Full Clemson Athletics Brand Guidelines
The CLEMSON brand is one of the most recognizable in collegiate athletics. From our distinct colors to the unique Tiger Paw logo, Clemson athletics is immediately identifiable. Our brand is BOLD, POWERFUL and STRONG. It is steeped in tradition and accessible to our constituents.
Since the creation of the Tiger Paw in 1970, it has been imperative for our organization to protect our marks and visual identity; and as we continue to expand the reach of Clemson Athletics, it remains of vital importance for us to coordinate our brand and visual identity to ensure proper usage. We have created this guide to both accomplish those goals and to make use of our marks and fonts convenient to those internal and external to our athletic department.
Our goal is to reinforce consistent application of our brand elements as we continue to build upon the strength of the Clemson brand. By providing the colors, logos, fonts and individual sport marks, we hope to make it more accessible and valuable to our partners.
The Paw originated in 1970, when Clemson President Robert C. Edwards hired Henderson Advertising Company of Greenville, S.C. to upgrade the image of the university. For years, Clemson’s roaring tiger was a dead ringer for more than 35 other college cats across the country. The Paw changed that. The Museum of Natural History in Chicago provided a plaster of paris cast of the imprint of the tiger’s paw. The imprint was converted to a print, and tilted about ten degrees to the right.
Paw prints, stretching all the way from the stadium to the library, serve as a constant reminder that Clemson’s Tiger is alive and kicking. Since 1970, The Paw has engulfed the Tiger faithful.
Because many people took advantage of using The Paw in many ways, the decision was made to have the symbol registered with the United States Patent and Trademark Department, making it a national registration and not just in the state of South Carolina. This keeps anyone or any institution from using the exact tiger paw print without Clemson’s permission.
The demand by Clemson University students, alumni and friends for products depicting a University trademark, logo or symbol has reached new heights. Almost 550 manufacturers are licensed today for commercial use of the marks. As a result, Clemson University manages a licensing program to ensure that the public properly identifies and associates University logos on products bearing the institutional marks.
The Clemson University licensing program is designed to protect the integrity and ensure the proper use of the University name and logos. In order to administer the program, Clemson has established formal licensing procedures that will allow the institution to benefit from the commercial use of both the registered names and symbols.
The Clemson University licensing program is also designed to establish a cooperative relationship with licensees to assist in developing a marketplace demand for “Officially Licensed Clemson Products.” The marketing strategy drives the consumer to purchase products that directly support the institution. The end result is a mutually beneficial partnership.
Clemson University Licensing Program
For further information, contact: University Director of Trademarks and Licensing Clemson University PO Box 31 Clemson, SC 29633 clemsonlicensing-l@clemson.edu
To Obtain a License For further information, contact: Licensing Director (Clemson) The Collegiate Licensing Company 1075 Peachtree St. NE Atlanta, GA 30309 Telephone: 770-956-0520 Fax: 770-955-4491
Clemson University Brand Guide
