After my latest post on the rejection of FUCK as a registered trademark for apparel, I offer all you aficionados of sweary trademarks another roundup of registrations.
Around 100 FUCK-formative trademarks are registered at the United States Patent and Trademark Office (USPTO). That’s not including a bunch of sanitized-ish FOX, FVCKs, and similar close calls. In addition to TOM FORD FUCKING FABULOUS — the derivation of which was explored fabulously by my fellow Strong Language contributor Nancy Friedman — other registered fucking marks include:
- FUCK IT! for “noodle-based prepared meals”
- GOOD FUCKING for wine and other alcoholic beverages
- GET THE FUCK OUT OF BED for coffee beans
- FUCK PROOF for mascara
The following design mark is registered for podcast productions, which the producers intriguingly describe as “a true crime comedy podcast about cults, murder and other generally fucked up stuff”:
For decades, it would have been a complete waste of your time to apply to register FUCK at the United States Patent and Trademark Office (USPTO). Same with F*CK, FXCK, F CK, FUK, FUX, FUHKIT, and the like. Images of a raised middle finger? Also entirely out of the question.
Then, in 2019, the Supreme Court struck down the statutory bar on registering “scandalous” trademarks. That decision opened the door to all sorts of fucking shit on the trademark register, in the name of free speech.
Or did it?
Erik Brunetti, the plaintiff who won at the Supreme Court and ultimately registered FUCT, then tried to register plain old FUCK. In June of 2021, an examining attorney refused Brunetti’s application for FUCK for sunglasses, cell phone cases, jewelry, a variety of types of bags, and retail services. Many of the same goods for which he’d already registered FUCT. The Trademark Trial and Appeal Board (TTAB) – essentially the appellate court of the USPTO – has agreed with that conclusion.
So scandalous trademarks are generally registrable, but FUCK isn’t? What the actual . . . heck?
Back in 2015 I wrote about visual swears in film, where profanity appears on the screen rather than on the soundtrack. The films featured in that post were The Girl with the Dragon Tattoo, Blade II, Shoot ’Em Up, Runaway Train, and Sorry to Bother You. Since then I’ve gathered a fuckload more.
Visual swears can have all sorts of motivations for filmmakers: humour, attitude, character type or mood, place detail, meta-commentary, and so on. After all, they’re deliberately built into a film’s production design – unless it’s a documentary, in which case they’re still selected in the framing and editing.
The first film below happens to be a documentary, and a great one: Dark Days (2000), which explores the lives of people living in a disused New York subway tunnel. One of them labels a makeshift toilet SHIT SPOT, perhaps for both informational and comedic reasons:
It’s a couple of years since our last fuck shit stack of sweary songs, and almost five since we began this series at the Rotten Cocksuckers’ Ball. So it’s about fucking time we posted some more bawdy blues and mothercussin’ melodies.
Much of the audio below is NSFW, if that still means anything, but it straddles the range from super-profane to merely suggestive. Genre-wise it’s cheerfully all over the place, so if you don’t like one, try the next.
LaVern Baker and Jackie Wilson clearly enjoyed this party version of ‘Think Twice’:
I said you better think twice, Jackie
Before you call me a dirty ho
I’ve got news for you, little boy
Don’t fuck with me no mo’
We’re pleased AF to let you know that “History of Swear Words,” will launch on Netflix January 5, 2021. The series—six 20-minute episodes—will consider the etymologies, false etymologies, and usage of six classic swears: fuck, shit, dick, bitch, pussy, and damn.
We’re especially pleased that one of our Strong Language co-fuckers, lexicographer Kory Stamper, was one of the consultants for the show. The other experts include cognitive scientist and author of What the F Benjamin Bergen; linguist Anne Charity Hudley; professor of feminist studies Mireille Miller-Young; film critic Elvis Mitchell; and author of Holy Sh*t: A Brief History of Swearing Melissa Mohr.
Nicolas Cage will host.
More details here. And let’s hope for a second season so we can delve into asshole, cunt, cocksucker, and other sweary faves.