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5 J. Legal Aspects Sport 28 (1995)
The Economic Impact of Licensing Logos, Emblems and Mascots

handle is hein.journals/jlas5 and id is 34 raw text is: Journal of Legal Aspects of Sport, 5(1), 1995, 28-34 The Economic Impact of Licensing Logos, Emblems and Mascots Ruth H. Alexander University of Florida Gainesville, Florida The history of emblems, logos, and mascots extend to early intercollegiate football competition with the Ivy League schools choosing such ever popular mascots as the famous Yale Bulldog, known as Handsome Dan, the Brown University Bruin and the Princeton Tiger. As other public and private universities were established, these institutional mascots became well recognized symbols of their schools, such as the Wisconsin Badger, the University of Florida Gator, the Florida State Seminole, the Duke Blue Devil, the Virginia Cavalier, the Trinity College Bantam and others. Other symbols or marks also became representative of an institution such as the '' for the University of Tennessee and yet another T for the University of Texas. The state is also recognized for the University of Florida and the S for St. Lawrence University. Some schools are referred to as colors like the Big Red of Cornell University or the Crimson Tide of the University of Alabama. All these marks have become very recognizable with whom they represent, whether the'T' forTexas or Tennessee, or the Bulldogs of Yale, Georgia or Mississippi State. The public has learned to quickly identify these precious mascots and symbols of a given institution. Logos, emblems and mascots are traditional symbols of institutionalized sports in America. Whether these represent professional, collegiate or high school teams, the importance of the identity established by these marks with the organization they represent has increased in the last decade and more specifically, the last five years economically. Even though many of these symbols are more than a century old, not until the legal battles of the National Football League in the late 1970s and the University of Pittsburg, Texas A & M University and the United States Olympic Committee in the early 1980s, did the economic impact become significantly realized. The increased income generated by the licensing of these marks suddenly became staggering. The courts' decisions in these litigations concerning the use of these trademarks, or marks, have become extremely important due to the corre- sponding economic impact. The Federal Trademark Act of 1946 (Wong, 1988, p. 512) also known as the Lanham Act, controls the law of trademark registration and the remedies for infringement of registered trademarks. A trademark is defined as ...any word,

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