UGA Trademarks

February 15, 2011

BAAF Meeting

UGA TrademarksBACKGROUND

• 1989 - Identity Policy implemented• Uniformity for printed publications and stationery

• 1996 - University of Georgia entered into a trademark management and licensing program

• 1999 - Several events occurred• UGA entered into first significant contract for an

affinity card• Inventoried active trademarks around campus• Centralized the governance of UGA’s trademarks• First trademark policy

UGA Trademarks

BACKGROUND

• 2010 - Cabinet approved a comprehensive trademark and logo policy developed in conjunction with the Offices of Public Affairs, Legal Affairs, External Affairs-Financial Services and the Athletic Association to establish a policy for registering the marks of the University

and to improve protection of the UGA brand.

UGA Trademarks

MISSION

• To ensure proper use and application of the trademarks that have become associated with the University of Georgia.

• To strengthen the trademarks through relationships with retailers, licensees, campus departments, student organizations, alumni and fans.

• To generate revenue to enhance private funding for academic support.

UGA Trademarks

APPROVAL PROCESS

• Printed data (publications):• Submit to Public Affairs – Alison Huff

• All other use of marks (external and internal use):• Submit to EA-Financial Services – Mary Beth Crumley

UGA Trademarks

INTERNAL USE BY CAMPUS

• Complete approval form and forward to EA-Financial Services.

• EA-Financial Services will coordinate approval.

• Only CLC vendors are authorized to produce merchandise.

UGA Trademarks

EXTERNAL TO UGA

• Not for profit – same process as campus

• For profit – must be a CLC licensee- CLC licensing process is then followed

UGA Trademarks

• Why CLC?

- Ensures product quality- Ensures legal compliance- Controls market saturation

UGA Trademarks

REVENUES(SHARED WITH THE ARCH FOUNDATION)

• Merchandise Sales

– Collegiate Licensing Company (CLC)

• Affinity Credit Card

– Bank of America (BOA)

UGA Trademarks

ROYALTIESFY10

CLC Royalties - $4.753M

BOA Royalties - $1.295M• credit card $1.000M*• debit card $295K

* annual guarantee

UGA Trademarks

REGISTRATION PROCESS

1. Determine if new design uses a current registered mark.

a. If yes, be sure the mark is used in its original form (no alteration of a registered mark is accepted).

b. If no, contact EA-Financial Services for direction.

UGA TrademarksREGISTRATION PROCESS

2. If you wish to federally register a mark approved by UGA:• Submit design• Include date and specimen of first use• Determine classes of use

3. New registration will be handled by EA-Financial Services.

4. Registered marks will be kept current by EA-Financial Services.

5. Registration costs will be paid by respective units.

UGA Trademarks

GENERAL USE OF MARKS

• To maintain consistency

• To maintain reproduction quality• http://www.uga.edu/identity/logo.html

• The ® or ™ must accompany a registered mark

UGA TrademarksGENERAL USE OF MARKS

• University of Georgia official seal:

- Not interchangeable with other UGA logos - Can not be altered

- Only mark that may be used on honorific items such as diplomas, caps and gowns,

proclamations, presidential events etc.

- Can only be produced in one color

UGA TrademarksBOR GUIDELINES

• Marks may not be used in conjunction with: – alcoholic beverages– drugs– religious content– sexually oriented goods– goods which reference race– sex– national origin– disability of a person– toilet seats and the like– any item which does not meet minimum standards of

quality and good taste as determined by UGAEA. – Political campaigns or the like

UGA TrademarksUGA IDENTITY POLICY

Printed Publications

• All academic, administrative, and support units of UGA are required to use one of the approved letterhead styles on all stationery printed in black ink only or black plus PMS 200 red. Envelopes, notepads, business cards, mailing labels and other stationery items must also conform to these logo guidelines.

• The marks and logos can not be modified or altered in any way.

UGA TrademarksUGA IDENTITY POLICY

Printed Publications

• Logos must be reproduced in official colors. This dispensation does not apply to stationery items.

• No competing departmental, school, college or other logos or symbols may appear on official UGA letterhead or stationery items.

UGA TrademarksUGA IDENTITY POLICY

• The words “The University of Georgia” must appear on the front cover of all University publications, and one of the logos must appear on or within each publication, preferably on front or back or title page.

• This logo system is recommended for all visual representations of UGA – for signs, video productions, exhibit materials, vehicles and the like, in addition to printed publications and Web sites.

UGA TrademarksUGA IDENTITY POLICY

• Exceptions to these policies guidelines and standards must be approved in advance by the Vice President for Public Affairs (286 Oconee Street, Suite 200 North or tjackson@uga.edu).

UGA TrademarksCOMPLIANCE

• 2010 - Updated UGA Inventory of Marks

• Marks Used by Campus- identified non compliant marks- working with each unit to transition in an efficient/cost effective way

• Marks External to UGA- Athens area businesses• Identified as a donor/alumni/other• Years business has been using mark

- State of Georgia issues

UGA TrademarksCOMPLIANCE

• Engaged CLC

- UGA Legal, in conjunction with CLC, to send cease and desist.

- If not successful, outside legal counsel will be engaged.

OR

- Agreement to allow use of mark in turn for acknowledgement of UGA ownership of mark.