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  • Writer's picturePeter Lamont, Esq.

Personal Branding and Trademarks | Travis Kelce's Trademark Applications

Iconic identifiers resonate with consumers, becoming shorthand for the products they represent. Imagine the golden arches of a certain fast-food giant, immediately recognizable across the globe, synonymous with burgers and fries. Visualize the robin's egg blue of a certain jeweler, where the mere color of a box promises luxury and exclusivity within. Or picture the fleet of white trucks with a familiar purple and orange logo, a global courier delivering packages far and wide.

Travis Kelce's Trade Mark Applications


Sensory branding extends beyond sight. The rich aroma of freshly ground coffee beans can transport you to your favorite coffee shop, with its siren call emblem displayed proudly on cups and storefronts. The U.S. Trademark Act protects these associations, defining a trademark as any “word, phrase, symbol, or design, or a combination thereof,” that signifies the unique source of goods from one purveyor to the rest. This legal protection can cover a broad spectrum, from slogans and logos to colors and scents, all registered under the vigilant eye of the U.S. Patent and Trademark Office (USPTO).

Travis Kelce's Brand

A trademark’s power is anchored in its ability to be instantly recognized as representative of a specific source. This recognition may be inherent from inception or cultivated through public exposure. Fame, too, can be distilled into a brand, as seen with influential public figures whose names alone carry weight. Travis Kelce, a household name in the sports arena, has recently filed a series of trademark applications involving his personal brand. Kelce’s effort to trademark his name, along with a selection of unique phrases and potential product lines, underscores the personal branding trend among athletes and entertainers.

Travis Kelce's Trademark Applications

His applications to register trademarks, such as his jersey number-inspired "FLIGHT 87," his catchphrase "ALRIGHT NAH," his social media moniker "KILLA TRAV," and even a venture into the food industry with "KELCE’S KRUNCH," highlight the broadening scope of what can constitute a trademark. Kelce’s attempt reflects a modern branding strategy where public figures leverage their fame to create distinctive brands that resonate beyond their primary field of work.

The challenge for Kelce, much like any individual in this domain, is not merely in the filing of trademarks but in fulfilling the legal criteria set by the USPTO. He must demonstrate that these marks are not just personal identifiers but are also indicative of the source of specific products or services in commerce. His case is a testament to the evolving nature of personal branding and the intersection of celebrity and commerce. It will be intriguing to observe how Kelce’s brand identity, like those of corporations, is shaped by the outcome of his trademark registrations and how it will stand the test of distinctiveness and consumer recognition in the competitive market.

The journey to trademarking is methodical and deliberate. The USPTO deploys examining attorneys to scrutinize each application with precision, ensuring that the trademark serves as a clear identifier of its goods or services. Registration rules are rigorous and designed to prevent confusion and protect the unique character of trademarks. Even commonplace names or terms can be trademarked if they acquire a distinctive character through widespread recognition, as evidenced by some of the most famous fast-food chains and tech companies.

Trademarking a Personal Name

It may seem surprising, but a personal name is not automatically entitled to trademark status. It must be accompanied by demonstrable consent and a direct link to specific commercial goods or services. Icons of the music and entertainment industry have navigated this process, trademarking their names and catchphrases, capitalizing on their fame to protect and enhance their commercial interests. The key lies in demonstrating that these personal trademarks are more than just names—they are identifiers of unique sources of products or services in the marketplace.


For luminaries and corporations alike, understanding the value of trademarks is crucial. They serve as an essential component of their identity and as a protective barrier for their intellectual property. For anyone aiming to secure a trademark, consulting with a seasoned trademark attorney is vital to ensure that all aspects of the brand are legally protected and optimally positioned within the complex tapestry of trademark law.

Do you have questions about the legal issues discussed in this post? If so, contact us today at our Bergen County Office. Call Us at (201) 904-2211 or email Us at


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As with any legal issue, it is important that you obtain competent legal counsel before making any decisions about how to respond to a subpoena or whether to challenge one - even if you believe that compliance is not required. Because each situation is different, it may be impossible for this article to address all issues raised by every situation encountered in responding to a subpoena. The information below can give you guidance regarding some common issues related to subpoenas, but you should consult with an attorney before taking any actions (or refraining from acts) based on these suggestions. Separately, this post will focus on New Jersey law. If you receive a subpoena in a state other than New Jersey, you should immediately seek the advice of an attorney in your state, as certain rules differ in other states.


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