What is the 'Primary Mark' for a Carvel franchise?

According to the 2025 Carvel Franchise Disclosure Document, the 'Primary Mark' is CARVEL®. This is the main trademark or service mark under which Carvel franchisees operate their businesses.

As a Carvel franchisee, you are granted a non-exclusive license to operate a business using the 'Marks' and the 'System'. The 'Marks' include the Primary Mark, which is CARVEL®, and any other trade names, service marks, and trademarks that Carvel and its affiliates may add over time. This license allows you to identify your business as a Carvel franchise and utilize the established brand recognition.

It is important to note that Carvel retains the right to modify the Marks, including adding new trademarks and service marks. While franchisees are granted the right to use the Marks, they do not have the right to sublicense them or use them at any location other than the approved location specified in the franchise agreement. Understanding the scope and limitations of the license to use the Primary Mark is crucial for any prospective Carvel franchisee.