FSU, Bradenton school vie over Seminole logos

Call this the latest version of the Seminole Wars.

Florida State University wants to put the tomahawk chop on Southeast High School's logo and nickname.

An attorney representing Collegiate Licensing Co. has asked the school to stop using the nicknames "Seminoles" and "Noles'' and the university's logos such as the Indian head and the spear.

Southeast's athletic teams - including those that have won state titles in football and basketball - have been known as the Seminoles throughout the school's 51 years. They've been using images similar to the FSU ones the last three decades, and no one from Tallahassee ever threw a flaming spear at them.

Many other schools in the Tampa Bay area have logos that are similar to college or professional teams. The Freedom High Patriots have a logo that looks just like New England's of the National Football League; the Lennard High School Longhorns' emblem resembles that of the University of Texas.

Students and athletes at Southeast High say they grew up wanting to be Seminoles - because of the high school, not the university. They say they can't imagine having to give up their longstanding traditions.

"People who have grown up around here, they have been Seminoles all their lives,'' said Matt Fenske, a senior who plays three sports at the high school. "I never thought in my wildest dreams that Florida State would come after us and try to take our logo away from us.''

Manatee County School District officials say it would cost tens of thousands of dollars - perhaps more than $100,000 - to remove such images from jerseys, hats, signage, stationery and other items.

After all, the images are everywhere. On school walls, the middle of the basketball court, even on hurdles on the track.

District officials say they're not going to give them up without a fight.

"Our goal is to continue our great relationship with Florida State University and continue the use of those marks,'' said John Bowen, the attorney for the district's school board. "We don't want to get in a legal battle with anybody.''

Bowen is now negotiating with Collegiate Licensing, which sent the Aug. 16 letter to the school urging the facility to phase out the use of the Seminole images.

"We haven't gotten to the point where we will draw a line in the sand," Bowen said. "We're not looking for a fight."

FSU officials said they were continuing to study the issues surrounding the dispute.

"We are looking forward to working with Southeast to reach a mutually agreeable plan regarding the use of Seminole marks and logos,'' said Liz Maryanski, interim vice president for university relations.

Southeast uses a replica of FSU's spear logo on the football team's helmets, and its website features FSU's "Seminole warrior" mascot insignia. Bowen, himself a University of Florida graduate, pointed out that Southeast's school colors are orange and blue, not garnet and gold, so there should be no confusion.

That is but one factor that does not sit in FSU's favor in this legal tussle, said Dineen Wasylik, a trademark attorney in Tampa.

Another issue that might not play well in court, Wasylik said, would be the fact that FSU has waited so long in making any protest. She said that trademark owners have a strong defense if they police their marks efficiently and consistently.

"As a lawyer, I would have a field day if I was representing the school board on that,'' she said of the three-decade gap in making a stink about the trademark infringement. "It's really hard to make a claim when you have been working side by side for 30 or 50 years.''

According to the company website, Collegiate Licensing Co. assists collegiate institutions in protecting, managing and developing brands. The company represents several other universities, including Florida, South Florida, Florida A&M and Central Florida, as well as athletic conferences and the NCAA.

The company reportedly has sent similar requests to other high schools on behalf of its clients.

According to FSU's website, all usage of trademarks, symbols, imagery or other insignia must be approved by the university's Office of Trademark Licensing. The office manages the school's intellectual property rights and protects and promotes its image. FSU's website refers those seeking licenses for using the Seminole brand to Collegiate Licensing's website.

The links between the two schools have been strong for years.

Bobby Bowden, FSU's former football coach, has visited Southeast. Southeast graduate Peter Warrick is about to enter FSU's Athletics Hall of Fame. Southeast's band played at halftime of the 1997 Sugar Bowl between FSU and Florida, which decided the national championship - which Bowen pointed out the Gators won.

Football Coach Paul Maechtle, who has been at the school for 35 years, said he hopes the Seminoles name will be allowed to remain.

After all, he said, the team asked for permission to practice on FSU's field in 1988 when the team was playing for the state football championship. The college OK'd the request, and even allowed the team to have dinner in the team's dining hall.

"I think the concept of the Seminoles is a deep-rooted feeling here just like it is at Florida State,'' Maechtle said. "We'd like to keep that going as long as we can within all of the legal parameters.''

Julie Billy, a soccer player and the vice president of the Student Government Association, said the logo and the nickname mean everything to the school.

"The logo is a really big part of our school; school spirit is huge here,'' the senior said. "During our pep rallies, everyone comes together. This is what we do. We do the war chant, we sing the fight song together. This is what Southeast is.''