ASU Brand Guide - Elements of the Brand
Elements of the ASU brand

Trademarks and licensing

ASU claims ownership of numerous designs, insignias, logos, names, seals, slogans, sounds, words and other symbols associated with ASU. These are trademarks and are the exclusive property of the Arizona Board of Regents for and on behalf of Arizona State University.

Unauthorized use of ASU logos and trademarks is prohibited. ASU actively protects its logos and trademarks against infringement. ASU encourages its affiliates and community members to report suspected infringement.

In addition to common law rights, many of ASU’s logos and trademarks are protected by registrations with the State of Arizona, the U.S. Trademark Office, and international trademark registries. Contact Trademark Licensing for information regarding state and international registrations and other trademark and tradename protections. Other basic information about ASU’s trademarks is located in the university policy.

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®
  • 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.


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™

Usage guidelines

ASU only permits logo and trademark use that reflects positively on ASU. Use of ASU’s logos and trademarks is not permitted in connection with products or services that defame ASU or are alcohol-related, harmful, medical, obscene, shoddy, weapons or otherwise deemed inappropriate by ASU for reason of the services or product characteristics.

Manufacturers of any products and providers of any services using or in connection with any ASU logos and trademarks must be licensed by ASU. A list of currently authorized licensees is available for review.

ASU does not permit vendors or other contract partners to use ASU logos or trademarks without written permission. ASU’s vendors and contract partners 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

Any uses of ASU logos or trademarks by a vendor or contract partner must comply with university brand standards and be approved by Enterprise Brand Strategy and Management. ASU logos and trademarks may only be used consistent with approved brand standards.


Trademark Licensing office

The mission of Trademark Licensing is to protect, preserve, and promote ASU’s goodwill and reputation as a center of academic, athletic, innovation and research excellence. The office’s roles include licensing third parties to manufacture and sell products and services that feature ASU’s logos and trademarks. This licensing program enables ASU to share in the financial benefits derived from the commercial use of ASU’s logos and trademarks. Students, faculty, staff, alumni and the general public support ASU and its mission through the purchase of licensed products and services.

In addition to licensing, the office serves as a resource to the ASU community by filing and maintaining ASU trademark and tradename registrations and serving as the contact point concerning general trademark inquiries and requests regarding registration, infringement and trademark protection. These activities are handled cooperatively with the Office of General Counsel and Enterprise Brand Strategy and Management.

Report trademark infringement.


Mail Code: 3512

Phone: 480-727-2124

General information: Contact Trademark Licensing for additional assistance.


Trademark Licensing

Arizona State University

1551 S Rural Rd #1102