Our program manages the use of the university's brand and trademarks for commercial and promotional purposes. Campus departments and individuals can work with UC Davis Trademark Licensing to turn campaign ideas into tangible licensed products.
To use university logos or marks on products, a department or individual must follow specific guidelines, such as applying for a license, getting artwork approved and paying a royalty fee. These programs protect the university's brand, ensure product quality, safe labor practices, and generate revenue for campus programs and services.
10 Reasons to Work with Trademark Licensing
- The university requires all UC Davis–branded items to be purchased from licensed vendors.
- Using a licensed vendor protects UC Davis from product liability.
- Licensed vendors are required to carry product liability insurance.
- They ensure the university’s name and logos are used properly and adhere to brand standards.
- Licensed vendors often offer better discounts than non-licensed companies.
- They are experienced in working with UC Davis students, faculty, staff and alumni.
- Licensed vendors have direct access to official logos and marks.
- They will handle the required design approvals on your behalf.
- Licensed vendors are familiar with university policies and requirements.
- Non-licensed vendors must complete the licensing process before fulfilling an order — licensed vendors have already done so.
Remember: All promotional companies have access to the same products — the difference is that licensed vendors are approved, experienced and equipped to protect the UC Davis brand.
Need help getting started? Please find additional details below or email Trademark Licensing at [email protected].
Product Development
University trademark licensing product development involves using UC Davis brand assets such as logos, colors and mascots. These can be on a wide range of items, from basic apparel (t-shirts, hats) and promotional goods (pens, lanyards, tumblers) to more unique offerings, with examples including co-branded tech gadgets, specialty food items, or even licensed research materials. These are all through agreements that ensure brand consistency and generate revenue.
Marketing / Advertising
- Co-branding:
- External companies can use UC Davis’ name or mark in their marketing materials to acknowledge a contractual or official relationship.
- Event Promotion: External non-profit organizations or corporate sponsors may use a university's logo in advertising to promote an on-campus event (e.g., a blood drive) or a sponsored program.
- Online Retailers:
- UC Davis and UC Davis Stores official websites will market its licensed retailers by providing links to online and physical stores that sell licensing merchandise.
- Student-Athlete Name, Image, and Likeness (NIL):
- UC Davis NIL guidelines allow student-athletes to use university branding (colors, facility photos) to market themselves, subject to approval from the athletics compliance office to ensure rules are followed.
- Advertising
- UC Davis Trademark Licensing uses media channel components throughout the year to promote licensed merchandise available to maximize exposure and promote new products in the marketplace. Media channels include search, display, social and video. Work with Trademark Licensing to strategically market your licensed merchandise to target audiences and increase your exposure.
Retail Strategy
- Strategic Brand Evaluation & Alignment
- Define Brand Equity: Identify UC Davis core values and image that define the brand to ensure licensed products are a natural, not forced, extension.
- Identify Growth Categories: Research market trends to select product categories that enhance, rather than dilute, the UC Davis brand.
- Intellectual Property Audit: Ensure all trademarks, logos, and designs are registered and protected in intended markets.
- Licensee Selection & Partnership Management
- Vet Potential Licensees: Evaluate partners based on their manufacturing capabilities, distribution networks, and reputation.
- Define Partnership Scope: Determine if the agreement is exclusive or non-exclusive.
- Develop Clear Guidelines: Create comprehensive brand guidelines for licensees.
- Retail & Distribution Strategy
- Data-Driven Assortment: Use consumer insights and market data to determine which products to launch.
- Omnichannel Focus: Prioritize digital and e-commerce strategies, including direct-to-consumer (DTC) models and, for maximum reach, omnichannel, integrated online/offline experiences.
- Marketplace Positioning: Ensure the licensed products are sold in retail channels that match the brand’s positioning
- Quality Control & Brand Protection
- Strict Quality Standards: Implement mandatory approval processes for prototypes and final products to maintain brand integrity.
- Anti-Counterfeiting Measures: Include clauses that require licensees to assist in protecting the brand and notifying the licensor of infringements.
- Monitor Performance: Audit sales data and marketing efforts to ensure they align with the agreed-upon strategy.
- Contractual & Financial Structure
- Define Terms: Explicitly state the contract duration, renewal terms and specific territory.
- Structure Compensation: Balance upfront fees with ongoing royalties.
- Control Discounting: Avoid brand dilution by limiting excessive discounting, ensuring that minimum guaranteed royalties are met through healthy, full-price sales.
Social Responsibility
- UC Davis is committed to conducting its business affairs in a socially responsible and ethical manner that is consistent with its educational, research and service missions.
- UC Davis is a member of both the Fair Labor Association (FLA) and the Worker Rights Consortium (WRC) to help ensure that all university-licensed products are made in socially compliant factories and that all workers are treated fairly.
- UC Davis' minimum and non-negotiable requirement is that all standard licensees seek and receive membership in the FLA and adhere to its code of conduct. Companies that join the FLA commit to its Principles of Fair Labor and Responsible Sourcing and Production and agree to uphold the FLA Workplace Code of Conduct (PDF) in their supply chain.
Target Audience
- Gen-Z
- Alumni
- Parents
Student Organizations
Student organizations that are sponsored through the Dean of Students (processed and approved by an academic or administrative unit on campus) are considered an official extension of the university and may use protected university logos and marks in accordance with the guidelines for each mark. Sponsored student organizations should coordinate with the sponsoring administrative or academic unit through the Center of Student Involvement to receive approval. Any questions can be directed to the Office of Trademark Licensing at [email protected].