Licensing & Branding

Our Liberty Brand. Our Visual Identity.

FAQsLiberty University’s brand is made of unique visuals that ensure that our university is instantly recognizable. Your help in protecting and promoting the Liberty brand is critical to sustaining our visual identity. The products and services bearing the Liberty University trademark:

Affect our integrity and reputation
Maintain and build upon our institution’s goodwill
Promote support for and increase awareness of our institution, its mission, purposes, and goals

It’s important you use Liberty’s brand elements appropriately so we can continue to develop a strong Liberty University brand image. All merchandise that uses a logo must display one of the university-approved marks in the Brand Identity Guide.

Branding Exception

Liberty offers many generic branded items for departmental use, which are maintained in the warehouse inventory.

If your department wishes to purchase items featuring custom branding — such as a departmental wordmark — you must submit a Branding Exception Request Form for approval. To access the form, you’ll need to first open the BuyLU homepage at Liberty.edu/BuyLU and log in. The form is simple to complete, must be approved by your department’s leadership, and attached to your requisition or included in your p-card reconciliation.

Important Guidelines:

Departments must use licensed vendors for all branded purchases.
Purchases exceeding $1,000 must be competitively sourced. (Procurement)

For questions or assistance, please contact Branding@Liberty.edu.

Look for the Hologram

When buying Liberty products and merchandise, you should always look for the “officially licensed collegiate product” hologram. The hologram signifies the product is an officially licensed collegiate product.