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The Dos and Don’ts of Forrester Wave™ Citations and Usage

The below is applicable to Forrester clients and those with a valid reprint license to the report. Non-clients should check with citations@forrester.com about any such usage.

Do

Submit all Wave-related materials to Citations (citations@forrester.com) for review and include copy, images, branding, and the context.

Do Not

Assume approval of one piece means approval for all. Context matters, and Forrester has specific policies around usage in different mediums.

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Overall

Overall

Do

  • Cite your own results using language such as “a Leader,” “highest score possible in x criteria,” and/or “top score in y criteria” (where applicable).
  • Quote the report verbatim.
  • Include the full report title at least once.
  • Use Forrester’s logo and/or an image of the report cover page with the citations.
  • Use the Wave Leader badge (if applicable; only available with a reprint license).
  • Ensure the Forrester logo is always smaller and less prominent than your own company or product logo.
  • Link back to the report on Forrester.com if reprints have not been licensed.
  • Only cite the current Wave results unless past Wave evaluations are explicitly referenced in the current report.
  • Use opinion language with statements that are not verbatim from the report or strictly based on the report findings (e.g., “We believe we were named a Leader in this report due to having the best customer experience in the industry.”).
Overall

Do Not

  • Use Wave-like branding in your imagery (i.e., no concentric circles or bands).
  • Leave off the “a” when citing your overall result — i.e., “a Strong Performer” is acceptable, not just “Strong Performer.”
  • Compare your scores/results to other named vendors or show their scores.
  • Use a Forrester logo or badge that is larger or placed more prominently than your own logo.
  • Cite results of past Wave reports on the same topic (unless included in current report).
  • Use language or imagery that reflects an award, validation, or endorsement, such as “awarded,” “accolades,” “validation,” “endorses,” or trophy, ribbon, or laurel images.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.
  • Cite your placement within the Wave graphic, for example “[client name] placed highest, in the top right.”

Website

Website

Do

  • With reprint rights, use the full, unaltered Wave graphic on an exclusive landing page and/or home page linking to the landing page.
  • Cite your own results using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable).
  • Include the full report title at least once.
Website

Do Not

  • Use the Wave graphic on your website anywhere other than the two places it is allowed with reprint rights.
  • Cite the Wave report in company boilerplate or “About Us” pages.
  • Use Wave-like branding in your imagery (i.e., no concentric circles or bands).
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.

Social & Blog

Social

Do

  • Create your own branded images citing your results for social posts on platforms like LinkedIn and Twitter, especially if linking to your landing page where the Wave graphic might pull through.
  • Encourage employees and provide guidance on posting only approved copy and images on their own personal feeds.
Social

Do Not

  • Use the Wave graphic or cite your physical placement on it (for example, “placed highest, in the top right”).
  • Link to a web page that uses the Wave graphic without a separate social image included in the post.
  • Use Wave-like branding in your imagery (i.e., no concentric circles or bands).
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.
Blog

Do

  • Cite your own results on your website using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable).
  • Include the full report title at least once.
  • Use Forrester’s logo and/or an image of the report cover page with the citations.
  • Use the Wave Leader badge (if applicable; only available with a reprint license).
  • Ensure the Forrester logo is always smaller and less prominent than your own company or product logo.
Blog

Do Not

  • Use the Wave graphic or cite your physical placement on it (for example, “placed highest, in the top right”).
  • Leave off the “a” when citing your overall result — i.e., “a Strong Performer” is acceptable, not just “Strong Performer.”
  • Compare your scores/results to other named vendors or show their scores.
  • Cite results of past Wave reports on the same topic (unless included in current report).
  • Use language or imagery that reflects an award, validation, or endorsement, such as “awarded,” “accolades,” “validation,” “endorses,” or trophy, ribbon, or laurel images.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.

Email

Email

Do

  • Cite your own results in your email using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable).
  • Include the full report title at least once.
  • Use Forrester’s logo and/or an image of the report cover page with the citations.
  • Use the Wave Leader badge (if applicable; only available with a reprint license).
  • Ensure the Forrester logo is always smaller and less prominent than your own company or product logo.
Email

Do Not

  • Reference “Forrester” or “Wave” in email subject lines.
  • Reference “Forrester” or “Wave” in email signatures.
  • Use the Wave graphic or badge in email signatures.
  • Use the Wave graphic or cite your physical placement on it (for example, “placed highest, in the top right”).
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.

Press Release

Press Release

Do

  • Cite your own results using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable).
  • Include the full report title at least once.
Press Release

Do Not

  • Reference “Forrester” or “Wave” in your company boilerplate.
  • Use any Forrester images or branding .
  • Reference “Forrester” or “Wave” in the headline or subhead.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.
  • Cite your placement within the Wave graphic, for example “[client name] placed highest, in the top right.”

Advertising & Video

Advertising

Do

  • Cite your own results using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable).
  • Include the full report title at least once.
  • Use Forrester’s logo and/or an image of the report cover page with the citations.
  • Use the Wave Leader badge (if applicable; only available with a reprint license).
  • Ensure the Forrester logo is always smaller and less prominent than your own company or product logo.
Advertising

Do Not

  • Use the Wave graphic or cite your physical placement on it (for example, “placed highest, in the top right”).
  • Use Wave-like branding in your imagery (i.e., no concentric circles).
  • Leave off the “a” when citing your overall result — i.e., “a Strong Performer” is acceptable, not just “Strong Performer.”
  • Use a Forrester logo or badge that is larger or placed more prominently than your own logo.
  • Use language or imagery that reflects an award, validation, or endorsement, such as “awarded,” “accolades,” “validation,” “endorses,” or trophy, ribbon, or laurel images.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.
Video/animation

Do

  • Cite your own results on your website using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable).
  • Include the full report title at least once.
  • Use Forrester’s logo and/or an image of the report cover page with the citations.
  • Use the Wave Leader badge (if applicable; only available with a reprint license).
  • Ensure the Forrester logo is always smaller and less prominent than your own company or product logo.
Video/animation

Do Not

  • Use the Wave graphic or cite your physical placement on it (for example, “placed highest, in the top right”).
  • Use Wave-like branding in your imagery (i.e., no concentric circles).
  • Leave off the “a” when citing your overall result — i.e., “a Strong Performer” is acceptable, not just “Strong Performer.”
  • Use a Forrester logo or badge that is larger or placed more prominently than your own logo.
  • Use language or imagery that reflects an award, validation, or endorsement, such as “awarded,” “accolades,” “validation,” “endorses,” or trophy, ribbon, or laurel images.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.

Presentation

Presentation

Do

  • Use the Wave graphic in live presentations with the required disclaimer.
  • Cite your own results using language such as “a Leader,” “highest score possible in x criteria,” or “top score in y criteria” (where applicable).
  • Include the full report title at least once.
Presentation

Do Not

  • Leave off the “a” when citing your overall result — i.e., “a Strong Performer” is acceptable, not just “Strong Performer.”
  • Compare your scores/results to other named vendors or show their scores.
  • Cite results of past Wave reports on the same topic (unless included in current report).
  • Use language or imagery that reflects an award, validation, or endorsement, such as “awarded,” “accolades,” “validation,” “endorses,” or trophy, ribbon, or laurel images.
  • Claim to be a Leader, Strong Performer, etc. in a specific criterion or category, e.g., “[client name]” is a leader In Vision and Current Offering.