I am a retailer interested in carrying Liberty product. What do I need to do?
Liberty has more than 180 licensed vendors/manufacturers that produce both apparel and non-apparel products. The first step would be to view our list of licensees to see if one of our existing partners meets your need. If you are unable to locate a licensed vendor to meet your needs, your selected vendor would need to be licensed before product can be produced.
For standard licensees, artwork must be approved prior to production of any merchandise containing Liberty University’s brand. Licensees must submit all artwork through CLC’s Brand Manager 360 (BM360) system for review and approval. Artwork approval is required for each new design or application produced, regardless of who orders it. Design approvals must be updated annually so reorders last for one year. For internal licensees, artwork must be approved prior to production of any merchandise containing Liberty University’s brand. Licensees must submit all artwork through CLC’s BM360 system for review and approval. Artwork approval is required for every internal order, even if it is a reorder.
How does the artwork approval process work?
After completing the licensing process through CLC, the licensed vendor will receive information to submit artwork through CLC’s online portal. This site facilitates the artwork approval process. If you need additional assistance, please contact the Licensing and Branding Team at branding@liberty.edu. All artwork for all products must be approved before production begins.
Where can I find a list of licensed vendors for Liberty?
Do I have to receive approval prior to using Liberty’s marks?
All entities must obtain approval prior to using any of Liberty University’s wordmarks, slogans, symbols, designs, logos, or a combination of these elements, which identify and distinguish the goods or services of the university. Liberty University is the sole owner of all marks that reference the university. Learn more about the Liberty Licensing Program.
What happens if I use university marks without permission?
Unauthorized use of USPTO registered marks is illegal and a violation of the federal Lanham Trademark Act of 1946 and the federal Trademark Act of 1984. Such violations subject the violator to liability for damages, injunctive relief, attorney’s fees, and other penalties – civil and criminal. Infringing merchandise is also subject to seizure. Learn more about Liberty University trademarks.
What if my item is a publication or brochure on which I wish to use the university’s marks?
The trademarks of the university may not be used on advertising, media publications, brochures, or miscellaneous print material without permission from the university.
Contact the Licensing and Branding Team at branding@liberty.edu for any questions before printing.
Lingerie/underclothing/underwear or sexually suggestive statements or articles
Statements infringing other schools
Political, sexist, or racist products and/or statements
Items of poor quality in relation to the proposed sale price
Products bearing the name or likeness of or otherwise promoting a current university student-athlete without the appropriate NIL license in place.
Any item not meeting minimum standards of quality and good taste or having abnormal product liability possibilities (athletic equipment, foodstuff, products that, due to content, are unusually short-lived) as determined by the university Licensing Manager.
Liberty University avoids products prohibited by our student handbook. All items associated with alcohol and/or tobacco will not be approved. This includes koozies, bottle openers, and various barware and glass names/sizes that relate. Examples include shot glasses, pub glasses, pilsners, pint glasses, high balls, scotch glasses, rock glasses, wine glasses (stemless or stemmed), growlers, decanters, chillers, tankards, etc.
Liberty’s stance on items that do not comply with the Liberty Way
Liberty University avoids products that are “not allowed” in our student dress code. Clothing that does not conform to standards for our students will not be approved for the general public.
May the university seal be used?
The university seal is reserved for matters related to graduation, commencement, and the president’s office. It is not to be used in general merchandise without a special waiver approval.
Do I have to receive permission to use photographs and artwork bearing the university’s name, logo, marks, buildings, or other brand elements?
Vendors seeking commercial use of photographs or campus must obtain approval from the Licensing and Branding Team ( branding@liberty.edu) prior to use. If the vendor or individual wants to sell the photographs or artwork, they must become licensed.
Can public or private schools, youth teams, or club programs use any of the university’s marks on uniforms, buildings, stadiums, or for booster club use?
While we appreciate the support for our image and brand, our policy does not allow our marks to be used by other businesses or educational institutions. This policy is in place to allow only Liberty University to assume responsibility for the production and protection of the logos and marks. The United States Patent and Trademark Office (USPTO) requires a trademark holder to vigorously defend their registered marks in order to retain legal protections.
Are any sales exempt from royalties?
Licensed vendors do not pay royalties on products that are sold to a campus department or to an official student group for internal use only and not eligible for resale. These licensed vendors must have an Internal (Non-Retail) license. If you have questions, please contact the Licensing and Branding Team at branding@liberty.edu.
If my product is not going to be resold, do I still have to select a licensed vendor?
All items bearing university marks must be produced by a licensed vendor regardless if they are for resale or giveaway.
Licensed vendors who produce product for retail or resale pay a royalty of 12% on the wholesale value of the produced product. Licensees are required to report and pay royalties to CLC on a monthly basis. A retail outlet that did not produce the product being sold is not responsible for any royalty payments. Royalties from licensed products help support the mission, purposes, and students across the university spectrum.
Why should I use a licensed vendor when I can find it cheaper online?
Working with a licensed vendor ensures that Liberty University is being represented in the best way possible on merchandise. Brand control is a major issue for the university. Licensed vendors have been educated to use the correct marks in the correct colors and have agreed to uphold brand integrity. The Licensing and Branding Team works in coordination with our licensing partner, Collegiate Licensing Company, to ensure that there is a good mix of vendors to produce a variety of products at various price points. (i.e., there is something for everyone).
I used to be licensed by Liberty; can I still use the marks?
No. Liberty went through a complete rebrand with updated marks in July 2016 and transitioned its licensing program to Learfield/CLC in 2015. Any agreements and permissions that were granted prior to July 2019 are null and void.
I am just using the words Liberty, Liberty University, Flames, LU, or LU Flames on an item but am not using logos. Do I still need to use a licensed vendor and approval to proceed?
Yes. Even text treatments are registered with the USPTO and are covered by the licensing program.
I am a campus entity but am using private funding to order my items. Do I still need to use a licensed vendor?
Yes. Licensed vendors are required regardless of funding source. If your order is over $1,000, you must also comply with the Procurement & Payment Services policies. Purchases with your university-issued procurement credit card must also follow all Procurement & Payment Services policies.
I want to print a shirt to support my student and/or their athletic team. How can I do that?
Many of our online vendors accept orders of low quantities or allow for customization. Please review our list of licensed vendors or contact branding@liberty.edu for information.
I am a department wanting to print items for our internal use. Do I need to work with a licensed vendor?
Printing is not an item that falls under the licensing process, but the use of marks does require approval. All print projects for Liberty are handled by University Marketing and the 12th Street Print Shop. Contact your Marketing Project Coordinator to begin your print project discussions. There are established procedures for units to order letterhead, envelopes, note pads, and business cards.
Please reach out to Printing Services at print@liberty.edu to begin that process.
I have a design that has been used in the past. Do I still need to submit it for approval?
Yes, each order should be submitted and approved annually. Reorders within the same year are acceptable. Branding standards for the university can change. This will ensure your design is correct and within current branding standards.
Do I need permission to use Liberty University’s logos on a graduation or wedding cake?
Yes, you will need permission to use the university’s brand on baked goods. Send an email requesting a one-time use approval for your local bakery to apply the logo on the goods or use this link: https://airtable.com/shrGDLoXk28AdY6U0 to request approval. If you are looking for a local Lynchburg vendor that has the rights already approved, Chestnut Hill Bakery and Wards Road Walmart already have approval for use of Liberty’s marks.
Can I use the university’s name or logo on a website?
All uses of university trademarks require permission from the Licensing and Branding Team. Please email your request to branding@liberty.edu.
How do I get a Liberty University license plate?
For information about Liberty University vanity license plates, visit the Virginia DMV.
