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Trademarks in the news

Posted by ipelton on: February 25th, 2010

Olympic logo

One logo that you probably can’t avoid the last two weeks is the Vancouver 2010 Olympics logo.  I like the logo, it is simple and it conveys a message that is fun and also evokes the cultural history of Canada which Canada has attempted to put on display at these games.

Michelin Man Meets Stonehenge to Birth an Olympic Rock Star (Wall Street Journal)

NPR story here.

Vancouver 2010

The logo for London 2012 summer games has been widely panned.  It certainly conveys a different message – punky and brash and alternative.  It has jagged lines and sharp corners.

London 2012 logo
London 2012

A logo says a lot about your event, products or services.  What does your logo say about your business?


MTV

MTV unveiled a new logo this month that is vey similar to its old logo, but no longer says “music television.”  This is long overdue.  MTV is hardly a source for videos, and is known now more for its reality and other programming more than its videos.

This is excellent marketing decision by MTV — it is not a wholesale change, but a slight alteration that updates the logo and makes its appeal more broad by removing the words MUSIC TELEVISION. It retains the flexibility of the original logo in terms of colors and prints and in fact some of the first uses actually fill the inside with pictures of characters from MTV shows.

This change is good.

Lesson: Even a successful brand can increase the impact of its logo and brand.

In other MTV trademark new, stars from its hit “Jersey Shore” show have filed to protect their brands:

SNOOKI – for use with “Entertainment in the nature of personal appearances by a television personality; Entertainment in the nature of personal appearances by a television personality”

THE SITUATION – for use with “Bathing suits; Bathing suits for men; Bathing trunks; Bathrobes; Beachwear; Belts; Belts for clothing; Bermuda shorts; Blazers; Blousons; Boots; Bottoms; Boxer shorts; Bras; Briefs; Briefs; Caps; Cardigans; Chemises; Coats; Cravats; Dungarees; Footwear; Gloves; Golf shirts; Gym suits; Jackets; Jeans; Jerseys; Jogging suits; Knit shirts; Leather coats; Leather jackets; Neckties; Neckwear; Night gowns; Night shirts; Nightgowns; Pajamas; Pantaloons; Pants; Parts of clothing, namely, gussets for tights, gussets for stockings, gussets for bathing suits, gussets for underwear, gussets for leotards and gussets for footletsBathing suits; Bathing suits for men; Bathing trunks; Bathrobes; Beachwear; Belts; Belts for clothing; Bermuda shorts; Blazers; Blousons; Boots; Bottoms; Boxer shorts; Bras; Briefs; Briefs; Caps; Cardigans; Chemises; Coats; Cravats; Dungarees; Footwear; Gloves; Golf shirts; Gym suits; Jackets; Jeans; Jerseys; Jogging suits; Knit shirts; Leather coats; Leather jackets; Neckties; Neckwear; Night gowns; Night shirts; Nightgowns; Pajamas; Pantaloons; Pants; Parts of clothing, namely, gussets for tights, gussets for stockings, gussets for bathing suits, gussets for underwear, gussets for leotards and gussets for footlets; Polo shirts; Pullovers; Quilted vests; Sandals; Shoes; Shorts; Slacks; Sport coats; Sport shirts; Sports shirts; Suit coats; Suits; Sweat pants; Sweat shirts; Sweat suits; Sweaters; Swim trunks; Swim wear; Swimming trunks; Swimsuits; Swimwear; T-shirts; Tank tops; Tank-tops; Tennis wear; Thermal socks; Thermal underwear; Top coats; Topcoats; Tops; Tracksuits; Trousers; Turtleneck sweaters; Turtlenecks; Tuxedos; Underclothes; Undergarments; Underpants; Undershirts; Underwear; V-neck sweaters; Vests; Warm up suits; Wind resistant jackets; Polo shirts; Pullovers; Quilted vests; Sandals; Shoes; Shorts; Slacks; Sport coats; Sport shirts; Sports shirts; Suit coats; Suits; Sweat pants; Sweat shirts; Sweat suits; Sweaters; Swim trunks; Swim wear; Swimming trunks; Swimsuits; Swimwear; T-shirts; Tank tops; Tank-tops; Tennis wear; Thermal socks; Thermal underwear; Top coats; Topcoats; Tops; Tracksuits; Trousers; Turtleneck sweaters; Turtlenecks; Tuxedos; Underclothes; Undergarments; Underpants; Undershirts; Underwear; V-neck sweaters; Vests; Warm up suits; Wind resistant jackets

THE SITUATION logo – for use with “Clothing, namely, t-shirts and underwear”

Side note: I don’t know what a “schoobie” is but apparently you can get an OFFICIAL JERSEY SHORE SHOOBIE from one company.


North Face v. South Butt

North Face has taken a teenager to court who is making a line of apparel with the name SOUTH BUTT. North Face may have a good case.  Regardless, they have taken a publicity hit from this case and the coverage it.  In planning strategy to deal with a possible trademark infringement situation, the parties, particularly the plaintiff, must take into consideration not just the law but also the reality and the business sides of things. North Face likely could have made a deal that would have saved it money and spared it the publicity.  A victory in court may not be a victory in the court of public opinion.

THE SOUTH BUTT trademark application (here) was recently given preliminary approval by the USPTO.

Lesson: Trademarks are a significant part of a larger strategy that goes to the heart of your company’s image and public persona.  That is why they are so valuable. And why businesses should enforce them when applicable, but be cognizant of the what could happen if the enforcement efforts are made public or backfire.








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