Licensee Resources

Michigan State University has been advancing the common good with uncommon will for more than 170 years.

Over the years, symbols, icons, traditions, and trademarks have come to represent the passion of Michigan State alumni, fans, students and student-athletes. In the mid-1980s University Trademarks and Licensing was established to ensure that these marks and symbols are used properly.  

MSU participates in a licensing program that oversees the use of our trademarks on a variety of items and that works to promote, enhance, and elevate the image of the university by authorizing the use of our name and logos on merchandise. This program is administered by University Trademarks and Licensing (UTL) in partnership with the Collegiate Licensing Company (CLC). 

Accessing MSU Graphics

Active licensees in good standing can access MSU graphics for download via Logos on Demand, an official service of JPatton Sports Marketing and CLC. If you need assistance with accessing the site, please contact CLC directly.

MSU Trademarks

MSU has a wide range of trademarks registered at the state, federal, and international level for use on licensed merchandise. To view the full list of MSU trademarks, please visit the MSU Trademarks and Branding Guidelines page. 

Artwork Submissions and Reviews

All licensee product designs must be submitted for review and approval prior to production, marketing or sales activities can begin. All product designs must be submitted through Brand Manager 360 online. It is essential that licensees follow this direction to ensure that MSU trademarks are being used properly. In turn, we strive to review all artwork designs within five business days. Licensees should account for this review process when developing production schedules.

Product Labeling

Licensees are required to identify their company name and/or brand names on products. The licensee’s marks are to be permanently affixed to the licensed product in a recognized method (e.g. screen printed, sewn-in label, stitched patch). The licensee's marks should not be placed in close proximity to or overshadow the MSU trademarks.

Adding Product(s) to a License

If a licensee wishes to add product(s) to an existing license agreement, the licensee must submit a request through Brand Manager 360, explaining each product, its wholesale price, forecasted sales, and anticipated distribution channels. Licensees should also send a sample of proposed new product(s) directly to UTL. Upon receipt of the sample(s) and Brand Manager 360 request, UTL will then determine whether the requested products will be added and if an additional advance fee is required.

Style and Branding Guidelines

The MSU Style and Branding Guidelines establish the rules for the university’s logos and additional identifying marks. The art sheet and guidelines will provide what you need to know about using MSU wordmarks, trademarks, and logos. Proper and legal use of the logos protects the University’s image and distinguishes us from other institutions.  

Retailer List

View a list of MSU campus, local, and national retailers.

Filming on Campus

Michigan State University has established guidelines for filming on campus to help ensure that the primary activities of the university — teaching and research — are not disrupted by filming activities while also making it easier for you to plan and execute your production. Please visit MSU’s Filming at MSU website to learn more. 

Using Images 

In addition to being licensed to reproduce Michigan State University trademarks, you must own all necessary rights to reproduce any photos, images, or video your product and/or advertising contains. Rights to use MSU-created photography and/or any video footage must be cleared through Catapult and licensing fees paid for such use. Please contact Ben Godwin at ben.godwin@catapultsports.com for more information.