Branding policy

A.P. Møller – Mærsk A/S (Maersk)’s policy is for MAERSK and star-logo to solely be used directly by Maersk and its affiliates. Consequently, Maersk does not grant authorization to other entities to use any of its or its affiliated companies’ trademarks, trade names, copyrights or marketing material.

This policy applies to official commercial partners as well as any other third parties unless explicitly authorized by Maersk Corporate Branding.

It may seem reasonable for any third party to use MAERSK and star-logo for instance to reference an association to Maersk or to declare Maersk’s role in the supply chain of a customer’s product. However, the aggregated number of such use results in a risk to dilute and degenerate the perception of and goodwill in the MAERSK brand.

The MAERSK brand has been carefully nurtured to convey our values and invoke trust among our partners for a century. We hope for your understanding of the hard work we put into ensuring it will continue to do so.

Online brand protection

Patrade A/S (Patrade) is authorized to act on behalf of Maersk and its affiliates in all matters concerning brand protection and enforcement of Maersk’s intellectual property rights on online platforms.

Patrade is instructed to verify any use of our trademarks, trade names or copyrights to ensure they are used legitimately and in accordance with Maersk’s branding policy. You may be requested to cease any use of our intellectual property rights if it is deemed to be in non-compliance with Maersk’s branding policy which can constitute trademark and/or copyright infringement.

This verification procedure serves to protect Maersk’s brand as well as Maersk’s partners from any illegitimate and parasitic usage of Maersk’s brand by third parties.

Accordingly, you may have been contacted by representatives of Patrade who seek to verify your company’s association with Maersk.

Patrade utilizes the following email address to communicate on Maersk’s behalf, of which Maersk attests to:
Email address: enforcement@patrade.dk

In extraordinary cases, you may have also been contacted by the following social media profiles which also belong to Patrade:
Instagram profile: https://www.instagram.com/patrade_enforcement1/
Facebook profile: https://www.facebook.com/patrade.enforcement/

Trademark licensing requests

The iconic MAERSK name and star-logo are a vital part of our brand. These elements are recognized worldwide, and they serve as the shortest possible portrait of our company. Inherent in our logo is all the goodwill and trust that customers and stakeholders place in our brand. Our name is our most important asset, which is why we must develop and protect our name every day.

Our default position is that we do not allow third parties to co-brand with us or use our names/trademarks/logos without strict assurances of compliance with our branding policy, code of conduct and the highly regarded standards of the Maersk organization.

The official procedure to request the use of trademarks, trade names or copyrights owned or used by Maersk and its affiliates is to contact Corporate Branding (anja.andersen@maersk.com) and the IP Department (ipd@maersk.com) to approve and execute a licensing agreement.

Individual representation of Maersk personnel

Due to the prominence of Maersk, criminals tend to impersonate members of its organization for personal benefit. Maersk does not tolerate abuse of its personnel and has partnered with Patrade to protect its employees and the potential victims of impersonation attacks.

As a result, Patrade represents individual employees of Maersk. This page serves to confirm that Patrade and Patrade’s agents are authorized to verify the actual identities of Maersk's personnel in matters concerning impersonations, identity theft and other privacy-related issues.

Thomas Lindegaard Madsen

Thomas Lindegaard Madsen is a Captain and Member of the Board of Directors of Maersk. He is a frequent object of impersonation online. If you were contacted by Thomas Lindegaard Madsen or anyone using photos resembling him, it is possible you were the victim of deceptive activities.

Thomas Lindegaard Madsen is represented by Patrade in all matters concerning online use of his personal information. Patrade ensures that all information relating to Thomas Lindegaard Madsen is used legitimately.

Patrade’s protection of Thomas Lindegaard Madsen is enacted in collaboration with him and with his consent. Any contact by Patrade on behalf of Thomas Lindegaard Madsen is authorized and must be respected as if it was directly with the represented person.

You can verify the identity of Patrade and Patrade’s agents by confirming that you were contacted by one of the social media profiles mentioned on this page or via e-mails originating from patrade.dk or patrade-legal.dk (such as enforcement (at) patrade.dk).

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