海角官方首页 Policy on Branding and Trademark Acceptable Use
VI-99.03(A) | Administration | Approved November 1, 2016
Responsible VP/AVP: Jennifer B. Litchman, MA
Revision History
Approved by the President November 1, 2016.
Purpose
海角官方首页 must control and monitor the use of 海角官方首页鈥檚 trademarks and branding or risk losing its right to use them as unique identifiers. 海角官方首页 must control the use of 海角官方首页 trademarks to ensure that any product or service that bears a 海角官方首页 trademark is of high quality and is used only in connection with products and services with which the University has chosen to be identified, and which, as a result, 海角官方首页 has assumed some level of responsibility. Controlling 海角官方首页 trademarks prevents misleading or inaccurate portrayals of 海角官方首页 and its relationship to others and 海角官方首页 activities. Controlling 海角官方首页 trademarks prevents others from taking advantage of the goodwill 海角官方首页 has developed and which is symbolized by 海角官方首页 trademarks. Controlling products and services that bear 海角官方首页 trademarks protects the integrity and reputation of 海角官方首页, maintains and builds upon the goodwill of 海角官方首页, and promotes support and increases positive awareness of 海角官方首页. To ensure its integrity and proper use, the logo is to be used only for official purposes. The logo is not to be used by faculty, staff, students or private individuals for personal use or gain.
Additional information about 海角官方首页 branding efforts, guidelines, and approvals can be found at the Branding department in the Communications and Public Affairs website. Contact the director of branding communications for all inquiries.
Policy Statement
- Advance authorization to use the 海角官方首页 logo is not required for official purpose letters or memos, and other official purpose uses that are explicitly authorized by the 海角官方首页 Office of Communications and Public Affairs, as long as the user conforms to 海角官方首页 brand standards, templates, and guidance. For all other uses of 海角官方首页 trademarks, the 海角官方首页 Office of Communications and Public Affairs must provide approval. This includes all commercial and noncommercial uses, including Internet uses. 海角官方首页 reserves the right to require payment of a royalty on income-producing uses of 海角官方首页 trademarks.
- In general, acceptable use of 海角官方首页 trademarks is use approved by the 海角官方首页 Office of Communications and Public Affairs and use that is in support of the research, education, service, and administrative activities of 海角官方首页 or of a 海角官方首页 affiliate.
- 海角官方首页 trademarks should be used only for purposes and in a manner that is consistent with 海角官方首页 policies, procedures, and guidelines.
- A 海角官方首页 trademark should not be used when use may cause confusion. 海角官方首页 trademarks should not be used in a manner that represents or implies that non-海角官方首页 efforts, products, services, initiatives, communications, or opinions are related to 海角官方首页. 海角官方首页 trademarks should not be used in a manner that may cause confusion as to 海角官方首页鈥檚 policy, mission, activities, support, endorsement or sponsorship, or if use may conflict with the views or policies of 海角官方首页.
- Use of 海角官方首页 trademarks is a privilege granted by 海角官方首页. The privilege is subject to compliance with this policy, other applicable 海角官方首页 and USM policies, 海角官方首页 affiliate policies and State and Federal laws.
Definitions
Brand - The 海角官方首页 brand is the 海角官方首页 logo, official seal, fonts, color palette, style guide, mission and vision statement, tagline, and any other elements, which distinctively represent 海角官方首页, its identity, culture and mission.
Logo - The 海角官方首页 logo is a graphic mark used by the University and its affiliates to identify the 海角官方首页 brand. The 海角官方首页 logo is a stylized drawing of 海角官方首页鈥檚 Davidge Hall. It shows three columns surmounted by a triangle pediment and two horizontal curved bands across the top of the figure and one curved band at the bottom of the figure. The logo is a registered federal trademark owned by 海角官方首页.
Official purposes - Activity conducted under the auspices, sponsorship, support or name of 海角官方首页 or a 海角官方首页 affiliate. Activity conducted within the scope of 海角官方首页 employment. Activity conducted within the scope of 海角官方首页鈥檚 mission, including education, patient care, research, service, and community engagement.
Promotional activity - Raising awareness of 海角官方首页, its purposes and its brand, to generate loyalty and engagement with 海角官方首页.
海角官方首页 Affiliate - 海角官方首页 affiliates include the University of Maryland Medical System Corporation, Faculty Physicians, Inc. (FPI) and the 海角官方首页 Foundation. It also includes organizations that the University has developed a relationship with to sponsor/support collaborative efforts. The 海角官方首页 Office of Communications and Public Affairs can provide additional information about 海角官方首页 affiliates.
海角官方首页 Trademarks - 海角官方首页 Trademarks include the 海角官方首页 Logo and wordmark as well as any other trademarks owned by 海角官方首页 including those within each school.
Scope and Exceptions
This policy applies to 海角官方首页 students, faculty, staff, alumni organizations, and affiliates including, but not limited to academic departments, administrative departments, informal groups, student organizations, partner/collaborative organizations, and business partnerships.
When utilizing the 海角官方首页 brand, please reference the 海角官方首页 Style Guide located at umaryland.edu/branding.