Trademarks

Wilhelmsen group trademarks 

A trademark is a word, symbol or phrase used to identify a particular company or a company’s products and services, and distinguish them from the products and services of another company.

The easiest and most effective way to protect our brands from being misused, or illegally copied by third parties, is to register them as Trademarks through international and national registrations. In the Wilhelmsen group, we do this to be guaranteed the exclusive right to use these brands in the marketplaces we operate, thus giving us a competitive advantage and ultimately greater market shares, whilst even providing a sound basis for entering into sales and licensing agreements.

As a general rule the Wilhelmsen flag, name and product brands are to be protected as trademarks in all relevant classes in countries where the group has business activities today and/or plans to establish business.

The Wilhelmsen group has registered the following trademarks:

1. Registered company trademarks
   
   
   
   
2. Registered product trademarks
   
   
   
3. Trademark under registration
   
   
   
4. Non-protected product brands
   In addition to the registered trademarks, the group has several product brands that are not registered as trademarks. Hereunder, a selection of product brands used in marketing. 
   These product brands are sufficiently protected when the parent product brand (i.e. Unitor, Timm or Nalfleet) is registered.
   In addition, Wilh. Wilhelmsen Holding also maintains some of Wihelmsen’s historic company trademarks to avoid them from being used by other companies. The Norwegian America Line trademark is one example of trademarks still being owned and protected.

Registered ownership of trademarks

In order to maintain control of the trademarks, the ownership resides with the parent company in Norway. 

• The W-flag is owned and controlled by Wilh. Wilhelmsen Holding ASA, the ultimate parent company in the WW group. All use of the W-flag must be approved by Wilh. Wilhelmsen Holding prior to any action being taken.
• The product brands Unitor and Nalfleet as well as the Timm brand are owned and controlled by Wilhelmsen Ships Service AS (“Ships Service”). All use of these trademarks must be approved by Ships Service prior to any action being taken.

The strategic brand advisor in Wilh. Wilhelmsen Holding handles the day-to-day follow-up, and the marketing department in Ships Service, respectively.

Trademark registration

Companies in the Wilhelmsen group should always make sure that the trademarks are properly registered before establishing business in a new country. The responsibility for starting the registration process lies with the respective company, but must always be coordinated with the trademark owner prior to any actions being taken.

The W-flag must always be registered in the relevant classes in countries where the group has a legal entity or a business set-up. Ships Service product trademarks must always be sufficiently protected in countries where products and services related to these trademarks are being promoted and/or sold. It is important to be proactive in registering trademarks. Should a company with a trademark similar to the W-flag and/or a product brand have registered their trademark prior to the Wilhelmsen group in specific trademark classes and/or countries, this registration might block the group’s registration in the particular country/class.

Trademark registrations are handled through the Wilhelmsen group’s trademark agent, presently being Onsagers AS in Oslo, Norway, in close coordination with the respective trademark owner.

Should another company oppose to a W-flag and/or a product brand registration in any country and/or, this opposition must always be handled through Onsagers AS in close cooperation with the trademark owner.

Use of trademarks

The Wilhelmsen group has used a white flag with a blue W as its trademark since 1902. The W-flag trademark is the most important resource to identify the Wilhelmsen group of companies and its activities towards stakeholders.

All wholly owned companies within the group using the Wilhelmsen name as part of their company name are obliged to use the master brand logo, e.g. the W-flag combined with the Wilhelmsen word mark. This principle also applies for joint ventures being marketed under a Wilhelmsen group company name.

Only Wilhelmsen Ships Service, Wilhelmsen Ship Management, and Wilhelmsen Chemicals are allowed to use subsidiary descriptors in addition to the master brand logo. 

All use of the trademarks must be in accordance with the guidelines as outlined on this website. Any use that does not comply with the trademark policy and these guidelines must be authorised by the owner of the trademark.

All use and goodwill associated with the Wilhelmsen trademarks will come to the benefit of the Wilhelmsen group.

Misuse of the trademarks

Misuse of the Wilhelmsen trademarks should immediately be reported to the respective owner of the trademark, who will give guidance on how to proceed.

Enhance and protect

To ensure we enhance and protect the Wilhelmsen brand and trademarks in the countries and relevant classes in which we operate, the companies we control must:

• Contribute to maintaining the trust in Wilhelmsen's name, products and services, as these are essential to ensuring profitable growth, enhancing our reputation, and the Wilhelmsen brand
• Align all trademark protection with the brand guidelines as well as the Wilhelmsen governing elements
• Ensure company and product trademarks are sufficiently protected
• Follow guidelines when suggesting company and/or business stream names