To use the Wi-Fi trademark properly, follow these guidelines:

By following these guidelines and best practices, we can ensure that the Wi-Fi trademark continues to be a symbol of quality, reliability, and innovation in the wireless networking industry.

From a branding perspective, this was a stroke of genius. "Wi-Fi" is soft, aspirational, and easy to say in any language. It lacks the clinical coldness of "IEEE 802.11b" and the clunkiness of "Wireless Ethernet." Interbrand understood that for a technology to succeed in the consumer market, it needed a name that felt like freedom.

So why does "Wi-Fi" survive as a registered trademark? Three reasons: