Many startup websites list company logos on their website as a form of social proof. I'm wondering if these startups took the company's permission before displaying their logo.
Ask HN: For a startup website to show customer logos, do you need permission?
1–10 of 31 posts
Re: Ask HN: For a startup website to show customer logos, do you need permission?
#2You should first ask if they are OK with you naming them as customer at all.
Re: Ask HN: For a startup website to show customer logos, do you need permission?
#3You are supposed to.
Generally its better to ask. If theyre already a customer, there is a good chance someone is going to go to your site and see it.
Sometimes it gets wierd, we had a large fast food logo on our site. We had only sold to 5 or so franchises in our area... So it was true but only kindof.
Re: Ask HN: For a startup website to show customer logos, do you need permission?
#4In probably 99.9% of cases, at least in the US, the answer is yes. Forget about getting sued, you want the logos in your homepage to be a good reference to future customers. Like you don't put references in your resume without talking to them first... Same idea. But also the legal aspect... some companies will bar you from using their logo, (they could even negotiate a discount if they become "referencable"). The underlying reason is that some companies will not want anyone to know they use vendor X for purpose Y (e.g. Apple). But as I said, forget about the legal aspect, if a prospect sees a logo, they might ask you to setup a reference call (mostly for B2B / Enterprise, but not limited)
Re: Ask HN: For a startup website to show customer logos, do you need permission?
#5You should first ask if they are OK with you naming them as customer at all.
I agree. I see single-digit million ARR startups list Google, Facebook, Visa, etc. as customers. Do you think they actually went through the process of getting permission to 1. list as customer and 2. use their logo on the website ?
If they did go through that process, I wonder if there's a written guide somewhere, on how to go about it.
Re: Ask HN: For a startup website to show customer logos, do you need permission?
#6I would not consider putting a logo on my company site without having the permission of said company.
At best, it would be presumptuous, at worst, a cause for legal action.
Re: Ask HN: For a startup website to show customer logos, do you need permission?
#7You are supposed to. Generally its better to ask. If theyre already a customer, there is a good chance someone is going to go to your site and see it. Sometimes it gets wierd, we had a large fast food logo on our site. We had only sold to 5 or so franchises in our area... So it was true but only kindof.
Thanks for sharing your insight.
Re: Ask HN: For a startup website to show customer logos, do you need permission?
#8In probably 99.9% of cases, at least in the US, the answer is yes. Forget about getting sued, you want the logos in your homepage to be a good reference to future customers. Like you don't put references in your resume without talking to them first... Same idea. But also the legal aspect... some companies will bar you from using their logo, (they could even negotiate a discount if they become "referencable"). The und…
Good to know there's a whole set of actions you have to be prepared for if you list a company's logo -- discounts, set up reference call, etc. Thank you.
Re: Ask HN: For a startup website to show customer logos, do you need permission?
#9I would not consider putting a logo on my company site without having the permission of said company. At best, it would be presumptuous, at worst, a cause for legal action.
Thanks for sharing a critical insight.
Re: Ask HN: For a startup website to show customer logos, do you need permission?
#10You should first ask if they are OK with you naming them as customer at all.
I agree. I see single-digit million ARR startups list Google, Facebook, Visa, etc. as customers. Do you think they actually went through the process of getting permission to 1. list as customer and 2. use their logo on the website ? If they did go through that process, I wonder if there's a written guide somewhere, on how to go about it.
> Do you think they actually went through the process of getting permission to…
Based on my experience working with and for a few startups, it's likely that many of them did not. I've been asked by CEOs to not remove Company X logo even though there was no relationship beyond a customer account which used a Company X email address.
However, as several folks in this thread have noted, the process of working with customers' marketing departments is an opportunity to build relationships. Some won't let you, and that's fine. Companies like Apple often don't even let vendors who are core to their business use their name.