The terms below are used throughout this website and in the day-to-day work of the Office of Trademark Licensing and Brand Management. These are working definitions intended to provide general context. They are not legal definitions and should not be construed as legal advice.
Art Approval
The process by which the university reviews and approves proposed uses of its trademarks on licensed products before they go into production. All licensed products must receive art approval prior to manufacturing.
Brand Management
The practice of protecting, maintaining, and strategically developing trademarks and a brand’s visual identity. Brand management ensures marks are used consistently, accurately, and in ways that uphold the brand's reputation.
Co-Brand
A product or collaboration that features trademarks from two or more entities. Co-branded products require specific approval and may be subject to additional licensing terms.
Collegiate Licensing Company (CLC)
CLC, a collegiate licensing agency, works with many universities across the country to administer and manage their licensing rights. While CLC is not the university’s licensing agency, the UO works with CLC on licensed products as part of the Big Ten Conference and within post-season competition retail programs.
Direct-to-Consumer (DTC)
A retail model in which a licensee sells licensed products directly to end consumers, bypassing traditional wholesale or retail channels. DTC sales are subject to the same royalty and compliance requirements as other sales channels.
Infringement
Unauthorized use of a trademark in a way that is likely to cause confusion about the source, affiliation, or sponsorship of a product or service. Infringement can occur even when there is no intent to deceive.
Licensed Consumer Product or Branded Product
A product that has been approved by the university and bears one or more UO trademarks. Licensed consumer products are manufactured and sold under the terms of a licensing agreement and must display the officially licensed label.
Licensee
A company or individual that has entered into a licensing agreement with the university and received permission to manufacture and sell products bearing UO trademarks.
Licensing
The formal process by which the university grants permission to a company or individual to use its trademarks on products or in connection with services. Licensing enables the university to extend its brand into the marketplace while maintaining quality control and generating royalty revenue.
Licensing Agreement
A legal contract between the licensor and licensee that defines the terms under which UO trademarks may be used, including product categories, retail channels, royalty rates, approval requirements, and compliance obligations.
Licensor
The entity that owns a trademark and grants permission for others to use it. The University of Oregon is the licensor for all UO marks.
Made-to-Order (MTO)
Products manufactured on demand after a customer places an order, rather than being produced in advance for retail inventory. MTO products must still be approved and are subject to standard licensing requirements.
Name, Image, and Likeness (NIL)
The right of a student-athlete to profit from the commercial use of their own name, image, and likeness. NIL-related licensed products involve both university trademark rights and student-athlete rights and require coordination between the licensing office and applicable NIL agreements.
Net Sales
The total gross sales of licensed products minus any approved deductions such as returns, allowances, and freight.
Point of Sale (POS)
The location or system where a retail transaction occurs. In a licensing context, POS materials such as hangtags, labels, or display signage may also be subject to trademark approval if they feature university marks.
Premium Promotional Item
A product bearing university marks produced for distribution as a promotional or marketing item, rather than for retail sale. These items are typically used by campus departments, corporate sponsors, or event organizers and are subject to licensing requirements.
Property
In a licensing context, the trademark or intellectual property being licensed. The University of Oregon's properties include its name, logos, color schemes, and other protected marks.
Registered Trademark
A trademark that has been formally registered with the U.S. Patent and Trademark Office (USPTO). Registration provides additional legal protections and remedies against unauthorized use.
Retail Channel
The pathway through which licensed products reach the end consumer. Common retail channels include brick-and-mortar stores, e-commerce platforms, campus bookstores, and direct-to-consumer sales.
Retailer
A company or individual that sells licensed products directly to consumers, either in a physical store or through an online channel. Retailers may purchase products from a licensee or distributor and are not always parties to the licensing agreement themselves.
Royalty Rate
A fee paid by a licensee to the licensor, typically calculated as a percentage of the wholesale cost.
Sell-Off Period
A defined window of time following the expiration or termination of a licensing agreement during which a licensee may continue to sell existing inventory of licensed products. Sell-off periods are governed by the terms of the licensing agreement and typically require advance notification and final royalty reporting.
SKU (Stock Keeping Unit)
A unique identifier assigned to a specific product for inventory tracking and sales reporting purposes. In licensed product reporting, SKUs help the university and its partners monitor which products are being sold and in what quantities.
Sublicense
Permission granted by a licensee to a third party such as a decorator, printer, or manufacturer to use university trademarks in the production of licensed goods. Sublicensees must be authorized and are subject to the same compliance standards as licensees. License agreements with the university typically do not allow for sublicensing.
Trademark
A name, word, symbol, or combination thereof that identifies and distinguishes the source of a product or service. The University of Oregon's trademarks include the university's name, abbreviations, logos, and other protected marks.