Branding Guidelines

[Shiny Iceberg]

I was just reading existing branding guidelines of Blue Mars. There is no big surprise in general, the requirements and guidelines are quite common. However one point attract my awareness.

Area titles on Blue Mars
The use of “Blue,” “Mars,” “Blue Mars,” “Avatar,” “Reality,” or “Avatar Reality,” in the title of any area of Blue Mars, including but not limited to City, Block, and Shop, areas, regardless of punctuation, capitalization, or language, is prohibited.

It is quite understandable in relation to whole terms Blue Mars and Avatar Reality but I can hardly imagine to avoid usage of common words like Blue or Reality.Do I understand well that e.g. I cannot place a club named Blue Heaven?

[markb]

And definitely not "Blue Avatar", no matter how popular the movie gets.

I don't know much about how strict AR is going to be about these names, but I'd assume they're just being conservative with these restrictions to prevent annoying unforeseen usage of them. So essentially it's up to the discretion of AR to allow these terms. If you do want to use them, ask for written permission.

I'm actually mildly surprised the list isn't longer.

Mark