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Liberty Licensing Program

Why Buy Licensed Products?

The products and services bearing our trademarks affect the integrity and reputation of Liberty University. They also create an increased awareness of our university and its mission, purposes, and goals.

Liberty Licensing Program

Founded in 2006, the Liberty University licensing program protects the reputation and goodwill of the university through the control of the appearance of its brand including the name, nicknames, logos, words, indicia, and other identifying marks.

The university’s marks and the reputation they represent are important Liberty assets. Our team is charged with the responsibility of promoting and protecting the use of Liberty’s licensed marks.

Licensing and Trademarks review all internal and external uses of trademarks through its partnership with the Collegiate Licensing Company/Learfield (CLC). We promote and advance Liberty University by keeping its branding elements in the public eye and through association with quality goods and services.

The university is symbolized by its trademarks. Liberty avoids misrepresentation when involved with other entities through various activities, which precludes others from taking advantage of Liberty’s established goodwill and reputation.

Unlawful use of Liberty University trademarks is subject to legal action.

Branding Podcast

In August of 2022, Josh Rice, Rachel Dugan. and Kevin Keys sat down to discuss the history of Liberty’s brand with podcast host Alan York who is the “Voice of the Flames.” The discussion also delved into the inside story of how Liberty’s current brand was created internally by the University Marketing Department.

Officially Licensed Product Essentials

  • All licensed vendors are required to identify their product with the Collegiate Licensed Product hologram label or hangtag. This label confirms that Liberty University and CLC have approved the merchandise for sale and that the product is authentic and has been manufactured in accordance with established standards.
  • All officially licensed products must meet the quality standards of the university. Products that are of very poor quality will not be officially licensed.
  • If Liberty’s word marks, trademarks, logos, and/or symbols are distorted or manipulated ­– the product is not officially licensed.
  • If you see a product that, in your observance, is incorrect, of poor quality, or distorts the university’s marks please contact the Licensing and Branding Team at: branding@liberty.edu.


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