Mission Statement

The office of Licensing and Brand Management exists to protect the identity, brand and marks of the University of Missouri and to enhance the image of the University through the signing of licensing agreements on behalf of the Curators authorizing the use of the marks on high quality and tasteful merchandise. It is also the responsibility of the office to ensure that the University receives the appropriate commercial value for the use of its trademarks and to actively enforce the unauthorized use of marks/name and logos of the University.

The University of Missouri (MU) requires that all individuals, organizations, departments and companies, both internal and external, obtain prior approval before producing any product(s) that will display MU Indicia; regardless of the method of distribution.

What is a trademark?

As defined by the US Patents & Trademarks Office, “a trademark is a word, phrase, symbol or design, or a combination of words, phrases, symbols or designs, that identifies and distinguishes the source of the goods of one party from those of others.” A trademark need not be registered in order to have protectable rights to it, simply by using or displaying a mark acquires automatic trademark rights to the owner.

Who needs a license?

Anyone or any business/organization wishing to use the University’s trademarks or verbiage on any product must have a license before offering the product/goods for sale. This also includes sale to University departments, campus organizations and student recognized organizations. Premiums, promotions and advertising are included as well.