A trademark is simply a symbol or word used by a manufacturer or organization to identify its goods or services and distinguishes them from its competitors. A trademark conveys to consumers the desirability of the product bearing the mark and helps to promote the goods it is identified with.

Baylor's visual identity distills the qualities that make the University unique, and it conveys this "brand" to the world. The promise of academic excellence, Christian commitment, and development and growth of a caring community-these and other attributes of the University come alive in a very real and meaningful way for thousands of people around the world when they see the University seal, the Baylor University wordmark, and other Baylor "marks."

Consistency in the way these icons are presented is important for a thriving institution that is growing in both quality and stature. A strong and consistent visual identity helps shape the way key constituents view Baylor, both now and in the future.

Process & Procedures

Baylor departments desiring to sell or distribute t-shirts or other products on or off campus must obtain written approval through Office of Trademark and Licensing (Collegiate Licensing Department). Additional approvals may be required as outlined below. Designs and messages on all products must be in good taste; departments may not sell or distribute any product that would embarrass the University in view of her constituencies or conflict with the private aims of the University as a Christian institution of higher learning. Permission to sell products may be given to departments that adhere to the following policy and complete the request form.

A. Licensing approval for the use of registered Baylor marks on any product for sale or distribution by Baylor departments will be subject to the following restrictions and requirements:

  1. Written approval must be obtained through the Collegiate Licensing Department prior to the production of any product using registered Baylor marks.
  2. Any screenprinting or embroidery work on the product must be produced or purchased from company licensed with Baylor University. A list of licensed screenprinters and embroiderers is available below.
  3. The product must have the name (or letters) of the department prominently displayed on the product.
  4. Distribution of the product is generally restricted to sell only to their departmental members.
  5. Use of Baylor marks on the products must be confined to the standard registered marks. Such marks cannot be incorporated into a co-branded design.
  6. Design requirements must be met on all areas of the product. For example, printing on the inside of a shirt for reversible wearing must meet all requirements.
  7. No reference can be made, either directly or indirectly, to any individual athlete, athletic squad, athletic team, or athletic event that the University participates in as a competitive representative of the Big 12 Athletic Conference under NCAA rules and regulations.
  8. Effective July 1, 2008, all products produced for Baylor departments containing or including any registered Baylor marks to be worn by the members will not be subject to any royalty. All products containing or including any registered Baylor marks produced for promotions by a Baylor department will be subject to a 10% royalty of the wholesale sales price of the licensed product sold by the licensee to the department. The appropriate royalty will be collected from the Baylor licensee by the Office of Collegiate Licensing on a quarterly basis.
  9. Compliance with Baylor University Guidelines for Product/Art Approval will apply to all departments.

B. Designs containing non-Baylor trademarks and phrases (Coke, “Just Do It,” cartoon characters, etc.) must have written permission from the copyright owner before the design will be approved.

C. Violators of the established policy will be subject to the following sanctions:

  1. For unapproved, but approvable, product designs, distribution of the product shall be stopped until the design is approved by Collegiate Licensing.
  2. For unapproved and unapprovable product designs, the department will not be able to sell or distribute the product.
Approved Licensees

Departments are required to use Local and Restricted Licensees for the reproduction of Baylor logos, marks and indicia on products that will used in advertisement, promotion and in resale (local licensees only).

Addtional Information for Departments

If a department wishes to resale products there are other concerns that need to be addressed with the collection of sales tax and accounting of inventory. Please contact the appropriate departments for the appropriate guidelines: Tax & Compliance Accounting and Controller's Office respectively.