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6.3 Merchandise and Promotional Items

The University of Missouri’s Licensing & Trademarks office monitors the use of MU marks, names and logos through a partnership with the Collegiate Licensing Company (CLC). The office manages more than 400 licensed vendors.

Mizzou requires that all individuals, organizations, departments and companies (internal and external) obtain approval from Licensing & Trademarks before producing any product displaying MU trademarks. The office must approve all activities related to trademarks, licenses and MU-branded merchandise. Only licensed vendors may produce items bearing Mizzou trademarks. Find a complete list on our Licensing & Trademarks website.

Promotional items often come with extensive restrictions for imprint artwork, including small sizes and limited color choices. Use the Design Guidelines for Merchandise to guide your imprint design decisions. If you need assistance, consult with designers in the Division of Marketing & Communications by emailing

Design Guidelines

  • Only the stacked MU logo, the tiger head spirit mark and mascot marks will be approved for use. The athletic logo and associated fonts are reserved for use by the Athletics department only and its approved sponsors.
  • Use of an official unit signature (or merchandise mark) is highly recommended. When a unit signature is not used, unit names and/or any form of the university name must be kept separate and apart (see below) from other graphics.
  • The marks cannot be altered, tampered with, modified, incorporated into other marks, or overprinted with other words or design elements.
  • Use of a current student-athlete’s name on commercial merchandise is a violation of NCAA rules and may result in the student-athlete being declared ineligible. MU’s Compliance Office must approve any use of a student-athlete’s name, nickname, or picture.
  • Designs cannot use trademarks from other entities or derivatives of those marks.
  • The university’s name or logo may not be used to promote alcohol, tobacco or other drugs and cannot be associated with pornography or other forms of expression limited by law.
  • The design of apparel and other promotional and internal goods must be specific to a unit and/or event. This limits commercial appeal and minimizes unfair competition with the retail market. For example, a generic T-shirt with the tiger head spirit mark and the university’s name is readily available in stores, and thus, may not be created as a promotional or internal good. Items with an imprint area that is too small to allow for specificity are an exception, but may be subject to royalties.

Separate and Apart

Separate and Apart refers to the practice of keeping protected marks away from conflicting marks and/or names to preserve MU’s trademarks and uphold a clear visual identity system. On promotional and internal goods, approved university and unit signatures should be used whenever possible. The name of the university, or a unit within the university, must be kept separate and apart from any other graphics.

Adherence to this rule requires that an item have two different imprint locations. For example, on a T-shirt, the front and sleeve are separate and apart; the right lapel and left lapel are not. On a padfolio, front cover and back cover are separate and apart; top of the front cover and bottom of the front cover are not. Items with only one imprint area (e.g. keychains, pens, etc.) may include a university or unit signature, but otherwise cannot include both a unit/university name and a graphic.


Graphic Identity Standards

Cover image
Design Guidelines for Merchandise (PDF)