Does the Beehive Homes definition of 'Names and Marks' include slogans?

According to Beehive Homes' 2025 Franchise Disclosure Document, the definition of "Names and Marks" does include slogans. Specifically, the FDD states that "Names and Marks" encompasses the trade name, trademark, or service mark "BEE HIVE HOMES®", along with other similar names, service marks, trademarks, trade names, and copyrights. This extends to all ancillary signs, symbols, slogans, phrases, emblems, designs, and other identifiers indicated by Beehive Homes and used in connection with the Home and the System.

This definition means that franchisees must adhere to Beehive Homes' guidelines regarding the use of any slogans associated with the brand. Franchisees are licensed to use these "Names and Marks" exclusively for operating their Beehive Homes franchise, and must comply with the standards set forth in the Manual. This includes displaying the Trade Name on signs, stationery, business cards, advertising materials, and other media as specified by Beehive Homes.

The inclusion of slogans within the definition of "Names and Marks" ensures that Beehive Homes maintains control over its brand identity and messaging. Franchisees are restricted from independently using or altering slogans without prior authorization from Beehive Homes. This control helps to ensure consistency in branding and marketing across all franchise locations, which is a common practice in franchising to maintain brand recognition and customer trust.

Furthermore, upon termination of the Franchise Agreement, franchisees must immediately cease using all "Names and Marks," including any slogans, and return or destroy all related materials as directed by Beehive Homes. This provision reinforces the franchisor's ownership and control over its intellectual property and prevents franchisees from continuing to benefit from the brand's goodwill after the franchise relationship ends.