Brand Guidelines

SMU Brand Guidelines

Service Marks, Trademarks and Register Marks

A service mark symbol, indicated by SM, typically appears with the SMU icon when the icon is used on marketing materials. A service mark is any word, name, symbol, device or combination used to identify and distinguish the services of one provider from services provided by others, and to indicate the source of the services. A service mark differs from a register mark and trademark.

A trademark symbol, indicated by ™, typically appears with the SMU icon on products such as mugs, bags, bottles, etc. A trademark includes any word, name, symbol or device used in commerce to identify and distinguish the goods of one manufacturer or seller from goods manufactured or sold by others, and to indicate the source of the goods. In short, a trademark is a brand name.

A register mark is a trademark that is registered with a government authority. It is indicated by the symbol ®. The running mustang icon is a registered trademark and should be identified with the ® symbol. A register mark is a word, symbol or phrase used to identify an organization's product and differentiate it from other organizations' products.