For a startup website to show customer logos, do you need permission?

Most of the time the right to use the logo is included in the contract language (or the customer says that any usage of their logo has to be explicitly approved). Helium (web3 start-up) recently got roasted for using Lime and Salesforce's logos when they were not customers and did not have a relationship with the start-up.

You are supposed to.

Generally its better to ask. If theyre already a customer, there is a good chance someone is going to go to your site and see it.

Sometimes it gets wierd, we had a large fast food logo on our site. We had only sold to 5 or so franchises in our area... So it was true but only kindof.

In probably 99.9% of cases, at least in the US, the answer is yes. Forget about getting sued, you want the logos in your homepage to be a good reference to future customers. Like you don't put references in your resume without talking to them first... Same idea. But also the legal aspect... some companies will bar you from using their logo, (they could even negotiate a discount if they become "referencable"). The underlying reason is that some companies will not want anyone to know they use vendor X for purpose Y (e.g. Apple). But as I said, forget about the legal aspect, if a prospect sees a logo, they might ask you to setup a reference call (mostly for B2B / Enterprise, but not limited)

Yes, they should get permission. A company logo is protected by trademarks and copyrights in almost all jursdictions. Companies do not like to see their logos splashed across their vendors' websites, case studies, presentations etc., without their legal/communications teams having a say over that. Most Fortune 500 companies would have this as a standard legal clause in their agreements and require that such requests be made in writing.

(This excludes public brand usage guidelines published by companies for including their logos eg: Social media links for FB, Goog, LinkedIn, Instagram etc., and they are covered by the separate terms of use there.)

Check your agreement with your client. If it has such a clause related to marketing material (social proof would fall under that), seek their permission as prescribed in your agreement. It may help to get your client liaison on your side by letting them know first.

Then wait.

It is quite possible that the client may not get back to you. In that case, err on the side of caution and DO NOT use the logo on your website/social proof page.

As an alternative, when we made presentations to a small room (of prospective clients, potential investors etc.,) we may include a Top clients roster slide with the logos but mark that specific slide as confidential and show it only within the room and never use it for broader distribution. This practice is easier for your legal team to clear if the parties in the room are under non-disclosure agreements. It may be okay in other circumstances; read the room and use your discretion.

Not a lawyer.

Source: personal experience.

You should first ask if they are OK with you naming them as customer at all.

I’ve come across my company’s logo used like this a few times before on startup sites. It made me curious and would ask around if anyone had ever heard of or used said startup. In most cases no one had ever heard of the startup or they were commissioned for some small project that never went anywhere. No one seemed to care though that the logo was being used. I would take those logo lists with a grain of salt.

I would not consider putting a logo on my company site without having the permission of said company.

At best, it would be presumptuous, at worst, a cause for legal action.

What about the font awesome brand logos they provide? Can I put them on my personal, or business, website as the "text" part of a link to my profile in their platform?

I mean, I already do it, but should I also ask permission to do that? That would be weird since they had to pay font awesome to have their logo included in the font.

Yes, they need permission.

In some cases, the customer will expect a discount, knowing that they're a large customer and that their logo on your startup's website will instill some trust from potential customers and could lead to more sales.

If you're dealing with big companies, they way well put in the contract with you that you can't use their logo without permission.

Yes, just make sure you have a clause in you terms and conditions in your website to be able to use all logos of companies signing up.

Legally you do not need permission, it is considered fair use. Business wise and so on is another matter.

Yes. Ask for permission.

yes