At Michigan State University, our symbols — the Spartan helmet, the Block S, the wordmark, the seal — are more than logos. They are expressions of Spartan spirit, representing our community’s history, identity, and shared commitment to excellence. University Trademarks and Licensing works to connect Spartan pride with innovation, community, and purpose. Through strategic partnerships, local collaborations, and strong brand stewardship, we expand the reach and impact of MSU’s identity on campus and beyond, ensuring a strong foundation of compliance and brand integrity.
Our mission is to safeguard MSU's trademarks and identifying marks, ensure their proper use, and support the university’s broader goals and values through responsible licensing and thoughtful brand stewardship. By promoting respectful, creative, and purposeful use of MSU marks, we help carry forward the university’s enduring legacy while also making the brand a meaningful part of everyday life for students, alumni, fans, and the wider community.
• Showcase quality partnerships: We work with authorized licensees to bring MSU-branded merchandise to market that meets high standards of design, quality and social responsibility. Through this process, we authorize businesses to connect with the Spartan community in ways that reflect our brand values.
• Secure the brand: UTL serves as the steward of MSU’s registered state, federal and international marks. By monitoring usage, managing registrations, and enforcing university policies, we guard the integrity of the marks so they continue to signify genuine affiliation and equity.
• Support our students and community: Licensed products help fuel Spartan success. Royalties derived from the commercial use of MSU trademarks support scholarships and campus programming to advance the university's mission.
• Service internal and campus use: Whether for student organizations, departments, programs, or approved events, we facilitate and provide guidance to ensure all MSU marks are used in a manner consistent with brand standards and university policy.
In today’s world, brand identity is vital. Without consistent oversight and intentional use, marks can lose meaning or risk being diluted. Our work ensures that every time someone sees or uses an MSU mark — on merchandise, promotional materials or digital representation — they can trust it stands for the values, reputation and academic excellence of Michigan State University.