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?
Well, that title’s not exactly true. The United States Patent and Trademark Office (USPTO) has given a few FUCKs.
It has, for example, registered FUCK RACISM and FUCK THE ODDS for apparel, FUCK BOY for candles, FUCK JERRY for marketing and entertainment services, and FUCK THE POPULATION for various toys, bags, apparel and sporting equipment.
But not FUCK itself.
Well, sure, FUCK for snow globes, but more on that later. . . .
Erik Brunetti had to go all the way to the Supreme Court a couple of years ago to get the USPTO to give him a trademark registration for the legally scandalous term FUCT. He owns a few registrations for FUCT and uses it on a variety of goods including apparel, bags of different types, and eyeglasses.
But the USPTO has rejected his application for FUCK for essentially the same goods and services. Why did the USPTO decide to draw the line there?
The U.S. Patent and Trademark Office has been refusing plenty of applications for marks containing curse words on the dubious ground that they are too commonplace to serve as trademarks. Ever. As I explained in my last post, these applications include SHUT THE FUCK UP legal services, KEEP FUCKING GOING jewelry, and YOU’RE AWESOME KEEP THAT SHIT UP dinnerware and oven mitts.
After that shocking exposé, we’ve earned a sweary tour through those scandalous marks that have made it onto the federal register. Applying to register these before the Supreme Court eliminated the ban in 2019 would have been a complete waste of time and money. But they have now officially penetrated the federal database. I’m not including the multiple asterisked-for-your-protection marks now on the register, though those too wouldn’t have made it through during the heyday of the scandalousness ban.
Let’s start with the shitstorm. Continue reading
This post set out to be a fun romp through the naughty marks in the U.S. federal trademark register. Don’t worry, that post is still forthcoming . . . but in the meantime I’ve learned about a distressing trend that’s stopping lots of sweary marks from attaining federal registration.
Despite having been instructed by the Supreme Court that it can no longer refuse trademark applications on the ground that the contents are “scandalous,” the U.S. Patent and Trademark Office (USPTO) won’t commit wholeheartedly. It’s relying on a shaky rationale to justify rejecting a variety of recently-filed FUCK- and SHIT-formative marks, like GOOD SHIT, APESHIT and YOU FUCKING GOT THIS. Continue reading
Dick Assman, a Canadian gas station owner — yes, Assman the Gasman — has died at 82. He achieved fleeting celebrity in the 1990s when Dave Letterman featured him on the Late Show.
Our new favorite Twitter account: Swear Trek.