Guidelines for Use of Stanford’s Name and Emblems in Endorsements and other Promotional Materials
Effective date: March 1, 2014
Last modified date:
General Policy
Stanford’s policy regarding use of the Stanford’s name, trademarks, emblems and other images (“Marks”) is contained in Administrative Guide Memo 1.5.4 ("Policy"). These Guidelines contain the details of how to apply the Policy in specific situations.
Stanford’s Marks may not be used in connection with an actual or implied endorsement of non-Stanford entities or their products, services or activities unless permitted by these Guidelines. Correct use of Stanford’s Marks is the responsibility of all Stanford faculty, staff and students.
Please contact either the Assistant Vice President for Business Development at trademarks@stanford.edu or the Associate Vice President for University Communications at lapin@stanford.edu with any questions about the Policy or these Guidelines.
Background
Stanford uses four primary elements as part of its visual identity: the Stanford University name, the University Seal, the Block “S” with Tree and the plain Block “S.” Stanford also uses other iconic images, such as Hoover Tower, Memorial Church, the Oval and other campus landmarks as part of its visual identity. All of these Marks are protected by law from use by others outside of the University.
These Guidelines provide information on permitted and prohibited uses of Stanford’s Marks by or in connection with Promotional Materials developed and/or used by non-Stanford entities, such as vendors, industrial affiliates, research funders, and donors, among others (“External Collaborators”), under Administrative Guide Memo 1.5.4. Promotional Materials include promotional press releases, websites, videos, case studies, reports, brochures, marketing materials, presentation slides, and packaging.
Stanford values its many mutually-beneficial relationships with External Collaborators. Stanford encourages appropriate sharing of information about these collaborations. However, as an institution, the University does not endorse other organizations, their products, or their services. Actual or implied endorsement may suggest a relationship with another entity that does not exist and, in some cases, might compromise the integrity of Stanford’s educational and research missions.
These Guidelines were developed in order to help Stanford faculty, staff and students avoid an actual or implied endorsement by Stanford of non-Stanford organizations, products, services or activities, including lending their own names, or the names of their departments or units, in a manner that could imply University endorsement.
The Policy and these Guidelines should not be interpreted as limiting in any way (i) Stanford’s ability to promote and otherwise disseminate information about its research projects, research results, or other academic or research activities at conferences, in publications or in other appropriate ways, (ii) faculty members’ abilities to provide opinions in their personal capacities or to use their academic titles in the course of commenting on scholarship, such as in connection with the publication of a book review or in academic or research publications, or (iii) anyone’s ability to use the Stanford name factually in their resume or other biographical materials.
To the extent these Guidelines conflict with Administrative Guide Memo 1.5.4 or Stanford’s Industry Interactions Policy, the Administrative Guide Memo and the Industry Interactions Policy will govern.
Guidelines
- Agreements to Use Stanford’s Name and Other Trademarks: Only authorized members of the Stanford community may enter into agreements on behalf of the University. These agreements may not give permission to use Stanford’s Marks in ways which are not consistent with these Guidelines. Anyone who is authorized to enter into agreements on behalf of the University must consult with Stanford’s Procurement Office, Trademark Licensing Office or General Counsel’s Office before agreeing to any third party use of Stanford’s Marks in order to ensure that (i) such use is consistent with these Guidelines and (ii) the terms of the agreement are consistent with Stanford’s standard trademark usage language. With rare exceptions, faculty and students do not have the authority to sign agreements on behalf of Stanford.
- Use of Stanford Trademarks: Stanford’s Marks may not be used in connection with any Promotional Materials developed and/or used by non-Stanford entities or any activities that are not officially sponsored by Stanford or one of its schools, departments or units. All use of Stanford’s Marks on any merchandise produced by a third party for promotional purposes, whether or not offered for sale, should be discouraged and is not permitted without approval by the Trademark Licensing Office.
- Use of Stanford Images: Photographs or drawings of iconic Stanford buildings (such as Hoover Tower and Memorial Church) and other campus landmarks (such as the Oval, Main Quad, fountains and other campus artwork) may not be used in any Promotional Materials developed and/or used by non-Stanford entities. Two exceptions to this Guideline are: (i) conferences and summer camps sponsored by non-Stanford entities may include in their brochure or website a photograph of the specific building in which the activities will occur (such as a dorm, an athletic facility or conference center) and (ii) with permission from the Associate Vice President for University Communications or the Assistant Vice President for Business Development, architects, designers, and other vendors, may include pictures of their work at Stanford in a portfolio which contains other examples of their work.
- Use of Quotes by Faculty, Staff, and Students: In general, quotes that Stanford faculty members, staff members or students give in their Stanford capacity which endorse a company, product or service (either directly or implied) are discouraged and requests to do so should not be accepted without review and approval by the Associate Vice President for University Communications or the Assistant Vice President for Business Development. This Guideline does not prevent: (i) faculty and staff from providing appropriate factual quotes, and including their Stanford titles, in academically oriented press releases and reports which cite the use of a particular product or service in their research; (ii) faculty and staff from providing appropriate quotes, and including their Stanford titles, when expressing gratitude for financial and other non-commercial support of Stanford and its programs; and (iii) individuals from providing endorsements in their personal capacity as long as reference to Stanford is not made and the activity is unrelated to the scope of their activities at Stanford. When providing a personal endorsement, it is inappropriate to include an individual’s Stanford title or other connection to the University.
- Press Releases: All press releases issued by third parties should be reviewed and approved as follows:
- All press releases issued by third parties announcing gifts and grants must be reviewed and approved in advance by the Office of Development and University Communications.
- All press releases issued by third parties which describe or relate to activities of Stanford’s schools, departments, interdisciplinary institutes or other Stanford units must be reviewed and approved by the communications director of the school, department, institute or unit.
- All other press releases issued by third parties which describe or relate to Stanford’s activities should be reviewed and approved by University Communications.
- Videos: Videos made by entities other than the University that feature Stanford faculty, staff or students, highlight Stanford research, or take place on Stanford’s campus may be made only with permission from University Communications. Please see http://ucomm.stanford.edu/policies/photo-film-policy.html for further details.
- Press Interviews; Industry or Company Conference Presentations: Faculty, staff and students may consent to (i) being interviewed by the press, (ii) speaking at industry conferences, and (iii) speaking at corporate events in connection with Stanford’s research and educational activities so long as the primary purpose of the activity is not to endorse a particular company, product or service in connection with Stanford activities. When speaking with the press or at conferences, whenever possible, faculty, staff and students should speak in general terms and avoid mentioning a specific company, product or service in a manner which could be construed to be an actual or implied endorsement by the University, a school, a department or an institute. This Guideline should not limit the ability of Stanford faculty, staff and students to share information about their research and other activities in the interest of educating the public in general or the academic community in particular.
- Case Studies: Vendors, including suppliers of resources to construction and research projects, may not publish case studies describing Stanford’s experience with their products or services.
- Research Results and Reports: Reports of research results from work done at Stanford may only be authored by Stanford faculty, students and staff and their research collaborators. Research funders and industrial affiliates may not publish reports of research results from work done at Stanford. Such reports may not be used to promote commercial products or services if reference is made to Stanford’s name or other Marks.
- Corporate Logos on Stanford’s Website: Corporate logos may not be depicted on Stanford’s website other than as outlined in Guideline #12 and 17.d.
- Other Promotional Materials: Other than as referenced in items #1-10, above, all Promotional Materials prepared by a third party which refer to Stanford or any of its units must be reviewed and approved in advance by both the Stanford official responsible for the relationship with the third party and either the Assistant Vice President for Business Development (in connection with Stanford’s vendors, administrative activities and business relationships) or by the Provost or cognizant Dean (in connection with academic and research activities).
- Campus Lists and Website Links and Referrals: The policy prohibiting endorsement by Stanford does not preclude publishing lists of nearby hotels, restaurants, and other services, such as those lists produced by Stanford Visitors Center and the Conference Center. However, except as provided in this Guideline #12 and in Guideline #17.d, below, displays of corporate logos and links to any vendor which pays for listing or referral, such as Amazon.com, should be avoided on Stanford's website.
- Donors, Research Funders, Members of Industrial Affiliates Programs and other Program Sponsors: Stanford values the support it receives from its donors, research funders, industrial affiliate program members and other program sponsors. However, endorsements, either actual or implied, of External Collaborators by Stanford University, its schools, departments or other units are not permitted. Event and other program sponsors may be listed in event and other program materials so long as they are clearly identified as sponsors and their names and logos are less prominently featured than the other program information. Separate policies governing athletic program sponsors may be found in the Guidelines for Use of Stanford's Name and Emblems by Athletics Sponsor.
- Use of the Term “Partner”: Non-Stanford organizations have many different relationships with the University. They can be donors, research funders, program sponsors, vendors, consultants and members of Industrial Affiliates Programs. When describing Stanford’s relationship with an outside entity, please be as specific as possible. The more general term “partner” is reserved for use in connection with collaborative relationships between Stanford and a third party in which Stanford and the third party share responsibilities for successful completion of a research or other academic activity.
- Individual Endorsement: Although Stanford University does not endorse organizations, products or services, an individual faculty or staff member may give opinions or make endorsements solely in their personal capacity. It should always be clear that these are personal opinions and do not reflect the University’s position on any matter.
- Marketing and Product Display on Campus: The marketing of products or services on Stanford’s campus and/or the display of commercial products on Stanford’s campus for promotional purposes is not permitted unless the activity is connected with a third party business which leases space on campus (such as a campus café), is approved by Stanford in connection with a program sponsorship, does not generate unrelated business income for the University, and is consistent with all other policies governing commercial activity on campus. Unrelated business income is revenue not generated by activities related to Stanford’s academic or research missions and has tax implications for the University.
- Additional Guidelines: The following Guidelines apply to specific groups and are in addition to the policies listed above:
- Additional Guidelines for Research Funders: Corporate sponsors and other funders of research may issue press releases which factually describe their support of Stanford research and may make other factual statements about their support in connection with their public relations efforts. While research funders may not publish any research results, they may factually refer to all published results so long as these statements are not used to imply Stanford’s endorsement of any product or service. Research funders may not use any Stanford emblems in connection with these descriptions. Use of Stanford’s name in Promotional Materials must be reviewed and approved by the Stanford department, institute or other unit receiving the research grant and either the Assistant Vice President for Business Development or Associate Vice President for University Communications.
- Additional Guidelines for Vendors and other Companies with a Business Relationship with Stanford: Promotional Materials that identify a specific unit of the University as a customer or client, but do not give an opinion about a company or its products or services, or otherwise imply any endorsement, are permitted as described below. In this case, only the name of a particular school, department or other unit and not Stanford or Stanford University more broadly, may be used. So long as all approvals required by these Guidelines have been obtained, the following materials are permitted:
- Inclusion of the Stanford school, department, institute or other unit name among other names in a list of customers on the company’s website, in a press release, in a brochure, in a presentation, or in an annual report, so long as the Stanford school or department name is not highlighted in any way.
- Factual press releases announcing the customer relationship which do not include any qualitative claims related to Stanford’s needs, the product’s performance or the service provided, and which do not contain any quotes by Stanford faculty, staff or students.
- Additional Guidelines for Donors: So long as use of Stanford’s name in Promotional Materials has been reviewed and approved by the Office of Development, donors may factually describe their donation to Stanford in connection with their public relations efforts. They may not use any Stanford emblems in connection with these statements.
- Additional Guidelines for Industrial Affiliates Program Members: Industrial Affiliates Program members may factually state that they are members of the affiliates program on their website and in their other Promotional Materials. They may not use any Stanford emblems in connection with these statements. Stanford Industrial Affiliates Programs may include members’ names and/or emblems only on web pages devoted exclusively to identifying members of the program. Corporate names and logos may not be included elsewhere on the Industrial Affiliates Program website, including the home page.
- Additional Guidelines for Research Funders: Corporate sponsors and other funders of research may issue press releases which factually describe their support of Stanford research and may make other factual statements about their support in connection with their public relations efforts. While research funders may not publish any research results, they may factually refer to all published results so long as these statements are not used to imply Stanford’s endorsement of any product or service. Research funders may not use any Stanford emblems in connection with these descriptions. Use of Stanford’s name in Promotional Materials must be reviewed and approved by the Stanford department, institute or other unit receiving the research grant and either the Assistant Vice President for Business Development or Associate Vice President for University Communications.
Definitions
External Collaborators: Vendors, industrial affiliates, research funders, donors and others who support or participate in the academic, research and administrative activities at Stanford.
Marks: Stanford’s name, trademarks, emblems and other images, including the Stanford University name, the University Seal, the Block “S” with Tree, the plain Block “S” and iconic campus images such as Hoover Tower, Memorial Church, the Oval, campus artwork.
Policy: Administrative Guide Memo 1.5.4.
Promotional Materials: Promotional press releases, websites, videos, case studies, reports, brochures, advertising, presentation slides, packaging, store displays, uniforms and all other marketing and/or promotion materials.
Contacts
For questions, please contact:
Associate Vice President for University Communications
Lapin@stanford.edu
Assistant Vice President for Business Development
trademarks@stanford.edu
Trademark Licensing Office
trademarks@stanford.edu
