Licensing & 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 Affinity Licensing, 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.

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 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 use a licensed vendor. If you are working with a vendor who would like to become licensed, please direct them to Learfield Licensing Partners (contact info below) to complete the application.

View the list of licensed vendors. Questions? Contact Heston Hybarger, Director of Athletic Marketing and Licensing, at

Butler’s licensing agency, Learfield Licensing Partners, may be contacted at:

CLC Learfield IMG College
1075 Peachtree St, Ste 3300
Atlanta, GA 30309
Phone: 770-956-0520
Fax: 770-955-4491