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New city logo officially trademarked

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The city of Roswell’s new logo is now trademarked.

After applying for the trademark, the city recently received its requested trademark certification from the New Mexico Secretary of State’s Office, according to a press release issued by the city Tuesday.

The trademark protects the logo from unauthorized use by other entities or individuals. It will be in effect for 10 years and can be renewed by the city when it nears expiration. That protection is designed to make sure the logo remains unique to the city of Roswell, giving the city an identifiable graphic that people will associate with the city.

As a trademarked logo, which includes its various official variations, it is protected from unauthorized use. Even when specific use is granted by the city, the logo cannot be altered in any way.

In keeping with the city’s new branding effort aimed at reflecting Roswell’s sense of community, local businesses may use the logo when promoting themselves as being located in and having affiliation with Roswell. Some examples of this would be placing the logo in their store windows or printing it on their customer receipts. However, businesses cannot use the logo for their own individual profit, such as selling their own products with the logo or using it on any advertising designed to help sell specific products.

Anyone with questions about the city’s trademarked logo and the allowable uses, as well as the restrictions on its use, should contact Public Affairs Director Juanita Jennings at jn.jennings@roswell-nm.gov. Jennings can also be contacted by anyone seeking permission to use the logo.