About GVSU Licensing | List of Licensees | Apply for a License | Contact
How can I tell if a product is officially licensed?
All officially licensed merchandise is required to have a Collegiate Licensed Product Authorization label (CLP). These labels assure that the product has been approved for sale by GVSU and Affinity Licensing. It helps to guard against counterfeit merchandise. To learn more about the CLP program, visit
www.clpa.us.
Who must be licensed?
Any individual, business, or organization who wishes to use GVSU's trademarks or verbiage on a product, including promotional items or advertising. This includes sale to on-campus GVSU departments, registered student organizations, campus organizations, and club sports.
How much does it cost to become licensed?
That depends on what type of license you'd like to obtain, but the range for application fee is $250-$500.
Standard license - $500 non-refundable application fee + annual royalty payments
Internal usage license - $250 non-refundable application fee + annual royalty payments
In-state license - $250 non-refundable application fee + annual royalty payments
Refer to the
Apply for a License page for more information, or visit the
Affinity Licensing Page to look at a license application in depth.
How are the royalties used?
All royalties from the use of any GVSU trademark or verbiage go into the University's general fund. Refer to the
Apply for a License page for information on royalty rates.
Do I have to submit art for approval?
If you are a licensee, you will submit all artwork through the Affinity Licensing system. For more information, please visit the Affinity Licensing Information page.
If you are a retailer, you are only responsible for ensuring that you work with a licensed vendor for any orders.
If my product will not be for resale, do I still need to use a licensed vendor?
Yes! ALL items bearing GVSU athletics trademarks or verbiage must be produced by a licensed vendor, regardless of final purpose. GVSU strives for brand consistency across all products; this includes products that are not intended for retail usage. Visit the Affinity Licensing Licensed Vendors page for a current list of licensed vendors.
What if I wish to create a published piece or brochure, using the Grand Valley State University varsity athletics trademarks?
GVSU varsity athletics trademarks may not be used on publications, brochures, advertising, or other print materials without the permission of the University. Please contact Doug Lipinski by email or at 616-331-3264 with any questions.
What are the official school colors for Grand Valley State University?
The official school colors are blue and white. For GVSU University blue, use Pantone 301. For GVSU Athletics blue, use Pantone 286c.
What if I want to use a GVSU logo on a birthday, graduation, or special occasion cake?
No problem! We love that you'd want to include us in your special day. It's as simple as sending an email to the licensing manager,
Doug Lipinski, requesting permission for use. All you need to include in the email is:
- Your name (or name of the purchaser, if it is not you)
- Bakery name
- Bakery address
- Cake recipient
