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The New School's Trademark Policy

Policy Number: 01.0004

Introduction

The New School (“University”) owns the name, and any other mark, logo, insignia, seal, crest, design, symbol or any combination of these that have come to be associated with the University, but not limited to those registered marks (“Marks”). The use of the University Marks requires the permission of the Office of University Trademarks. Please note that the University's Brand Guidelines and requirements of our Marketing and Communication Office must still be followed. The University reserves the right to modify The New School's Trademark Policy (“Policy”) at any time; determinations and exceptions shall be made by the Office of University Trademarks.

Purpose

The purpose of The New School’s Trademark Policy (“Policy”) is to protect and license The New School’s Marks throughout the world.

Scope

This Policy applies to any entity such as faculty, staff, student organizations, alumni, departments, schools, labs, and external partnerships who intend to use University Marks for any purpose.

Definitions

Trademark: A device (such as a name, icon, insignia, symbol, logo) which is used in trade with goods to indicate the source of the goods and to distinguish them from the goods of others.

Licensing: Granting or issuing a license to someone or something to permit the use of The New School’s trademarks on their products.

Responsibilities

All entities who intend to use University Marks are required to familiarize themselves with this policy and adhere to its associated procedures. Faculty, students, staff, and alumni share in the benefits associated with the Marks, and therefore also share responsibilities to ensure correct use.

The Office of University Trademarks monitors the use of all Marks and ensures that branding is consistent with the University’s brand guidelines and visual identity. The University’s brand guidelines, including logos, fonts, and school mascot, can be found here.

Policy

Logos & Marks Use

The New School’s Marks are owned by The New School and they are a valuable University asset. The New School name and Marks associated with the University are protected by trademark law. They may be used only in connection with activities that meet high standards and are consistent with the University's educational, research, and related purposes, and aligned with The New School's Trademark Policy. The Office of University Trademarks is to be consulted with any questions about The New School’s Marks and their use.

Registered and Unregistered Marks: The Office of University Trademarks maintains a complete list of registered and unregistered Marks.
Prohibited Use of Marks: The New School does not license or use The New School School’s Marks in connection with products, services, programs, images, or activities that may harm the reputation of the University or conflict with the University’s mission and values. Prohibited uses of The New School’s Marks include, but are not limited to, the following:

Any use that discriminates or implies discrimination against persons or groups based on age, ancestry, belief, color, creed, physical or mental disability, national or ethnic origin, race, religion, sex, sexual orientation, gender identity or expression, or marital or veteran status or in any other way that conflicts with or is in violation of The New School’s standards, policies or practices.
Any manner that suggests or implies the University’s endorsement of other organizations, companies, products, services, political parties or views, or religious organizations or beliefs.
Products that are inherently dangerous or present an unacceptable risk of liability, including knives, firearms, weapons, and explosives.
Illegal use of alcohol or alcohol-related products. The use of The New School name or Marks with any alcohol-related product, activity, or event is discouraged. In instances where alcohol-related activities and events do include The New School name and Marks, a safe and responsible drinking message must be included and approval from the Office of University Trademarks is required.
Tobacco-related products.
Cannabis-related products.
Products, activities, images, and designs that are deemed by the University as racist, sexist, hateful, or demeaning or use degrading language or statements.
Products, images, or designs deemed to include or imply profane language or lewd sexual acts.
Products or statements impugning the University.
No use in conjunction with the name or trademark(s) of any other entity without the prior written permission of that entity. If permission is granted by the Office of University Trademarks to use both The New School’s Marks and another party’s trademark in a design, the trademarks must be distinct and separate from each other, and The New School’s Marks must not be overshadowed or diminished in any way in comparison to the other entity’s trademark. Approval of any such dual use of The New School’s Marks is at the discretion of the Office of University Trademarks.

Marks on Products: A “®” must appear on all products bearing The New School’s registered Marks; a “TM” must appear on products containing any of The New School’s Marks that are not yet registered.

If the use of ® or TM is not practical on the product, The New School requires the manufacturer to produce a hangtag or label for each individual item that represents it as officially licensed, using language that is approved by The New School. Sample language appears below:
“The marks on this product are trademarks of The New School and are used under official license.”
New Trademark Registration: Units seeking to register trademarks associated with the University must first consult with the Office of University Trademarks, who will guide the unit through the process. Approval of all new proposed trademarks will be at the discretion of the Office of University Trademarks. All costs associated with these unit-specific registrations, renewals and protections are the responsibility of the unit seeking the trademark. Please refer to The New School's Trademark Procedures for guidance on the trademark registration process.
Exception: The New School reserves the right to rescind the grant of approval to any entity at any time and for any reason.

Use of Name and Marks - Internal Purposes

The University encourages student organizations, labs, schools, departments, and other internal entities to create awareness of their groups through their name and logo. While these groups are free to use The New School’s name and Marks, they must maintain the integrity of The New School’s brand and comply with University policy, including following all guidelines in The New School Brand Guidelines. Internal entities need prior approval by the Office of University Trademarks to:

Use any The New School name and Marks on a product, whether for sale or to be given away. These products must be purchased in accordance with the Branded Merchandise Policy.
Incorporate The New School name and Marks in other places such as partner or third-party websites or ads.
Include permission to use The New School name and Marks in any legal agreement.

Additional internal use requirements:

Student Organizations

Student Organization Use: The University regulations and code of conduct require that use by student organizations of The New School name or Marks in the title or caption of a publication, as part of the name of or an organization, on promotional materials, on any item or product to be manufactured, distributed, or sold by an individual or an organization, or such similar uses must be approved by the University, and under such restrictions and explanations as they may impose or require must be approved by the University.

Only Registered Student Organizations (“RSO”) with the Office of Student Leadership, Involvement, and Transition Experiences (“SLI-TE”) may use The New School name and Marks in connection with University-sanctioned activities, provided they do so in accordance with any such restrictions and/or regulations. RSO may not use The New School name or Marks to incorporate or apply for 501 (c) (3) status. Please refer to the Policy on Registered Student Organizations for further guidelines.
Developing a Name & Logo for Student Organization Use: If you are a new student organization registering with your school’s or unit’s Student Affairs office and wish to use The New School name or Marks in your name/logo, you are required to follow the Naming Guidelines in the Policy on Registered Student Organizations and adhere to The New School's Trademark Policy.
Student Organization Application/Approval Process: Any member of The New School Community, including RSO, wishing to produce goods and items bearing The New School name, Marks and/or insignias must obtain written permission to do so from the Office of University Trademarks.
Website and Applications: Student organizations (new or existing) that use The New School name and Marks in their name/logo and wish to establish a website, must include their registered name and/or logo conspicuously on the site and adhere to all Brand Guidelines. This includes indicating they are a student organization.

Websites/applications must also contain appropriate disclaimers stating the activities on such website/applications are not endorsed by the University, an example includes:
“The New School” is a registered trademark of The New School. This website is a student run website and is maintained, hosted, and operated independently of The New School. The activities on this website are not supervised or endorsed by The New School and information contained on this website does not necessarily reflect the opinions or official positions of the University.

Students may not create or use email addresses with the word The New School in it, but instead use their assigned email address for matters relating to their student organization.

Labs/University Departments

University Department/Labs/Faculty Use: All faculty, staff members and student workers should assume responsibility for preventing misuse of The New School’s name and Marks. In teaching, research, and other academic activities of the University, The New School’s name and Marks may be used, subject to the normal review processes as outlined in this Policy and within the Brand Guidelines, established within schools, departments, centers, and programs. When a faculty, staff member or student worker is engaged in an activity not directly associated with the University, the faculty, staff member and student worker may ask permission from the Office of University Trademarks for proper use of name and Marks.
Website: For The New School Use of name and Marks inquiries regarding websites and domain names, please contact the Office of University Trademarks.

Use of Name and Marks - External Purposes

Review the Branded Merchandise Policy for information related to use of trademarks for external purposes.

Ownership of Other Intellectual Property and Research

Please refer to The New School’s Intellectual Property Rights Policy for further information.

Exceptions

The University reserves the right to grant any exceptions to The New School's Trademark Policy. Those seeking an exemption may submit a written request to the Office of University Trademarks at the contact information below.

Procedure

See The New School's Trademark Procedures.

Enforcement

Any non-sanctioned or inappropriate use of a University trademark should be reported to the Office of University Trademarks. The Office is required to investigate infringements and to take appropriate steps to rectify the matter to maintain the uses and protections provided by our trademark registrations and to ensure the ongoing integrity of University marks.

Policy Administration

Responsible University Official: General Counsel

Responsible Office: Office of University Trademarks

Contact Information:

Office of University Trademarks
66 West 12th Street
New York, NY 10011
trademarks@newschool.edu

General inquiries should be sent to: trademarks@newschool.edu
Licensing inquiries should be sent to: licensing@newschool.edu
Use-of-Name, Merchandise & Other Communications should be sent to: trademarks@newschool.edu
Inquiries regarding this Policy may be submitted by email to trademarks@newschool.edu.
To request additional information or to confidentially report a trademark violation, please send us an email at trademarks@newschool.edu.

Policy History

Effective Date: November 4, 2024

Last Reviewed Date: November 4, 2024

Next Review Date: November 4, 2029

Revision History: N/A

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