Licensing Overview

The UWF Collegiate Licensing Program is the vehicle through which the university grants permission for the use of the University's marks.


Business & Auxiliary Services photo of UWF bear keychains in bookstore
Any use of the University's name qualifies as a trademark.

UWF's licensing program

Any mark, logo, hallmark, seal, symbol, nickname, letter(s), word, or derivative that can be associated with the University of West Florida and can be distinguished from those of other institutions or entities qualifies as a trademark. 

The University has entered into an agreement with Learfield Licensing Partners, LLC, formerly Strategic Marketing Affiliates (SMA), to manage the University's Licensing Program. Any manufacturer of products bearing any University of West Florida mark, including items not for resale, must be properly licensed before offering such goods for sale. Please keep in mind that licensed vendors are required to submit artwork containing any UWF mark(s) to Learfield for approval prior to sale. UWF departments placing orders from licensed vendors should plan to allow time for the approval process, normally one to two days.

Vendors should visit the Learfield website and select the "Licensing" tab to apply for a license. The Learfield contact for businesses interested in becoming licensed to produce UWF merchandise is Betsy Moore, bmoore@learfieldlicensing.com or (616) 395-0676, ext. 119. Vendors will have access to the UWF licensed marks after they have completed the licensing registration process. Current licensees, please note that SMA was acquired by Learfield Sports in late 2014 and is now known as Learfield Licensing Partners.

UWF community seeking vendors who are licensed with UWF will find current lists on the UWF Licensed Vendors webpage. For information regarding logos or other brand-related questions for internal campus use, please consult the UWF Brand Portal or contact Pola Young, University Marketing and Communications, at pwyoung@uwf.edu for more information or to obtain artwork.

Licensing Program Contact: Linda Quina, Business and Auxiliary Services, (850) 474-2640, lquina@uwf.edu.


License types

Standard – used by companies that desire to produce licensed products for resale to the general public

Restricted – used by companies that desire to only produce licensed products for internal use at the selected institution

Cobranded – may use company logo along with UWF logos on items

Where to buy UWF items

Show your school spirit and wear UWF gear on campus and in our community. UWF emblematic items are available for purchase in the following locations:

  • UWF Bookstore on campus
  • Bed Bath & Beyond at Cordova Mall
  • Embroidery Station at Cordova Mall
  • Lids Locker Room at Cordova Mall
  • Shoe Station on Davis Hwy.
  • Target on 9-Mile Rd.
  • Textbook Brokers on University Pkwy.
  • Walmart on Hwy. 90 in Pace
  • Walmart on Olive Rd. and Davis Hwy.
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