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Purpose
Grand Valley State has one of the most successful varsity athletic departments in the country. As a result, GVSU and the varsity athletics teams have become more recognized around the state of Michigan as well as the country. GVSU benefits from the public recognition of its name, symbols, logos, and other identifying marks. These things give Grand Valley a unifying image that distinguishes its programs from other universities. GVSU has a responsibility to protect the use of its trademarked logos and identifying marks to ensure the quality and consistency matches the University. All royalties from the licensing program benefit the University to support scholarship programs throughout the school.
The reasons for trademarks and licensing are:
1) to ensure the proper use of the GVSU athletics identity and
2) to generate income to support and enhance the scholastic missions of Grand Valley State University.
All vendors using any of the trademarked logos or phrases that represent GVSU Laker athletics must be licensed. All uses, print or electronic, must be approved by Zoe Spencer in the Athletics department via the Affinity site, prior to application. To become a licensed vendor,
click here.
If you have any questions about using the GVSU varsity athletics logos, please contact Zoe Spencer by
email or phone (616) 331-8630.
Trademark Basics
What is a trademark?
The US Patents and Trademarks Office defines a trademark as "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." Two parties can enter into a trademark license, whereby the owner of the trademark (licensor) grants permission to a vendor (licensee) to produce goods that display the licensor's trademark(s).
Any design that could cause customer confusion due to its similarity to the University's trademarks may be an infringement and legal action could be taken.
Affinity Licensing is the licensing representative for the University. Affinity Licensing is responsible for administering the licensing program, including processing applications, collecting royalties, and enforcing proper usage. To learn more about Affinity Licensing,
click here.
What are GVSU's varsity athletics trademarks?
The following are official verbiage that Grand Valley State University holds:
GVSU
Grand Valley State University
Grand Valley State
GVSU Lakers
Grand Valley State University Lakers
Grand Valley State Lakers
**The University has additional legal rights in all words, phrases, images, and letters that when used give the appearance of a university connection or endorsement, including, but not limited to: Grand Valley, GV, Lakers.
For more information about approved and non-approved GVSU verbiage, logos, and colors visit the
Style and Usage Guide
