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Introduction

Incubating projects carries both the Apache name and their own project identity. Protecting these names and logos from misuse by third parties is critical. Misuse can confuse users, imply false endorsements, or undermine the vendor-neutral reputation of the Apache Software Foundation (ASF).

Important: Please don't wait until graduation to address branding issues. Several podlings have had their graduation delayed because they did not tackle branding and third-party misuse early enough.

Why Third-Party Branding Matters

1. Protecting the Apache Name

  • Every podling carries the prefix “Apache.”
  • Incorrect or unauthorised third-party use of the Apache name damages not only the podling but the ASF’s reputation.
  • Protecting this shared brand is part of being a responsible ASF community.

2. Preventing Misrepresentation

  • Third parties may promote software or services as “official” when they are not.
  • Without correction, users may believe the ASF endorses a product, distribution, or company.
  • Early intervention helps avoid confusion and fosters trust.

3. Preserving Vendor Neutrality

  • The ASF is vendor-neutral.
  • If one company markets the podling as its own product, it creates the impression of corporate ownership.
  • Care must also be taken when a single vendor is the primary commercial user or promoter of the project. In such cases:
    • The project may appear “controlled” by that company.
    • Other contributors may feel excluded.
    • Graduation may be delayed until the project demonstrates independence and community diversity.
  • Consistent oversight ensures the project is seen as an Apache community effort, not a vendor product.

4. Reducing Graduation Risks

  • Branding and trademark management are graduation requirements under the ASF Maturity Model.
  • Podlings that actively monitor and correct misuse from the start move through graduation more smoothly.

What Podlings Often Overlook

Branding in Incubator Reports

  • The Incubator report template asks about branding.
  • Podlings should not ignore this or assume it only means “we ran a name search.”
  • Reports should describe progress on:
    • Ensuring the correct project name (“Apache Foo (incubating)”) is used consistently.
    • Correcting any third-party misuse.
    • Educating vendors, conferences, and media.

“(Incubating)” Disclaimer

  • Until graduation, the correct form is always “Apache Foo (incubating).”
  • Third parties must also use this form, dropping “(incubating)” in blogs, product pages, or press releases misleads users.

Visual Identity and Logos

  • Podlings may design their own logos, but they must adhere to ASF branding guidelines.
  • Third parties should only use the official podling logo (with the “incubating” qualifier) and must not mix ASF or podling logos with corporate logos in a way that implies ownership or endorsement.

Events and Press

  • Conference agendas, vendor webinars, and blog posts frequently misuse podling names.
  • Podlings should proactively review how their project is listed in external events and press mentions.
  • Correct issues quickly to avoid confusion and show maturity to the IPMC.

Consequences of Not Acting

  • Several podlings have had their graduation delayed because companies ignored the ASF branding guidelines. and the project failed to correct the misuse until the end of incubation.
  • Early and active management avoids these blockers and shows readiness for TLP status.

Common Risks

  • A vendor markets a product as “Apache Foobar™ Enterprise Edition”, implying ASF endorsement.
  • A company uses the ASF logo on its own website to promote commercial services.
  • Blogs or conference talks often describe or infer the podling as “Company X’s project” rather than part of the Apache community.
  • Only one vendor is visibly associated with commercial use, creating the perception of private ownership.
  • The podling itself fails to use the correct name (“Apache Foobar (incubating)”) in its site, docs, or releases.
  • Press releases, articles, or marketing collateral refer to the project as “owned by Company X”, “developed at Company X,” or “the creators of Apache Foo.”
  • A company’s employees dominate governance or communication channels, leading outsiders to assume that the company controls the project.
  • Third-party materials (e.g., whitepapers, case studies, commercial training) present the podling as a proprietary product rather than an ASF community project.

Good Practices for Podlings

  1. Start early: Review branding and third-party usage as soon as the podling enters incubation.
  2. Use the correct form: Always use “Apache Foobar (incubating)” in official communications until graduation.
  3. Monitor external usage: Watch how vendors, blogs, and partners describe your project.
  4. Correct misuses politely: Ask third parties to use the correct name and avoid ASF logos unless permitted.
  5. Educate others: Share ASF branding links when correcting third-party usage.
  6. Report progress: Mention branding checks and corrections in quarterly Incubator reports.
  7. Escalate when needed: If third-party misuse continues, contact trademarks@apache.org for assistance.

ASF Branding Policies and Resources

Conclusion

Branding is not an afterthought. It is central to a podling’s identity and trustworthiness. By addressing third-party branding issues early and consistently, incubating projects:

  • Protect the Apache name.
  • Prevent user confusion.
  • Demonstrate independence and vendor neutrality.
  • Report branding progress regularly.
  • Avoid graduation delays.

Taking branding seriously from the start ensures smoother incubation and a stronger foundation for the project’s long-term success.

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