Who owns any and all improvements that an Amorino franchisee makes to any Proprietary Mark?

According to Amorino's 2025 Franchise Disclosure Document, any and all improvements that a franchisee makes to any Proprietary Mark or Proprietary Product automatically belong to Amorino or CPG, SAS, Amorino's affiliate. This means that if a franchisee develops a new logo, slogan, or design related to the Amorino brand, the ownership of that improvement vests in Amorino or CPG, not the franchisee.

This clause is fairly standard in franchising. Franchisors like Amorino want to maintain tight control over their brand and image. By owning all improvements to the Proprietary Marks, Amorino ensures consistency across all franchise locations and prevents franchisees from creating variations that could dilute or damage the brand.

For a prospective Amorino franchisee, this means that while they can contribute ideas and suggestions for improving the brand, they will not own any resulting intellectual property. They also will not receive compensation for tangible costs of changing any Proprietary Mark. This underscores the importance of understanding the terms of the franchise agreement and the limitations on creative control.

It is important for potential franchisees to carefully consider this aspect of the franchise agreement and discuss any concerns with Amorino before signing. While franchisees can contribute to the brand's evolution, the ultimate ownership and control of the Proprietary Marks remain with Amorino or CPG.