Fashion Design 101

Alumni Leadership ConnectionsJune 11, 2011—University Park, Pa.

Amy Caputo, Director of Strategic CommunicationsGeoff Conrad, Associate Director, Business Relations

What Today’s Session ISN’T!

Session Overview

• Why is it important to protect and preserve our Penn State image?

• What is a “licensed logo” anyway?• Graphics standards simplified• Where can I go for help?• Show and tell/Q & A

Why is image or brand important?• Helps to maintain reputation, guard

integrity

• Builds “consumer”—i.e. student, faculty, staff, member, volunteer, fan, general public—awareness

• Provides way to convey goals, mission, tradition

• Consistent delivery projects cohesiveness, excellence, quality

What is a trademark?

• The name, brand, logo, or symbol that is used by and represents an organization or institution and distinguishes it from others

• To claim nationwide trademark protection, a mark needs to be registered with the United States Patent & Trademark Office (USPTO).TM R

University Licensing

• Office of Licensing Programs www.licensing.psu.edu

“…serves to protect and promote the University’s indicia (marks, names, and logos). Through partnerships with manufacturers, Penn State encourages consumers to support student scholarships and activities through the purchase of officially licensed merchandise.”

University Licensing (continued)

• Collegiate Licensing Company (CLC) administers license application process on behalf of Penn State

• CLC helps with legal, enforcement issues; public relations; retail marketing; promotional licensing

• Excellent relationship with University Licensing

• Geoff Conrad—Alumni Association Licensing Rep

Penn State Merchandise

• Only licensed manufacturers are authorized to produce Penn State merchandise

• Includes items with Alumni Association, affiliate group logos

• Designs must be approved by University prior to manufacture

• Alumni Association will help navigate processes

Graphic Standards andVisibility Guidelines

• All affiliate groups have personalized mark provided by Alumni Association

• Available for use in print and online communications or promotional items

• Contact Volunteer Services Team (Regional Director) to initiate requests for mark

Here to Help …

• Alumni Association staff available to answer questions about logos, artwork, photos, licensing, merchandise, etc.

• Check out “Volunteer Toolkit” on website regularly for info and updates:

alumni.psu.edu/groups/volunteer

Show and Tell/Q&A

Fashion Design 101

Thanks for your time and attention!