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:

It clearly indicates that it is unofficial and not approved by, endorsed by, associated with, or connected with Mojang;
It is not unlawful, deceptive, obscene, harmful or disparaging;
It is not harmful to Mojang’s brands or assets;
It is compliant with the Minecraft EULA (see below); and
It does not use Mojang names in connection with any other branding.

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:

It follows the Essential Requirements (see above);
It uses Mojang names honestly and fairly, referring only to the actual company and actual game, and only in places that actually relate to them;
It does not use Mojang names as the first word of any title, nor as part of a brand or logo; and
It clearly indicates that the site is unofficial and not approved by Mojang.

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:

It does not provide copies of the game to anyone else;
It does not use the textures commercially;
It does not make money from the textures (not even through advertisements); and
It allows other people to get access to the textures, but not in a way that is unfair or unreasonable: the images are used only in diagrams showing how to build things in Minecraft, and the server is configured to forbid hotlinking to the files from other sites.

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.”