University Marketing and Communications

Butler Licensing and Trademarks

Butler University Athletics is responsible for promoting and protecting the University's reputation by ensuring proper usage of its name and symbols. Butler Sports Marketing, in cooperation with Strategic Marketing Affiliates, administers the trademark licensing program.

Any mark, logo, symbol, nickname, letter(s), word(s), or combination of these that can be associated with the University qualifies as a trademark and every use of the University's trademarks requires permission from the Butler Sports Marketing department.

The internet has made it easy for alumni, fans, and supporters to build web pages with the University's name and logos, and the University appreciates this support. However, federal trademark laws require that the University control its name and marks; therefore, the University must be very selective in granting permission in these, and all, instances.

The following University-related terms require a circle-R designation on all apparel and promotional items:

  • Butler University® 
  • Butler® 
  • The Butler Way®
  • Bulldog head logo 

These word-marks join the Bulldog head logo with this designation. The primary athletics logo, the University seal, and the phrases BU, Butler Bulldogs, and Bulldogs, require a TM on all apparel and promotional items.

View the Official Style Guide and a complete listing of trademarks.

In no instance will the University grant permission to alter a mark. Altering a mark would hurt its integrity, as well as dilute the strength and value of the mark. The Butler logo should appear only in black, white, or PMS 541 (Butler blue), unless written approval is requested and received from Butler Sports Marketing.

Trademark Licensing Program

A trademark licensing program gives the University control over its logos and marks, thereby ensuring the quality and consistency of all of the University's merchandise. It also enables the University to generate revenue from the sale of merchandise bearing its logos and marks. The revenue is used to support and enhance many programs campus wide. Outside of the University, the trademark licensing program creates a cooperative and positive working relationship with the manufacturers and retailers that work with the University.

Anyone wishing to use the marks, logos, and symbols of the University must obtain a license. For example, if an alumni group or student organization would like to sell products using the University's marks as a fundraiser, they must establish that a licensed vendor is used to produce the merchandise.

Either Butler Sports Marketing or Strategic Marketing Affiliates can provide a list of current licensees for the University's merchandise. It typically is easier to work with an established University licensee than to try and license a new product or idea.

The complete list is available by emailing Lindsay Martin, manager of Sports Marketing and Promotions, at

Butler's licensing agency, Strategic Marketing Affiliates, may be contacted at:

Strategic Marketing Affiliates
Pan American Plaza
201 S. Capitol, Suite 520
Indianapolis, IN 46225
Phone: (317) 829-5690
Fax: (317) 829-5696