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 organizations making items for their internal use are not required to obtain a license. University departments and official organizations may use "ASU" in their official operations and may also use "ASU" on products that are part of their normal operations.

Campus departments and student organizations producing items, having items produced, or buying goods for resale must either become licensed or purchased the items from a licensed manufacturer, unless a written exception is granted.

Look for the label! The official licensed Collegiate Licensed Product 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 soft goods and resale items, contact the ASU Trademark Design Coordinator at 480-727-7848 or send approval requests and art to artapproval@asu.edu.
for university publications, printing projects and signage, contact the logo representative with Design Print Services at 965-3529.

How do I obtain a license?

Contact ASU's licensing agent:

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