Frequently Asked Questions

1. What would I need to have ready before I start the ad review process?
2. Why does my advertisement need to be reviewed by the Office of University Brand and Marketing?
3. Does the review process apply to advertisements being placed in campus media?
4. What will the person(s) reviewing the advertisement look for?
5. When should I submit my advertisement for review?
6. How much time will it take to have my advertisement reviewed?
7. What if I am placing the same version of an advertisement in multiple media outlets of the same type (e.g., print, television)?
8. What if an outside agency or designer creates my advertisement?
9. Procurement is asking for Ad Review approval for an ad placement PO before my creative is done. What should I do?
10. Who can I contact if I have questions?

1. What would I need to have ready before I start the ad review process?
   Be sure you know the ad's target audience and goals and the name of the person within your department who approved the advertisement. Also, have a PDF file of the ad to attach in order to submit the Ad Review Form.
2. Why does my advertisement need to be reviewed by the Office of University Brand and Marketing?
   The advertising policy requires this review to ensure that Rutgers, its campuses, and its units are presented to the public in a consistent, coherent manner and that university resources are used effectively.
3. Does the review process apply to advertisements being placed in campus media?
   No, the review process only applies to external advertising; however, it is helpful to know if your advertising plans include on-campus promotion in media outlets such as the Daily Targum, the Gleaner, the Observer, or RU-tv.
4. What will the person(s) reviewing the advertisement look for?
   All advertisements must meet the standards set forth in the university's advertising policy, including proper identification of the university and its units, clear messages, and professional standards of quality in design and content. For a more detailed list of standards, see Section III of the university's advertising policy.
5. When should I submit my advertisement for review?
   We recommend that you submit your Ad Review Form as far in advance as possible. The advertisement and review form must be delivered at least five business days in advance of the deadline for submission.
6. How much time will it take to have my advertisement reviewed?
   Approval or recommendations for revisions and/or placement will be issued within five business days from the time the advertisement is submitted for review. To expedite your request, complete the Ad Review Form as far in advance as possible.
7. What if I am placing the same version of an advertisement in multiple media outlets of the same type (e.g., print, television)?
   The Ad Review Form allows you to list multiple placements for the same ad. For example, if you are placing the same advertisement in two different print media outlets, you only need to submit one form and upload one PDF sample of the advertisement.
8. What if an outside agency or designer creates my advertisement?
   Ads created and/or placed by outside agencies are also subject to the university's advertising policy. Be sure to let the outside agency or designer know that you will need time in the production schedule to facilitate this process.
9. Procurement is asking for Ad Review approval for an ad placement PO before my creative is done. What should I do?
   The Ad Review process will provide pre-approval of contracts for ad placement, pending the later review of creative content. Ad Review will not approve any contract that includes ad strategy or consultation services. These are professional services and should follow the typical procurement processes. 
10. Who can I contact if I have questions?
    If you have a question or need help with your advertising plans, email us at contactus@ucm.rutgers.edu.

1. What is a trademark?
2. What are Rutgers trademarks?
3. Who is responsible for state and federal trademark registrations?
4. What should I do if I see Rutgers' name or trademarks being infringed upon or being used incorrectly?
5. How does a company become a licensee?
6. How does licensing a vendor benefit the university?
7. Why do the symbols ® and TM need to appear on products with the Rutgers name or logos?
8. Why is liability a concern when distributing promotional items and giveaways?
9. Can Rutgers endorse a licensed product?
10. What if I can't find a licensed vendor offering an item I want to buy?
11. Are there any product categories that do not require a license from the university?
12. Are any groups exempted from royalty fees?
13. Can a student organization purchase products to resell for fundraising?
14. How can I set up an online store to sell merchandise to my school’s student body or my student organization?
15. Is the approval of artwork required when purchasing promotional items?
16. How should alumni buy Rutgers branded merchandise?
17. Can alumni groups use their existing signature on promotional items?
18. Can I use the Rutgers Visual Identity System marks on promotional products?
19. Can I use the official Rutgers seal for my promotion?
20. Can I create my own logo?
21. I think my center, department, etc. needs a distinctive logo. How can I request an exemption from the Rutgers visual identity policy?
22. I see my colleague’s program, center, project isn’t using a Rutgers logo. How come they aren’t complying with the visual identity policy, but I have to?
23. When should I add the registered trademark symbol ® to my materials or products when using Rutgers trademarks?

1. What is a trademark?
   A trademark includes any word, name, symbol, design, or any combination used or intended to be used to identify and distinguish the goods/services of one seller or provider from those of others, and to indicate the source of the goods/services. A trademark can be registered with the United States Patent and Trademark Office for exclusive use by the group holding the registration. Registering trademarks prevents use by non-affiliated groups and helps to keep the brand intact.
2. What are Rutgers trademarks?
   Rutgers’ trademarks include the name of the university, the university's institutional marks, athletics logos, and all other identifying marks and names belonging to the university. This includes the names and marks associated with Rutgers University–New Brunswick, Rutgers University–Newark, Rutgers University–Camden, and Rutgers Health.
3. Who is responsible for state and federal trademark registrations?
   The Office of Trademark Licensing is responsible for nonpatent-related state and federal trademark registrations, and can assist other university units seeking to register a mark, phrase, or name with the process by working with outside counsel. All costs associated with the registration process are the responsibility of the unit seeking the registration. Contact the Office of Trademark Licensing for assistance.
4. What should I do if I see Rutgers' name or trademarks being infringed upon or being used incorrectly?
   Contact the Office of Trademark Licensing. The misuse of university trademarks diminishes the Rutgers brand and could have further legal implications.
5. How does a company become a licensee?
   Prospective partners wishing to enter into a trademark license agreement with the university must contact the university’s licensing agency, CLC. Prospects may apply for a license agreement online at www.clc.com.
6. How does licensing a vendor benefit the university?
   In addition to protecting the university from product liability, the use of licensed vendors helps to ensure the Rutgers name is not used improperly or on unsafe products. Licensed vendors are also required to join the Fair Labor Association, which monitors overseas manufacturing practices.
7. Why do the symbols ® and TM need to appear on products with the Rutgers name or logos?
   The ® and TM signify the university's ownership of its trademarks and assists the university in its trademark enforcement efforts.
8. Why is liability a concern when distributing promotional items and giveaways?
   The trademark licensing agreement that is signed by licensed vendors helps to protect the university by transferring product liability back to the vendor. Moreover, licensed vendors are required to carry product liability insurance.
9. Can Rutgers endorse a licensed product?
   University policy, and in some instances state law, prevents Rutgers from all explicit and implied endorsements. See the Trademark Licensing policy for more details.
10. What if I can't find a licensed vendor offering an item I want to buy?
    The Office of Trademark Licensing will help you find an appropriate vendor. Contact the Office of Trademark Licensing for assistance.
11. Are there any product categories that do not require a license from the university?
    The use of a university licensed vendor is not required for signage and paper printed materials. However, signs and paper printed materials must be produced in accordance with the Rutgers Visual Identity System.
12. Are any groups exempted from royalty fees?
    Student groups do not have to pay a royalty fee on promotional items produced for their organizations.
13. Can a student organization purchase products to resell for fundraising?
    Only licensees can sell branded products. As they are not directly licensed, student organizations, university departments, and individuals cannot purchase branded items for resale. If interested in selling branded products for fundraising, contact the Office of Trademark Licensing to discuss how to set up a store with a licensed retail vendor.
14. How can I set up an online store to sell merchandise to my school’s student body or my student organization?
    Contact the Office of Trademark Licensing and we will be able to assist you.
15. Is the approval of artwork required when purchasing promotional items?
    All promotional items with Rutgers trademarks must be reviewed and approved by the Office of Trademark Licensing. Refer to Branded Apparel and Swag for more information.
16. How should alumni buy Rutgers branded merchandise?
    Alumni have many choices of retail outlets offering Rutgers merchandise to help them show their pride. Find a list of some of the most popular ways to shop.
17. Can alumni groups use their existing signature on promotional items?
    Alumni groups should contact the Office of Trademark Licensing for assistance.
18. Can I use the Rutgers Visual Identity System marks on promotional products?
    Yes, contact the Office of Trademark Licensing for guidance on the proper use and placement of the marks.
19. Can I use the official Rutgers seal for my promotion?
    No. The university seal has very limited use, primarily on official university documents and diplomas. It may also be used on commencement-related items, such as diploma frames and program books. Permission is required to use the seal on these items. Contact the Office of Trademark Licensing for more information. Consider using the Rutgers R instead.
20. Can I create my own logo?
    University departments may not create distinctive logos, as per the Board of Governors. Student groups may create their own logo as long as the name of their student group appears prominently on the product. Student groups may also use the trademarks of the university as long as they follow the standards outlined in the Rutgers Visual Identity System. Contact the Office of Trademark Licensing for assistance.
21. I think my center, department, etc. needs a distinctive logo. How can I request an exemption from the Rutgers visual identity policy?
    See the Visual Identity FAQ.
22. I see my colleague’s program, center, project isn’t using a Rutgers logo. How come they aren’t complying with the visual identity policy, but I have to?
    See the Visual Identity FAQ.
23. When should I add the registered trademark symbol ® to my materials or products when using Rutgers trademarks?
    Registered trademark or trademark symbols (® or ™) do not need to be included on marketing and communications materials. The ® symbol is required on certain classes of merchandise including most apparel and headwear. All other products require a ™ notification. Contact the Office of Trademark Licensing for guidance on the proper application of trademark symbols on specific merchandise.

1. How can I download a signature file?
2. Why can’t I make my own signature?
3. Who decides if a program, department, or initiative can have a signature?
4. Who do I contact for further assistance with ordering promotional items or using Rutgers Visual Identity System?
5. Can I create my own logo?
6. I think my center, department, program, etc. needs a distinctive logo. How can I request an exemption from the Rutgers visual identity policy?
7. I see my colleague’s program, center, project isn’t using a Rutgers logo. How come they aren’t complying with the visual identity policy but I have to?
8. Why do I need to be concerned with Rutgers’ trademarks when buying T-shirts, mugs, and other promotional items?
9. When ordering merchandise, does the registration mark ® need to be included on merchandise?
10. Can I use the official Rutgers seal for my promotion?
11. How do I order stationery items such as business cards, letterhead, envelopes, etc. for my department?
12. How do I get access to the fonts in the Rutgers Visual Identity System?

1. How can I download a signature file?
   Visit the signature generator to search for an existing signature or to request a signature for your center, institute, administrative office, or other university unit. Each package includes EPS and PNG files, an email signature, as well as a Read Me PDF. Learn how to use the Rutgers Visual Identity System.
2. Why can’t I make my own signature?
   The signature files are developed to ensure consistency of the visual identity system elements. Placement of the text and using the correct font and text size are key factors when creating signatures. The signature generator does all the work for you, so there is no need to create your own signature.
3. Who decides if a program, department, or initiative can have a signature?
   Once you request a signature through the signature generator, the request will be sent to the unit's local approver for review.
4. Who do I contact for further assistance with ordering promotional items or using Rutgers Visual Identity System?
   For further assistance, contact the Office of Trademark Licensing.
5. Can I create my own logo?
   No. University departments may not create distinctive logos, per the Board of Governors. Student groups may create their own logo as long as the name of their student group appears prominently on the product. Student groups may also use the trademarks of the university as long as they follow the standards outlined in the Rutgers Visual Identity System. Contact the Office of Trademark Licensing for assistance.
6. I think my center, department, program, etc. needs a distinctive logo. How can I request an exemption from the Rutgers visual identity policy?
   Rutgers permits very few exemptions from the visual identity policy. Typical exemptions are requirements related to grant-funded programs or projects with many stakeholders alongside Rutgers. You may contact the Office of Trademark Licensing to find out the criteria for an exemption and the next steps for requesting one. Consider requesting a Rutgers signature for your department or program.
7. I see my colleague’s program, center, project isn’t using a Rutgers logo. How come they aren’t complying with the visual identity policy but I have to?
   Don’t assume that programs you see with different logos have gotten special permission. The visual identity team does our very best to ensure compliance with the visual identity policy. However, Rutgers is a large and ever-changing institution. If you see a mark that you believe is outside the visual identity, please contact the Office of Trademark Licensing  and we will follow up. 
8. Why do I need to be concerned with Rutgers’ trademarks when buying T-shirts, mugs, and other promotional items?
   In order to protect the Rutgers name and avoid liability issues, all items with Rutgers’ trademarks, from a pen with the words "Go Rutgers" to a T-shirt with the name of a Rutgers student club, must be purchased from a company that is authorized to sell merchandise with the Rutgers name. Review the Branded Apparel and Swag page before making your purchase.
9. When ordering merchandise, does the registration mark ® need to be included on merchandise?
   Any time you use the federally registered trademarks of the university on merchandise, it must include the registration mark ®. This includes the word Rutgers, Rutgers R, and scarlet knights text or logo. A "TM" would be used after Scarlet Raiders and Scarlet Raptors.
10. Can I use the official Rutgers seal for my promotion?
    No. The university seal has a very limited use on official university documents, such as contracts and deeds. It may also be used on commencement-related items, such as academic diplomas, program certificates, as well as convocation and diploma covers. Permission is required to use the seal on commencement-related products. Contact the Office of Trademark Licensing to request permission.
11. How do I order stationery items such as business cards, letterhead, envelopes, etc. for my department?
    Departments purchasing stationery may do so electronically through RU MarketPlace. Look for the punch-out for Dupli. If you do not have access to RU MarketPlace, you will need to contact your business manager for assistance. Students and student groups may contact the Office of Trademark Licensing for assistance with ordering business cards.
12. How do I get access to the fonts in the Rutgers Visual Identity System?
    The FF Meta Pro font family makes up the elements of the Rutgers signature text. This sans serif font family comprises over 60 fonts. Select fonts from Meta Pro are used in the Rutgers R identity signatures.The font is not required for any other use at Rutgers. 
    - Rutgers employees can access FF Meta Pro from Adobe Fonts.
    - Alumni groups, student groups, and outside vendors who do not have access to Adobe Creative Cloud, may purchase FF Meta Pro from MyFonts.

1. Why should I use the ACE program?
2. Do I have to use the ACE program for marketing communications projects?
3. What is UCM’s role with my project if I use an ACE supplier?
4. How is using this program different from working with any supplier I choose independently?
5. Are the ACE suppliers suited for both large and small projects?
6. If an ACE supplier creates/plans for advertisements, do we still need to go through Ad Review?
7. How were the suppliers in the ACE program selected?
8. How do I know what suppliers are in the ACE program?
9. How do I contact the ACE suppliers?
10. How do I know which vendor is contracted for which service?
11. What do I need to do to retain an ACE supplier for my project?
12. Are there additional requirements for projects that involve PHI and/or PII?
13. How Can I be sure I keep my website project costs down by taking advantage of the RCCL?
14. If I use an ACE vendor for my marketing communications project, what procurement paperwork can I skip and what do I still need?

1. Why should I use the ACE program?
   Access to Communications (and marketing) Experts, or ACE, gives communicators a direct link to Rutgers-ready suppliers who have contracts in place with the university. ACE suppliers have also been trained on Rutgers brand assets and on the university’s communications and procurement policies.
2. Do I have to use the ACE program for marketing communications projects?
   Using an ACE firm is not required, but is strongly recommended.
3. What is UCM’s role with my project if I use an ACE supplier?
   UCM is available to work with you for as much or as little support as you need. Consider using UCM as a resource as you develop your Request for Quote, evaluate your ACE supplier quotes, develop your Statement of Work, and manage your project deliverables. UCM will also be contacting you after your project with an ACE supplier is complete to find out if your project goals were met and get your feedback on using the ACE program. Note that UCM is also available for consultation on marketing communications projects that are outside the scope of the ACE program. 
4. How is using this program different from working with any supplier I choose independently?
   If you choose to use a supplier that is not contracted through ACE, you will be responsible for establishing the rates, obtaining all the contract details, and ensuring that brand standards are met.
5. Are the ACE suppliers suited for both large and small projects?
   Yes. The ACE suppliers range from large multifaceted marketing agencies to independent freelancers—and offer everything in between.
6. If an ACE supplier creates/plans for advertisements, do we still need to go through Ad Review?
   Yes. Ad Review is still required, and ACE suppliers will be trained on this policy and process as part of their Rutgers brand training.
7. How were the suppliers in the ACE program selected?
   At the end of each contract period, an RFP for the 10 ACE categories of marketing communications services was issued and all responses were evaluated by a universitywide review committee.
8. How do I know what suppliers are in the ACE program?
   Find a complete list of suppliers on the ACE program page. A university NetID is needed to access this list.
9. How do I contact the ACE suppliers?
   Contact information for the ACE suppliers is contained in the ACE supplier list.
10. How do I know which vendor is contracted for which service?
    The ACE supplier list contains details about which supplier is contracted for which type of service.
11. What do I need to do to retain an ACE supplier for my project?
    You will need to complete a Statement of Work form and submit a service request in RU Marketplace through myRutgers. Once you have received your purchase order (PO) number, you can begin working with your ACE supplier.
12. Are there additional requirements for projects involving PHI and/or PII?
    Yes--in cases where protected health information (PHI), electronic protected health information (ePHI), electronic health records (EHR) or FERPA records are involved, a Certificate of Insurance with not less than $1,000,000 Cyber/Privacy Liability Insurance and not less than $5,000,000 for liability damages is required. A signed and completed Business Associate Agreement is also required.
13. How can I be sure I keep my website project costs down by taking advantage of the RCCL?
    Make sure you share your website project Scope of Work with University Communications and Marketing by emailing your SOW to contactus@ucm.rutgers.edu. Our web team will assess your SOW to make sure your project takes advantage of all that the RCCL has to offer, giving you the website you need at a lower cost. Use the RCCL Project Request for Quote Guide to develop your statement.
14. If I use an ACE vendor for my marketing communications project, what procurement paperwork can I skip and what do I still need? 
    You can skip: W9, Payment Works setup, ICED, Waiver of Bid if under $250,000 and BAA. You still need: An SOW and multiple bids if over $250,000.

1. How do I become an ACE supplier?
2. I missed the initial RFP for this program, now what?
3. When can I start working with a Rutgers department?
4. How will Rutgers departments know I am part of ACE?
5. Can I reach out to departments directly?
6. What if I am already working on a project with Rutgers?
7. How will the details of my engagement terms with Rutgers be shared?
8. How do I bid for projects?
9. How should I submit an invoice?

1. How do I become an ACE supplier?
   For new suppliers interested in being considered for a service agreement under the ACE program, please fill out the ACE Supplier Consideration Form.
2. I missed the initial RFP for this program, now what?
   The list of suppliers who have expressed interested in the ACE program, through this online form, will be reviewed periodically. If there is an opportunity to become an ACE supplier in the future, you may be contacted.
3. When can I start working with a Rutgers department?
   Work can begin once a purchase order (PO) number has been issued.
4. How will Rutgers departments know I am part of ACE?
   The ACE program will be communicated to the university community at regular intervals. As part of these communications, we will share access to the ACE supplier list, which contains all the details for the contracted suppliers.
5. Can I reach out to departments directly?
   Yes, ACE suppliers may contact departments directly.
6. What if I am already working on a project with Rutgers?
   All projects with an active purchase order (PO) should continue as planned.
7. How will the details of my engagement terms with Rutgers be shared?
   The ACE supplier list available to the Rutgers community contains the firms' contact details, contracted services, and related not-to-exceed rates.
8. How do I bid for projects?
   Rutgers departments will contact suppliers directly and share a Request for Quote form when they have a need to work with an ACE supplier.
9. How should I submit an invoice?
   All invoices must adhere to the rates established as part of the ACE service agreement and must include the PO number related to the project being billed for. ACE supliers uploads invoice(s), with PO number, to the Jaggaer Portal.

Go to ACE Program page

1. Can I just download an image from a website or copy one that I see in a publication to use in my own brochure or website?
2. How do I get permission to use an image?
3. Are there other considerations if I get an image off the web?
4. Does Rutgers have a license with a commercial stock photography site?
5. Is original photography expensive?
6. Who owns the image I pay a photographer to take?
7. What is public domain?
8. How do I request permission to film/photograph on Rutgers property for a commercial or documentary project?
9. Whom do I contact with questions about filming on Rutgers property?
10. Are there location fees required to film at Rutgers? 
11. Is insurance required to film at Rutgers? 
12. Are there any restrictions to filming at Rutgers?  

1. Can I just download an image from a website or copy one that I see in a publication to use in my own brochure or website?
   No. Using images without permission from the photographer or owner of the photographs is illegal. Copyright laws protect images in the Rutgers Digital Asset Library, Special Collections and University Archives, and any image in a Rutgers publication.
2. How do I get permission to use an image?
   In the case of photographs in the Rutgers Digital Asset Library, you may use those images unless otherwise noted. Images and videos in the digital library are released for use in Rutgers communications only and may not be distributed or repurposed without permission. Any use for news media, commercial purposes, or paid advertising requires written permission. For questions and usage permission, contact Jane Hart, Creative Services Photo Archivist, 848-445-1920. For other images, please contact the source from which the image was obtained.
3. Are there other considerations if I get an image off the web?
   Yes. Images on the web are low resolution and will not reproduce well in printed publications and look quite grainy if enlarged.  Remember, photos on the web are protected by copyright law. There could be legal ramifications if you take an image from someone else’s site.
4. Does Rutgers have a license with a commercial stock photography site?
   Rutgers employees have access to Adobe Stock, however, there are many general images and iconic Rutgers locations and buildings in the Rutgers Digital Asset Library that may work for your “stock” image needs. Try to use Rutgers images when possible, and avoid using stock images to represent Rutgers people or places.
5. Is original photography expensive?
   Rates will depend on the project and how many photos are to be taken. You also will usually be charged for the computer time a photographer uses to download, edit, and prepare digital files for your use, equipment including lighting, an assistant, and other expenses. For Rutgers units seeking to hire a photographer, the ACE (Access to Communications (and marketing) Experts) program provides easy access to suppliers, including photographers, who have master service agreements in place with the university and have been trained on Rutgers brand standards and on the university’s communications and procurement policies.
6. Who owns the image I pay a photographer to take?
   Photographers, by copyright law, own the images except if they are working as regular salaried employees or if they relinquish or sell their ownership rights to another party. Generally, Rutgers purchasing paperwork stipulates that Rutgers owns the images of a hired photographer; however, be sure to verify this provision of the usage rights directly with the photographer.
7. What is public domain?
   A public domain work is a creative work that is not protected by copyright and which may be freely used by everyone at little or no charge. The reasons that the work is not protected include: (1) the term of copyright for the work has expired; (2) the author failed to satisfy statutory formalities to perfect the copyright; or (3) the work is a work of the U.S. government. Search the internet for “public domain photos” and you will find a multitude of public domain photo resources. U.S. Government Photos and Images is an official federal government resource for finding public domain images from such entities as NASA, the White House, the Library of Congress, the National Park Service, and many more.
8. How do I request permission to film/photograph on Rutgers property for a commercial or documentary project? 
   Advance permission must be obtained to film at any Rutgers location. Access to and use of university venues will be coordinated by the Rutgers location coordinator designated for each campus. Scouting visits must be pre-arranged by a Rutgers location coordinator.
9. Whom do I contact with questions about filming on Rutgers property?
   There are location coordinators designated for each Rutgers campus. Do not contact the facility directly.
10. Are there location fees required to film at Rutgers?
    Yes. Location fees are determined based on the type of production (motion picture, television commercial, still photography, documentary), and the numbers of hours required for filming. Additional fees for facility rentals, parking, security, staffing, technical assistance, etc. may apply and will be determined on a case-by-case basis. 
11. Is insurance required to film at Rutgers? 
    Yes. The production company must provide to Rutgers a comprehensive general liability insurance certificate with a combined single limit of at least $2 million for personal injury and property damage that names Rutgers as an additional insured. More insurance may be required depending on the scope and duration of the production.
12. Are there any restrictions to filming at Rutgers?
    Yes. Rutgers, The State University of New Jersey, may not be identified without expressed written permission. Photography is also restricted in certain areas of campus. Contact the designated location coordinator for details.