Licensing & Trademarks
Tarleton State University’s name and logos reflect the passion of alumni, students, faculty, and fans. Rich in history, the university must protect the integrity of the marks that represent it … the Tarleton State brand.
- Why It’s Important
- Branding Guide
- Business Suite
- I Am A Tarleton State Fan
- I Am A Faculty/Staff Member
- I Am A Student Club/Organization
- Standard License
- Internal License
- Crafter’s License
- Bakery License
- Partnering With Tarleton State
- Frequently Asked Questions
- Contact
Why It’s Important
Protecting the brand preserves the university’s image and reputation, and owning the rights to the registered marks brings royalty revenue for scholarships, operational funds, and presidential projects. Not protecting registered trademarks through Branding Guidelines puts those marks in danger of falling into the public domain, resulting in significant revenue loss and possibly harmful misuse.
What is Brand?
The Brand Guide located at Brand Central is your go-to for tools and resources to consistently, clearly and correctly represent and grow the Tarleton State brand.
Business Suite
The Business Suite located at Brand Central offers business cards, letterhead, note cards, PowerPoint templates, e-mail signatures and name tags. The Marketing and Communications Department has coordinated the business suite products in a manner that keeps our brand consistent across a wide range of communication and correspondence.
Purchase: Retail
- Texans Campus Store – 1452 W. Jones St., Stephenville, TX
- Academy Sports + Outdoors
- 326 Interstate 20 Frontage Rd., Weatherford, TX
- 12700 South Fwy., Burleson, TX
- Apos Western Wear & Boutique – 110 N. Caddo St., Cleburne, TX
- Barefoot Campus Outfitter – 1296 W. Washington St., Stephenville, TX
- Chick Elms – 1693 W. South Loop/1695 W. South Loop, Stephenville, TX
- Doug’s Sports House – 120 N. Crockett St., Granbury, TX
- Fanatics
- HYO Silver – 315 11th St., Bandera, TX
- Last Stand Hats
- Rally House
- 309 Curtis Mathes Way Ste. 117, Arlington, TX
- 1121 N. Burleson Blvd., Burleson, TX
- 1800 S. Loop 288 Ste. 320, Denton, TX
- 2800 State Highway 121 Ste. 500, Euless, TX
- 6060 Long Prairie Rd. Ste. 400E, Flower Mound, TX
- 4922 Overton Ridge Blvd., Fort Worth, TX
- 2301 Porter Creek Dr. Ste. 225, Fort Worth, TX
- 3000 Grapevine Mills Pkwy. Ste. 223, Grapevine, TX
- 829 NE Mall Blvd., Hurst, TX
- 2041 US 287 Ste. 609, Mansfield, TX
- 280 State St. Ste. 280, Southlake, TX
- 2420 W. Loop 340, Waco, TX
- Saddle Rags – 3021 W. Washington St., Stephenville, TX
- San Jose Jewelers – 24 A LaSalle Ave., Waco, TX
- SCHEELS – 4450 Destination Dr., The Colony, TX
- Target.com
- Trevco
- Wal-Mart – 2765 W. Washington St., Stephenville, TX
Purchase: Faculty/Staff
Step 1: Choose a Licensed Vendor
Find licensed vendors at: https://clc.com/license-search/
Common Merchandise Product Categories:
Banners
Signage Products – Flags/Banners
Candy
Consumables – Non-Chocolate/Sugar Confections
Lanyards
Gifts & Novelties – Miscellaneous – Lanyards
Notepads
Stationery – Notepads
Pens/Pencils
School Supplies – Writing Instruments
Polo Shirts
Men’s Fashion Apparel – Men’s Golf/Polo Shirts
Women’s Fashion Tops – Women’s Golf/Polo Shirts (non-performance)
Stickers
Stationery – Stickers/Labels
Signs
Signage Products – Signs
T-shirts
Men’s/Unisex T-shirts – Men’s/Unisex T-shirts (short sleeve-blend)
Men’s/Unisex T-shirts – Men’s/Unisex T-shirts (short sleeve-cotton)
Men’s/Unisex T-shirts – Men’s/Unisex T-shirts (short sleeve-synthetic)
Table Cloths
Domestics – Linens
Tumblers
Drinkware – Plastic Double Wall Tumbler
Drinkware – Plastic Single Wall Tumbler
Drinkware – Plastic Stainless Steel Tumbler
Step 2: Choose your mark
University Logo Marks
Departments are encouraged to use official Tarleton State logos when applicable. Find information about logo use in the Branding Guidelines.
Unit Marks
All colleges and university departments have distinguishing marks created by the Office of Marketing and Communications on request. Unit marks are approved for promotional materials, table covers and other internally distributed items where it is important to distinguish one campus unit from another.
Merchandise Marks
If your mark will not fit on the merchandise, Licensing can provide a Merchandise Mark.
Note: Marks can only be requested by a department head or with their attached approval.
Step 3: Obtain an art proof from the licensed vendor
Have the licensed vendor provide you with a .jpg, .png or .pdf version of the design in question.
Step 4: Submit your merchandise request form with art proof
Step 5: Receive e-mail approval from Licensing
Forms will be reviewed within 48 hours. Allow at least a week to start on an apparel/merchandise project so a vendor can price, source and decorate items.
Step 6: Order merchandise
An approved merchandise request is the green light to order.
Note: If using AggieBuy, it is required to attach the art proof to the Requisition.
Purchase: Student Club/Organization
Step 1: Choose a licensed vendor
Find licensed vendors at: https://clc.com/license-search/
Common Merchandise Product Categories:
Banners
Signage Products – Flags/Banners
Candy
Consumables – Non-Chocolate/Sugar Confections
Lanyards
Gifts & Novelties – Miscellaneous – Lanyards
Notepads
Stationary – Notepads
Pens/Pencils
School Supplies – Writing Instruments
Polo Shirts
Men’s Fashion Apparel – Men’s Golf/Polo Shirts
Women’s Fashion Tops – Women’s Golf/Polo Shirts (non-performance)
Stickers
Stationary – Stickers/Labels
Signs
Signage Products – Signs
T-shirts
Men’s/Unisex T-shirts – Men’s/Unisex T-shirts (short sleeve-blend)
Men’s/Unisex T-shirts – Men’s/Unisex T-shirts (short sleeve-cotton)
Men’s/Unisex T-shirts – Men’s/Unisex T-shirts (short sleeve-synthetic)
Table Cloths
Domestics – Linens
Tumblers
Drinkware – Plastic Double Wall Tumbler
Drinkware – Plastic Single Wall Tumbler
Drinkware – Plastic Stainless Steel Tumbler
Step 2: Choose your mark
Student organizations that need assistance creating a design should contact a licensed vendor or Student Engagement & Success Marketing. Direct logo and design questions should be directed to licensing@tarleton.edu. All logos bearing the Tarleton State name/image/likeness must follow our Branding Guidelines. For assistance with student organization logo use, contact Kei Bermea bermea@tarleton.edu.
Club Sports
Prior to ordering items, Tarleton State club sports teams must contact the Club Sports Coordinator for approval. Policies regarding logo use can be found in the Branding Guidelines.
Club sports teams that have an NCAA counterpart must use “Club” or something similar on all items, including but not limited to jerseys, promotional pieces, travel gear and marketing, advertising and social media accounts.
RSO Name Guidelines
Student Organization Identity Guidelines
Student organizations are able to identify with Tarleton State University subject to the following guidelines:
• The student organization has RSO status. The RSO should not be confused with a university department, program or initiative; and
• The student organization identity does not interfere with the integrity of Tarleton State University’s trademarks or intellectual property
Student Organization Names
Registered student organizations including club sports may use the Tarleton State name so long as there is a distinction demonstrating the group’s status as a separate entity from Tarleton State University. The name must identify the organization as a student-based organization, and not a Tarleton State University department, program or initiative.
An RSO may choose one of the following:
• Include “at Tarleton State” after the name (e.g. Chess at Tarleton State)
• Include “Club,” “Students for …,” “Chapter,” “Association,” “Society,” “Fraternity,” “Sorority” or “Organization (e.g., Tarleton State Chess Club, Tarleton State Student Gymnastics, Tarleton State Archery Society) NOTE: “Tarleton State” is preferred over “Tarleton” if there is space to do so.
Use of the Word “Team”
To prevent giving the false impression that Tarleton State officially has launched a particular athletics program, “Team” can only be included in the name if there is not an NCAA equivalent. If there is, “Club” or another separating word must be used in place of or in conjunction with “Team.” Email bural@tarleton.edu to confirm if a sport or event is NCAA sanctioned. Send the confirmation to licensing@tarleton.edu.
• e.g., NCAA: Tarleton State Women’s Soccer Club, Tarleton State Club Tennis, Tarleton State Lacrosse Club Team
• e.g., not NCAA: Tarleton State Rodeo Team, Tarleton State Meats Judging Team
Use of the Word “Texan(s)”
Student organizations may use the word “Texan(s)” in their organization name, but it may not be formed in a way that could be construed that the university has taken an official position. Neither Tarleton State nor Texan(s) can be used in a sweeping way to suggest that all Tarleton State students/employees partake or agree.
• Acceptable: Texan Republican Club, Texan Knitting Organization
• NOT Acceptable: Texans for (political candidate), Knitting Texans
Recreation Sports Names
If a Campus Rec Sports team opts not to use “at Tarleton State” or a separating word like “Club,” or “Intramural,” they are permitted to use “Texan” before their sport name.
• e.g., Texan Ultimate Frisbee, Texan Flag Football
All names must be approved by the office of Licensing and Trademarks. Abuse of this policy (e.g. poor representation of Tarleton State University, and/or failure to follow branding guidelines and policy in obtaining permission to use university marks) could result in disciplinary action and removal of “Tarleton” or “Texan(s)” from club name.
Step 3: Obtain an art proof from the licensed vendor
Have the licensed vendor provide you with a .jpg, .png or .pdf version of the design in question.
Step 4: Submit your merchandise request form in TexanSync with art proof
Step 5: Receive approval from Licensing
Forms will be reviewed within 48 hours. Allow at least a week to start on an apparel/merchandise project so a vendor can price, source and decorate items. Contact your group’s adviser for assistance.
Step 6: Order merchandise
An approved merchandise request is the green light to order.
Licensing Administration
Collegiate Licensing Co. (CLC) is Tarleton State’s primary licensing agent, responsible for processing license applications, collecting royalty payments and enforcing trademark infractions. All Tarleton State licensees must disclose to CLC detailed information about locations where their merchandise is produced.
To become a licensed vendor, go to https://clc.com/home/get-licensed/.
Standard License
Companies and individuals who want to sell retail should apply for a Retail License through CLC. The royalty rate for the Retail Tarleton State license is 14% with an advance fee of $100 for both apparel and non-apparel goods. Retail licensees are also able to fulfill internal Tarleton State orders, which do not incur royalty charges. The licensing process can take a couple of months and is very thorough. Direct questions to licensing@clc.com.
Licensing Administration
Collegiate Licensing Co. (CLC) is Tarleton State’s primary licensing agent, responsible for processing license applications, collecting royalty payments and enforcing trademark infractions. All Tarleton State licensees must disclose to CLC detailed information about locations where their merchandise is produced.
To become a licensed vendor, go to https://clc.com/home/get-licensed/.
Internal License
Companies and individuals who want to sell their product exclusively to campus groups such as academic units, university departments and registered student organizations — and do not produce items to be sold retail — should apply for an internal license. There is no royalty charged for internal Tarleton State orders and there is an advance fee of $100 for both apparel and non-apparel goods. Internal licenses are subject to review by Tarleton State’s Manager of Licensing and Trademarks. Special consideration goes to historically underrepresented businesses (System Policy 25.06, System Regulation 25.06.01 and Tarleton State Rule 25.06.01.T1). Direct questions to licensing@clc.com.
Community Connect – Crafter’s License
A crafter’s license is available to individuals who make items at home or in small quantities to be sold at craft fairs and farmers’ markets or online through etsy.com, Facebook, Instagram, etc. The maximum annual sales allowed for the Crafter’s license is $2,500–any sales beyond that amount will require the licensee to apply for the Standard license in order to continue selling branded merchandise. There is no royalty charge for the Crafter’s program, but there is a $20/month charge that is paid upfront and pro-rated by calendar year. The licensing process can take three weeks. Apply for this license by creating an account and submitting an application on the Community Connect Portal.
Contact communityconnect@clc.com with any questions or difficulties, or reach out to licensing@tarleton.edu.
Officially Licensed Crafters
Crafters
Grace Kelley – gracekelley03@gmail.com
I Know a Guy Customs – chris@knowaguycustoms.com
Joe T-Shirt Shop
Pats Hats – patricksimmons70@yahoo.com
Rosscoe Ranch Designs – allisonallee@outlook.com
Susan Keith – susankeith64@yahoo.com
Trippin’ R Designs – scott@trippinr.com
Wreaths by Lillian Gyale – Pawstwin2004@gmail.com
Bakery License
Tarleton State has a Bakery License for goods bearing Tarleton State’s name/image/likeness. The royalty rate is 12% with a $25 advance fee. The application process can take up to six weeks. The link to apply can be found at: https://clc.com/home/get-licensed/ Please select the “BAKE-TAR” option when applying. Direct questions to licensing@clc.com.
Partnering with Tarleton State
Tarleton State University partners with organizations and businesses through licensing directives, sponsorships, in-kind agreements, donations and community involvement. Any business or organization that appropriates the university’s name, trademarks and/or images will need a partnership with the university.
Each partnership is unique and requires a written agreement. Rights granted under the agreement depend on whether the business is a sponsor, donor, licensee or vendor.
Questions? Contact the Office of Licensing and Trademarks at 254-968-9553 or licensing@tarleton.edu.
To partner with the university, call the Business Development Office at 254-968-1840.
To partner in athletics, call the Department of Intercollegiate Athletics at 254-968-0551.
Frequently Asked Questions
What is a trademark?
A trademark is a word, name, phrase, symbol or any combination that distinguishes goods or services of one party from those of another. A trademark is a brand name. Rights in trademarks arise from using the marks in commerce to identify the source or origin of goods or services. A trademark remains the property of the owner so long as the owner uses it correctly and protects its authenticity as a trademark.
What qualifies as a Tarleton State trademark, logo or symbol?
It can be any name, nickname, abbreviation, word, mascot, slogan, uniform insignia or landmark associated with the university and distinguishable from any other university, team or organization.
Does this include marks, symbols and phrases that are used by university departments but are not officially registered with the United States Patent and Trademark Office (USPTO)? Yes! Remember, just because a mark or phrase is not registered does not mean that it doesn’t fall under trademark.
If a mark or phrase has proven use by and association with the university, then it falls under trademark. This applies whether or not the mark or phrase explicitly says “Tarleton State” or bears any registered marks.
Who must be licensed?
Any individual or company if it wants Tarleton State’s permission to use its trademarks/logos on products or for services whether wholesale, retail or online. Other activities, such as some noncommercial use of trademarks/logos, may not need to be licensed. Activity that constitutes fair use or free speech does not require a license. Seek legal counsel.
How long does it take to obtain approval?
That depends on the nature and extent of the use being requested, the number of trademarks involved, the number and assortment of products for which the trademark or trademarks will be used, and possibly other factors, such as whether the university sees a need for legal advice. In most cases an answer will be provided in 30 days or less.
What products can be licensed?
Tarleton State University will not license activity that it believes reflects negatively on the university or any of its trademarks, or would be libelous, slanderous, scandalous, offensive, vulgar or constitute an unfair trade practice. Products that include weapons, sexually suggestive statements, profanity or politically charged language will never be licensed.
How can you obtain a licensing application?
Apply for a license agreement directly from CLC.
Does all artwork have to be approved?
Yes, through Brand Manager 360 or sent to licensing@tarleton.edu.
How can Tarleton State’s trademarks be used with other trademarks (co-branding)?
Any use of university marks with others must be approved by CLC and the Assistant Vice President for Marketing and Communications (or designee).
Does a student or department need permission to use a trademark?
Yes. Student organizations and university departments must complete the licensing approval form.
If a product is not going to be resold, must it be produced by a licensed vendor?
Yes.
Are any requests exempt from royalties?
While internal requests are typically royalty-exempt, requests are reviewed case by case with determination made as outlined in Tarleton State Standard Administrative Procedure 09.02.99.T0.T1 (Licensing and Use of University Name, Logos, and Trademarks).
How does Tarleton State respond if unlicensed merchandise is discovered in the marketplace?
The merchandise may be considered counterfeit or infringing and subject to legal recourse.
When am I able to use Tarleton State trademarks?
Any trademark associated with Tarleton State may not be used without written permission from the Assistant Vice President for Marketing and Communications. A detailed written description of the mark’s use and all pertinent information must be provided.
How long do requests take to process?
Typically, up to seven business days.
Where can I obtain a list of licensees?
Is it acceptable to alter a Tarleton State trademark?
No. A single improper use does not invalidate a trademark, but repeated misuse likely demands a legal response.
Contact Licensing & Trademarks
