ASU® Trademark 101

ASU marks

ASU has universitywide logos and trademarks(wordmark), which are called the university marks. ASU has more than 100 federally registered and pending marks.

You must have an ASU ID to view all pending and registered marks.

Requirements for using ASU marks

While a registration is pending, it is appropriate to use ™.
Pending registrations are identified in the link above 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.
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 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

To be suitable for registration, a mark must be used as a brand name, rather than as a noun. Trademarks and licensing will review samples of how ASU is using the mark to ensure that the mark is being used as a trademark. To be used in the trademark sense, the marks must:

✅ Do: Sun Devil^® Athletics

✅ Do: Decision Theater^® analytic services

✅ Do: I bought an ASU^® license plate

🚫 Don't: I am a Sun Devil^®

🚫 Don't: Go to ASU’s Decision Theater^®

🚫 Don't: I am an ASU^® student

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.

Examples of ASU marks

See more examples of ASU marks