UWM’s Office of Licensing and Product Development focuses on growing business and forging partnerships to increase the reach of the university’s creative and commercial brands. The office works with external partners on new creative concepts, retail entities on ways to create and grow business, and internal partners to maximize the reach and power of their promotional products.
The office is also charged with protecting the logos, seals, names, symbols and slogans associated with the University. These are the exclusive property of UWM. Reproduction of these marks for resale, promotional or other commercial purposes must have university authorization. This protects against the manufacture, display or sale of merchandise without the university’s consent.
UWM partners with CLC for the administration of its licensing and product development program. The University’s Licensing and Product Development Program generates money for student scholarships, with over $100,000 in royalties directed to UWM annually.
Any item bearing licensed intellectual property must be produced by a licensed vendor. This includes all products ordered by campus departments and student organizations. Failing to order from a licensed vendor is a violation of UW System policies on collegiate licensing. Any unlicensed vendor producing items is subject to civil and criminal penalties.
The use of all licensed intellectual property must be approved by the Office of Licensing and Product Development. Advance approval of designs and usage is available by emailing Licensing and Product Development Director Kevin O’Connor. Regardless of whether advanced approval is sought and granted, all licensed items are submitted to CLC for approval before production can begin. Most campus departments have access to using the full package of UWM marks and logos – student groups and other special entities have more restrictive policies. Use of a department-specific logo (athletics, alumni, etc) should receive advanced approval from that department as well.
One way to make your merchandise more unique to is creative unique designs for placement exclusively on merchandise. While logos and other official art can’t be altered, there are many ways to create items that go beyond a standard logo. While the designs still must receive licensing approvals, creative designs typically make your merchandise more popular.
Products for promotional/marketing purposes should generally be black, white, gray or gold (PMS 1235). The use of additional colors must be approved by the Office of Licensing and Product Development. The use of Badger/Cardinal Red (PMS 200), PMS Process Blue C or any shade of red or blue similar to those is not allowed.
A 12 percent royalty on the wholesale price of all branded merchandise purchases will be paid by licensed vendors to the university. Licensed vendors often already include this royalty in their published pricing, while others may invoice it to customers as a line item. At UWM, these royalties are directed to student scholarships. Royalty levels have grown by over 200 percent since 2016, and UWM and CLC typically collect over $125,000 in royalties annually.
Royalty exemptions are given for staff uniforms, team uniforms and other required work/office apparel. All of these exemptions must be approved by the Office of Licensing and Product Development. Ordering must still take place with a licensed vendor – even the vendors that provide uniforms to UWM’s custodial staff, police department, retail operations staff and other entities have gone through the licensing process. Uniform orders placed in cooperation with UWM’s Purchasing Office typically include a clause requiring the vendor to be licensed in order to win any bid process.
A form is available to apply for an exemption to the use of a licensed vendor or the collection of royalties on merchandise purchased for internal use only. Exemptions are extremely limited, available mainly to student groups and/or extremely specialized products and requests must include a clear justification.
Ordering of branded merchandise of any kind requires the advanced approval of both CLC and UWM’s Office of Licensing and Product Development. The licensed vendor is responsible for securing this approval BEFORE fulfilling the order. Campus departments and organizations are welcome to contact the Office of Licensing and Product Development directly for input/pre-authorization of their designs. While many vendors operate on a variety of timelines that vary by the product ordered, supply chain issues continue to extend the amount of lead time needed to fulfill any orders.
Unauthorized use of the University of Wisconsin-Milwaukee’s licensed intellectual property is subject to civil and criminal penalties. UWM reserves the right to take appropriate action when confronted with unauthorized use of its trademarks. Such actions may include the confiscation of the goods, financial penalties, cease and desist orders and other legal action. UWM’s partnership with CLC helps to enhance the university’s efforts in monitoring compliance.
UWM is a member of the Fair Labor Association, demonstrating the university’s commitment to conducting its business affairs in a socially responsible and ethical manner. A relationships with FLA helps UWM ensure products bearing its name and logos are manufactured in facilities that respect their workers and treats them well, meeting fair labor standards and upholding human rights. FLA produces written standards that licensees, and their suppliers, are required to maintain.