Open Source Advocacy

How your company talks about ASF projects directly affects how willing those communities are to work with you. Companies that speak respectfully about open source projects — giving credit to the community, and respecting project brands — build the reputation and trust that opens doors to deeper collaboration.

Since the earliest days of the Apache Software Foundation, companies have built their business and reputation around ASF projects, and we have always encouraged that. We, in turn, depend on the goodwill of companies. How companies speak about ASF projects is a critical part of our public image — and of yours.

Respect Our Brands

Like any organization, the ASF has a Trademark Policy that describes appropriate and inappropriate ways to use the brand of the ASF and of ASF projects. We expect companies to familiarize themselves with these policies, just as they would when working with another company or partner.

Respecting project brands isn’t just a legal obligation — it signals that your company understands how open source governance works, which builds credibility with the project community and strengthens your strategic partnerships with other participants.

Be Proactive About Education

Be sure that anyone speaking on behalf of your company understands and respects the ASF Trademark Policy. Most violations of these policies have historically come from company spokespeople who do not understand the nature of the ASF, or of open source software, and speak of our projects like just another of your company’s products.

Be proactive about educating these individuals about appropriate ways to speak about these projects. Use this website as a reference, and encourage them to talk directly to projects if they have any questions about how best to represent your work in and around these communities.

Community First

When you mention ASF projects, we ask that you put the community first. It’s great to celebrate what your company and employees are doing in and around ASF projects — we welcome and encourage that! — but be sure to give credit where it’s due. The community as a whole makes our projects work, and contributes to your success.

Some companies make claims about their involvement in ASF projects that imply they own the project, or are primarily responsible for it. Phrases like “creators of …” or “primary contributors to …” devalue the work that the rest of the community does, and unfairly take credit for the work that others have contributed.

Getting this wrong has practical consequences: projects that feel their work has been appropriated are less likely to prioritize your feature requests, less willing to coordinate releases with your schedule, and more skeptical of your contributors’ motives. Getting it right — giving genuine credit — earns goodwill that accelerates everything else you’re trying to achieve in the project.

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