---
title: Fieldwell CBD Branding Guidelines — Trademark & Naming Conventions
type: article
created: '2025-10-17'
updated: '2025-10-17'
source_docs:
- raw/2025-10-17-impromptu-zoom-meeting-94976416.md
tags:
- branding
- fieldwell
- take9
- trademark
- american-extractions
- cbd
- naming-conventions
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Fieldwell CBD Branding Guidelines — Trademark & Naming Conventions

## Overview

These guidelines capture the brand standards established during the October 17, 2025 design review for the Fieldwell CBD and Take 9 product lines. They cover trademark usage, consistent naming conventions, and the deliberate positioning of Fieldwell relative to its parent extraction company, American Extractions.

See also: [[clients/fieldwell-cbd/_index]] | [[meetings/2025-10-17-fieldwell-website-design-review]]

---

## Trademark Usage

### Fieldwell™
- The brand name **Fieldwell** carries a **TM mark** and should be written as **Fieldwell™** wherever the brand name appears in body copy, footers, and navigation.
- The logo itself reads "Fieldwell" — the website domain was previously styled as "Fieldwell CBD," but the trademark applies to **Fieldwell** alone, not the full phrase "Fieldwell CBD."
- Example footer treatment: *Fieldwell™ — all rights reserved.*

### American Extractions™
- American Extractions holds a separate trademark that applies specifically to their **extraction technology/process**, not to Fieldwell products broadly.
- When referenced on the Fieldwell site, the framing should be: *"this specific extraction technology is a trademark of American Extractions"* — not a general claim that all products are American Extractions products.
- See [[#Distancing from American Extractions]] below for guidance on when and how to reference the parent company.

---

## Naming Conventions

### Take9 (formerly "Take 9")
- The product line name is written as **one word: Take9** — no space, no hyphen.
- This applies consistently across:
  - Navigation menus (header and footer)
  - Product page headings and category labels
  - Hero image copy
  - All body copy and blog references
- Any legacy instances of "Take 9" (two words) should be corrected site-wide.

### Delta 9 THC
- When referencing the cannabinoid, use **Delta 9 THC** (full form) as the primary label for accuracy and compliance.
- Shortened forms ("Delta 9" without "THC", or "THC" alone) are acceptable in secondary/SEO contexts where capturing varied search intent is the goal.
- Do **not** call out terpenes, CBG, CBN, or other minor cannabinoids in product labels or ingredient callouts — simplify to **THC** and **CBD** only.

---

## Distancing from American Extractions

Fieldwell CBD is a retail brand built on American Extractions' products, but the two brands are intentionally kept at arm's length on the Fieldwell site. The following principles apply:

1. **Do not name American Extractions** as the supplier or manufacturer in general brand copy (e.g., on the About Us page or homepage).
2. **Do speak to the benefits and quality** of the extraction process (e.g., whole-spectrum, quality sourcing) without attributing ownership of that process to Fieldwell.
3. **The correct framing:** Fieldwell sources and curates the best products — it does not claim to own or operate the extraction process.
4. **The incorrect framing:** "We own our own extraction process" — this was flagged for removal from the About Us page during the design review.
5. When a trademark attribution to American Extractions is legally necessary (e.g., in a footer disclaimer), it should be scoped narrowly to the extraction technology, not used as a general brand association.

> *"We're basically trying to say we get American Extraction's best stuff. We're not trying to say it's ours as Fieldwell. But we're not naming them."*
> — Caitlin Doak, Oct 17 2025 design review

---

## Application Checklist

Use this checklist when reviewing any new page or content asset:

- [ ] "Fieldwell" is followed by ™ on first or prominent use
- [ ] Product line is written as "Take9" (one word) throughout
- [ ] Cannabinoid labels use "THC" and "CBD" only — no terpenes, CBG, CBN callouts
- [ ] Delta 9 is written as "Delta 9 THC" in primary copy
- [ ] About Us and brand copy does not claim ownership of the extraction process
- [ ] American Extractions is not named as a general supplier in consumer-facing copy
- [ ] Any American Extractions TM reference is scoped to extraction technology only

---

## Related Decisions from Design Review

| Decision | Detail |
|---|---|
| TM mark | Apply ™ to "Fieldwell" only, not "Fieldwell CBD" |
| Take9 spelling | One word, no space — fix all legacy instances |
| Ingredient labels | THC + CBD only; remove terpenes, CBG, CBN |
| Delta 9 copy | Use "Delta 9 THC" as primary form |
| About Us rework | Remove extraction ownership claim; maintain distance from American Extractions |
| American Extractions TM | Narrow attribution to extraction technology only |

---

## Source

Decisions captured from: [[meetings/2025-10-17-fieldwell-website-design-review]]
Attendees: Karly Oykhman (Asymmetric), Caitlin Doak (Fieldwell / American Extractions)