For universities, having a distinct and recognizable logo is integral to the development of their identities. To attract prospective students, dedicated sports fans, and potential investors, the logo should be immediately recognizable and subconsciously associated with the university. For Baylor University, the use of an interlocked “BU” has become a staple of school imagery, featured on apparel and in logos and advertising. However, Boston University, bearing the same abbreviated initials, has been using a strikingly similar logo in recent years. As a Baylor graduate myself, I can attest to the importance of this logo as a piece of Baylor’s identity and rich history. In this article I will break down the details of the legal dispute and speculate on the outcome of the case.

Baylor’s rightful use of the interlocked “BU” logo can be traced back to at least 1987, when it was registered as a trademark, but likely goes back as far as 1912 as per the university’s claims. When Baylor filed for trademark protection of this logo, it was initially opposed by Boston University, necessitating the need for a mutual agreement between the two schools. It was decided that Boston University would only use their initials side-by-side and not in an interlocked fashion. However, in 2018 Baylor states that the interlocked logo was being sold on Boston University merchandise at one of their campus stores. In 2021, Baylor requested the cessation of the logo’s use but was not met with compliance. Instead, the logo has become more frequently used and can be seen featured on many various items on Boston University’s website. According to Baylor, the logo can also be found within use in club sports at Boston University. The lawsuit, filed by Baylor on August 8th, primarily seeks to destroy any goods or materials using the interlocking “BU” logo and permanently prevent the use of this logo by Boston University. Any use of the initials “BU” on other stylized logos remains unproblematic.

Given the long and documented history of Baylor’s use of this logo, it is likely that the court will rule in their favor. Providing evidence of the logo’s use in 1912 would easily prove Baylor was the first to use the interlocking logo, awarding them the right of first use. Even though the logo was not trademarked until 1987, demonstrating first use of the logo awards Baylor rightful ownership, with the trademark registration serving as further legal protection. The extensive use of the logo will also help build evidence for the case. Many students and alumni, including myself, can easily recount seeing the logo on apparel, advertising and recruitment materials, and plaques and signage. The interlocked “BU” logo is central to Baylor’s identity and immediately conjures thoughts of the school to anyone remotely familiar with Baylor’s brand upon seeing it. It is important to maintain this association, as Boston University’s unauthorized usage of the logo dilutes its identity and causes confusion among prospective students and business associates. When seeing the logo under these circumstances, it becomes less clear and recognizable as to which school is being referenced. This is not only damaging to Baylor’s brand, but arguably to Boston University’s as well.

This situation demonstrates the importance of monitoring your intellectual property for potential infringement. Even with the proper protections, others may still seek to copy or imitate your brand, necessitating legal intervention. Protecting your intellectual property is an active and ongoing process, meaning that it is always helpful to seek legal counsel or support from an IP attorney in these situations. At Mindful Counsel, we don’t just help build your brand, we help monitor and protect it too. For all your intellectual property concerns, we are ready and eager to assist.

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