TRADEMARK AND LICENSING ADMINISTRATION
POLICIES AND PROCEDURES
The Trademarks and Licensing
Program is administered under the Division of Administration and Finance’s
Licensing Unit (DAFLU). One of the
most important functions of DAFLU is to protect and promote the indicia (marks,
names and logos) of Alcorn State University. The Coordinator of Trademark and
Licensing and the Vice President for Media Relations work closely and in
partnership with Strategic Marketing Affiliate Licensing Company (SMA) to
monitor commercial and internal use of ASU indicia.
Individuals, groups and
organizations, both on and off campus, seeking to use any version of ASU
indicia must have prior approval and the item must be purchased from an
official SMA licensee. In addition, all vendors and groups must have their
artwork approved prior to production. This also includes sale to University
departments, campus organizations and recognized student organizations.
Promotions and advertising are included as well. All vendors who
manufacture items imprinted with Alcorn State University trademarks (to the
public or to ASU retail outlets) must be licensed. See http://www.smaworks.com.
Whenever individuals or entities
contract with ASU for goods or services request permission to use the Alcorn
State University logos, trademarks, and word marks to imply or explicitly state
a relationship or partnership with ASU, that request should be made through the
Division of Administration and Finance Licensing Unit, and then it must be
approved in writing by Media Relations. Approval is granted based upon each
situation and the University’s name and/or marks may not be used in any way
that could state or imply an endorsement.
In summary, the Trademark and
Licensing program exists to:
- Ensure proper use and application of the trademarks associated with ASU;
- Initiate the development of new trademarks and/or eliminate old ones as
it deems necessary or desirable, subject to approval;
- Strengthen the trademarks through relationships with retailers,
licensees, campus departments, student organizations, alumni and fans;
- Enhance ASU’s marketing and brand recognition efforts by allowing
licensed companies to use its trademarks on merchandise;
- Generate revenue; and
- Authorize the use of the marks on high quality and tasteful merchandise.
ASU reserves the right to prohibit use of its trademarks with certain
issues, products and merchandise when used in conjunction with or making
- Drugs or drug paraphernalia;
- Alcohol, alcohol consumption and/or abuse;
- Tobacco products and usage;
- Sexual conduct, imagery, or inferences;
- Profanity or inappropriate insensitive language;
- Firearms and weapons;
- Political and religious endorsement; and
- Any other
merchandise or use of the ASU’s logos and trademarks judged by the University’s
Trademark and Licensing Program to be inappropriate, unacceptable or
inconsistent with standard licensing practices of the University.
MARKETING AFFILIATES (SMA)
Strategic Marketing Affiliates
(SMA) is the licensing representative for the University. SMA is responsible
for administering ASU’s licensing program, including processing applications,
collecting royalties, enforcing trademarks and pursuing new market
opportunities for the University.
To report a violation of licensing or trademark use, please
contact the Division of
Administration and Finance Licensing Unit at (601) 877-4705.
Before an individual or business
may use Alcorn State University's marks, formal permission must be granted
through a license agreement with Strategic Marketing Affiliates. A step-by-step
guide for this purpose is located on SMA’s website.
If you should have any questions
concerning the vendor license application, submit your questions to Strategic
Marketing Affiliates by using the email address firstname.lastname@example.org or calling (317) 669-0808 for assistance.
A license must be obtained for use
of any ASU trademark, image or photograph used on any product sold to the
general public or to campus departments and organizations.
AND CAMPUS USE
Prior to production and sale on campus of any
merchandise that includes ASU’s marks, names, or logos, written approval by the
Division of Administration and Finance Licensing Unit must be obtained. Use of a University mark with an
organization name implies association with the University. Therefore, only
those student organizations that are officially recognized by the Student
Government Association (SGA) and official campus departments are allowed to use
ASU’s trademarks in conjunction with their organization's name. Student groups may not sell on game
days as the University Bookstore Contract governs licensed merchandise sales
made on game days.
Any product bearing ASU’s trademarks or a
specific departmental logo must be purchased from licensed manufacturers. Using
an officially licensed company to manufacture a product ensures that the
company has provided the correct product liability insurance and other
documents. The University has many nationwide licensees and numerous in-state
and locally licensed companies.
University departments and official student organizations may create or
purchase items for internal use bearing the names, trademarks and logos of
Alcorn State University. The design approval must be granted by DAFLU. Registered student organizations,
student sports teams, residence hall organizations and University departments
may use Alcorn State University’s names, marks or logos. Such use must reflect positively on the
university, be produced by a licensed vendor of Alcorn State University and be
pre-approved by the Division of Administration and Finance Licensing Unit. The following guidelines apply to
campus departments, groups, individuals, or student organizations:
- Items for
Resale: Alcorn State University-marked items that are
purchased by any department, group, organization, or individual for resale to a
general audience will be subject to a royalty payment. All such items must be
pre-approved in writing by DAFLU and any items purchased must come from a
- Items for
Use by Group Members Only: Alcorn State
University-marked items that are purchased or produced by any department,
campus organization or student group for use by its own members will not be
subject to a royalty payment. All such items must be pre-approved in writing by
DAFLU and any items purchased must come from a licensed supplier.
Items: Alcorn State University-marked items that are purchased or produced by
any department, group, or individual for giveaway purposes will not be subject
to a royalty payment. All such items must be approved in writing in advance by
DAFLU and any items purchased must come from a licensed supplier.
Projects: Items produced as part of a class project will not
require a license or payment of royalties. All such items, however, must have
written approval for their production from DAFLU and any items purchased must come
from a licensed supplier.
The University is not required to pay royalties to itself for purchases
of services or products that are a necessity for faculty and staff to perform
their jobs (i.e., equipment, services, uniforms, educational tools). However,
the University attempts to avoid unfair competition with other retailers and service
providers and therefore may not exempt itself from paying royalties on the
purchase of goods that are to be resold to members or to the general public,
regardless of the purpose of the sale.
Contact DAFLU Trademark and Licensing Coordinator to determine if
royalty fees will apply.
Student organizations and University
departments who wish to use Alcorn State University marks on apparel (such as
t-shirts, hats, sweatshirts, etc.), gift items (such as mugs, key chains,
jewelry, etc.) and miscellaneous items (such as flags, signs, etc.) must follow
Licensing Approval Form and email the form and a copy of the
artwork/product proof to the ASU Trademark and Licensing Coordinator;
- Once the
artwork/product proof and approval form is received, the Trademark and
Licensing Coordinator will review the submission. After the review has been completed, you will be
contacted confirming if you are approved with no changes, if any changes are
required or if the request has been denied along with an explanation. Typically,
the review process is 2-5 University business days. Each request is reviewed on
a case-by-case basis to ensure compliance with ASU policies;
- If the
artwork/product proof is approved, the Licensing Coordinator contacts the
vendor to finalize the design for submission on Strategic Marketing Affiliates’
on Demand” website.
If your artwork/product proof is not approved but will be with
corrective changes, you will receive an email clarifying the changes needed for
approval. Should this occur, you have the option to redesign the
artwork/product proof and start the approval process over. It is your
responsibility to ensure the vendor makes the corrective changes and submits
the design on Strategic Marketing Affiliates’ "Approvals on Demand" website;
- If you are using University funds to purchase
merchandise, utilize the established University procurement process to obtain a
- If you are using a grant account to purchase
merchandise, obtain approval from the Office of Grants and Contracts prior to
submitting the request.
to use ASU’s trademarks for any project does not constitute approval to use the
trademark again, or in connection with any other item, or to change the design
in any way. Merchandise produced without authorization may be
considered counterfeit and subject to all available legal remedies.
Should you have any questions
about the process, contact the ASU Trademark and Licensing Coordinator.
RETURN TO ALL AUXILIARIES DEPARTMENT POLICIES & PROCEDURES