UVU’s name, brand, logos and trademarks function in representing the university’s image, value, and reputation. The university’s portfolio of intellectual properties are protected by various copyright, trademark, and service mark rights, under international, federal, and state laws. The university's trademark-licensing program has been designed to operate, under the direction of 大学市场营销 and Communications, as the acting authority responsible for:
• Producing and enhancing intellectual properties that represent the university's name and brand
•。 防止品牌管理不善，商标侵权和产品责任
•。 Promoting positive brand sentiment through correct, accurate, consistent and elevated communications (i.e., marketing, retail and experiences)
•。 Profiting the brand by licensing the university's brand assets (i.e., products, services, and association)
As part of UVU’s licensing strategy, the 书院特许经营公司 serves as the university’s exclusive trademark-licensing agency (multi-year campus agreement), providing UVU with access to leading brand protection, brand management, best-in-class licensees, key retail connections and intelligence, marketing programs and brand development services.
UVU’s agency agreement with CLC legally requires all vendors (using, producing, or associating with UVU’s names, brand, logos trademarks, and image), to become registered through CLC, as a UVU approved trademark-licensed vendor. This 'approved trademark-licensed vendor' status is only obtained through UVU’s Trademark-许可 Program. No other university department may authorize any vendor to use, produce or associate with the university’s name, brand assets, logos, trademarks, or image. Every use of UVU’s name, logos, trademarks, brand assets, and images, regardless of intent (giveaway, marketing, internal consumption, retail, etc.), are required to be produced through UVU’s Trademark 许可 Program, using a UVU approved trademark-licensed vendor.
知识产权所有权
学校拥有知识产权： 犹他谷大学’s “商标” are intellectual property protected by international, state and federal laws, and any use without authorized permission is illegal. All UVU trademarks are subject to the campus contract licensing requirements and trademark permissions to prevent counterfeit and infringing uses.
商标的定义: 商标, also known as 'INDICIA,' are defined as any and 所有标识符，创建对大学的连接、关联或引用, through means including, but not limited to proprietary designs, trademarks, service marks, trade names, trade dress, insignias, word marks, logos, logo-graphics, designs, mascots, character marks, team names, nicknames, seals, crests, abbreviations, acronyms, geographical names in the appropriate context, slogans, phrases, verbiage, graphics, brand colors, uniforms and equipment designs, silhouettes, distinctive landmarks, tartan patterns, patterns, vintage marks, historical marks, subsidiary brands, brand extensions, sounds, music, identifications, and other symbols.
UVU商标: Through the licensing office, the university manages the ownership, protection and promotion of some the following trademarks: 犹他谷大学, Utah Valley, Utah Valley Wolverines, UVU, GOUVU, Willy the Wolverine, The Den, Protect the Den, Green Man Group, Gulo-Gulo, Wolverine Wednesday, Valley Vibes, Rally The Valley, and 12THWolverine.
保护授权收入
遵守生产行为准则
The university safeguards its trademark use through approved manufacturing and distribution channel compliance, which requires transparent vendor reporting and the protection of workers’ rights through a ‘code of conduct’ observance:
产品责任保障
统一的信息和一致的品牌形象
The university’s trademark-licensing program is designed to provide all UVU students and employees with a simple process to legally purchase licensed goods that bear the university’s name or trademarks.
This requires all students and employees to secure written approval, prior to any vendor product production and purchase.
第一阶段：选择合适的产品
当创建UVU品牌产品时，我应该选择哪些产品？ There are so many to choose from!
1. UVU颜色: 这很明显。 All product materials representing UVU should be manufactured in UVU's colors (green, black, gray, and white).
2. 核心用户: 抓住你的核心受众。 （提示：不是“所有人”）他们是谁？ What products do they love to use every day? 给你的用户他们喜欢和使用的产品。 They will love you for it and become your word-of-mouth marketing!
3. 观众配合: 另一个压力球可能看起来很无聊，除非你攀岩并且想要更强的抓力。 你的产品如何迎合你的核心用户？ We aren't all the same, so buy what matters. 如果你把这个给了他们，它会到哪里去呢？ Make the product(s) about them, not about you. Make it related to their field of study, their passions or their industry pursuit.
4. 产品适合: 确保它是可穿戴的，合适的。 选择合适的尺码。 No one likes a free t-shirt that's too small.
5. 数量vs.质量： 千古之战！
第二步：创造一个很酷的设计
生成一个产品概念。 Produce a design and demonstrate how the trademarks will be properly used.
1. 使用官方标志： 有个标志！ 做的,对吧? Maybe…or you could design something even cooler and cleanly incorporate a UVU logo into your design. An official UVU logo is required within each design or somewhere on the product. 没有官方标志，你的产品就是…officially BORING!
2. 记住UVU的颜色： How can you make this design lead out with UVU colors, while getting your message across? 使用多种UVU颜色。
3. 简单的设计: 保持简单。 是大胆的。 是简洁。 This isn't a novel (unless your product is a novel). 有人只有不到10秒的时间来阅读它。
4. 排版/字体/类型： 什么字体最适合你的用户？ 确保它可读。 (Block, script, handwritten, painterly, cursive, etc.)
5. 设计组成: 将设计元素排列整齐，采用艺术构图布局。 This will affect your location and placement.
6. 位置和安置： 你的酷炫设计将放在产品的什么地方？ (Probably not the armpit.) 为你的设计选择合适的位置和尺寸。
*特别指出:
第三阶段：找到一个经批准的UVU商标许可供应商
独家校园合同： UVU has an exclusive campus-wide contract with the 书院特许经营公司, which requires all UVU products to be manufactured only by "UVU Approved Trademark-Licensed Vendors."
为什么? 看看上面的“为什么它很重要？”
请看列表： 'UVU批准的商标许可供应商' These are vendors who follow strict guidelines and have contracted with UVU through UVU's licensing agency CLC, in order to manufacture products with UVU's name and trademarks.
(*NOTE: Other vendors can become approved by following the Business section at the bottom of this page.)
阶段4：产品报价和费用
1. 产品报价: 总是确保得到几个报价，所以你得到最好的价格！
2. 许可使用费和费用： *Most UVU branded or licensed products, which are internally ordered, are "non-royalty bearing." They are typically items being purchased by the university, used as marketing and promotional giveaways, not for resale.
3. 俱乐部订单及费用： 学生 clubs are separate from the university, so all products will be required to be "royalty bearing." This means all product orders will be charged an additional licensing royalty of 14%. 请看下面的例子：
4. 其他第三方标志或赞助商： Products with additional third-party logos or sponsors will be required to be "royalty bearing." While signage sponsorships expire annually, products like clothing can continue to be worn throughout the community for years, without annual sponsorship payments. Additionally, the sponsor or third-party has the privilege of gaining access to wholesale product pricing, by partnering with UVU. For this reason, the licensing policies require a "premium royalty or MRU" be added to the cost of each product or unit.
5. 零售、销售及筹款项目： 所有出售、转售或筹款的物品必须包括14%的许可使用费。
6. 产品或供应商独家： Some product categories may have an specific vendor, who has a contracted exclusive with the university. This requires that all UVU products, within that category, must be "exclusively purchased" with that specific vendor. Violation of licensing exclusives may result in heavy disciplinary action and fines.
特别注意:
When making product purchases, UVU's Trademark and 许可 office determines what licensing royalties or licensing fees apply to each project and product, based on the policies of the campus wide contract with CLC.
阶段5：订购产品
注意: If you are looking for generic UVU products, please support UVU and purchase licensed products from the UVU Bookstore or local retailers.
UVU采购UVU品牌产品有两个流程：
征用过程:
p卡流程（购卡）
*特别指出:
感谢您有兴趣成为犹他谷大学的合作伙伴！
We know UVU’s brand will help build greater student affinity for both the products and the retailers you serve. We seek to strategically promote your brand and enhance your product sales, which will result in increased school spirit here at Utah Valley.
今天申请: 犹他谷大学 ‘requires’ all businesses and entrepreneurs to ‘legally produce’ all products bearing the trademarks of 犹他谷大学. UVU’s trademark and licensing office is in place to support you through both the license onboarding and product promotion.
To apply for a trademark license, vendors will go online to 书院特许经营公司 and apply for a license with “犹他谷大学.”
Once you have completed the application and made payment, please contact our office to help in the process of getting the application fully approved. The on-boarding process can take anywhere from 2 to 4 weeks, depending on how active you are as a vendor.
Vendors who have the drive to frequently contact UVU and CLC for the trademark-license approval are wanted.
If you have any questions, please feel free to email [email protected].
