About Our Program

Art Sheet

Butler University Athletics is responsible for promoting and protecting the University's reputation by ensuring proper usage of its name and symbols. Butler Sports Marketing, in cooperation with Learfield Licensing Partners, administers the trademark licensing program.

A trademark licensing program gives the University control over its logos and marks, thereby ensuring the quality and consistency of all of the University's merchandise. It also enables the University to generate revenue from the sale of merchandise bearing its logos and marks. The revenue is used to support and enhance many programs campus wide. Outside of the University, the trademark licensing program creates a cooperative and positive working relationship with the manufacturers and retailers that work with the University.

Anyone wishing to use the marks, logos, and symbols of the University must obtain a license. For example, if an alumni group or student organization would like to sell products using the University's marks as a fundraiser, they must establish that a licensed vendor is used to produce the merchandise.


Any mark, logo, symbol, nickname, letter(s), word(s), or combination of these that can be associated with the University qualifies as a trademark and every use of the University's trademarks requires permission from the Butler Sports Marketing department.

The internet has made it easy for alumni, fans, and supporters to build web pages with the University's name and logos, and the University appreciates this support. However, federal trademark laws require that the University control its name and marks; therefore, the University must be very selective in granting permission in these, and all, instances.

The following University-related terms require a circle-R designation on all apparel and promotional items:

  • Butler University® 
  • Butler® 
  • The Butler Way®
  • Bulldog head logo 

The following University-related terms and logos require a TM designation on all apparel and promotional items:

  • BU
  • Butler Bulldogs
  • Bulldogs
  • Butler Athletics logo
  • University seal
  • Hinkle 
  • Hinkle Fieldhouse


In no instance will the University grant permission to alter a mark. Altering a mark would hurt its integrity, as well as dilute the strength and value of the mark. The Butler logo should appear only in black, white, or PMS 2767 (Butler blue), unless written approval is requested and received from Butler Sports Marketing.

View the complete Art Sheet


The University's official Butler Blue is identified as PMS 2767 or the four-color formula used to create this color (CMYK 100/90/10/77).

For the web, please use RGB 19/41/75 or Hex #13294b.



Beginning in Fall 2013, Butler University has established a licensing program for all products bearing the logo or names of our live mascots.  This covers all former, current (Butler Blue III, aka Trip) and future live mascots.  

The program carries an additional two percent royalty rate, which will be passed along to the mascot fund, designed to provide care and support for our beloved English bulldog. 

To become a part of this program, vendors must also be general Butler University licensees.  For program inquiries, please contact Learfield Licensing Partners. 



Lindsay Martin  
Manager, Sports Marketing & Promotions

Beth Monnin
Learfield Licensing Partners
8900 Keystone Crossing
Suite 605
Indianapolis, IN 46240
Phone: 937-726-4478