Use of any Hortonworks trademark must be in accordance with this policy. Hortonworks’ trademark policy attempts to balance two competing interests: Hortonworks’ need to ensure that its trademarks remain reliable indicators of the source and quality of Hortonworks’ products and services and Hortonworks’ desire to permit community members, software distributors and others that Hortonworks works with to discuss Hortonworks’ products and services and to accurately describe their affiliation with Hortonworks.
Underlying Hortonworks’ trademark policy is the general law of trademarks. Trademarks exist to help consumers identify, and organizations publicize, the source of products and services. Some organizations make better products than others; over time, consumers begin to associate those organizations (and their trademarks) with quality. When such organizations permit others to place their trademarks on goods of lesser quality, they find that customer trust evaporates quickly. This is the situation that Hortonworks seeks to avoid, especially since, when it comes to intangible products like software, trust is all consumers have to decide on.
Although Hortonworks’ trademark policy is composed of a number of specific rules, most reflect the overarching requirement that your use of Hortonworks’ trademarks be non-confusing and non-disparaging. By non-confusing, Hortonworks means that people should always know who they are dealing with, and where the software they are downloading came from. Websites and software that are not produced by Hortonworks should not imply, either directly or by omission that they are. By nondisparaging, we mean that, outside the bounds of fair use, you cannot use our trademarks as vehicles for defaming us or sullying our reputation. These basic requirements can serve as a guide as you work your way through the policy.