Military Qualified Financial Planner – MQFP® Trademark & Certification Mark Usage Guidelines

Effective date: December 17, 2024
Owner: The Military Financial Readiness Objective (TMFRO), a 501(c)(3) charity incorporated in the Commonwealth of Virginia.

These Guidelines explain how to correctly reference and display MQFP® trademarks and certification marks (collectively, the “Marks”). Protecting the integrity of the Marks helps military and veteran families identify qualified financial professionals.

In brief: Use the Marks accurately, legibly, and only to truthfully identify an individual’s MQFP® certification or to describe MQFP® as an organization. Do not use the Marks in any way that suggests MQFP® endorses a business, product, or service.

1) Definitions

- The Military Financial Readiness Objective (TMFOR): a 501(c)(3) charity incorporated in the Commonwealth of Virginia. The primary purpose of TMFRO is to improve the financial security of America;s Military and Veteran Families.
- MQFP®: Refers to the Military Qualified Financial Planner Certification. It may also be used to describe an individual who has earned the right to use the Marks. (Also known as a Certificant.)
- MQFP Certification Program: A registered alias of TMFRO.
- Certification Mark (logo): The official MQFP certification emblem indicating an individual currently holds the MQFP certification and is in good standing.
- Word Marks: “MQFP®” and “Military Qualified Financial Planner®.”
- Certificant: An individual who has been awarded the MQFP® certification and remains in good standing.
- Good Standing: Active certification status, current on fees and Continuing Education, and no outstanding ethics or disciplinary issues.

2) Ownership and Scope

The Marks are the exclusive property of TMFRO. Registration and common‑law rights apply in relevant jurisdictions.
Permission to use the Marks is licensed, not transferred. Use is conditioned on compliance with: (i) these Guidelines, (ii) MQFP’s certification agreement and policies, and (iii) applicable law.

3) Who May Use the Marks

Active MQFP Certificants — may reference their personal credential and use the Certification Mark (logo) as set out below.
Employers/Firms of Certificants — may factually reference that specific staff members hold the MQFP certification (e.g., on team bios), subject to these Guidelines.
Media/Education Partners — may reference MQFP and the Marks in factual reporting or educational content, provided the use is not misleading or commercial in nature.

Not eligible: Companies, products, programs, or events cannot be branded as “MQFP,” “MQFP‑approved,” or similar unless TMFRO grants express written permission.

4) Core Rules for Word Marks

Always capitalize the letters MQFP.
Use the ® symbol on first or most prominent mention in a document, page, or creative; subsequent references should use the symbol whenever possible, but may omit the symbol if space is constrained.
In formal documentation, treat the mark as an adjective, not a noun or verb. Pair it with a generic term on first reference (e.g., “MQFP® certification,” “an MQFP® certificant”).
Use of MQFP® as a noun is permissible on a limited basis, after formal use as an adjective has been established.
Use correct form: MQFP® or Military Qualified Financial Planner®. Do not alter, translate, hyphenate (except as a line break), pluralize, or create acronyms beyond “MQFP.”

Correct:

“Jordan Smith, MQFP®”
“An MQFP® certificant completed advanced training in military benefits.”
“Our team includes two professionals with the MQFP® certification.”

Incorrect:

“Jordan Smith is an MQFPs.” (no plurals)
“Our MQFP‑approved investment platform…” (implies endorsement)
“We MQFP‑certify advisors.” (verb misuse)

5) Certification Mark (Logo) — Visual Standards

The Certification Mark visually signifies an individual’s current credential. Only certificants in good standing may display it to identify themselves.

5.1 Allowed placements

Individual websites and biography pages
Digital business cards and email signatures
Social media profile headers/bios
Resume/CV and presentation speaker slides
Firm websites only in contexts identifying specific certificants (e.g., profile cards), not as a firm‑level brand

5.2 Prohibited placements

Embedded on company or product logos
App icons, favicons, or domain names
Packaging, merchandise, or swag (mugs, apparel, etc.) without prior written consent
Event badges or course certificates unless the event is produced or co‑branded with MQFP under agreement

5.3 Color & backgrounds

Use only approved colorways provided in the official logo files (brand kit).
Place on solid, high‑contrast backgrounds. Avoid busy imagery, patterns, or low‑contrast overlays.
Do not recolor, add effects, rotate, or place within another shape.

5.4 File integrity

Use the original vector or PNG assets from MQFP. Do not recreate, trace, or crop.
(Brand assets: Request official logo files and color values at admin@mqfp.org)

6) Status, Disclaimers, and Accuracy

Display the Certification Mark only while in good standing. If certification lapses, remove the logo and references within 30 days.
When referencing multiple credentials (e.g., CFP®, AFC®), present them factually and without implying MQFP’s affiliation with other certifying bodies.
Avoid any claim or implication that MQFP guarantees investment results, provides client services, or endorses a firm or product. MQFP is a certifying body, not a financial services provider.

Suggested firm‑level disclaimer:
“[Firm Name] employs professionals who have earned the MQFP® certification. The MQFP Certification Program is an independent certifying organization and does not endorse or supervise the firm’s advisory, coaching, or counseling services.”

7) Editorial Style Guide

First reference: Spell it out – “Military Qualified Financial Planner- MQFP®.”
Subsequent references: “MQFP” is generally acceptable, but not preferred.
Capitalization: Always uppercase “MQFP”; capitalize “Certification” only when used as part of the proper name “MQFP® Certification.”
Punctuation: Place the registration symbol (®) immediately after the mark, superscript where typographically possible.
Possessives: Prefer “the MQFP® Certification Program’s requirements” rather than attaching possessive to the mark directly; avoid “MQFP’s® requirements.”

8) Digital Use (Domains, Handles, SEO)

Domains/URLs: Do not register or use domains that include “mqfp” or confusingly similar terms (e.g., mqfpadvisor.com) without written permission.
Social handles: Personal handles may include MQFP if paired with your name (e.g., @JordanSmith_MQFP). Handles suggesting official or firm‑level status (e.g., @OfficialMQFP, @MQFPCertifiedFirm) are prohibited.
Hashtags/SEO: Fair descriptive use (e.g., #MQFP) is permitted in posts that reference your credential or MQFP’s work, provided it is not misleading.

9) Co‑Branding & Event Use

Co‑branding with the MQFP logo requires a written agreement.
Education & CE: You may state “Session eligible for MQFP CE credit” only if MQFP has granted written approval for that specific program.
When listing affiliations, keep MQFP separate from employers and service brands (e.g., display on speaker slide: Jordan Smith, MQFP® | ABC Financial Coaching).

10) Quality Control; Misuse

MQFP maintains quality standards for all uses of the Marks. We may request samples, corrections, or removal of non‑compliant uses.
Report suspected misuse or confusing representations to admin@mqfp.org with screenshots/links and a brief description.

11) Permissible Phrases & Claims (Examples)

Acceptable

“I am an MQFP® certificant.”
“MQFP® professionals complete training in military and veteran benefits.”
“Our firm employs two MQFP® certificants who serve military families.”
“Speaker: Jordan Smith, CFP®, AFC®, MQFP®.”

Not acceptable

“MQFP‑Approved tax planning software.”
“The official MQFP advisor for [Base Name].”
“MQFP‑certified firm” (MQFP certifies individuals, not firms).
“We guarantee outcomes as MQFPs.”

12) Visual Do/Don’t (Logo)

Use the official artwork at recommended sizes.
Maintain clear space and high contrast.
Place near the certificant’s name or bio.

Don’t

Change colors, fonts, proportions, shadows, or outlines.
Combine with other logos or place inside shields, ribbons, or badges not provided by MQFP.
Use as a background watermark or pattern.

13) Email Signatures & Business Cards

You may display “MQFP®” after your name with other credentials (e.g., Jordan Smith, CFP®, AFC®, MQFP®).
The Certification Mark (logo) may appear once, sized no taller than the text line height.
Avoid multiple or repeated logos in one small layout.

14) Websites, Bios, and Directory Listings

On personal pages, you may include the Mark and a brief factual description such as:
“MQFP® – Military‑specific financial guidance credential for serving military and veteran families.”
Firm sites may list certificants with the Mark on individual profiles. Avoid site‑wide placement implying a firm‑level certification.

15) Social Media & Content Marketing

You may use the Mark with posts about your credential, education, or content for military financial coach/counselor audiences.
In visuals, keep the logo large enough for legibility and avoid cluttered backgrounds.
Do not use the Marks to imply MQFP sponsorship of promotions, giveaways, or paid ads.

16) Continuing Education (CE) References

“Approved for MQFP CE” is permitted only when MQFP has issued written confirmation for the specific course and provider.
Providers must use the exact wording supplied by MQFP and may not modify the Certification Mark or add “seal of approval” graphics unless provided by MQFP.

17) Fair and Descriptive Use by Third Parties

Media, researchers, and educators may use the Word Marks in descriptive text to reference MQFP or the certification, provided the use is non‑promotional and not misleading.
Use of the Certification Mark in editorial contexts requires maintaining visual integrity; do not alter or overlay other graphics.

18) Attribution Notice

Include this notice in footers, imprints, or credits where practical (e.g., website footer, brochure back cover):

“MQFP® and Military Qualified Financial Planner® are trademarks and certification marks of the Military Qualified Financial Planner Certification Program. Used with permission.”

Where a comprehensive legal notice is appropriate:

“MQFP® and Military Qualified Financial Planner® are registered trademarks and certification marks owned by The Military Financial Readiness Objective. Use of MQFP Marks is subject to the MQFP Trademark & Certification Mark Usage Guidelines.”

19) Enforcement

TMFRO reserves the right to audit use, request modification, and revoke permission for non‑compliance.
Unauthorized or confusing uses may be subject to legal action to prevent consumer confusion and protect the public.

20) Permission Contact

For permissions, co‑branding requests, CE approvals, or brand assets, email Admin@mqfp.org.
Please include mockups or links, intended audience, distribution channels, and timeline.

21) Changes to These Guidelines

TMFRO may update these Guidelines from time to time. The version posted on mqfp.org is the controlling version. Material changes will be noted by revision date.

Appendix A — Quick Reference Checklist

I’m an active certificant (or identifying one).
I’m using MQFP® correctly on first mention.
I’m treating MQFP as an adjective with a generic term (e.g., “MQFP® certificant”).
My use of the logo follows size, color, and clear‑space rules.
I’m not implying endorsement or a firm‑level certification.
Domains/handles do not imply official status.
I’ve included an attribution notice where practical.
If CE claims are made, they are explicitly approved by MQFP.

Appendix B — Examples of Correct vs. Incorrect Usage

Context	Correct	Incorrect
Business Card	Jordan Smith, CFP®, AFC®, MQFP®	Jordan Smith, MQFPs
Website Bio	“Jordan Smith is an MQFP® certificant serving military families.”	“Jordan Smith is an official MQFP advisor.”
Firm Page	“Our team includes two professionals with the MQFP® certification.”	“We are an MQFP‑certified firm.”
Social Handle	@JordanSmith_MQFP	@OfficialMQFPAdvisor
CE Course	“Eligible for MQFP CE (Approval ID ####)”	“MQFP‑Approved course” (without approval)
Product	“Designed for military financial counselor workflows.”	“MQFP‑Approved software”

Next Exam Window 22-26 October, 2025