trademark management

Trademark Management

What are ASU Trademarks?

ASU Trademarks are any mark, nickname, letters or word associated with Arizona State University that can be distinguished from those of other universities, teams or organizations.

Examples of ASU trademarks include any graphic representation relating to the following: Arizona State University, Arizona State, ASU, Sun Devils, Sparky, the Official University Seal, the Sun Devil Mascot, and any other design, symbol, drawing, seal word or groups of words that have become associated with the University.

What is a trademark license?

A trademark license is an agreement between the owner of a trademark (in this case, ASU) and a manufacturer whereby the trademark owner grants permission for their manufacturer to affix the trademark to its product or products.

What are the benefits of a licensing program?

The Licensing Program provides a way for ASU to protect and enhance its reputation by assuring that its trademarks appear only on quality products with minimal liabilities to both ASU and purchasers of these products.

Trademark licensing creates a positive working relationship between the University and manufacturers of approved products to develop a stronger market for their products displaying the ASU name and trademarks. In addition, ASU seeks opportunities to promote sales by informing the public of the licensed manufacturer's support of the university's scholastic and athletic programs. The ASU Trademark Licensing Program works with retailers carrying licensed merchandise to keep unlicensed merchandise off the shelves of competing retailers.

ASU receives licensing revenues that go into the President's Special Projects fund that supports the mission of the University.

Who will need a license?

Any producer of products bearing any University marks must have a license before offering those goods for sale.

Campus departments and student organizations producing items, having items produced, or buying goods for resale must purchase items from a licensed manufacturer.

Look for the label! The official licensed label assures you that the merchandise you buy has been approved by the University. So before you buy, look for the official label that tells you that your souvenir is as authentic as your support for the Sun Devils.

See Policies and Procedures for more information about Trademark Licensing (PUR 701).

How is artwork approved?

All the uses of the ASU logo and trademarks require approval of the artwork and the samples. To obtain approvals:

• For commercial soft goods and resale items, contact the ASU Trademark Marketing Coordinator at 480.727.7848 or send approval requests and art to clc.com.
• For student group approvals, university publications, printing projects and signage, contact ASU web and marketing representatives: Steven Harper or Terri Shafer.

How do I obtain a license?

Contact ASU's licensing agent:

The Collegiate Licensing Company (CLC)
290 Interstate North Parkway, Suite 200
Atlanta, GA 30339
P: 770.956.0520
F: 770.955.4491
W: clc.com