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Legal justification for use of Mojang names, brands, and assets

This site hosts some resources related to Minecraft, including some copies of assets (e.g. textures) from the game. The copyright in these assets is held by Mojang. I believe their use here is permitted by the company’s Brand and Asset Usage Guidelines, as explained below.

Essential Requirements Compliance

All use of Minecraft content on this site compiles with the “Essential Requirements” set forth in the Brand and Asset Usage Guidelines:

Non-Commercial Use of Names

The Brand and Asset Usage Guidelines provide additional rules for non-commercial use of Mojang names (e.g. “Mojang” and “Minecraft”) in products and services. To the extent that this website is a product or service, it complies with these rules:

EULA Compliance

The Minecraft End-User License Agreement (“EULA”), also referred to as the “Terms of Use” on the company’s help page that links to it, governs use of Minecraft assets with the “one major rule” to “not distribute anything we’ve made unless we specifically agree to it.” This site’s use of Minecraft textures in construction diagrams does not meet the rule’s definition of “distribution” because:

The EULA then says:

Otherwise we are quite relaxed about what you do — in fact we really encourage you to do cool stuff — but just don’t do those things that we say you can’t.

This may be reasonably construed as permission to use Minecraft assets in ways that do not violate the “one major rule.”