ASU Brand Guide - Elements of the Brand

Become an ASU licensee

Obtaining a license

Vendors must obtain a license to work with Arizona State University to ensure they are authorized to use ASU trademarks and that all products meet the university’s brand, quality and legal standards. Licensing through the Collegiate Licensing Company (CLC) also requires vendors to demonstrate ethical business practices, responsible supply chains and compliance with fair labor and insurance requirements protecting both ASU’s reputation and consumers. In short, licensure ensures products representing ASU are high-quality, compliant and aligned with the university’s values and policies.

Arizona State University and Fair Labor Association

The Fair Labor Association (FLA) distinguishes between members and affiliates based on the level and type of engagement with the organization. FLA members are companies, universities or civil society organizations that make a formal commitment to uphold international labor standards, participate in FLA’s governance and, in the case of company members, may pursue Fair Labor Accreditation through a rigorous multiyear process. In contrast, affiliates are part of a larger network that engages in FLA’s knowledge-building programs, such as training on labor rights risks and compliance, but do not participate in governance or qualify for accreditation. Affiliates may include collegiate licensees and single-factory suppliers that adopt aspects of FLA’s Code of Conduct and reporting requirements without the deeper obligations of full membership.

Our Affiliate Vendors

Our Wholesale Vendors

Bella+Canvas and Sanmar are affiliate wholesalers who we encourage vendors and departments to purchase blanks for.

License types

Internal Campus Suppliers (REST channel in CLC)

Allows a company to produce product bearing the trademarks of collegiate institutions for university departments and related entities for internal consumption only; cannot provide product at retailer direct to consumer.

Download a quick reference guide to CLC license types

Standard License (retail)

Allows a company to produce products bearing the trademarks of collegiate institutions for sale at retail in approved retail channels and direct to consumer, as well as university departments and related entities.

NCAA, bowls and conference licensing

CLC has a separate licensing process for “hot market” events, including NCAA tournaments, the College Football Playoff, bowl games and athletic conferences. Existing CLC licensees may apply for these programs via the Brand Manager 360 system.

For companies not currently licensed through CLC, contact CLC’s NCAA & Bowl Properties Division at 770-956-0520 or via email at [email protected].

CLC retail licensing process

In order to become a CLC retailer, you will need to follow these steps.

1

 Submit completed application

2

 Provide product quality sample

3

 Obtain product insurance
($1 million+)

4

 Submit artwork for review

5

 Disclose supply chain

6

 Register for Fair Labor Association

7

 Order hologram labels or tags

8

 Send finished product sample

9

 Sign license agreement

10

 Pay royalty advances

11

 Manufacture product

12

 Start selling

Additional information

  • Fair Labor Association

    All licensed vendors are also required to register with the Fair Labor Association and meet all FLA requirements.

  • Teamwork makes the dream work

    The Trademark Licensing office works closely with the campus community, internet sellers, licensees and stores to develop cooperative relationships and to create a stronger market for their products displaying ASU logos and trademarks.

  • Be one of the cool kids

    ASU offers the rights to use logos and trademarks to those organizations or individuals that meet licensing requirements and that offer products or services deemed to be appropriate for sale or distribution.

  • Retail cooperation

    The Trademark Licensing office also works with retailers carrying licensed merchandise to increase sales and keep unlicensed merchandise off the shelves of competing retailers. ASU maintains lists of retailers and directs customers to their outlets. The department staff works with Sun Devil Athletics and licensing agencies to market promotional opportunities and merchandise in conjunction with ASU events.

  • Product identification

    Officially licensed products will display the Collegiate Licensing Company | Learfield | IMG College (CLC) hologram or label. Retail licensees are required to include the CLC graphic, hangtag or holographic sticker with each licensed product and or product packaging. This serves as a signal to consumers that the manufacturers and organizations that want to produce items using ASU logos, trademarks and tradenames must obtain a license.

  • Rules of the road

    Before manufacturing any products or providing any services bearing or containing any ASU logos or trademarks every individual and organization must first enter into a licensing agreement with ASU or an ASU licensing agent. Each licensing agreement requires the payment of a royalty or other consideration deemed appropriate by ASU in exchange for permission to use the logo or trademark. All licenses and exemptions for licensing or royalties must be in writing.

  • Everyone needs a license

    This licensing requirement applies to all individuals and organizations that use ASU logos and trademarks. This includes those who create unique, artistic, handcrafted and similar items for donation, exchange or sale. Licensing rules also apply to items at crafts fairs, charitable auctions, over the internet and at other events.

  • Purchasing

    Individuals and organizations wishing to purchase a product bearing an ASU logo or trademark for distribution or resale must obtain the product from an ASU-licensed vendor.

Vendor guidelines

Vendors, use the resources below to keep up with ASU’s policies, procedures and initiatives.

Sustainability

For all vendor considerations around sustainability, please visit our sustainability practices page.