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a dark grey rhino in a box with background color gradient shifting from white at the top to gray in the middle to dark gray at the bottom. The words GRAY RHINO & Company are to the right

Gray Rhino® Trademark Guidelines

The Gray Rhino® trademark is a registered word mark and the sole property of Gray Rhino & Company. All rights reserved.

a dark grey rhino in a box with background color gradient shifting from white at the top to gray in the middle to dark gray at the bottom. The words GRAY RHINO & Company are to the right

These guidelines cover proper usage of Gray Rhino & Company’s trademarks and brand assets, especially the Gray Rhino® trademark, under circumstances where the user does not have express permission or a license.

To enquire about partnerships and licensing, please email info@thegrayrhino.com. These guidelines may be updated from time to time. Gray Rhino & Company will take action against improper use of its trademarks and brand assets.

Please note that trademark law also protects against alternative spellings and word and image marks that could create consumer and market confusion.

Gray Rhino® TRADEMARK DO’S

  • Include a disclaimer on any print or digital materials, e.g., “This [lecture/workshop/etc.] is independently organised and not affiliated with nor endorsed by Gray Rhino & Company. Gray Rhino® is a trademark of Gray Rhino & Company.”
  • Accurately refer to The Gray Rhino book, the “Gray Rhino” concept, and Gray Rhino & Company and its products and services. A gray rhino is a probable, obvious, visible high-impact danger or opportunity. The concept is a challenge to decision-makers to be among those who respond effectively rather than getting trampled.
    • An obvious, visible, probable, impactful risk
    • A challenge to be among those who respond, not ignore. Gray rhinos are NOT only the risks that get ignored; the whole point is that they offer a choice
    • A reminder that humans are vulnerable to ignore ALL visible, probable, impactful risks not in spite of but BECAUSE of their sheer obviousness.
    • A metaphor and accompanying analytical and strategic framework created by Michele Wucker and offered through Gray Rhino & Company
  • Use The Gray Rhino to refer to the 2016 book by Michele Wucker, and attribute the book to Michele Wucker
  • Use Gray Rhino & Company to refer to the company (NOT “The Gray Rhino Company” or similar variations.)
  • When using Gray Rhino in relation to the services and programs offered by Gray Rhino & Company and include the note “Gray Rhino® is a trademark of Gray Rhino & Company. Used by permission,” on any materials which refer to those services and programs and are actually used by permission.
  • Where referring to the concept coined by Michele Wucker, use Gray Rhino as an adjective (e.g., the “Gray Rhino” concept, “a gray rhino risk”) and attribute the concept to Michele Wucker (e.g., Michele Wucker’s “Gray Rhino” concept or “the concept of the “Gray Rhino” was coined by Michele Wucker, a US based strategic advisor, economic policy analyst, and risk educator”).
  • To the extent you are using any of the above in conjunction with your own name/logo (without limitation and by way of example only in speaking engagements or workshops, and related materials).
  • Ensure your name and/or logo are used more prominently than any uses of “Gray Rhino,” whether referring to the book, the company, the services and programs offered by the company, or the concept.

Gray Rhino® TRADEMARK DONT’S

  • Do not use Gray Rhino® (or grey rhino or similar spellings or representations) with or without the registered mark symbol, in the name of your company, business, any of your services, programs or other products or otherwise as an indicator of your business without written authorization from Gray Rhino & Company, even where relevant activities are not-for-profit.
  • Do not (unless authorized in writing) use Gray Rhino in any way that implies an affiliation with or endorsement by Gray Rhino & Company, the services and programs offered by Gray Rhino & Company, The Gray Rhino book, Michele Wucker, or the Gray Rhino concept.
  • Do not alter the Gray Rhino® trademark (for example, by combining it with third-party trademarks or incorporating it into a logo.)
  • Do not attempt to register Gray Rhino as any form of proprietary right (e.g., as a trademark).
  • Do not refer to a gray rhino as something that people “should have seen coming”; “as something that everyone ignores”; “a Chinese black swan/elephant in the room,” “something that is hard to see/can’t be seen,” or any similar meaning that is not consistent with the correct definition and context:
    • An obvious, visible, probable, impactful risk
    • A challenge to be among those who respond, not ignore
    • A reminder that humans are vulnerable to ignore ALL visible, probable, impactful risks not in spite of but BECAUSE of their sheer obviousness

FOR MORE INFORMATION

Please email us at info@thegrayrhino.com.