Brand Standards: Endorsements, Sponsorships, and Co-Branding

Overview

Utah State University approaches endorsements, sponsorships, and co-branding with outside entities carefully and thoughtfully to protect our brand.

An outside entity is any person, group, business, corporation, etc. outside of the university. Utah State University colleges, departments, and divisions are not outside entities. University employees, when operating within the scope of their employment, are not considered outside entities.

Use of the university marks in conjunction with third-party marks must be reviewed by University Marketing & Communications, Trademark Licensing director to ensure that there is no implication of endorsement.

If the university's relationship with a third party cannot be defined using phrases such as "in conjunction with" or "funding provided by," etc. near the third party logo, the university Trademark Review Process must be followed.

Endorsements

Any endorsement by Utah State of an Outside Entity or by an Outside Entity of Utah State must be reviewed by University Marketing and Communications, Trademark Licensing and pre-approved by USU’s administration in writing. The use of a Utah State Trademark by an Outside Entity or Utah State's use of an Outside Entity’s trademarks can imply an endorsement when no endorsement is intended by either party. Trademark use must be authorized, in writing, by the parties to ensure that the intention of the parties is clearly memorialized.

Sponsorships

Any Sponsorship by Utah State of an Outside Entity or by an Outside Entity of Utah State must be reviewed by University Marketing and Communications, Trademark Licensing and pre-approved by Utah State's administration in writing.  Use of Outside Entity trademarks by Utah State or the use of Utah State trademarks by an Outside Entity must be authorized by both parties in writing.

Licensing & Brand Activation Role in Sponsorships: While the Sponsorship Office approves sponsorship agreements, Licensing & Brand Activation is responsible for managing the brand rights and visual compliance of those relationships. Licensing establishes the terms, placement rules, required relational verbiage, and artwork approvals to ensure that sponsor recognition remains factual, does not create perceived institutional endorsement, and complies with USU Policy 5100 and Trademark Licensing Standards.

Co-Branding

Any co-branding must be reviewed by University Marketing and Communications, Trademark Licensing and pre-approved by Utah State's administration in writing.  Use of Utah State Trademarks by an Outside Entity associated with any such Co-Branding must be authorized by Utah State in writing.

The following guidelines apply:

If a third-party logo is used, the appropriate space on publications is the back or inside cover. If using a third-party logo in a sponsorship capacity, do not use the third-party logo in a way that suggests or implies partnership, or endorsement by Utah State University. In these instances, the university requires use of “sponsored by”, “in conjunction with”, or “in partnership with”, or simular verbiage next to the sponsor(s) logo(s).


Example of third-party use

When using a third-party logo do not present their logo in a way that makes them the most prominent or distinctive feature on the product(s) you are creating.

If a third-party requests the use of a Utah State University logo for their website or publications, instead request the university be listed as a partner. An example is: “Utah State University, in partnership with the U.S. Department of Agriculture.” Any third party that wishes to use the university’s logos, trademarks, images, or other indicia will require a license. The type of license and rights granted will depend on the third party’s relationship with the university (ex: Aggie Sports Property sponsor, licensee, vendor, etc.) and the proposed use of the visual brand. Guidelines on how to obtain a license can be found within the Brand Standards section.

Aggie Sports Properties (ASP), manages the multimedia rights for Utah State University Athletics Department. ASP specializes in managing, packaging, and selling marketing and sponsorship opportunities related to Utah State athletic events. ASP offers corporate partners a multitude of marketing and media sponsorship opportunities, including but not limited to signage, scoreboard promotions, on-field/on-court promotions, radio, print, internet, game sponsorships, special event title sponsorships, and hospitality events.

All third-party logo use, internal and external must be preapproved by University Marketing & Communications, Licensing and Brand Activation Director Heidi Adams at heidi.adams@usu.edu or 435-797-0587.