Ask HN: For a startup website to show customer logos, do you need permission? Many startup websites list company logos on their website as a form of social proof. I'm wondering if these startups took the company's permission before displaying their logo. |
Generally its better to ask. If theyre already a customer, there is a good chance someone is going to go to your site and see it.
Sometimes it gets wierd, we had a large fast food logo on our site. We had only sold to 5 or so franchises in our area... So it was true but only kindof.
I'm almost certain that's the case when most of those kinds of logos are shown.
Most likely that's 80-90% of what happens when companies show logos on their website. Does Netflix really pay for that many SaaS products? Or is it really that one or two Netflix employees use it...
Digitalocean TOS, not changable and required on signup: 2.3 You grant us permission to include your name, logos, and trademarks in our promotional and marketing materials and communications.
(This excludes public brand usage guidelines published by companies for including their logos eg: Social media links for FB, Goog, LinkedIn, Instagram etc., and they are covered by the separate terms of use there.)
Check your agreement with your client. If it has such a clause related to marketing material (social proof would fall under that), seek their permission as prescribed in your agreement. It may help to get your client liaison on your side by letting them know first.
Then wait.
It is quite possible that the client may not get back to you. In that case, err on the side of caution and DO NOT use the logo on your website/social proof page.
As an alternative, when we made presentations to a small room (of prospective clients, potential investors etc.,) we may include a Top clients roster slide with the logos but mark that specific slide as confidential and show it only within the room and never use it for broader distribution. This practice is easier for your legal team to clear if the parties in the room are under non-disclosure agreements. It may be okay in other circumstances; read the room and use your discretion.
Not a lawyer.
Source: personal experience.
If they did go through that process, I wonder if there's a written guide somewhere, on how to go about it.
Based on my experience working with and for a few startups, it's likely that many of them did not. I've been asked by CEOs to not remove Company X logo even though there was no relationship beyond a customer account which used a Company X email address.
However, as several folks in this thread have noted, the process of working with customers' marketing departments is an opportunity to build relationships. Some won't let you, and that's fine. Companies like Apple often don't even let vendors who are core to their business use their name.
At best, it would be presumptuous, at worst, a cause for legal action.
I mean, I already do it, but should I also ask permission to do that? That would be weird since they had to pay font awesome to have their logo included in the font.
In some cases, the customer will expect a discount, knowing that they're a large customer and that their logo on your startup's website will instill some trust from potential customers and could lead to more sales.
Companies that regularly deal with large companies usually have the general TOS, and the TOS they'll agree to with large companies (or when reasonable sized companies check the terms w/ counsel before agreeing).
If I'm working with an easily replaceable supplier and they use my logo without explicit permission, it might be reason enough to replace that supplier. I remember being in someone's S-1 filing and getting a little bit upset (I can't remember if they notified us or not), but I can't really blame people for disclosing their largest customer by name is > 10% of revenue.
At best, this seems like a pretty easy way to convert them into a former customer.
The other wheeze for startups with few or no customers who want some recognisable badges on their home page is padding the "we work with" section with logos of companies where they use that company's product rather than vice versa...
Well, those badge-worthy companies can preemptively ban your product as well as future business development/co-marketing opportunities. If you never see yourself having an actual relationship of any kind with those companies, and your ethical bar is that low, then you may decide it's worth it.
Certainly, many crypto companies are practicing this form of wishful thinking right now.
https://www.theverge.com/2022/7/29/23284330/helium-crypto-me...