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This online version is for convenience; the official version of this policy is housed in the University Secretariat. In case of discrepancy between the online version and the official version held by the Secretariat, the official version shall prevail.
Approving Authority: President
Original Approval Date: October 28, 1992
Date of Most Recent Review/Revision: December 2, 2024
Office of Accountability: AVP: External Relations
Administrative Responsibility: Office of External Relations
1.00 This policy is intended to protect and regulate the use of all Branded Property that represents the University. The purpose is to establish a framework for ensuring the clear and consistent use of Branded Property to ensure the legal protection afforded to these properties is not diluted or damaged by inappropriate or inconsistent use, or by unauthorized imitation, and to protect and enhance the University’s brand and reputation.
2.01 Branded Property: includes the name “Wilfrid Laurier University” and all names, marks, insignia, logos, seals, crest designs, symbols, slogans, and visual identity elements registered, adopted or used by the University. It also includes Branded property for schools, campuses and affiliated programs and colleges.
2.02 Commercial Use: includes all use of Branded Property for financial benefit, and/or the use of Branded Property on all merchandise, promotional clothing, promotional products, and related licensing agreements.
2.03 Non-Affiliated Party: includes individuals, groups or businesses that are not official representatives of or legally owned or controlled by the University or any individual, group, or entity that does not have a contractual or other formal relationship with the University whereby consent or permission is given to them to use the University’s name or marks.
2.04 Non-Commercial Use: includes all use of Branded Property for no financial benefit, including affiliations and partnerships, use by not-for-profit organizations for fund raising activities, as well as advertising, marketing and endorsements.
2.05 Members of the University Community: Persons who currently live, work, or study (in person or online) on any Laurier campus. Members include students (including student groups), employees, adjunct and visiting faculty, and volunteers at Laurier.
3.01 This policy applies to the use of all existing or newly developed Branded Property for Commercial or Non-Commercial purposes that is registered or adopted for use by the University.
3.02 The policy applies to all Members of the University Community, contractors, external partners, agencies, associations, suppliers, agents or individuals working for or representing the University.
4.01 Wilfrid Laurier University is committed to building a strong brand and enhancing the reputation of the University. The perception of the University among our many diverse audiences is impacted by all expressions of the brand (including but not limited to advertisements, merchandise, marketing materials, affiliations, websites, videos, etc.). Consistency in how the brand is expressed will enhance recognition of the brand and will strengthen the University’s brand awareness and reputation.
4.02 Members of the University Community shall use, develop, and manage Branded Property that preserves and protects the University’s image in a way that facilitates a consistent, coherent and distinctive image for the University in all its communications and activities. Use of Branded Property will be in accordance with this policy and the Procedure for the Use of the Wilfrid Laurier University Name and Marks, and related brand and visual identity guidelines.
4.03 All Branded Property must use the established brand and visual identity guidelines to ensure the consistent expression of the University’s brand and to protect the brand’s strength.
4.04 There shall be no use of Branded Property without prior authorization. Any unauthorized use by any person(s), organization or companies is unlawful. See Procedure for the Use of the Wilfrid Laurier University Name and Marks for details.
4.05 No use of Branded Property will be permitted that may negatively impact the image or reputation of the University.
4.06 The use of the name Wilfrid Laurier University or Laurier or any of the University’s legally protected names or marks should not be used by any Non-Affiliated Party. This can lead to confusion and misunderstandings from the public about whether a product, service, or event is officially related to, endorsed by or sponsored by the University, and may have negative impact on the University’s business, operations or reputation.