Trademarks, Logos, and Licensing

Why Trademarks Matter

Our trademarks and logos are valuable assets and brand elements that convey our distinct identity as an exemplary Catholic, Jesuit university. Thanks to the strong traditions, athletic success and pride surrounding the University, there is considerable demand for the use of our logos and trademarks by campus departments, students, alumni, vendors and fans.

It is important for those both within and outside of Gonzaga to understand how our trademarks may and may not be used. The information presented here defines our trademarks and governs their use.

Protecting Our Registered Trademarks

Gonzaga University owns and has exclusive rights to its name, trademarks, fight song (“Go Gonzaga”) and mascot (Spike the Bulldog), and prohibits any unauthorized use. In order to comply with and assure protection under federal, state and international trademark laws, Gonzaga actively monitors and controls all uses of its trademarks.

Other reasons that we monitor and control the use of our trademarks include, but are not limited to:

  • Protecting the Gonzaga University name and ensuring that its use is compatible with the University’s brand.
  • Ensuring any products, services, or materials bearing Gonzaga’ trademarks are of high quality and used only in connection with products or services with which the University has chosen to be identified.
  • Preventing misleading or inaccurate representation of Gonzaga’s relationship to other entities or activities, and preventing others from taking advantage of the goodwill the University has developed and which is symbolized by its trademarks.
  • Ensuring that products, services or materials bearing Gonzaga’s trademarks protect the integrity of the institution, maintain and build upon the goodwill the University seeks to foster, and promote support for and increase awareness of the University, its mission, and goals.
  • Maintaining fair and equitable treatment of those organizations that have invested in Gonzaga and with which Gonzaga has formed official sponsorship or partnership agreements (which may include use of the University’s trademarks).
  • Ensuring that marketing and communications from any part of the University correctly use our trademarks and present Gonzaga in a consistent, professional manner.

Unauthorized use of Gonzaga’s trademarks is subject to civil and criminal penalties. The University reserves the right to take appropriate action when confronted with unauthorized use of its trademarks and logos. Such actions may include cease and desist orders, confiscation of goods, financial penalties and other legal action.

To report unauthorized use or to make an inquiry related to Gonzaga University trademarks and logos contact the Trademark and Licensing Office or call (509) 313-7093.

Our Trademarks and Logos

Trademarks, service marks, trade names, designs, logos, seals and symbols owned by the University include, but are not limited to:


  • Gonzaga University™
  • Gonzaga™
  • Gonzaga Bulldogs™
  • Gonzaga University Bulldogs™
  • Zags™
  • GU™
  • Bulldogs™
  • Kennel Club™

Institutional logos

  • Gonzaga University primary (institutional) logo
  • Gonzaga University primary logotype
  • Gonzaga University Coat of Arms
  • Gonzaga University Seal
  • School of Law Seal

Logo Lockups for the College and Schools, Centers, Institutes and Programs

  • School of Education
  • School of Business Administration
  • School of Leadership Studies
  • College of Arts & Sciences
  • Online (for online programs)
  • School of Law
  • School of Engineering & Applied Science
  • School of Health Sciences
  • Center for Global Engagement
  • Institute for Faith and Reason

Athletic logos

  • Gonzaga University primary Athletics Logo
  • Gonzaga University primary Athletics logotype
  • GU + Bulldog head logo
  • Bulldog head only logo
  • GU only logo

These logos and guidelines for their use are shown in the Athletic Logo Guide. Primary Athletic logos may only be used by the Athletic department and may not be used to represent the College or Schools, academic programs, or non-academic divisions, departments, or programs.

Officially recognized student clubs and organizations may use secondary Athletic logos, following the parameters and approval process defined in the Athletic Logo Guide.

Alumni Association Logos

  • Zag Alumni logo
  • Zag Alum logo
  • Zag Alumni logo lockups with "Gonzaga University Alumni Association" or chapter designations

They may not be used without prior approval from the Alumni Association.

Other Logos

Occasionally, University divisions, departments, or programs may develop logos or graphics to brand specific campaigns, partnerships, or initiatives, or to commemorate major milestones. These marks should only be used for a pre-determined length of time and then retired.

Examples include the Gonzaga University 125th Anniversary logo and CCASL 25th Anniversary logo. These marks should be used in conjunction with the Gonzaga University institutional logo so that it is clear the initiative is connected to and officially sanctioned by the University.

No logos, marks, or other graphics may be developed or used to represent official University entities, programs, partnerships or campaigns without prior approval of the Marketing & Communications department. Furthermore, use of other logos may never supersede or replace use of an institutional logo or wordmark on any external communications. All external communications or advertising must include an appropriate Gonzaga University logo.


Any entity that wishes to use Gonzaga trademarks in any manner or for any purpose must be licensed to do so. The University works with the Collegiate Licensing Company (CLC), the nation’s leading collegiate licensing agency, to issue licenses on its behalf. Please visit the CLC website to request an application to license a Gonzaga trademark.

Licensed Vendors

In order to ensure consistency and compliance with Gonzaga’s brand guidelines, specific vendors have been approved and licensed by CLC to manufacture and/or distribute products bearing our trademarks. Search the list of licensed vendors on the CLC website.

Report Unauthorized Use

Unauthorized use of Gonzaga trademarks is subject to civil and criminal penalties. The University reserves the right to take appropriate action when confronted with unauthorized use of its trademarks and logos. Such actions may include confiscation of goods, financial penalties, cease and desist orders and other legal action.


Or contact:
Sam MacDonald
Gonzaga University Trademark and Licensing Office
502 E Boone Ave
AD Box 0066
Spokane, WA 99258
Phone: (509) 313-7093