Trademarks and Licensing Policy
This brand identity policy applies to the entire university including staff, faculty, students, and alumni, as well as to third-party (non-Emory) individuals, organizations, and vendors using Emory names, logos, or trademarks for any purpose, internal or external, regardless of commercial or noncommercial use or intent including use by journalists and news media organizations.
Brand Identity Policy
This policy applies to trademarks, visual identity marks, graphic design and layout, and brand assets, including all of Emory's official names, including but not limited to the names, logos, and trademarks of Emory’s schools, units, institutes, centers, departments, products, subsidiaries, the Emory Healthcare system, physical and intellectual properties, spirit marks, including especially its system of Emory Athletics marks, and its “Dooley” system of marks, and visual design elements included in the Emory brand identity standards. All use of the university’s logos, trademarks, visual identity system marks, and Emory brand standards assets by business partners and organizations affiliated with Emory, will be in accordance with this policy and its referenced resources.
Importance of Emory’s Trademarks and Licensing
Trademark and Registered Trademarks
A “trademark” is any visual device, mark, or name used in trade to represent a product or organization. Ordinary trademarks are established through routine use and may also be declared through display of the “TM” symbol next to the mark without being registered or while registration is pending. Registered trademarks, represented by the ® symbol, are registered with a government regulatory agency so that they can be referenced by others, helping to prevent unintentional unauthorized use. This also affords additional protections under law. Emory’s trademarks are valuable assets to the university.
Emory University carefully monitors and controls the use of its trademarks to protect its unique brand identity. Emory has a vested interest in overseeing the use of its trademarks for several important reasons, including:
- Ensuring that products or services bearing Emory trademarks meet high-quality standards and are only associated with approved affiliations.
- Safeguarding the Emory name to maintain the university's esteemed reputation across all units.
- Preventing misleading representations of Emory's connections or activities and guarding against exploitation of the goodwill associated with its trademarks.
- Ensuring vendors uphold Emory’s integrity and reputation through products and services featuring its trademarks, supporting the university mission, fostering goodwill and increasing awareness.
Licensing
Licensing of third-party products incorporating Emory names, trademarks, and other brand standards assets is the responsibility of Emory Communications and Marketing in collaboration with Emory Procurement Services and the Office of General Counsel. The use of university names, logos, trademarks and Brand Standards elements or assets related to Emory University and Emory Healthcare on merchandise, products and other materials must be reviewed by Emory University Communications and Marketing and approved prior to use or production.
Approval for all designs, products, commercial materials, promotional items, and third-party advertisements and signs incorporating Emory trademarks must be obtained through Emory Marketing and Communications prior to printing or manufacturing.
Emory trademarks must not be used in conjunction with other brands, names, or trademarks in any way that might appear as an endorsement by the university or by Emory Healthcare, except by special permission in writing by the vice president for communications and marketing or an authorized delegate.
The “TM” and ® symbols must be used where appropriate to indicate trademark status. Communications and Marketing may establish and promulgate guidelines or regulations covering such use.
News Media and the Use of Emory Trademarks
In order to protect the Emory University brand reputation, the usage of Emory University’s trademarks and or service marks by the news media, or by nonprofit or other commercial film productions shall be reviewed by an internal Communications and Marketing team. Approval must be obtained before use. Any approved production must serve the best interests of Emory University; there must be no harm to the university’s reputation and every project must support the mission and vision of Emory University.
Emory University allows educational institutions, news media, and other nonprofit organizations to reference Emory in articles for the purposes of education and information.
Prohibited Uses of the Emory Brand
Department products and other designs that incorporate Emory’s name and/or trademarks may not reflect any of the following:
- Elements that state or imply the university’s endorsement of or affiliation with non-university entities, products, services, viewpoints, and/or political candidates, parties, and activities
- Discrimination against any person or group based on age, race, ethnicity, disability, national origin, religion, sex, sexual orientation, or veteran status
- References to gambling, alcohol (in a non-educational manner), tobacco, illegal substances, illegal activity, violence, weapons, profanity, or sexually explicit designs or products
Royalties
Emory products purchased by campus departments with university or development funds and not resold to the public, staff, or students are generally royalty-exempt.
Royalty-bearing purchases include:
- Product that is received by an individual as part of a membership fee or registration fee
- Product that is similar to items sold by retailers
- Product that bears campus department logos but is paid for by individuals, including staff members