External Use of Name and Insignia: FAQ

Using Vanderbilt University's Name and Insignia in Public Engagements and Communications

Q1: What constitutes an endorsement?

The use of Vanderbilt University's name or logo to promote, sell, market, or endorse a commercial product or venture constitutes an endorsement. It's important to know that direct and indirect endorsements are prohibited by the university.

A direct endorsement is when our name or logo is explicitly used to show our support for a specific product, service, or business. An indirect endorsement is when our name or logo is used in a way that implies a positive connection with an external entity, even if not explicitly stated. This covers situations where our identity is used in statements, websites, materials, emails, or activities that could suggest endorsement.

Q2: How does the Conflict-of-Interest Policy relate to endorsements?

Vanderbilt University's Conflict of Interest (COI) Policy detailed in Article II, Section D explicitly prohibits the use of Vanderbilt's name or logo to endorse external entities.

From policy:

Conduct constituting the misappropriation or unauthorized use of University assets in connection with any external activity is prohibited (including implying sponsorship or endorsement by the University or otherwise trading on the reputation or goodwill of the University). Mere identification of the University as one’s employer and of one’s position at the University is permitted, provided that such identification is not used to imply University sponsorship or endorsement.

 

The Conflict of Interest (COI) policy not only covers the explicit use of the University's name and logos but also extends to situations where individuals, whether intentionally or unintentionally, leverage their connection to the University for personal gain or to give the impression of University sponsorship or endorsement. This is to ensure that the reputation and goodwill of Vanderbilt University are protected and that external activities of its members align with the University's values and guidelines.

For instance, if an employee or professor speaks at an external event solely because of their affiliation with Vanderbilt University, even if they only mention "Vanderbilt" in their title or position, this could potentially raise concerns under the COI policy if the intention is personal gain or benefit.

Q3: Are there any exceptions to the endorsement prohibition?

Exceptions to the endorsement prohibition can be granted in rare cases, but they necessitate approval from the Office of General Counsel. In specific situations where endorsements align with the university's mission, they may be permitted for products or services. The evaluation of such endorsements is conducted by the Office of General Counsel, and recommendations are offered by Communications and Marketing. If an exception is granted, the establishment of a formal written agreement outlining the endorsement's terms, conditions, and duration is required.

Q4: How should Vanderbilt University staff approach events outside of the university or engagements involving third parties?

During external engagements, Vanderbilt University staff are encouraged to share their expertise and insights while maintaining a stance of neutrality and impartiality. It's recommended to use "statements of fact" to convey information, avoiding any undertones of promotion or bias that can imply endorsement.

Q5: How should staff handle personal opinions during external engagements?

Presentations in external settings should prioritize delivering factual statements, avoiding any inclusion of personal opinions that could be interpreted as endorsements. Employees presenting or communicating in official capacities should exercise caution when expressing personal opinions and should refrain from doing so whenever feasible. In instances where expressing an opinion becomes unavoidable, such as during a Q&A session, employees should explicitly clarify that any opinions they express are personal and do not represent the official stance of the university.

Q6: Why is it advised to use "Vanderbilt University" in text, without the logo, for speaker identification in chyrons?

Choosing to use "Vanderbilt University" exclusively in text format for speaker identification minimizes distractions, enhancing a more neutral engagement approach and enabling information delivery without bias. Adding a logo to the chyron (text graphic at the bottom of the video) could unnecessarily complicate the visuals and might misrepresent the relationship between the university and the external party.

Q7: Can suppliers mention the university as a client?

Yes, suppliers can mention the university as a client, but it is imperative that the university is not the exclusive client being referenced. Additionally, when including Vanderbilt’s name, it should be in text form only, devoid of logos. Furthermore, any representations of university members in these references necessitate their explicit consent.

Q8: Are there specific guidelines for customer references?

External companies are permitted to accurately depict their relationship with the university, but it's crucial to avoid any language that could suggest endorsement. Specifically, suppliers can identify the university as a client and showcase their work. However, there are specific prerequisites that must be met, including securing the necessary permissions and adhering to the conditions outlined by the university. 

Q9: Can you provide examples of permissible and impermissible language for customer references?

Certainly. Permissible language includes factual statements like "Professor A's lab employs product X for ABC." Impermissible language includes expressions like "Product X is a wonderful product" or “Company A was easy to work with”. 

Q10: How do external entities go about using the university's name and logo in case studies, marketing materials, etc.?

Non-university entities, including non-profits and other universities, must seek approval from Communications and Marketing before incorporating Vanderbilt's name and logo in publications, case studies, press releases, or other documents. Vanderbilt’s name and logo can only be used for officially authorized case studies or documents, requiring submission for review before publication to ensure appropriate representation and alignment with the university’s brand guidelines.