Using the Stanford Name
The name Stanford and its marks cannot be used without permission.
As Stanford's reputation has grown, protecting the Stanford name and trademarks has become increasingly complex. Staff members, who share in the benefits associated with the university's name, also share responsibility concerning its use.
Staff members should be aware that "Stanford" is a registered trademark, meaning that neither the name Stanford nor the various marks representing the university (e.g., the Stanford seals, the block "S" with tree, or the various logos of schools or departments) can be used without permission, according to Director of Business Development Shelley Hébert. Representing the Office of the Vice President for Business Affairs and CFO, Hébert works closely with the Office of the General Counsel, as well as University Communications and the Office of Technology Licensing, on name-use issues.
Dealing with vendors
Among the name-use issues most often encountered by staff is use of Stanford's name or marks by vendors. For example, companies doing business with the university may ask someone from Stanford to provide quotes for a press release or brochure or to approve use of the name Stanford or its marks in a company's promotional materials. When this happens, staff members should first consult the university's policy on name use (Guide Memo 15.5, "Ownership and Use of Stanford Name and Trademarks") and then contact the appropriate office for guidance if they need help in applying the policy. Questions about use of the Stanford name by businesses, Hébert says, belong in her office, while questions about the use of Stanford name or marks in film, video, print and electronic media, including the university's home pages on the web, should be referred to University Communications. The Office of Technology Licensing is the source of information regarding use of Stanford's name and marks on products that will be offered for sale.
"From a legal perspective, the fact that 'Stanford' is a registered trademark means we have identified the university as the source of goods and services provided to the public under the name Stanford," says Hébert. "As a trademark owner, we need to protect the name from infringement that could confuse the public or harm the university's reputation. And, we must also have and enforce an internal policy that governs use of the name and marks."
The name use policy was recently revised to address, in particular, naming of businesses, products or services and registration of Internet domain names in association with Stanford programs or activities.
"The world of cyberspace has created an even greater need to protect its name because URLs have evolved into brand identities," says Hébert.
Permission, and in some instances, a license, are required to use the Stanford name and marks. Guide Memo 15.5 provides of list of offices and individuals delegated by the university president to grant such approvals. Hébert says Stanford actively pursues trademark infringements by companies or individuals using the university's name without permission.
Avoiding endorsement
Stanford does not permit its name or marks to be used in a manner that implies endorsement of the products or services of third parties. For example, although the university receives frequent requests for use of Stanford sweatshirts or pennants in movies or television series, University Communications routinely turns down most such inquiries. Companies have also been denied permission to use the Stanford logo on their web pages, to have Stanford staff members attend industry conventions in order to promote a vendor's products, or to use the Stanford seal in advertising products to students or others.
Hébert says staff members can use their Stanford affiliation in connection with purposes that fall within the scope of normal university activities. However, they cannot use the university's name or marks when engaging in activities that are not directly associated with Stanford, such as independent contracting or other outside business activities.