✓ Do — Use the .seo mark with the dot. The dot is part of the brand.
✓ Do — Refer to "the .seo TLD" or "the .seo domain registry."
✗ Don't — Remove the dot. "seo" without the dot refers to the practice, not the TLD.
✗ Don't — Use the .seo brand to imply ICANN accreditation of the TLD itself.