Policy Owner: Office of Marketing
Contact Information: marketing@tianjinjuilliard.edu.cn
Applies to: All members of the Tianjin Juilliard community, including faculty, staff, students, student organizations, alumni, guest artists, collaborators.
Issue Date: August 13, 2026
I. Purpose and General Policy
The Juilliard School is considered one of the most prestigious and highly-regarded performing arts institutions in the world. Tianjin Juilliard builds on Juilliard’s renowned traditions of music performance and pedagogy, and serves as a catalyst to educate, connect communities, bridge cultures, and positively impact China and beyond. To ensure Juilliard’s continued success, it is important to preserve and protect Juilliard’s and Tianjin Juilliard’s reputation and brand, as embodied in its name, logos and trademarks (together, “Juilliard Marks”). Except for use in the regular course of business at Tianjin Juilliard or for purposes of identification, as specified below, all uses of Juilliard’s and Tianjin Juilliard’s name and logos must be specifically authorized.
The official full English name of the School is "The Tianjin Juilliard School." The article "The" is part of the official name and must be capitalized when the full name is used. "Tianjin Juilliard" is the approved short form and may be used where appropriate. Except for limited internal communications, where "TJS" may be used as an informal abbreviation, external communications and formal publications, events, and occasions must use either the official full name or the approved short form, "Tianjin Juilliard."
II. Permitted Uses of Juilliard’s Marks
Use | When Allowed | Authorizing Entity |
Advertising and promotional uses | Only when authorized in writing | Office of Communications and Marketing |
Names of publications (i.e. books, newsletters) | Only when authorized in writing | Office of Communications and Marketing |
Name of new products, services, events or marketing materials | Only when authorized in writing | Office of Marketing or Office of Communications |
Routine Uses for School Business | When business needs dictate, only to the extent necessary | Division or department head |
Identification | When used as a factual reference, in a manner that does not imply Juilliard or Tianjin Juilliard endorsement; for example, sharing employment or education history | Individual |
All permitted use of Juilliard’s Marks must conform to Tianjin Juilliard’s brand guidelines and the Marks may not be altered in anyway without prior authorization. A current copy of the brand guidelines and instructions for proper use of Juilliard Marks can be obtained from the Office of Marketing at Marketing@tianjinjuilliard.edu.cn.
The Office of Marketing is responsible for developing, approving, and managing Tianjin Juilliard's visual identity system, including official logos and other brand assets. Departments, divisions, offices, programs, centers, student organizations, and other School-affiliated entities may not create or commission their own logos or visual identities using Tianjin Juilliard Marks without prior written approval from the Office of Marketing.
III. Prohibited Uses of Juilliard’s Marks
The following uses of Juilliard’s Marks are prohibited:
1. Use of Juilliard’s Marks in any way that may suggest, imply or indicate Juilliard or Tianjin Juilliard’s endorsement of personal views and/or activities, or Juilliard or Tianjin Juilliard’s association with any third-party activity, event, policy, product or service.
2. Use of Juilliard’s Marks in any way that may discriminate or imply discrimination against any person or group based on age, belief, color, creed, disability, national origin, race, religion, sex or sexual orientation.
3. Use of Juilliard’s Marks for purposes of harassment, intimidation, bullying, defamation or any other unlawful conduct.
4. Use or Juilliard’s Marks in personal usernames, webpages, email addresses, social media handles or other names, particularly if such use creates an appearance of Juilliard’s and/or Tianjin Juilliard’s affiliation with, or endorsement of, a corresponding social media account or website.
5. Creating, modifying, recreating, or using unofficial logos, seals, visual identities, or graphic marks for any Tianjin Juilliard division, department, office, program, center, institute, student organization, committee, initiative, or other unit. All official logos and visual identity assets must be developed, approved, and managed by the Office of Marketing in accordance with Tianjin Juilliard's brand guidelines.