The correct legal way to write about VCE Vblock Infrastructure Platform

During my blogging for the past 3 years, I have never been contacted about using the wrong upper & lower case incorrectly in the product name. Though the VCE VblockTM Infrastructure Platform was the exception. Two days ago, I have put a simple post about VCE Vblock Platform at

I have done a small non intentional repeated mistake at the blog post by using the word vBlock rather than Vblock, which is incorrect. It seems the way most virtualization vendors specially VMware has written their products has got me as Vblock does not follow it. Example: vCenter, vSphere, vCloud, vRanger, … ect all of them had a v in small case where the second letter is what capitalizes. Carrying the same method on vblock it would have been vBlock, but after using that on my post 2 days back & being slapped already by 5 different VCE Employee I have definitely learned that you have to spell it as Vblock with an upper case for the V and lower case for the rest of the letters.

I always thought a trademark is done based on the letters of the word & does not bother about upper and lower case. I mean in my believe if a company register Vblock as a trade mark no other company should use vBlock or VBLOCK as of their own. Though I might be incorrect after what I have been seeing in the past 2 days. Though I might still be correct on how trade mark are treated by legal entities, then it would be just how serious the VCE team are about their trademark & making sure it appears the same way in every place its written. I don’t blame them on this & actually appreciate their efforts in making sure they take care of their trademark that it took them a huge amount of efforts to make it shine.

At the end, I would like to share with you specially bloggers who intend to write about VCE Vblock platform in the future the way the VCE team legal want the trade mark to be used, so you can get it right the first time. I got this to my official VMware E-mail by one of the VCE Employee & thought it was worth sharing:

===========  Official Instruction ===================

Just wanted to make sure you knew that since the name is legally trademarked it is really important that we have it written  correctly out in the marketplace.

The correct way is “Vblock” and here is the official way we are all supposed to use it according to legal:

  • Vblock is a trademarked term in the US and other jurisdictions

̶            First appearance should be VblockTM Infrastructure Platform (with TM)

̶            Thereafter, Vblock + Noun (e.g., Vblock platform)

̶            “Vblock” not “vBlock”

=========== Official Instruction Closing =========

I thought I will share this info as many of us will end up using this term in blog post , RFP, Proposals and so on & it would help to have the correct way to do it before being caught doing it the wrong way. I am not sure if you will have a legal issue using the wrong upper and lower case when using a trademark as I don’t work for the legal department, but hey you can avoid it by doing it right in the first place.


  1. Thanks for illustrating why a lot of customers want no part of it.

  2. They shouldn’t be reprimanding you — there is no such thing as a capital ‘v’ in the virtualization space. Seems like experts in virtualization should know that. 🙂

  3. To clarify, I work for one of the 3 Vblock companies and know about the benefits, but think the concept can be tough for a lot of technical people to swallow.

  4. Hi Jeff,

    I believe Vblock is a great idea, but unfortunately being polluted by many smaller providers that can sell Cisco/EMC/VMware at the same time & claim its a Vblock, where it does not qualify to that. After purchasing from these smaller providers based on price, the customer dreams about Vblock hit the rocks just like the sea waves and disappear.

    I believe VCE are stronger in certain area of the world and a bit more capable of stopping these claimers, but in other parts it has been a mess. Though I have been hearing this will be changing and they will be tougher on these type of vendors.


  5. Lol Bob, I will not comment on this as I don’t want to be sued :).

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