Brand Identity & Visual Standards

Guidelines for creating UofL-branded marketing materials and websites

Licensing & Merchandise

Status of Marks

The logos and word marks representing the University of Louisville (academic and athletic) are federally registered content of the university, and any use of such must include the ® designation whenever they are used.

The use of a UofL logo on merchandise of any kind (domestic goods, apparel, signage, etc.) must be done through officially licensed vendors.

Additionally, our marks are license-managed by the CLC College Licensing. By using any of these logos, designs or marks, you are agreeing to do so in accordance with university policy.

Approved Vendors

Printed Materials

Canon is the only approved on-campus print partner for printing. Employees, students, and visitors are required to use print services and equipment provided by Canon. Read the university policy.

Promotional Merchandise

UofL Procurement has contracts with the following vendors for the production of licensed promotional materials.

Promotional materials include apparel, physical goods (cups, pens, banners, etc.), and other items for marketing purposes that utilize the university's brand.

Approved Promotional Product Vendors

  • 4Imprint
  • AMC Promotional Products
  • Blink Marketing
  • MPC Promotional
  • Reis Promotions
  • The Logo Warehouse
  • UofL Campus Store
All vendors are required to adhere to university brand standards when producing any materials on behalf of campus entities.

For more information, contact Steve McMillin, 852-8224, or view the current vendor contact information.

Use of Marks

If you are in need of branded artwork to be used on promotional merchandise, you have chosen an approved vendor and you represent a department, office, school/college or other non-athletic entity, please see this resource.

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Athletic Mark Use

The cardinal bird logo by itself is one of several athletic-only marks that are not permitted for use by academic entities. If you are in need of branded artwork to be used on promotional merchandise, have chosen an approved CLC-licensed vendor and you represent a non-academic entity please contact brand(at)

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Licensing Information

If you are a business, company or individual interested in becoming a licensed seller of merchandise or items that use branded UofL marks, you can find more information about the process on CLC's website.

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Communications & Marketing

University of Louisville

2323 S. Brook St.

Louisville, KY 40208

(502) 852-6171