ASU marks
Arizona State University has more than 100 federally registered and pending marks. For a complete list of all pending and registered marks, 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, use uppercase and lowercase lettering only.
Examples of trademark use
- ✅ Do: Sun Devil® Athletics
- 🚫 Don't: I am a Sun Devil®
- ✅ Do: Decision Theater® analytic services
- 🚫 Don't: Go to ASU’s Decision Theater®
- ✅ Do: I bought an ASU® license plate
- 🚫 Don't: I am an ASU® student
University marks
ASU has university-wide logos and trademarks, which are called the university marks. Examples include:
- Arizona State University®
- ASU Universal Learning®
- ASU®
- Fear the fork®
- Forks up®
- Learn to thrive®
- Principled Innovation®
- SkySong®
- Sun Devil®
- Sun Devils®
- Universal Learner®
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.
Unit marks
In addition to the university marks, some ASU departments and schools have developed specific marks that showcase the goods and services they provide. All United States registered department and school marks are included on the list of ASU's registered trademarks. Examples include:
- ASU Online®
- Biodesign Institute®
- Decision Theater®
- Skysong Innovations®
- Thunderbird®
Before using any department or school marks, it is necessary to obtain written permission from the applicable department or school, and a copy of the written permission must be sent to Trademark Licensing.
Learn about how to register a department or school mark.
Trademarks
While they are not included on the chart of federally registered and pending marks, there are several marks that qualify for the ™ designation:
- A New American University™
- Devils™
- Fork 'em Devils™
- Fork 'em™
- Go Devils™
- It’s Time™
- Sun Devil Stadium™
- Universal Learning™