The Yale trademark licensing program oversees the use of Yale's trademarks and brands. It works with over 100 licensees to produce and distribute Yale merchandise. The program aims to ensure all products reflect Yale's mission and brand. Key licensed marks include the Yale logo, Bulldog mascot, and residential college crests. Products are sold at campus stores, national retailers, and online to promote Yale to prospective students, alumni, and tourists.

1. yal e trademark licensing program
The Yale Brand
licensing.yale.edu

2. Contents
5 Introduction
An Introduction to Yale
Yale University at a Glance
The Undergraduate Experience
9 The Yale Brand
The Yale Mission
Institutional Mark
Athletic Marks
Additional Marks
Additional Graphics for Apparel
Residential College Marks
Graduate and Professional School Marks
Slogans and Wordmarks
16 Trademark Licensing Business Profile
Customer and Brand Segmentation
Distribution of Yale Merchandise
Marketing and Promotion
Current Licensees
above Harkness Tower is 21 Merchandising Yale
Yale’s most iconic building
and was constructed between
1917 and 1921. It was built Staying True to the Yale Brand
to a height in feet equivalent Classic Yale Products
to Yale’s age in years when
construction began, 217.
New Graphics and Products
Usage Guidelines
26 Yale’s Trademark Licensing Process
How to get started
Contact Information
2 licensing.yale.edu

3. Welcome to Yale
We are delighted that you are interested in considering We seek licensees who are prepared to treat Yale in a
a license to manufacture and sell Yale insignia products. manner commensurate with that of their most valu-
able properties, and we hold them to that expectation
The Yale University Marketing and Trademark throughout the life of the license.
Licensing Program takes great pride in working with
its licensees to make available to the University’s Yale boasts a long and cherished history of excellence
stakeholders and visitors a portfolio of merchandise and leadership that is complemented by a 21st century
that is both aesthetically appealing and of uniform global vision of the University’s role in shaping the
high quality. future. We are proud to offer an Insignia Collection
that reflects this dual celebration of the past as well as
Our staff is dedicated to working with licensees the promise of the future.
and with our key distribution channels to market
and promote their products through a variety of Stephanie Schwartz
mechanisms, including, but not limited to, social Associate Secretary and Director,
media, events, and traditional advertising. Marketing and Trademark Licensing,
Yale University
We approach each new license purposefully and
thoughtfully, with the philosophy that ‘your success
is our success.’
licensing.yale.edu 3

4. Introduction

5. left Completed in 1753, Connecticut Hall is the oldest building at Yale
and one of four National Historic Landmarks on campus. Connecticut
Hall formed part of the Old Brick Row, the original building complex that
lined what is now the Old Campus. While the rest of the Brick Row was
demolished at the turn of the twentieth century, Connecticut Hall remained
intact. Connecticut Hall served as a dormitory in the 18th Century, and
housed many famous residents, including James Hillhouse (1773), Noah
Webster (1778), Eli Whitney (1792), and Nathan Hale (1773), whose statue
stands just outside the building.
An Introduction to Yale
History Excellence
Yale was founded as then “Collegiate School” in 1701 Now in its fourth Century, Yale boasts America’s
to preserve the tradition of European liberal education third oldest college, thirteen renowned graduate
in the New World. In 1718, the school was renamed and professional schools, and global recognition for
“Yale College” in gratitude for the donations of excellence in teaching, research, and service. Yale is
Welsh merchant Elihu Yale. In the 19th Century, the consistently ranked among the top three Universities in
Institution added several graduate and professional the world by US News and World Report. Yale College
schools, becoming “Yale University” in 1887. is also ranked among the top three undergraduate
In addition to the undergraduate College, Yale programs in the United States, and many of Yale’s other
established schools of Medicine, Divinity, Graduate Schools hold similar distinctions. Consistent with Yale’s
Arts and Sciences, Engineering, Fine Arts, Music, high quality of education, the University has the second-
Forestry and Environmental Studies, Public Health, largest university library system in the world.
Nursing, Drama, Architecture, and Management.
Leadership
Tradition For centuries, Yale graduates have been pioneers in their
Yalies are immersed in a rich tradition that respective fields. Samuel Morse invented the telegraph,
encompasses all aspects of student life. In athletics, and Harvey Cushing is known as the “Father of Modern
Yale has the two oldest football rivalry games, most Neuroscience.” More recently, Donna Dubinsky invented
notably the Harvard-Yale game, known as “The the Palm pilot, and Maya Lin designed the Vietnam
Game.” Halloween has become an important tradition Memorial. Yale has also been a place of firsts, awarding
that culminates with the Halloween show, a silent film the first MD and PhD degrees in the United States,
put on by the Yale Symphony Orchestra. All Yalies end and founding the first university art gallery and college
their studies with Commencement, which at Yale is an newspaper. Presently, the Institution is committed to
affair packed with activities and ceremonies over the leadership in globalization, providing students with
course of three days. On “Class Day,” one day before many study abroad opportunities. Yale University also
graduation, the Yale undergraduates wear silly hats leads the way in promoting environmentally friendly
instead of mortarboards, and enjoy a speech from an policies while setting an example by utilizing green
individual of their own choosing. buildings and biofuels on campus.
licensing.yale.edu 5

6. Yale University at a Glance
Undergraduate Students 5,232
Graduate and Professional Students 6,318
International Students 1,910
Faculty 3,695
Staff 9,267
International Scholars 1,970
Living Alumni (Overseas) 153,687 (10,297)
Yearly Tourist Visitors 550,000
Library Holdings 12.7 million volumes
Varsity Athletic Teams 35
6 licensing.yale.edu

7. The Undergraduate Experience
‘Yale is at once a tradition, a company
of scholars, and a society of friends.’
george w. pierson
The students of Yale College are the heart of the careers with students. Though students are assigned
University, and the group that identifies most with to a residential college randomly, they quickly identify
being a “Yalie.” Equally as important as their Yale with their college, and most claim theirs as “the best.”
identity is their pride for their respective residential Outside of the colleges, students can take part in
colleges. Much more than dorms, the colleges are a 108 varsity, club, and intramural sports teams,
microcosm of Yale, and serve as centers for student 17 dance troupes, 4 cultural houses, 8 comedy groups,
culture. Each of the twelve colleges has its own gym, a sustainable farm, 9 theater organizations, 22 musical
dining hall, library, computer lab, kitchen, music ensembles, 19 political organizations, 36 student
practice rooms, laundry rooms, and other amenities publications, and dozens of other organizations.
specific to certain colleges, such as theaters, printing
presses, dance and recording studios, and basketball
courts. The colleges host numerous events including
study breaks, where students can meet each other
over snacks, and Master’s Teas, where prominent
individuals in various fields come to discuss their
licensing.yale.edu 7

8. The Yale Brand

9. The Yale Mission
Yale has a tripartite mission: to create, preserve, and
disseminate knowledge. Yale aims to carry out each part
of its mission at the highest level of excellence, on
par with the best institutions in the world. Yale seeks
to attract a diverse group of exceptionally talented
men and women from across the nation and around
the world and to educate them for leadership in
scholarship, the professions, and society.
Yale merchandise is an important part of this mission,
serving as an extra face to promote the Yale Brand.
What follows is a list of the marks used in Yale’s
trademark licensing enterprise.
licensing.yale.edu 9

10. Institutional Mark
Yale Logo
The Yale logo embodies Yale’s identity and conveys a
strong connection to the University. The logo is set in
a modified version of the Yale typeface. The logo also
aims to reflect the University’s global reach in today’s
digital world.
Athletic Marks
Bulldog with ‘Y’ Yale Bulldogs
Yale became the first university to adopt a live mascot The original Handsome Dan was the first in a line of
in 1889 with the purchase of a bulldog by a student. twenty six mascots of that name, each chosen after the
The bulldog became known as “Handsome Dan” previous Handsome Dan retires. Yale’s athletic teams,
and inspired Cole Porter to create the Yale fight song called the “Yale Bulldogs,” are graced with Handsome
“Bulldog, Bulldog.” Thus, the Bulldog became Yale’s Dan’s presence at many sporting events. The logo
mascot. Here, the Yale Bulldog is depicted in front of for the Yale Bulldogs consists of the name written in
a “Y” in a bold collegiate font. all capital letters in the collegiate font.
10 licensing.yale.edu

11. Additional Marks
Yale University Wordmark Block ‘Yale’
Yale Shield Yale Shield with no fill Block ‘Y’
Additional Graphics for Apparel
Shields Harkness Tower Boola Boola
The Commencement Mark Bulldogs
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12. Residential College Marks
Each residential college is distinguished by its motto, cheer, and
mascot, as well as by its architecture and landscape. Furthermore, each
has its own visual identity, represented by the shields shown below.
Berkeley College Branford College Calhoun College Davenport College
est. 1934 Est. 1933 Est. 1933 Est. 1933
Ezra Stiles College Jonathan Edwards Morse College Pierson College
Est. 1961 College, Est. 1932 Est. 1961 Est. 1933
Saybrook College Silliman College Timothy Dwight Trumbull College
Est. 1933 Est. 1940 College, Est. 1935 Est. 1933
12 licensing.yale.edu

13. Graduate and Professional School Marks
Yale’s graduate and professional schools are represented visually by
shields and wordmarks, enabling students, alumni, and faculty to
self-identify based on their academic affiliation.
licensing.yale.edu 13

14. Slogans and Wordmarks
Slogans
‘Lux Et Veritas’ ‘For God, for Country, and for Yale’
Yale’s motto was conceived to represent its early days This phrase is sung at the end of Yale’s unofficial Alma
as a college of both secular and religious education. Mater, “Bright College Years.” The song in turn is sung
By the 1730’s, Yale had come to see secular study as at the end of Yale Commencement, making this phrase
indispensable to the production of America’s future particularly nostalgic for alumni of the University.
leaders. To embody Yale’s progressive ideals, the Outside of Commencement, the Yale Precision
Institution chose its Latin motto, which translates to Marching Band performs “Bright College Years” at the
“Light and Truth.” The Institution felt that a proper end of sports events, and The Yale Glee Club sings it
education consisted of both the “Light” of a liberal to conclude their concerts.
education and the “Truth” of religious tradition. In
1736, “Lux Et Veritas” first appeared on Yale diplomas.
‘Yale is at once a tradition, a company of
scholars, and a society of friends’
‘Boola Boola!’
Yale’s first historian, George W. Pierson (B.A 1926,
“Boola Boola,” a phrase of no particular meaning, was Ph.D 1933), wrote the above quotation as a pithy
written in a Yale fight song of the same name in 1901. description of the University in “Yale: A Short History,”
In the song, Yale defeats Harvard so handily in football published in 1976. His words have gained popularity
that the men of “poor ole Harvard” cry “Boola Boo.” in subsequent years, and is now found in a myriad of
The phrase is now more resonant than the song, and is University publications, both online and in print.
an important embodiment of Yale school spirit.
Wordmarks
‘Yale’
‘Yale University’
‘Yale Bulldogs’
‘1701’
‘Established 1701’
14 licensing.yale.edu

15. Trademark Licensing
Business Profile

16. Customer and Brand
Segmentation
Aspirational Souvenir/Gifting
Prospective Students Tourists
Gilmore Girls Fans Campus Guests
Affinity
Students
Alumni
Friends of Yale
16 licensing.yale.edu

17. Distribution of Yale Merchandise
Total Number of licensees: 127
Current Distribution
Local Retailers National Retailers
Yale Campus: The Yale Bookstore (Barnes and Noble Neiman Marcus, TJ Maxx/Marshall’s, Target, Old Navy,
College Bookstore), Yale Campus Dining Retail Stores Wal-mart, Meijer, Sears, Forever 21, Urban Outfitters,
(Durfee’s, Yale Health Cafe, Marigold’s), The Museum Pacific Sunwear, Lids, Finish Line, K-Mart,
Shop at Yale Center of British Art, Peobody Museum
of Natural History International Retailers
New Haven: Campus Customs, Enson’s Inc, J Press, Western Europe: Foot Locker Europe, High End Boutiques
The Study at Yale, DelMonico Hatter, New Haven Japan: J Press, Forever 21, High End Boutiques
Train Station Australia: Foot Locker Australia, Trade Secret
Korea: E-land World
licensing.yale.edu 17

18. Marketing and Promotion
Website Email Marketing
Facebook
Paid Media Events
18 licensing.yale.edu

19. Current Licensees
(As of February 2011)
180s LLC Fiori LLC RFSJ, Inc.
2108 Vintage For Bare Feet Ringware
Accent Screenprinting and Embroidery Four Point Products Roaring Spring Blank Book
Accolade USA Gant Ruppshirts, Inc.
Adidas Geiger Russell Corp.
Adrenaline Promotions Glass Graphics School House, LLC
AHEAD Headgear Global Neckwear Marketing Screencraft Tileworks, LLC
Antigua Group Hartmann Seville Marketing
Asgard Press Herff Jones Inc. Shenandoah Framing
AT Cross Co. Howard Roe Signorelli
Baden Sports, Inc. Imperial Headwear Skin It
Balfour It’s All Greek To Me, Inc. Smart Turnout
Barbarian Rugby Wear, Inc. Ivysport Inc. Smathers and Branson
Bethel International J America Spirit Products, Ltd.
Boathouse Sports J Press Stall and Dean
Boxercraft, Inc. Jansport Inc. Stamps.com
Branded Custom Sportswear Jardine Associates Standard Chair of Gardner
Camp Connection JemSports Wear Step Ahead Sportswear
Camp David Jones and Mitchell Stockdale Technologies
Campus Clothing Jostens Inc. Storm Duds
Carson Industries Kashwere U Tailgate Clothing Co.
Cathi Bosco Kirby Collection TCX, LLC
Champion Custom Products Knights Apparel Team Edition
Charles River Apparel Kudzu Team Golf
Chaser Merchandise Laser Magic The College Shop
Church Hill Classics League Collegiate Wear Tommy Hilfiger Europe
Class Watch Legacy Athletic Top of the World
Club Colors LXG Laser Engraved Gifts Topsox
College House M. LaHart and Co. Town Talk Manufacturing Co.
College Kids Major League Brands (Australia) Trau and Loevner
Collegiate Pacific Mead Westvaco Tribeca
Colosseum Athletics Metro Swim Shop T-Shirt International
Computer Decals Michaelson Entertainment Twins and Banner 47
Control Industry LLC Midwest College Marketing Under Armour
CSI International MV Sport University Blanket and Flag
Cutter and Buck New Agenda dba Perrin University Frames, Inc.
Denco Sports Luggage, Inc. New Era Cap Company, Inc. U-Trau
E. LAND World Limited (Korea) Nick’s Enterprises, Inc. Vineyard Vines
Eglomise Designs Nordic Company Westport Corporation
Fanatic Cards Outerstuff Ltd. Wildcat Apparel Group, Inc.
Fanattik LLC Professional Framing Co. WinCraft
Fanmats LLC Project 571
Fine World LLC Pure Country
licensing.yale.edu 19

20. Merchandising
Yale

21. Staying True to the Yale Brand
The Yale brand comprises an array of images,
identities, histories, communities, traditions, and
ideals, all united by a promise of excellence.
The most effective way to communicate the Yale
brand through merchandise requires acknowledgment
of what the brand embodies, but in addition requires
an understanding of how best to reach the appropriate
audience. Consumers of Yale merchandise are global
and diverse. Thus, an awareness of what ideas and
messages most appropriately convey the brand to these
audiences is essential. The next few pages are intended
to help guide the creative process for designing
effective Yale merchandise. You will find images of
our most popular products, examples of new product
categories, and examples of unapproved designs.
licensing.yale.edu 21

22. Classic Yale Products
New Graphics and Products
Boola Boola (phrase, lyrics) Yale Commencement Event Logo
Harkness Tower Luggage Home Decor
22 licensing.yale.edu

23. Usage Guidelines
Marks should be clear and recognizable Marks should not be distressed excessively
The Yale shield should be filled If filled, the Yale shield should not be filled with
with its colors, or have no fill a different color from the background
Garment background colors not identified closely Yale marks should not be paired with crimson, orange,
with other Ivy League schools should be used green, brown, or light blue garments
licensing.yale.edu 23

24. Usage Guidelines
(Continued)
The complete mark should always be used Merchandise should not include
partial marks
When using multiple marks, sufficient space Marks should not overlap
should be allowed between marks
excluded Product categories
Yale does not license marks on products in the following categories:
Alcohol products Undergarments or other
sexually suggestive items
Tobacco, lighters and other
smoking related products Weapons
Drug paraphernalia Skateboards, scooters and
other high-risk leisure items
Products related to gambling
or lotteries
Infant amenities such as
Creativity is encouraged
feeding bottles, teething
rings, pacifiers, and rattles
24 licensing.yale.edu

25. Yale’s Trademark
Licensing Process

26. How to get started Contact Information
Interested licensees are invited to visit Stephanie Schwartz
licensing.yale.edu to download an application. Associate Secretary of the University
Director of Marketing and Trademark Licensing
A completed application should be submitted with
203 432 4659
blank samples of the merchandise intended for
203 432 4645 Fax
production.
stephanie.schwartz@yale.edu
A member of the Trademark Licensing staff will
contact interested licensees within 4 days following Denise Castellano
our receipt of your application. Assistant Secretary of the University
Manager of Trademark Licensing
203 432 2313
203 432 4645 Fax
denise.castellano@yale.edu
mailing address
Office of Marketing and Trademark Licensing
PO Box 208375
Yale University
New Haven, Connecticut 06520-8375
street address
2 Whitney Avenue, 6th floor
New Haven, Connecticut 06520
26 licensing.yale.edu

28. ya l e t ra d ema r k li censing program
licensing.yale.edu