Partnerships and Alliances

As part of its global growth strategy, Nordson may collaborate with other individuals, companies and organizations to develop or market existing or new technologies, products or services.

Corporate Communications and the Law Department should be contacted early in any proposed collaborative process with a third party to ensure that the integrity and attributes of the Nordson brand are maintained.

In general, Corporate Communications and the Law Department must approve all use of the Nordson logo and Nordson sub-brand logos by a third party.

Before Entering a Partnership or Alliance
Before entering into any agreement to use Nordson's name and identity in conjunction with the brand and marks of another party, the following questions should be carefully considered:

• Does the joint activity directly benefit Nordson, or do the benefits accrue only to the partner?
• Is the potential partner an ethical and respected company or organization?
• Does the partner company meet Nordson's standards for service and quality?
• Does the potential partner compete with any other Nordson business or partner?
• Does Nordson have the ability to end the partnership and the other party's use of the Nordson brand?

General Guidelines
While every circumstance has its own unique issues, there are some general guidelines to consider when engaging in joint promotional activities:

• A third party must follow the rules of usage for Nordson's brand identity. This includes colors, proportions and spacing. Nordson must also be able to control the nature and extent of such use.
• The Nordson name and logo should be at least equal in size to a third party name or logo wherever it appears. It should never be noticeably smaller.
• Avoid the creation of new, jointly-owned marks, logos or names whenever possible. Such items may develop considerable value over the life of the joint relationship. Difficulties arise when the relationship ends and it must be decided who owns the jointly-developed logo or name. The new mark or logo can also detract from the worldwide recognition and goodwill developed in the Nordson name and logo.
• It must be clear that Nordson and a third party partner are distinctly separate legal entities.

Consult Corporate Communications or the Law Department for additional counsel.