Partnership Permissions

Use Of HMS Brand Features

Guidelines for Third-Party Use of HMS Brand Features

Host Merchant Services (HMS) puts merchants, partners, affiliates, and technology integrators at the centre of its operations by providing powerful, trustworthy, and transparent payment processing solutions built on service. We enjoy working with partners and sales agents to bring our unique suite of services and features to merchants. However, during that process, some basic guidelines must be followed to protect the company’s brand and trademark.

Partners and sales agents using the Host Merchant Services brand and features must comply with the guidelines set forth in this document and our Terms and Conditions, and may use the materials only for the specific purposes for which Host Merchant Services has granted permission.

In case you are a part of a partner network, affiliate program, independent sales organization, or technology integration channel, the material delivered will secure the HMS brand being shown in a uniform, lawful, and recognizable manner across all channels.

Why Brand Usage Guidelines Matter

Your proper use of HMS branding helps protect merchants, build trust within the community, and maintain the legal strength of the trademarks. The improper or unauthorized use of brand components can lead to customer misunderstandings, erosion of brand value, trademark infringement, or loss of trademark protections, which HMS has supported through strict vigilance. Improper use by partners or the public may also weaken or jeopardize HMS’s trademark rights.

On the contrary, these regulations aim to eliminate ambiguity and interpretive differences. Consequently, they will support the HMS brand as the one linked to dependability, creativity, and user-oriented payment solutions.

Who Needs Permission?

We have a policy at HMS that you may use our brand elements outside the official Host Merchant Services website or licensed marketing materials only with our prior approval. These include names, logos, feature names, trademarks, taglines, and visual materials.

If you have an existing written agreement or contract with HMS that expressly authorizes specific brand usage, you may rely on those permissions for the purposes defined in that agreement. In all other cases, advance written approval is required before using brand elements in external materials. The only exception is when the official HMS website states, in clear and express language, that specific brand elements may be used without prior written permission.

Brand Elements Covered by These Guidelines

The following items are considered protected HMS brand features:

Company Name: Host Merchant Services
Logo and Visual Identity Assets
Product & Service Names (e.g., HMS Pay, HMS Express)
Trademarked Taglines, Guarantees, or Program Names
Branded Technology References
Website, Marketing, and Design Representations

Unless clearly stated otherwise on the official HMS site or in a written agreement, these items require explicit permission for use and may only be used for the specific purposes approved by HMS.

Rules for Proper Usage

Upon gaining written permission, you may:

Mandatory Compliance Requirements

When using HMS brand assets, you must:

Use only HMS-approved artwork and brand materials.

Usage That Is Not Allowed

Without express written consent, you are not allowed to:

Change, distort, remove elements from, or create derivative works based on HMS brand elements.
Use HMS logos or names in a manner that is misleading, dishonest, unfair, confusing, defamatory, disparaging, obscene, or that falsely implies sponsorship, endorsement, or affiliation.
Use HMS brand items within your own product names, service names, website names, slogans, trademarks, logos, or company names.
Display HMS brand items on websites, platforms, or materials that violate any law or regulation.
Copy, imitate, or closely resemble the design, layout, or look and feel of HMS websites or marketing properties.
Adopt marks, logos, slogans, or designs that are confusingly similar to HMS brand elements.
Register HMS trademarks or confusingly similar variations as domain names or second-level domain names.

These regulations protect not only HMS but also you, your partners, and the merchants you assist.

Trademark Standards & Best Practices

A trademark is a word, name, symbol, design, or combination of these elements that identifies the goods or services of one company and distinguishes them from those of others.

Trademarks assure consumers of consistent quality and help protect the brand’s goodwill and reputation. HMS trademarks represent our reputation for secure, dependable merchant processing solutions and are legally enforceable assets.

Best Practices for Trademark Use

To ensure proper use:

Always capitalize or otherwise distinguish HMS trademarks when used in text.
Do not abbreviate, modify, or creatively alter trademarked names.
Use only approved versions of logos and visual marks as supplied by HMS.
Avoid using HMS marks in domain names, URLs, advertising keywords, or social media handles without explicit written consent.
Use generic substitute terms where appropriate instead of repeating trademarked names, when such substitutes are provided by HMS.

Following these standards helps preserve the legal strength of the HMS brand and ensures consistent recognition across partner channels.

Partner & Integration Use Cases

If you are part of one of our strategic programs — such as:

Specific brand usage rights should already be included in your agreement. Please refer to your contract or consult your HMS account executive for clarification. All usage must remain within the scope of the permissions granted.

For example:

Payment integration partners may reference HMS gateway services (such as HMSPay) in approved technical documentation.
Sales affiliates may display approved HMS logos alongside authorized partner badges.
Referral partners may link back to HMS pages using official brand graphics.
All such usage must align strictly with what is stated in your partnership documents.

How to Request Permission

To request approval for brand usage:

Describe clearly and specifically how you intend to use the HMS brand, logo, or trademark.
Include mockups, sketches, or layouts showing the intended placement on a website, brochure, advertisement, or other materials.
Submit your request through the HMS contact form or partner portal.
Our brand compliance team will review the request and respond with approval, conditions, or clarification within a standard business timeframe.

Sponsor Bank Usage Disclosure

Host Merchant Services is a registered ISO/MSP of Wells Fargo Bank, N.A., Walnut Creek, CA. When required by law, regulation, or HMS guidance, partners must include appropriate sponsor bank disclosures in connection with the use of HMS brand elements.

Use of HMS branding in such contexts must comply with all applicable sponsor bank acknowledgement and disclosure requirements.

Contact Us

Have questions about brand permissions or becoming a partner? Reach out today, we’re here to help you represent the HMS name with confidence and credibility.