Sherwin-Williams Corporate Identity Guidelines

Sherwin-Williams

The Sherwin-Williams Company Corporate Identity Guidelines

Our singular goal is to help you and your business thrive with solutions that add value to your bottom line. Just as you work hard to build and protect your brand, we have the same desire to protect the equity in our brand through consistent appearance and use of our trademarks. As such, we ask that you adhere to the following guidelines when using our name and trademarks in your communications.

The Sherwin-Williams and the Cover the Earth trademarks, along with Sherwin-Williams product names are registered and/or unregistered trademarks (“Trademarks”) of The Sherwin-Williams Company or its subsidiaries. As a Sherwin-Williams customer, you have been granted the limited right to use the Trademarks in accordance with The Sherwin-Williams Company Corporate Identity Guidelines, as summarized below.

Terms and Conditions

  • When referring to our company by name, we ask that you use “Sherwin-Williams” (preferred) or “The Sherwin-Williams Company”. Please do not use The Sherwin-Williams Paint Company or Sherwin-Williams Paints.
  • Do not use an apostrophe with Sherwin-Williams (i.e., do not use Sherwin-Williams’).
  • Do use the same plain font that matches the remainder of the sentence in which our company is referenced. You are free to use bold or italic, but we ask that you do not stylize our name to mimic our logo font to distinguish our name.
  • Always use the Trademarks in the manner directed by The Sherwin-Williams Company and/or its subsidiaries, including spelling and capitalization. You may not alter the Trademarks in any way.
  • You should never use the Trademarks as your own trademark, or as part of your company name (i.e. ABC Painting The Sherwin-Williams Company).
  • You may not utilize our Trademarks or company name on personal business materials such as business cards, stationery, etc.
  • You may use the Trademarks on external advertisements (i.e., websites, truck signs, yard signs, radio commercials, newspaper ads, flyers, direct mail) that help you to promote your use of Sherwin-Williams products if your follow the rules detailed below
    • When referring to our company’s branded products, you should use “Sherwin-Williams®” followed by the descriptive name of the product (for example “We use Sherwin-Williams® Emerald® interior paint”, not “We use Emerald®”). You must use a standard font that matches the remainder of the sentence in which our branded products are referenced. You may not use a stylized font or images of branded products without specific written approval through your sales person and the Sherwin-Williams marketing communication department.
    • Any and all references to the Trademarks must include the ® or TM symbol, as specified by Sherwin-Williams
      • for example, “We only use high-quality Sherwin-Williams® paints.”
    • It must be clearly stated that your company uses, applies or recommends our products. You may not use the Trademarks in any way that implies that your company or any of its products are affiliated or associated with, or developed, endorsed or approved by, The Sherwin-Williams Company or its subsidiaries.
      • Examples of proper use include: “We Proudly Use Sherwin-Williams® paint.” “We Recommend Sherwin-Williams® paints.”
    • Any logo that you utilize must be supplied by The Sherwin-Williams Company and adhere to our logo specifications (e.g., size, color, etc.).
    • No specific product claims should be made by you unless the claims are provided by Sherwin-Williams.
    • In using the Trademarks on any advertising material, website or other collateral, your own brand must also appear and must be more prominent than the Sherwin-Williams and Cover the Earth trademarks. The Sherwin-Williams and Cover the Earth trademarks should appear in a different font size (smaller) than your brand to ensure that the emphasis is on your brand.
    • The Trademarks must be used to identify Sherwin-Williams products and services only. You may not use the Trademarks in any of your product names, logos, trade names, slogan, or trademarks. You may not use the Trademarks in any domain name registered by you or your organization.
    • You may provide a link to sherwin-williams.com when using the Trademarks on your website; however, prior to use of any links, a linking agreement must be signed by your company. (Additional details below)
    • The ad must be in good taste.
  • You should not use the Trademarks on third party products.
  • If The Sherwin-Williams Company determines that your use of the Trademarks is not in compliance with these guidelines or is otherwise improper, you must comply with any requests to correct or discontinue such use.

When you accept these terms and conditions, you will have access to the linking agreement as well as low and high resolution logos.

Sherwin-Williams Company Logos

Provided below for your convenience are approved Sherwin-Williams Company logos that adhere to our specifications. Only these logos are approved for use. High and low resolution image files are provided.

For additional information view Sherwin-Williams Corporate Identity Guidelines Book click here.

Example of Approved Trademark Use

  • SW - Logo - Placement example

High and Lo Res Images for Download

By accepting the Sherwin-Williams Corporate Identity Guidelines and Terms and Conditions you may be eligible to provide a link to sherwin-williams.com from your website.

When using the Trademarks on your website; however, prior to use of any links, the linking agreement below must accepted by your company.

LINKING AGREEMENT

This Linking Agreement (“Agreement”) is made by and between The Sherwin-Williams Company located at 101 W. Prospect Avenue, Cleveland, OH 44115 (“Sherwin-Williams”), and (“Licensee noted below”). Sherwin-Williams and Licensee are collectively referred to as the “parties. This Agreement is effective as of the last date of signature below (“Effective Date”).

Licensee desires to include a link to the Sherwin-Williams website on Licensee’s own website, and the parties agree that such use shall be governed by the terms of this Agreement.

1. Linking License

Sherwin-Williams grants to Licensee, for the term of this Agreement, a limited, royalty-free, non-exclusive, non-transferable, without the right to sublicense, revocable license to use and make a connection to the information, content or ads displayed, linked, downloaded or accessed from Sherwin-Williams’ web site at and any secondary webpages that are part of the Site (“Site”), in the form of a hypertext reference link (“Link”) to be placed on Licensee’s website as identified by the URL listed beneath Licensee’s signature below (“Licensee’s Site”). The use of the link on Licensee’s Site shall solely be for the purpose of describing or promoting Licensee’s use of Sherwin-Williams products and services. Licensee represents that it will properly and accurately use the Link solely for the purpose of creating and describing the initial top level display of the Site, and that Sherwin-Williams will not be portrayed in a negative fashion, as determined by Sherwin-Williams in its sole discretion.

2. Proprietary Rights

Licensee agrees that the Site, including, without limitation, all content, text, images, software, media and other materials therein, is proprietary to or licensed by Sherwin-Williams, protected under copyright and other intellectual property laws, and may not be reproduced, transmitted, displayed, published or distributed without the express prior written consent of Sherwin-Williams.

3. Limitations

Licensee shall not: (a) display or use the Link in a manner that causes the Site or any portion of its content to display within a frame, be associated with any advertising or sponsorship not part of the Site, or otherwise incorporate Site content into a third-party web site; (b) display or use an inline link to any information file contained in the Site; (c) alter, block or otherwise prevent display of any content of the Site; (d) link to the Site through any other URL or mirrored site; and/or (e) link to the Site if, to a reasonable person, Licensee’s website, may be obscene, defamatory, harassing, offensive, or malicious. Licensee agrees to notify Sherwin-Williams of any significant changes to the content or structure of Licensee’s website within seven (7) days after any such significant change.

4. Use of Trademarks

Licensee agrees and acknowledges that this Agreement does not provide any right or license to use any Sherwin-Williams (or its affiliated companies’) trademarks, trade names or logos (“Trademarks”) other than use of the Trademarks to merely state that Licensee uses, applies, or recommends Sherwin-Williams products. Licensee shall not use the Trademarks in any way that implies that Licensee or of its products are affiliated or associated with, or developed, endorsed or approved by, The Sherwin-Williams Company and/or its subsidiaries. In the event that Licensee should desire the use of Sherwin-Williams’ (or its affiliated companies’) Trademarks (such as for, without limitation, press releases, brochures, advertisements or the like) for any other promotional purposes, Licensee understands and acknowledges that it will be necessary to enter into a separate agreement for such use and that entering into such a agreement shall be at the sole discretion of Sherwin-Williams or its affiliated companies.

5. Term and Termination

This Agreement shall terminate automatically on the two (2) year anniversary hereof, unless terminated sooner in accordance with the immediately following sentence. Either party reserves the right terminate this Agreement at any time for any or no reason immediately upon written notice to the other party. Upon termination, Licensee shall immediately: (a) discontinue or disable the Link; (b) remove the Link and name(s) of Sherwin-Williams from Licensee’s Site; and (c) destroy any copies of data from the Site in Licensee’s possession, custody or control. Sherwin-Williams reserves the right to terminate this Agreement with respect to any specific Licensee or group of Licensees at any time for any reason whatsoever.

6. Relationship

The parties acknowledge and agree that no contract of employment, partnership, joint venture, agency or any other relationship shall be deemed to exist between Sherwin-Williams and Licensee. Licensee is not authorized to obligate Sherwin-Williams or create any binding relationship between Sherwin-Williams and a third party; any attempt to do so shall have no effect. The relationship between the parties is non-exclusive. The parties acknowledge and agree that each party shall be responsible for its own employees and agents. Licensee agrees to indemnify, hold harmless and defend Sherwin-Williams and its directors, officers, employees, agents and affiliates from and against any action, claim, demand or liability, including reasonable attorney’s fees and costs, arising from or relating to any breach of any of Licensee’s representations, warranties or covenants set forth in this Agreement.

7. Notices

Any notice, communication or statement required or permitted to be given hereunder shall be in writing and deemed to have been sufficiently given when delivered in person, by registered or certified mail, postage prepaid, return receipt requested, or by reputable overnight carrier, at the addresses listed below.

If to Sherwin-Williams:

The Sherwin-Williams Company
101 W. Prospect Avenue Cleveland, Ohio 44115
Attention: Stores Group, Marketing Vice President

with a copy to:

The Sherwin-Williams Company
101 W. Prospect Avenue
Cleveland, Ohio 44115
Attention: General Counsel

If to Licensee, the address listed below, or such other address or addresses as either party may hereafter designate in writing.

8. Counterparts and Electronic Signature

This Agreement may be executed in two or more counterparts, each of which shall be deemed an original, but all of which shall constitute one and the same instrument. The parties agree that the delivery of the Agreement by facsimile or electronic signature shall have the same force and effect as delivery of original signature and that each of us may use such facsimile or electronic signatures as evidence of the execution and delivery of the Agreement by all parties to the same extent that an original signature could be used.

9. Miscellaneous

This Agreement represents the entire understanding and agreement between the parties relating to the matters set forth herein and supersedes any and all prior agreements, whether written or oral, that may exist between the parties regarding the same. No amendment, extension or modification to this Agreement shall be of effect unless in writing signed by both parties. No waiver by either party of any provision or condition of this Agreement shall be effective unless such waiver is expressed in writing and signed by the party to be bound. No such waiver shall be construed or deemed to be a waiver of any other provision or condition of this Agreement, nor a waiver of a subsequent breach of the same provision or condition, unless such is expressed in writing and signed by the party to be bound. If any paragraph, subparagraph, section, subsection, sentence or clause of this Agreement shall be adjudged illegal, invalid or unenforceable, such illegality, invalidity or unenforceability shall not affect the legality, validity or enforceability of the Agreement as a whole or of any paragraph, subparagraph, section, subsection, sentence or clause hereof not so adjudged. This Agreement shall be governed by the laws of the State of Ohio, without reference to conflicts of laws thereof. The parties mutually consent to the exclusive jurisdiction and venue of the courts of the County of Cuyahoga, State of Ohio and the federal district court, Northern District of Ohio for any suits, disputes and other matters arising out of this Agreement. All defined terms used herein and the provisions of Sections 5, 6 and 7 shall survive any termination or expiration of this Agreement.

10. Acceptance