Trademark Licensing - FAQs for Licensees

What is the Trademark Licensing program all about?

Arizona State University enjoys a rich heritage, worldwide fame and prestige as an outstanding public institution of higher education, research, public service, and sports. Founded in 1885, Arizona State University boldly entered its second century dedicated to excellence in all its programs and as the school of choice for students from 50 states and 93 foreign countries. The University annually enrolls over 64,000 students, boasts of over 200,000 alumni and has millions of fans and supporters.

The traditions and spirit shared by Arizona State University's alumni and supporters have created a demand for products that display the marks, symbols, and insignia that are associated with the University. Arizona State University's Trademark Licensing Program came into being in response to the demand and the need to positively promote its image while protecting its trademark rights. Through the Program, ASU protects and enhances its reputation by assuring that its trademarks appear only on quality products with minimal liabilities to both ASU and purchasers of these products.

Why a licensing program?

Trademark Licensing creates a positive working relationship between the University and manufacturers of approved products. This assures that all merchandise bearing ASU trademarks promotes and protects the image of the University as well as fulfills the needs of consumers wanting goods bearing ASU marks, symbol and insignias.

Where do the licensing revenues go?

Licensed manufacturers pay the University a royalty on all products sold. These revenues go into the President's Special Projects fund that supports the mission of the University.

What qualifies as a trademark?

Any mark, nickname, letters, or word associated with Arizona State University that can be distinguished from those of other universities, teams, or organizations would qualify.

What are examples of ASU trademarks?

Arizona State University trademarks may be 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 group of words that have become associated with the University. All designs that may cause confusion in the mind of the public are an infringement on the University's trademark rights.

Official Arizona State University Logos

The University Logo The logo was created to replace all other pre-existing logos developed for Arizona State University.	The University Word Mark The Word Mark is a unique typographic signature displaying the full name for Arizona State University. Refer to the ASU graphic standards manual for approved uses.
The University Seal The official Seal of Arizona State University is the official Seal of the State of Arizona with the words "Arizona State University 1885" encircling it.	The Athletic Mascot The official athletic Mascot, Sparky the Sun Devil, was developed in 1945 to reflect the energy and enthusiasm, of athletics at ASU.
Primary Configuration Shown at right is the primary configuration of the official Logo and Word Mark.	Alternate Configurations When space limitations or size of reproduction preclude the use of the primary configuration, either of the alternate configurations of the official Logo and Word Mark, shown here, may also be used. Any other configurations of the official Logo and Word Mark are not authorized for use.

Who will need a license?

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

What products can one license?

The University will consider most products, however, no product will be licensed without the approval of ASU's Licensing Coordinator. By assuring that products carrying ASU's marks are of high quality and good taste, misrepresentation of Arizona State University and its reputation as one of the nation's outstanding public universities is prevented. The scrutiny of products also assures that the liabilities associated with products are minimized by not approving dangerous and hazardous items.

How does one receive approval to use the logos?

All uses of the new logos require approval of the artwork and the samples. The new logos are strictly governed by the Graphics Standards Manual and must be used exactly as shown and described. No modifications of colors, proportion or verbiage are allowed.

All uses of the seal and the mascot require special written approval regardless of past approvals.

What are Collegiate Licensed Products?

Every time you buy an officially licensed ASU souvenir, the manufacturer returns a portion of the money to Arizona State University. The officially licensed Collegiate Licensed Product label (seen below) 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.

Licensing Resource Group, Inc. ("LRG") http://www.lrgusa.com

Michigan office:

426 Century Lane, Ste 100
Holland, MI 49423
Telephone: 616.395.0676
Fax: 616.395.2517
Iowa office:

VJS Executive Park
2570 Holiday Road, Ste 250
Coralville, IA 52241
Telephone: 319.351.1776
Fax: 319.351.1978

For details on licensing, royalties, rates, and procedures contact:

Who is responsible for the ASU Trademark Management Program?

The persons responsible for the Trademark Management Program at Arizona State University are Fernando Morales and Stephanie Tyson. They can be reached by e-mail or phone:

Fernando Morales
Trademark Licensing Manager
ASU Trademark Management
Arizona State University
PO Box 875212
Tempe, Arizona 85287-5212

Phone: 480.965.5499
Fax: 480.727.9800

Stephanie Tyson
Manager Trademark Design
ASU Trademark Management
Arizona State University
PO Box 875212
Tempe, Arizona 85287-5212

Phone: 480.727.7848
Fax: 480.727.9800

Design approval requests for artwork using ASU logos, marks and trademarks on merchandise should be sent to artapproval@asu.edu