mexico”; “Diem Developer Group – Move.”
      • INCORRECT: “Diem Canada”; “DiemMove.”
    • Products and Services: Please specify that a product or service is for use with the Diem Blockchain as opposed to incorporating “Diem” into the name itself.
      • CORRECT: “BlockDirectory for Diem Blockchain”
      • INCORRECT: “DiemBlockDirectory”
    • Company Names and Domain Names: Please do not incorporate “Diem” in any way into a company name or domain name (such as “Diem Technologies” or “Diemware”) unless it is otherwise consistent with this policy.
      • CORRECT: DiemUserGroupNewYorkCity.com
      • INCORRECT: DiemNewYorkCity.com

Thank you for your consideration. If you have any questions, please post them in the General section of the Diem Developer Community.