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Archive for May, 2013

In January, I wrote about how I believe that Levi’s is one of the top brands when it comes not only to marketing effectively, but to protecting the brand and its trademarks. And then it was announced this month that Levi’s negotiated the name rights for the new football stadium that will be home of the San Francisco 49ers.

And the branding – and protection – is phenomenal.

  • they filed trademark applications before or immediately following the public announcement (see below)
  • they bought the relevant domain name(s) (see levisstadium.com)
  • they planned a social media strategy and relevant user names (https://twitter.com/levistadium)
  • the logo for the stadium incorporates the Levi’s logo
  • the scoreboard at the stadium could be in the shape of the Levi’s logo?
  • new, catchy and suggestive slogans (see below)

According to press reports, Levi’s paid $220M for the 20-yr naming rights deal. That could be a bargain given the potential exposure of the logo and brand. The Super Bowl® will be played at the stadium in 2016 and the exposure from that event, if done well and tied into other promotions, is certainly worth a lot.

As I noted above, the brand filed to protect its trademarks for stadium services before the announcement, and also filed for a few catchy slogans [click marks for USPTO records]:

  • WIN ONE FOR THE ZIPPER - Providing stadium facilities for sporting and entertainment events; providing information relating to sporting and entertainment events via the internet
  • FIELD OF JEANS - Providing stadium facilities for sporting and entertainment events; providing information relating to sporting and entertainment events via the internet
  • LEVI’S STADIUM - Providing stadium facilities for sporting and entertainment events; providing information relating to sporting and entertainment events via the internet
  • LEVI’S - Providing stadium facilities for sporting and entertainment events; providing information relating to sporting and entertainment events via the internet
  • Trademark image- Providing stadium facilities for sporting and entertainment events; providing information relating to sporting and entertainment events via the internet
  • Trademark image - Providing stadium facilities for sporting and entertainment events; providing information relating to sporting and entertainment events via the internet
  • Trademark image- Providing stadium facilities for sporting and entertainment events; providing information relating to sporting and entertainment events via the internet

 

 

 

Photo: It's official. Levi's Stadium has been approved as the new home of the San Francisco 49ers. </p><br />
<p>We're thrilled to be partnering with an organization that shares our commitment to the community and dedication to sustainability. </p><br />
<p>Learn more about how these values will come to life in the new stadium here: http://oak.ctx.ly/r/4xq1

Love it or Leave it: new Miami Dolphins logo

Posted by ipelton on: May 30th, 2013

A few weeks ago, the NFL’s Miami Dolphins unveiled a new logo design. Will it be a hit or a bust?  I think it will be a hit.

Here is why I like the logo:

- it has a sleek, clean design

- it retains elements of the old design

- it is both modern and a little retro

- it is not too busy

- it is suggestive of the sun and beaches of Miami

 

And a few other reasons why the launch was well done:

- it was released not quietly, but with a publicity event that allowed the team to communicate the message of re-design

- they explained the ‘how’ and ‘why’ of the design via a video (see below)

- a trademark application was promptly filed with the USPTO

 

To see the history of the Dolphins’ logos, see SPORTLOGOS.NET (a great website).

Recent client trademark registrations LVI

Posted by ipelton on: May 28th, 2013

Here is another update of recent client registrations from the public records for readers to see real examples of brands and marks which are being protected [click trademark or logo to open USPTO records in a new window]:

  • NO SKIDDING – Anti-slip chemical preparations that are applied to horizontal surfaces to prevent slip and fall accidents
  • Trademark image- real estate brokerage services
  • ROCK STAR REALTY… OFFERING ROCK STAR SERVICE -real estate brokerage services
  • BioBoundary - Scientific research in the field of biology, chemistry, and animals; scientific development of synthetic scents in the field of animals
  • CRYSTAL CLARITY - nutritional supplement; dietary supplement
  • THINGS YOU NEVER KNEW EXISTED… - Online retail store services featuring general consumer merchandise and novelty products
  • TRE - Providing information on tension releasing exercises; providing workshops on tension releasing exercises, neurogenic stress reduction, tension and trauma prevention; providing training of professionals and the general public for certification in the field of tension releasing exercises, neurogenic stress reduction, tension and trauma prevention
  • ALASKA ILLUSIVE ARMS - firearms; custom firearms
  • AMERICAN JUSTICE FOUNDATION - Providing a website featuring educational information in the fields of the legal and justice system; promoting the interests of the legal and justice system
  • Trademark image- firearms; custom firearms
  • Trademark image- full line of hair care products, namely shampoo, conditioners, hair detanglers, hair styling preparations, hair spray, hair gel, hair pomades, hair oils, hair setting lotions
  • PERFECTLY POLISHED - hair care preparations
  • Trademark image- Financial services, namely, credit repair and restoration
  • Trademark image- software as a service (SAAS) featuring computer software platforms for online marketing inbound lead generation; Software as a service (SAAS) services featuring software for online tools and database management for use in marketing; software as a service (SAAS) featuring computer software platforms for generating search optimized website pages; software as a service (SAAS) featuring computer software platforms for creating digital ad media landing pages; Advertising and marketing services; providing a website featuring marketing, lead generation, and business management information; providing a website featuring marketing information
  • Trademark image- Distributorship services in the field of pre-recorded phonograph records, audio cassette tapes, compact discs, laser discs and DVDs, all containing music; performing and recording artist management services; providing on-line electronic retail store services featuring musical recordings in electronic and computer readable file formats and a variety of merchandise related to music, all distributed via a secure content global electronic computer information network
  • 6.8.2 RECORDS - Audio recording services, namely, music recording, music production, and music publishing services; media company services, namely, production of video, film, audio recordings, music, images on image carriers, and production of video, film, and music to be recorded on interactive media; media company services, namely, publishing of video, video in the nature of film, music, images, electronic publications, and interactive media, namely, electronic books and electronic magazines; providing on-line information in the field of music via a secure content global electronic computer information network; Pre-recorded phonograph records, audio cassette tapes, compact discs, laser discs and DVDs, all containing music; Downloadable musical recordings in electronic and computer readable file formats
  • DAILYLOOK - online retail store services in the field of apparel, accessories, and fashion
  • CCSD - Educational services, namely, providing courses of instruction at the college and post-secondary educational levels; and conducting online learning instruction at the college level
  • CALIFORNIA COLLEGE SAN DIEGO - Educational services, namely, providing courses of instruction at the college and post-secondary educational levels; and conducting online learning instruction at the college level
  • Trademark image - Educational services, namely, providing courses of instruction at the college and post-secondary educational levels; and conducting online learning instruction at the college level

The USPTO is participating the “National Day of Civic Hacking” on June 1st, 2013. According the site, the USPTO seeks useful and innovative tools for using its trademark data:

Challenge Description

Help the USPTO develop a tool for identifying and analyzing trademark portfolios on the federal registry and/or the federally registered trademarks used on specific products, in designated industries, or in geographical areas.

For more details, see http://www.hackforchange.org/challenge/uspto-innovation-challenge as well as this blog post from the Acting Under Secretary of Commerce for Intellectual Property and Acting Director of the USPTO Teresa Stanek Rea: Hack for Change

 

National Day of Civic Hacking

A National Event that will take place 06/01-02/2013 and will bring together citizens, software developers, and entrepreneurs across the nation to collaboratively create, build and inven

images from http://www.hackforchange.org/

 

If the number of trademarks is a measure, the STAR TREK franchise is tremendously successful. It may feature more trademark registrations and applications than any TV or film (or combination) property besides Star Wars®.

CBS Studios has more than 50 registrations and applications for Star Trek marks, including movie titles, character names, video games, and more. Here are some of them (click mark or logo for USPTO records):

LIVE LONG AND PROSPER – pending application for ‘Pre-recorded audio cassettes, audio discs, compact discs featuring a dramatic feature film; audio speakers; binoculars; calculators; cameras; cellular telephone accessories, namely, headphones, head sets, adapters and batteries for cellular telephones; cellular telephone cases; face plates for cellular telephones; computer game programs; computer game cartridges and discs; computer mouse; decorative magnets; pre-recorded dvds, digital versatile discs and digital video discs featuring a dramatic feature film; eyeglass cases; eyeglasses; mouse pads; sunglasses; video game cartridges; video game discs; fitted plastic films known as skins for covering and providing a scratch proof barrier or protection for electronic devices, namely, MP3 players, mobile telephones, smart telephones, digital cameras, global positioning systems, personal digital assistants; laptops’ [and several other pending applications for other goods]

STAR TREK SKELE-TREKS – pending application for ‘ toys, games and playthings namely action figures, bobble heads, puzzles and board games’ [and several other pending applications for other goods]

KLINGON ENCOUNTER – registered for ‘Entertainment services, namely, an amusement park ride/attraction in the nature of a theater with seat movement’

BEAM ME UP SCOTTY – registered for ‘t-shirts, sweatshirts, sweatpants, hats, tops, socks’

STAR TREK – registered for ‘Arranging and conducting trade show exhibitions in the field of motion pictures and tv series’

ROMULAN - registered for toy action figures

KLINGON – registered for ‘computer game software recorded on CD-ROM’

U.S.S. ENTERPRISE – registered for ‘die cast model spaceships and scale model spaceship kits’

U.S.S. VOYAGER – registered for ‘scale model figure kits and toy space ships’

CHIEF ENGINEER B’ELANNA TORRES – registered for toy action figures

TREKKIES – pending application for ‘Modeled plastic toy figurines; Collectible toy figures; Action figure toys; Toy figures sold as a unit with marker and writing surface’

DEEP SPACE WINE – registered for wine

STAR TREK DEEP SPACE NINE – registered for ‘Pre-recorded DVDs featuring episodes from the television series’

STAR TREK COMMUNICATOR – registered for ‘mobile phones and wireless communications devices with data transmission functions’

STAR TREK VOYAGER -registered for ‘computer game software recorded on CD-ROM’

STAR TREK: THE EXPERIENCE – registered for ‘entertainment services in the nature of an amusement attraction’

Mark Image- entertainment services in the nature of an amusement attraction

SACRED CHALICE OF RIXX – registered for wine

The owners of the Star Trek franchise have wisely recognized its tremendous value and the value in merchandising opportunities and the brand names that are used with it.