Use of the S·O·SSM Service Mark and Graphics
Cat® and Cat® Dealer S·O·SSM Services programs have several advantages above the competition. One of the
advantages is the ability to leverage global recognition and the strength of the program through common and
consistent naming and graphics. This document provides the proper guidelines for leveraging the S·O·SSM service
mark and graphics.
Throughout time, global S·O·SSM Services programs have leveraged several logos and names to represent the
service. The use of the “oil drop with a check mark” logo has been removed, and the group name has changed from
“Scheduled Oil Sampling” to S·O·SSM.
From To
Proper Use of the S·O·SSM Service Mark
To ensure global consistency and meet Caterpillar Brand requirements with the use of the S·O·SSM service mark, the
following guidelines are prepared to mitigate potential financial risk and corporate reputation damage.
Always use the S·O·SSM service mark as a proper adjective
The S·O·SSM service mark identifies a brand of a business function. It differs from a trademark because it identifies
the name for an intangible service rather than a tangible product.
The most important legal method available to protect this service mark is to ALWAYS USE IT AS A PROPER
ADJECTIVE FOLLOWED BY A GENERIC TERM. For example:
• S·O·SSM program
• S·O·SSM fluid analysis
• S·O·SSM trend information
• S·O·SSM sample test
Eliminate the use of “Scheduled Oil Sampling” for fluid analysis program naming
The program has expanded beyond only oil sampling, and the term “Scheduled Oil Sampling” was eliminated many
years ago. The term “Scheduled Oil Sampling” is no longer to be used and must be replaced with the term S·O·SSM.
With the extension of the service mark into other categories of analysis (i.e. coolant and/or fuel analysis), refer to the
particular analysis itself:
• S·O·SSM oil analysis
• S·O·SSM coolant analysis
• S·O·SSM fuel analysis
Never use the S·O·SSM service mark as a noun, verb, or possessive
The S·O·SSM service mark is a “name” for a “service” and not the generic noun itself (oil analysis, fluids analysis, etc.)
The S·O·SSM service mark is also not a company. It should always be presented in association with Caterpillar or
specific dealer program. Possessive uses imply the name is a noun and should always be avoided.
Display the S·O·SSM service mark consistently
The S·O·SSM service mark must always be used as a symbol with raised dots (or hyphens, dashes, or asterisks) on
each side of the “O” and no raised dot after the final “S.” It is very important to always use the S·O·SSM service mark
as a symbol and not an acronym with periods after each letter.
Distinguish the S·O·SSM service mark from surrounding words
To indicate that Caterpillar is serious about protecting this service mark and to build customer recognition, a service
mark notice should be displayed at least once in the heading (if applicable) and the first use in the body text. The SM
notice should be in block letter and placed in a superscript position. This same notice (SM) should be used
consistently off the right shoulder of S·O·SSM.
When displaying the SM notice, always assure that it is legible and never place it within a circle, as that is reserved for
the trademark registration notice:
Never compound the S·O·SSM service mark with other names
Never alter the S·O·SSM service mark by inventing coined words incorporating its use, linking it with other names by
punctuation or design, compounding it with another trademark, or abbreviating or dividing its use.
Always use the S·O·SSM service mark in a dignified way
The image of the S·O·SSM service mark should never be compromised by associating its use with cartoons,
caricatures, pun, or suggestive or undignified uses. A service mark symbolizes a company’s value, quality, and
dignity.
Proper Use of the S·O·SSM Services Graphic Element
In addition to leveraging the same service mark for program identification the global S·O·SSM Services
programs can further collectively leverage the strength of the global program and utilize the same
graphic with the service. A new graphic element has been released and should be leveraged to
accentuate or complement the program material along with the “S·O·SSM” service mark.
The use of an individual program logo or the previous “oil drop with a check mark” image does not align with
corporate Brand guidelines and takes away from the Cat / Caterpillar brand. The new graphic element can be
leveraged to provide a consistent graphic that identifies the S·O·SSM Services program three core fluids (oil, coolant,
fuel) through the three segments of the fluid drop image.
To protect the Brand image, adherence to identified rules when leveraging any graphic element is required. The
graphic element must be used on a separate plane as the group name. This means that the graphic element cannot
be directly next to the text name of the group.
This example represents an INCORRECT use of the graphic element.
The following examples represent CORRECT use for the graphic element on merchandise. The graphic element is
clearly shown on different planes from the Cat logo and the S·O·SSM Services service mark.
The following examples represent CORRECT use for the graphic element on websites.
For any additional questions on the proper use of the service mark or graphic element, please contact Jeromy Myers
([email protected]), the S·O·SSM Services Marketing Consultant.
