University Communications

Brand and Visual Identity

Licensing

CSUMB Athletics manages Cal State Monterey Bay's trademark licensing program. If you're interested in retailing merchandise with official CSUMB logos, the first step is to become a licensed vendor through Learfield Licensing Partners (LLP), formerly Strategic Marketing Affiliates (SMA).

Learfield Licensing Partners is CSUMB's licensing representative/agent that assists CSUMB in processing applications for all companies that wish to produce CSUMB products that are sold at retail or for campus departments and student groups. Learfield Licensing Partners is also responsible for collecting royalties and enforcing proper usage.

logo of Learfield Licensing Partners

CSUMB licensee list

Licensee search

Any entity wishing to use CSUMB's trademarked logos and identifying marks on products must first obtain a license. There are two types of product licenses available, which are managed through Learfield Licensing Partners.

A standard license is required for companies to produce licensed products for resale to the general public. Standard licensees are allowed to sell product at retail, and royalties are assessed on all merchandise sold. A restricted license is needed for companies wishing to sell products only for CSUMB campus departments and groups. Restricted licensees are not allowed to sell merchandise at retail.

  • Why Establish a Trademark Licensing Program?

    A trademark licensing program is established to protect and promote trademarks in a positive manner. All official logos and wordmarks of the Cal State Monterey Bay are protected under this program. Though protecting the integrity of the university's trademarks is an important part of this program, so are outreach, education and promotion. Creating and maintaining positive relationships with manufacturers and retailers is an integral part of the program's overall success, and helps to ensure that products bearing the marks of the university are of the highest quality and help to satisfy consumer demand.

    What Do Licensing Program Revenues Support?

    Licensed manufacturers must pay a royalty to the university on any product bearing the trademarks of CSUMB. These revenues help to support the mission of the university.

    What Qualifies as a Trademark?

    Any logo, wordmark, nickname, series of letters or acronyms associated with Cal State Monterey Bay distinguishable from those of other universities, teams, mascots or organizations are protected under CSUMB's trademark licensing program.

    What Are Examples of CSUMB Trademarks?

    CSUMB trademarks include any graphic representation, symbol, drawing, official university seals, words or series of words and acronyms that have come to be associated with the university, its programs, or intercollegiate athletic teams. These marks would include, but not be limited to designs included on the approved CSUMB trademarks.

    Who Needs to Carry a License With CSUMB?

    Manufacturers, producers and any other entity that plans to use the trademarks of the university must complete the licensing process and secure a license agreement prior to producing and selling emblematic merchandise.

For more information on the CSUMB licensing program, please contact:

Kirby Garry, Director of Athletics
100 Campus Center
Seaside, CA  93955
Phone: (831) 582-3015

To apply for a license, please contact:

Learfield Licensing Partners
8900 Keystone Crossing
Suite 605
Indianapolis, Indiana  46240
Phone: 317-669-0802