Trademark Usage Guidelines

Please note that the Trademark Usage Guidelines were last revised on Nov 29, 2025

These Trademark Usage Guidelines (“Guidelines”) explain how SEL DEVELO, Inc. (“SEL DEVELO,” “we,” “our,” or “us”) authorizes the use of its trademarks, service marks, logos, and brand elements. SEL DEVELO’s trademarks represent the identity and reputation of our company, products, and services. Proper use is essential to maintaining their distinctiveness and legal protection.

Use of any SEL DEVELO trademark constitutes acceptance of these Guidelines. SEL DEVELO reserves the right to modify these Guidelines at any time.

1. SEL DEVELO Trademarks

SEL DEVELO owns rights in various trademarks, including but not limited to:

SEL DEVELO™
Growth Lab™
Duffles™ (and associated character names, visual identities, and marks)
Any SEL DEVELO logos, icons, or brand graphics (including flask icons and theme-related brand imagery)

These marks may not be used without prior authorization unless expressly permitted in these Guidelines.

2. Permitted Uses

You may use SEL DEVELO trademarks without prior written permission only when:

a. Making truthful, descriptive references

You may reference SEL DEVELO or Growth Lab™ in a factual, informational way (e.g., articles, reviews, reports, academic materials), provided the use does not imply endorsement.

b. Editorial and press coverage

Journalists, reviewers, educators, and researchers may use the trademarks to describe our products in legitimate editorial content.

c. Classroom or personal use

Educators and students may use SEL DEVELO names in classroom settings or personal portfolios when referring to the platform in a factual manner.

All permitted uses must follow the formatting rules in Section 4.

3. Prohibited Uses

The following uses of SEL DEVELO trademarks and brand assets are not allowed without express written authorization:

Using trademarks in a manner that suggests partnership, endorsement, sponsorship, or affiliation
Creating commercial products, merchandise, or services using SEL DEVELO marks
Using trademarks within domain names, company names, app names, or social media handles
Altering, distorting, or modifying SEL DEVELO logos, flask icons, or character artwork
Using trademarks as generic terms or verbs
Claiming ownership of, or registering, confusingly similar marks

SEL DEVELO may revoke permission or take legal action when necessary to protect its intellectual property.

4. Proper Formatting and Attribution

When using SEL DEVELO trademarks in permitted ways:

Use the marks exactly as they appear (same spelling, capitalization, spacing)
Use the appropriate symbol the first time the mark appears in a document:
- ™ for unregistered or trademark-pending marks
Do not pluralize, abbreviate, or create hybrid forms of the marks
When appropriate, include this attribution statement:

“SEL DEVELO™, Growth Lab™, Duffles™, and associated logos and characters are trademarks of SEL DEVELO, Inc.”

5. Use of Logos and Brand Assets

SEL DEVELO logos, flask icons, Duffle silhouettes, character artwork, illustrations, backgrounds, and theme graphics may not be used without written permission. Authorization is required for:

Official logo placement
Duffle character art
Event or themed universe assets
Any graphic that functions as brand identity

Authorized users will receive a Brand Asset Guide. Unauthorized use is prohibited.

6. Duffle Characters and Universe

Duffle characters and the Duffle universe—including character designs, names, lore, artwork, and personality traits—are proprietary intellectual property of SEL DEVELO. However, SEL DEVELO encourages positive, personal fan engagement.

Permitted (and encouraged) personal uses:

Students, educators, parents, and fans may create non-commercial fan art, drawings, classroom decorations, personal projects, and online posts that celebrate or interpret the Duffles. These creations may be shared in non-commercial settings, such as portfolios, school showcases, and personal social media, so long as they do not imply official endorsement or affiliation.

Uses requiring permission:

Commercial, promotional, or high-fidelity reproductions of Duffle artwork require written authorization. This includes:

Merchandise or products for sale
Commercial books, curricula, or paid digital materials
Apps, games, avatars, or platforms reproducing or imitating Duffle designs
Large-scale public branding or marketing campaigns
AI-generated replicas designed to imitate official Duffle artwork
Any artwork likely to be confused with SEL DEVELO’s original assets

This approach protects the integrity and safety of the Duffle universe while ensuring students can bond creatively and joyfully with the characters.

7. Reservation of Rights

SEL DEVELO retains all rights to its trademarks and brand assets, including rights not expressly granted in these Guidelines. Unauthorized use may constitute infringement or dilution under applicable law. SEL DEVELO may modify or revoke permissions in its discretion.

8. Contact Us

To request permission to use SEL DEVELO trademarks or logos, or to report misuse, contact:

By email:

trademarks@seldevelo.com

By mail:

SEL DEVELO, Inc.
Attn: Trademark Licensing
1449 S Michigan Ave STE 13194
Chicago, IL 60605
United States of America

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Last revised on Nov 29, 2025

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