National Park Service Announcement

National Park Service
U.S. Department of the Interior
Centennial Office
Washington, D.C.
National Park Service Announcement
Release Date: August 25, 2014
National Park Service Centennial Logo Retail Licensing Program Launch
Park partners invited to license NPS Centennial Logo for retail products
In commemoration of the 2016 centennial, the National Park Service is launching a new
centennial logo for use on retail products such as clothing, souvenirs, outdoor gear, and
educational items. The licensing program will be open to both park partner retailers
(concessioners, cooperating associations, and friends groups with on-line stores) and out-of-park
retailers and manufacturers. The licensing program is one part of the broader centennial
celebration which will also include special events and programs, and a public engagement
campaign (Find Your Park) that will promote the National Park Service using all forms of media.
The licensing program is an exciting way for park partner retailers to voluntarily participate in
the centennial campaign and help park visitors to show their support for the centennial and the
Park Service.
Key Information
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The development of the licensing program incorporated feedback and recommendations from
a number of concessioner, cooperating association, and friends group partners. The
information collected was invaluable in helping design a practical and effective program.
The National Park Foundation (NPF) is implementing the licensing program in collaboration
with the National Park Service. NPF has contracted with the licensing management company
M Style to manage the program.
The first phase of the program begins today with NPF’s launch of a licensing webpage. The
webpage serves as the central point of information about the program and registration point
for potential licensees. At program launch, the process for entering into a licensing
agreement with NPF will commence and extend through the centennial campaign. Click here
to download a brochure about the program. To learn more about the program and contact M
Style, please visit: http://nationalparks.org/centennial/licensing.
During the second phase of the program, scheduled to begin in the fall of 2014, the webpage
will include a virtual catalog offering both retail items to the public and standard, predesigned centennial products to retailers. Additionally, logo treatments and templates for
integrating park-specific words and imagery will be released as part of a comprehensive logo
style guide.
The centennial logo licensing fee is 4.25% on retail sales for park partner retail licensees.
This low fee was chosen to cover administrative costs of the program and encourage
participation. M Style will have responsibility for monitoring and collecting fees from
licensees. This process will be separate from existing National Park Service procedures for
monitoring and collecting franchise fees and educational partner donations. Out-of-park retail
partners will pay a higher royalty fee to license the logo.
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The licensing program will not change existing park review processes. Centennial logo
products must be consistent with the operating plan and merchandise plan for a concession
contract or scope of sales and interpretive requirements for a cooperating association,
respectively. Park staff will continue their role in on-the-ground review of products
appropriate for sale in the park.
Centennial logo product must also be consistent with the licensing approval process and the
centennial logo brand guidelines.
Retail pricing of centennial items will be based on competitive market pricing by the retailer.
While reflecting the fees and administrative costs of the program, they should be competitive
to encourage visitors to buy centennial items and participate in the centennial celebration.
For more information, visit: www.nationalpark.org/centennial/licensing
Click here to download a brochure about the program.
Points of Contact
Centennial Office: Donald Leadbetter, Partnership Coordinator 202-208-2316,
[email protected]
M Style: [email protected]
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