Trademarks & Licensing

UNM's marks and the reputation they represent are important assets to the University. It is important to protect and promote these marks through trademark licensing programs. The names, initials, logos, and graphics associated with The University of New Mexico are all trademarks belonging to UNM. By law, these trademarks cannot be used commercially without the Licensing Director's permission. Violation of this law is a misdemeanor.


The widespread use of the UNM mark on letterhead, signs, brochures, and products broadens and enhances the image of our school. It also serves as a subtle form of advertising. People wearing T-shirts supporting UNM programs advertise the school—they are like walking billboards. To protect UNM's good name and prestige, its trademarks must be used properly.


UNM licenses the use of its marks to specific manufacturers, thereby controlling who uses them and for what purpose. Through licensing agreements, UNM ensures that only approved representations of UNM's marks appear before the public. Maintaining a consistent, recognizable image on quality products reinforces UNM's image of excellence, thereby adding value not only to retail products but to all services and products of the University.

For assistance or referral, please contact:
Ethan Rule
Director of University Marketing
UNM’s Trademarks & Licensing Administrator

To inquire about becoming a licensed vendor, visit the Affinity Licensing website.

Carolyn Dale
Director of Strategic Partnerships
Affinity Licensing
760.860.4005 ext. 150

Licensed Vendors

A full list of licensed vendors is available on the Affinity Licensing clients list.

Licensed Promotional Item Vendors

Several local and national companies are licensed to produce "internal items" or promotional items, giveaways and uniforms for University departments. You can find that list and promotional item ordering tips here

Face Masks

For departments:

We have received an increased number of requests for face masks printed with University logos. 

Please note that speed and safety is a higher priority than branding. If there is an immediate need for face masks, we advise that departments opt for unbranded masks first. An unbranded mask option is available now through Safety & Risk Services:

For UNM departments looking to purchase face masks from a licensed vendor, please be sure to verify your vendor carries the a licensing that includes the face mask category. This product category requires insurance of $2M or higher, which is not required for most other promotional items.

We strongly recommend reviewing product samples prior to purchasing to be sure the quality meets expectations that represent the University's emphasis on health and safety.

The following vendors are licensed for the Face Protection category.


For licensees:

UNM licensed vendors who carry the elevated insurance can request to add the face masks product category to their license. Licensed vendors who would like to add the elevated insurance and product category, or an unlicensed vendor who would like to apply for a new license with UNM, must contact Affinity Licensing. New licensees’ applications may take six to eight weeks to process.

Licensees requesting this product category will be required to supply a product sample to Ethan Rule,, University Licensing Administrator. 

Licensed Item Restrictions

Certain products have been restricted and may only be produced by one or a few vendors because of University procurement contracts. Here are some of the licensed and unlicensed items that must be ordered through specific vendors.

UNM's Trademarked Phrases

The University of New Mexico®


New Mexico™


The Pit®

Cherry and Silver ™

Be a Lobo™

Everyone's a Lobo ™

Mile High and Louder Than...™

Lobo for Life™

We Are New Mexico®