1. General Principles
The Shelly brand stands for innovation, reliability, sustainability, and technological excellence in the smart home sector.
All affiliate communications must reflect these values.
The use of the brand name, logo, product images, or any other copyrighted materials is permitted exclusively within the framework of the affiliate partner program and in accordance with these guidelines.
2. Brand Usage
The brand name “Shelly” must always be written correctly. Variations (e.g., “Shellys,” “Shelly Smart,” “SHELLEY”) are not allowed.
The brand may only be used to promote official Shelly products distributed through the official online shop www.shelly.com.
Any use of the brand that could create the impression of an independent sales representation, official partnership, or exclusive license is prohibited.
The brand name may not be used in domain names, social media handles, profile names, or subdomains (e.g., shellyshop.de, shelly-discounts.de, @shelly_discounts).
3. Logo & Visual Identity
Only the officially provided Shelly logo may be used.
Any modification of the logo (e.g., color, proportions, layout, shadow, text additions, or embedding in third-party graphics) is not permitted.
The logo may be placed on light or dark backgrounds but must remain legible and visually undistorted.
Official negative or black-and-white logo versions can be requested from the managing agency if needed.
Minimum spacing: The distance from other graphic elements should be at least half the height of the logo.
4. Imagery & Product Representation
Affiliates may only use official product images and media provided directly by Shelly or via the affiliate network.
Self-produced images are allowed if they present the product realistically, factually, and without distortion.
Placing products in unrealistic, humorous, or offensive contexts is prohibited.
Removing or altering branding elements from product images (e.g., logo, label, packaging) is not permitted.
5. Tone of Voice & Communication
Communication about Shelly should be technologically competent, accessible, and trustworthy.
Avoid:
Exaggerated advertising language (“world’s best solution,” “most revolutionary technology”)
Comparisons with competitors (“better than Philips Hue,” “alternative to Bosch”)
Misleading performance claims (“guarantees 50% energy savings”)
Permissible are factual statements based on actual product features, for example:
“Shelly enables efficient control of lighting, energy, and heating via app or voice command.”
6. Use in Texts and Headlines
“Shelly” must always be written with a capital “S.”
Combinations such as “Shelly devices” or “Shelly products” are permitted.
No stylistic modifications such as “#shelly,” “@shellysmarthome,” or “Shelly💡.”
7. Use in Advertisements & Meta Data
The brand name Shelly may not be used in ad titles, URLs, or display names of SEA, social, or native campaigns.
This also applies to keyword advertising, even in combination with generic terms (“Shelly discount,” “buy Shelly,” “Shelly offers”).
Use of the brand name in meta titles, meta descriptions, or alt tags is permitted only when referring to organic content on the affiliate’s website (e.g., product reviews, tutorials, or user experiences).
8. Content & Platforms
The Shelly brand may not appear on websites or channels containing offensive, violent, discriminatory, political, or illegal content.
Affiliates must ensure that all content is family-friendly and consistent with the brand image.
AI-generated content is allowed only if clearly labeled as such and not misleading.
9. Prohibitions
The following uses are strictly prohibited:
Using the Shelly brand in domains, social media handles, profile names, or app titles
Displaying Shelly products alongside other brand logos or in price comparisons without permission
Using the brand for political or social positioning
Using fake reviews, misleading testimonials, or unauthorized seals (e.g., “Official Partner,” “Certified by Shelly”)
Associating the brand with adult content, gambling, drugs, or alcohol-related materials
10. Inquiries & Approvals
For questions or requests for brand usage approval, affiliates must contact the managing agency.
