Where does The Standardx franchisee agree to display the Proprietary Marks as Hyatt periodically prescribes?

According to The Standardx's 2025 Franchise Disclosure Document, the franchisee agrees to display the Proprietary Marks as Hyatt periodically prescribes at the Hotel and on advertising and other materials Hyatt periodically designates. This means The Standardx franchisees must adhere to Hyatt's guidelines regarding where and how the brand's trademarks are displayed, ensuring consistent brand representation.

This requirement extends to both the physical hotel location and any advertising or promotional content. Hyatt retains control over brand presentation, which is typical in franchising to maintain uniformity and brand recognition across all locations. The franchisee must also provide notices of trade and service mark registrations as specified by Hyatt and obtain any necessary fictitious or assumed name registrations required by law.

For a prospective The Standardx franchisee, this means they must be prepared to follow Hyatt's instructions closely regarding the display of trademarks. This includes signage at the hotel, as well as in any marketing materials. Failure to comply could result in penalties or other enforcement actions by Hyatt. Franchisees should budget for these costs and ensure they understand the specific requirements outlined by Hyatt to avoid any compliance issues.