The University of Georgia established a licensing program in order to protect the use of its logos and insignias. This program, administered by the University of Georgia Athletic Association, has been successful for the University, its licensees and retail partners. To expand the program and ensure its growth, the University has partnered with Fermata Partners ( of Atlanta, Georgia, to serve as its exclusive trademark licensing representative.

What is a trademark?

A trademark is any word, phrase, symbol, design, sound, smell, color product configuration, group of letters or numbers, or combination of these that is adopted and used by an organization to identify its products or services, and to distinguish them from products and services made, sold, or provided by others. For an organization, a trademark is one of its most important assets. It is vital that trademarks be used carefully.

What are the University of Georgia's trademarks?

The University's trademark registrations include "Georgia ", "University of Georgia", "Georgia Bulldogs", "Bulldogs", "Dawgs", "UGA", "University of Georgia Athletic Association", "Between The Hedges", "How Bout Them Dogs", "Go You Silver Britches", "Hairy Dawg", the oval "G" mark , the "Bulldog Head" mark , the "Standing Bulldog" mark, the "Football Helmet" mark , "Commit to the G" mark, The University's Seal , and The University's "Arch" mark . These marks are used for sale, promotional, and advertising purposes and are well known and recognized by the general public and associated with the University in the public mind.

What products can be licensed?

Fermata hangtag front

Fermata Hangtag Back

Fermata Hangtag Sticker

UGA's Genuine College Products

Genuine College Product will include hang tags, stickers, or indicia statements similar to the one to the right.

Typical products licensed by the Trademark Licensing Program are t-shirts, sweatshirts, jackets, sweaters, shorts, caps, ties, and other articles of clothing. Other licensed goods include key chains, watches, clocks, jewelry, mugs, glassware, stationery products, leather goods, rugs, phones and lamps. Among the products that the University does not license are alcoholic beverages, weapons, lighters, ashtrays, tobacco products, bottled water, or any item perceived by the Trademark Licensing Program to promote these items or other objectionable items.

All products have an indication that must appear on all products bearing the University's registered marks and on products containing any of the University's marks that are not yet registered.

Genuine College Products have hang tags or indicia statements similar to the one to the right. This ensures that you are purchasing an official licensed University of Georgia product. If a product does not have this label, then it is not an officially licensed product of the University of Georgia.

What is the Trademark Program's function?

The University of Georgia's Trademark Licensing Program was established in order to protect and control all uses of the University's various trademarks throughout the world. The program is operated out of the University's Athletic Association as a vast majority of those seeking to use the marks are asking to use them to relate their product to one of the University's intercollegiate athletic teams. Through carefully established procedures established in conjunction with Fermata Partners, the Trademark Licensing Program grants licenses to certain manufacturers to produce a variety of Georgia insignia goods. In return, the licensees pay the University royalties for the right to use the University's trademarks on their products. The Trademark Licensing Program also helps the University's departments and officially recognized student groups if they decide to have goods produced bearing the University's indicia. In addition, the program - which is administered by Fermata Partners - oversees the worldwide registration of the University's trademarks, manages the University's worldwide trademarks portfolio, and monitors and guards against the unauthorized third party use of the University's trademarks around the world.

Why regulate the use of UGA's marks?

The University of Georgia licensing program strives to regulate, promote and protect the commercial use of the University's name and identifying marks, both on and off campus. The proper usage of marks helps to protect and promote the reputation of the University, and it is all of our responsibility to ensure that legitimate marks do not become distorted through improper usage. By purchasing only officially licensed products and by understanding and following UGA's trademark use guidelines, you are protecting the University against the possibility of dilution and enhancing the image of excellence that is the University of Georgia. Royalties collected from licensed merchandise are returned to the University to help support University programs and services.

Who needs a license?

Licenses must be obtained for the use of any of the UGA marks, image, photograph or logo on any product, including but not limited to all apparel and non-apparel products (photos, signage, banners, etc). Any University group, department, campus organization, or University-related club must request permission to use the University of Georgia marks and logos. Items must be produced by an official University of Georgia Licensee and designs must be approved by the University's Trademark Licensing office. This policy ensures that all items bearing the University's identity represent the University in an acceptable manner and on a quality product. The University of Georgia reserves the right to prohibit the use of its trademarks on selected products at the University's discretion. Click below for an official listing of all University of Georgia licensees.

Who can or should become licensed?

All manufacturers who produce goods bearing any of the University's trademarks must be licensed to produce such products with a formal license agreement. This includes manufacturers producing goods with the University's marks for sale to a University department or an officially recognized student group. Authorization to waive royalties must be received from the Trademark Licensing Office. If the department or student group resells these insignia goods, royalties are due.

Does the University License Internationally?

The University currently has trademark licensing programs in place in various countries outside of the U.S. The University in conjunction with Fermata Partners works with licensing agents in each of these territories to help find licensees, shop the market for infringement and counterfeit product, and to serve as the local coordinators for the various programs. Other than the role played by the licensing agent, international trademark licensing is very similar to its domestic counterpart. Licensees are required to pay advance fees, annual minimum royalties, and a royalty on all sales of University products. International licensees are also required to submit all designs, products, and advertising for approval by the Trademark Licensing Program.

How is the Trademark Program enforced?

On the domestic front, the University's Licensing Director and representatives from the University's Licensing Agent (Fermata Partners) make regular visits to local retailers to ensure that only officially licensed merchandise is being sold. Furthermore, trademark licensees, retailers, as well as Georgia students and alumni, are excellent resources for identifying counterfeit merchandise and/or the unauthorized third party use of the University's name and symbols around the country. Finally, all licensees are required to identify their products as being officially licensed by affixing the "Genuine College Product " hang tag to all licensed merchandise.

Click here to review the Code of Conduct for the University of Georgia.

Where can I get more information?

For more information, please call (706) 542-9039 or email or contact Heath Price at Fermata Partners at (404) 996-1966 or If you have a product that you would like to license, please visit to review the details and requirements of an application and license.

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