Arizona State University has more than 100 federally registered and pending marks. The most common ones include the following:
- Arizona State University®
- Learn to thrive®
- Sun Devils®
- Sun Devil®
- Fear the fork®
- Universal Learner®
- ASU Universal Learning®
- Skysong Innovations®
- ASU Online®
- Decision Theater®
Special notes: “Arizona State,” though one of ASU’s registered marks and common nationwide, is not an acceptable self-reference outside of Sun Devil Athletics usage.
While they are not included on the chart of federally registered and pending marks linked in the beginning of this section, there are several marks that qualify for the ™ designation:
- A New American University™
- Sun Devil Stadium™
- Go Devils™
- It’s Time™
- Forks up™
- Fork 'em™
- Fork 'em Devils™
- Universal Learning™
If you have questions about the use of any mark, please contact Trademark Licensing.
For a complete list of all pending and registered marks, please visit: ASU pending and registered trademarks with the United States trademark office. Please note, while a registration is pending, it is appropriate to use ™. Pending registrations are identified in the linked chart for your convenience. The status of any mark can change; therefore, you should consult the chart each time you intend to reproduce a university mark.
It is required to use the proper designation on all of the university’s registered/pending logos and wordmarks, mascot, seal and tag lines in all publications, printed uses and on all products. In publications and printed materials, the first use of each mark in the "trademark sense" should carry the ™ or ®, as appropriate. "Trademark sense" is when you can replace ™ or ® with the word "brand" and it makes sense, i.e., Sun Devil® (brand) entertainment. In addition, in all cases the ™ or ® should be easily legible.
When using trademark registrations in legal notices and documents, the mark should appear in all caps. For promotional and marketing materials, the ASU brand guide stipulates uppercase and lowercase lettering only.
Examples of trademark use
Correct: Sun Devil® Athletics (Incorrect: I am a Sun Devil®.)
Correct: Decision Theater® analytic services (Incorrect: Go to ASU’s Decision Theater®.)
Correct: I bought an ASU® license plate. (Incorrect: I am an ASU® student.)
The ASU Trademark Licensing program works to positively promote ASU’s image, while protecting its trademark rights and ensuring that the university’s marks appear only on quality products. All apparel and non-apparel items embellished with any pending or registered university mark, whether for resale or internal consumption, must include the appropriate designation just to the right of the mark and must be produced by a licensed vendor. View the list of approved vendors.
ASU does not permit vendors or other contract partners to use ASU logos or trademarks without written permission. Vendors and contract partners of ASU must obtain prior authorization before:
- Issuing press releases or public statements regarding contracts with ASU.
- Representing or implying any ASU endorsement or support of any product or service in any public or private communication.
- Using any ASU logo or trademark for advertising or promotional purposes.
Learn more about the university’s trademark licensing program and the process for obtaining approval.