The ASF has a policy for general branding: https://www.apache.org/foundation/marks/pmcs#websites
And a guide for how others should refer to Apache products and projects (mainly focused at various companies who try to abuse our brands): https://www.apache.org/foundation/marks/guide So in general the primary brand for the product as a whole would be Apache Royale™. -- - Shane https://www.apache.org/foundation/marks/resources
