Can a Carvel franchisee use the Marks in any way they choose, or are there restrictions?
Carvel Franchise · 2025 FDDAnswer from 2025 FDD Document
Your right to use the Marks applies only to the Franchised Business operated at the Accepted Location as expressly provided in this Agreement, including advertising related to the Franchised Business.
You may only use in your Franchised Business the Marks we designate, and only in compliance with written rules that we prescribe from time to time.
Your limited license extends only to use of the Marks in accordance with (i) all applicable standards, operating procedures, policies, and guidelines that we prescribe—and from time to time amend during the duration of this Agreement, including those set forth in the Manuals and any other publications, if any, dedicated to proper use of the Marks; and (ii) all applicable Laws pertaining to advertising and marketing, including federal and state laws pertaining to telemarketing (including the Telephone Consumer Protection Act (the "TCPA")), false advertising, unfair competition and unfair practices.
You may not use any Mark or any words or designations similar to the Marks (i) as part of any corporate or legal business name, (ii) with any prefix, suffix or other modifying words, terms, designs or symbols (other than logos we have licensed to you), (iii) in selling any unauthorized services or products, (iv) as part of any domain name, electronic address, metatag, search engine keyword, social media account, or otherwise in connection with any website or other electronic medium without our consent, or (v) in any other manner we have not expressly authorized in writing.
No materials on which any of the Marks appears will be used by you without our prior written approval, which may be revoked at any time upon reasonable notice to you.
Source: Item 23 — Receipts (FDD pages 100–353)
What This Means (2025 FDD)
According to Carvel's 2025 Franchise Disclosure Document, a franchisee's use of the Marks is significantly restricted and governed by the franchise agreement. Carvel retains ownership of the Marks, and the franchisee receives only a non-exclusive license to use them. This license is specifically for operating the Franchised Business at the Accepted Location.
The franchisee can only use the Marks designated by Carvel and must adhere to Carvel's written rules, standards, operating procedures, policies, and guidelines, which Carvel may amend during the agreement. Furthermore, the franchisee must comply with all applicable laws pertaining to advertising and marketing.
The agreement strictly prohibits using the Marks in unauthorized ways, such as part of any corporate or legal business name, with unauthorized modifications, in selling unauthorized services or products, or as part of any domain name or social media account without Carvel's explicit written consent. All materials displaying the Marks require Carvel's prior written approval, which can be revoked at any time. These stipulations ensure that Carvel maintains control over its brand identity and reputation, while limiting the franchisee's autonomy in using the Marks.