Protecting the University logo

The Logo consists of the words UNIVERSITY OF OXFORD and a device, sometimes referred to as the 'Belted Crest' or 'Arms', inside a square or rectangle. The University has registered the Logo and the constituent parts of the Logo as trade marks.

The primary function of a trade mark is to denote the origin of goods or services. It allows a consumer to identify the origin of a product or the entity providing the services. A related function of a trade mark is to denote the quality of goods or services. Its use informs consumers that the goods or services provided under the trade mark will have a particular quality because of their origin. The primary function of the Logo from the perspective of trade mark law is therefore to indicate to consumers that the goods or services provided under it originate from the holder and will be of the quality one would expect of goods or services from that source.

In addition, the Logo has acquired a reputation by virtue of being used by the University in its provision of goods and services. This reputation contributes to the University’s goodwill – the benefit and advantage of the good name and reputation. Conversely, if the Logo is used in connection with goods or services not originating from the University and over which the University has insufficient control in terms of quality, the reputation of the Logo and the University’s goodwill could be diluted or diminished. The Logo and the University’s goodwill are accordingly significant assets of the University.

Logo use by the University and its constituent colleges

As the proprietor of the trade mark rights that subsist in the Logo, the University does not need to license itself to use it. University departments and divisions are entitled to use the Logo in accordance with the visual identity guidelines. The University’s colleges are permitted, and encouraged, to use the logo to signify their constituent standing.

Logo use by external partners

If the proposed Logo use is not used by the University, then it should only take place if the University has granted a licence. Such licences are only granted in a limited number of circumstances that are related to the University’s pursuit of its charitable objects (teaching and research and their dissemination). Trade mark licence forms have been developed which are intended to be used where the proposed use of the Logo falls into one of a small number of specific categories and where the licence can be terminated at any time. If the trade mark licence forms are not appropriate for a proposed use, the Legal Services Office should be consulted in case a more substantial and bespoke trade mark licence is required. The University does not license the Logo or its name for the endorsement, or acknowledgement, in regards to the purchase of products or services.

Research projects and collaborations

Agreements governing research projects and collaborations are principally prepared by Research Services. The agreements contain a clause prohibiting use of the Logo without further written permission.

Such written permission may be granted by the authorised signatories in Research Services using Trade-Mark Licence Form A, which permits the use of the Logo to identify the University as a participant in a research project or collaboration:

on a webpage connected with the relevant research project or collaboration. This can be a page on the research collaborator’s own website, or a page on a website created specifically for the research project or collaboration; and/or
on materials (such as slides, posters, presentations, videos etc.) summarising the research which is the subject of the research project or collaboration.

Such permission can only be granted by Research Services if:

in respect of use on a webpage:
1. the University and the proposed licensee are currently participating in a research project or collaboration; and
2. the lead academic involved in the research project or collaboration has confirmed their support for use of the Logo in this manner; and
in respect of use on materials:
1. the relevant materials relate to a current research project or collaboration; and
2. the lead academic involved in the research project or collaboration has confirmed that they have either jointly prepared or reviewed and approved those materials.

The Logo should only be used in respect of materials which relate to the research conducted by or with the relevant University academics. Care should be taken to avoid third parties using the fact of a research project or collaboration to represent (unintentionally or otherwise) research/analysis/opinion as being conducted or endorsed by the University if that is not the case

For use of the Trade Mark Licence Form A, please contact Research Services with full details of the Research Project and Collaboration. Before the University can send the Logo digital files to a research collaborator, the countersigned Trade Mark Licence needs to be completed.

Scholarships and donations

Agreements relating to pro bono funding are principally prepared by the Development Office. These agreements contain a clause prohibiting any use of the Logo without further written permission.

Such agreements may be granted by the Development Office using Trade Mark Licence Form B, which permits:

a donor who has funded a scholarship to use the Logo in materials used to disseminate information about the funded scholarship to potential applicants; or
a donor other than an individual to use the Logo when it references charitable giving in its annual reports.

For use of the Trade Mark Licence Form B, please contact the Development Office with full details of the Donation. Before the University can send the Logo digital files to the donor, the countersigned Trade Mark Licence needs to be completed.

Exhibitions or events

Exhibitions

The University’s museums and libraries occasionally loan items to other institutions for display in exhibitions to the public. Permission to use the Logo on advertisements for such exhibitions (including on the website of the hosting institution) can be granted by the Public Affairs Directorate using Trade Mark Licence Form C. Such permission can only be granted by the Public Affairs Directorate if:

the relevant museum or library within the University confirms the existence of the relevant loan, and that it supports the use of the Logo in connection with that loan; and
the relevant materials have been reviewed and approved by the relevant University museum or library and the Public Affairs Directorate, as appropriate.

External events

The Public Affairs Directorate may grant permission for use of the Logo together with the words 'supported by' in respect of an event (such as a festival or fundraising activity) that the University is not directly organising if:

the event associated with the proposed use is related to the University’s pursuit of its charitable objects (teaching and research and their dissemination);
the University does actively support* the event (either financially or in kind);
an appropriately senior individual within the department or division requesting that the permission is granted confirms that, in his or her view, providing the University’s support in this manner will not adversely affect the image, reputation, goodwill, distinctiveness or prestige of the University; and
the relevant materials have been reviewed and approved by the department or division requesting that the permission is granted.

*support: for example, by the participation of University academics in a series of outreach talks coordinated outside of the University. It is not intended to include vaguer notions of support, such as simply approving of or endorsing a festival or fund-raising activity without also being actively involved.

Before the University can send the Logo digital files, the countersigned Trade Mark Licence Form C (Exhibitions) or Form D (Events) needs to be completed and stored with Public Affairs.

For use of the Trade Mark Licence Form C (Exhibitions) or Form D (Events), please contact Brand & Design, Public Affairs with full details of Exhibition or Event. Before the University can send the Logo digital files to the donor, the countersigned Trade Mark Licence needs to be completed.

Other uses

The Public Affairs Directorate may exercise its discretion to grant permission for use of the Logo in other one-off situations using Trade Mark Licence Form E. For example, use of the Logo is sometimes requested in relation to websites, slides, posters, presentations, videos etc, when those uses do not fall within the Research Projects and Collaborations or Exhibitions or Events categories.

Frequently these requests relate to a constellation of logos slide or section of a presentation where the University is acknowledged alongside other relevant academic parties. The University does not license the Logo for the endorsement, or acknowledgement, in regards to the purchase of products or services.

If the proposed use is indeed a single one-off use, the Public Affairs Directorate may grant permission for the use of the Logo by using Trade Mark Licence Form E, provided that:

an appropriately senior individual within the department or division requesting that the permission is granted confirms that, in his or her view, using the Logo in the manner requested will not adversely affect the image, reputation, goodwill,
distinctiveness or prestige of the University;
the relevant materials have been reviewed and approved by the department or division requesting that the permission is granted and the Public Affairs Directorate, as appropriate.

It is essential that the description of the purpose is tightly and precisely described, so that it is narrowly limited in scope and duration. It will also be particularly important to ensure that copies of the materials on which the Logo is to be used are requested and reviewed by the relevant department/division and/or the Public Affairs Directorate, as appropriate.

For use of the Trade Mark Licence Form E, please contact Brand & Design, Public Affairs Directorate, with full details of intended use. Before the University can send the Logo digital files to the donor, the countersigned Trade Mark Licence needs to be completed.

FAQs

Can suppliers of goods or services to the University use the Logo?

Suppliers of goods or services to the University sometimes request permission to use the University’s Logo on their website to identify the University as a customer. Such requests are frequently difficult to reconcile with the need to avoid the endorsement of products and services, since obtaining an endorsement is generally the desire of the supplier. The University does not license the Logo or its name for the endorsement, or acknowledgement, in regards to the purchase of products or services. Requests for the use of a testimonial or case-studies by a supplier should also be refused, as these are also considered an endorsement of non-University goods or services.

Can external schools and colleges use the Logo?

It is permissible to supply the Logo to indicate in a general sense that students from that school or college have subsequently attended the University. The logo should only be allowed for use as an identifier within a group of other academic institution identities.

Can alumni use the Logo?

Licences to use the Logo are not granted to individual alumni. The Alumni Office may grant alumni groups permission to use logos specifically designed for this purpose.

Can students use the Logo?

Students are not entitled to use the Logo. It is not a requirement to have the University logo on thesis submissions, or any student-owned materials.

Can student clubs and societies (including sports clubs) use the Logo?

Student clubs and societies (including sports clubs) are not entitled to use the Logo. If they are registered with the Proctors in accordance with the applicable rules, permission to use the ‘Belted Crest’ or ‘Arms’ can be granted via the Proctors’ office on standard terms. Customising the University logo, the ‘Belted Crest’ or ‘Arms’ to create a new logo is not permitted.

Can the Logo be used on reports summarising or referring to commissioned research?

Care should be exercised in using the Logo on reports summarising commissioned research. The Logo should not be used if the research was conducted by an academic as part of a direct consultancy agreement with that individual academic only. If the report is not wholly prepared by the University, the Logo should not be used in any manner that could lead anyone to conclude that any research/analysis/opinion contained within the report was conducted or is endorsed by the University if that is not the case. For example, sponsors of such research often subsequently create their own report drawing on the University’s research but providing their own analysis and opinion. Such a report should not be co-branded using the Logo, since it is not as a whole a truly joint report. However, the research conducted by the University should of course be referenced in the normal academic manner.

Can the Logo be used on websites, slides, posters, presentations, videos etc to acknowledge the University’s contribution or participation?

Requests of this nature should be considered first under the Research Projects and Collaborations or Exhibitions or Events in this guidance, and then under the Other uses section.

Can the Logo be used by companies or organisations who work with individual academics?

A working relationship with an individual academic does not on its own enable that third party to use the Logo. The relevant individual academic’s affiliation can of course be explained in words referring to their position at the University (in CV or blog-type format).

Can the Logo be used in relation to conferences?

The Logo can be used in relation to conferences that the University organises (whether alone or in conjunction with other institutions). However, the attendance of an individual academic at a conference not organised by the University does not on its own enable that third-party conference organiser to use the Logo. Similarly, the Logo should not be licensed to a third-party conference organiser simply because the conference is being held at the University or in a college.

What is the device, sometimes referred to as the 'Belted Crest' or 'Arms', used for?

The device, sometimes referred to as the 'Belted Crest' or 'Arms', forms part of the Logo and is now generally only used by the University on its own for ceremonial purposes. At the discretion of Public Affairs, it can sometimes be used in situations where the Logo is not best for reproduction purposes. A simplified version is used as an avatar for digital use (see Using the Oxford logo for social media).

Can I use a historic logo?

Historic logos can be used in the context of describing the history of the University. They should not be used as an identifying mark in any communications materials. The Heritage Logo is used for particular commercial products under special licence, but is not available for general University use.