The Importance of Trademark Use in Maintaining and Protecting Your Brand
As a team of intellectual property attorneys, we often work with clients to protect their brands through trademarks. A recent case in popular culture highlights the importance of this.
The "Very Demure" Case
Late summer, the phrase “very demure, very mindful” found itself all over social media. The phrase was coined by TikTok creator Jools Lebron, who now wants to trademark her viral catchphrase.
In September 2024, Lebon filed a patent with the US Patent and Trademark Office. According to a news article from NBC5, based in Vermont, the filing was for “various entertainment and advertising services, including the promotion of beauty products.”
The article also mentions that many other individuals not connected to Lebron also tried to register related trademarks, likely trying to capitalize on the popular trend.
This particular case is ongoing - and it’s also complex. Social media content creators often face an uphill battle to get credit for their work and to fight off others who try to monetize elements of their personal brand without permission.
The “Very Demure” case is a timely reminder of the importance of active trademark use.
Best Practices for Trademark Use
To ensure that your trademark remains protected, creators would do well to consider the following best practices to protect themselves:
- Consistent Use: Use your trademark consistently across all platforms—packaging, advertising, online presence, etc. Consistency reinforces the association between the mark and your goods or services.
- Proper Documentation: Keep detailed records of how and when your trademark is used. This documentation can be invaluable in defending against infringement claims or proving use in commerce.
- Regular Audits: Conduct regular audits of your trademarks to ensure they are being used as intended. This can help identify any potential issues early on.
- Legal Guidance: Consult with a trademark attorney periodically to review your trademark portfolio and usage. Professional guidance can help navigate the complexities of trademark law and ensure compliance.
Conclusion
Suiter Swantz IP recommends that professionals prioritize this aspect of brand protection. By ensuring that trademarks are consistently and appropriately used, you can safeguard your brand’s integrity and legal standing.
For more information on how to effectively use and protect your trademarks, feel free to reach out to our team of experienced patent attorneys. We're here to help you navigate the nuances of trademark law and ensure your brand remains robust and protected.
Disclaimer: This blog post is intended for informational purposes only and does not constitute legal advice. Always consult with a qualified attorney for specific legal guidance.
Suiter Swantz IP is a full-service intellectual property law firm providing client-centric patent, trademark, and copyright services. If you need assistance with an intellectual property matter and would like to speak with one of our attorneys, please contact us at info@suiter.com.
Patent Attorney, Matt Poulsen, meets with Iraqi Delegation
This week, Matt Poulsen, co-owner and patent attorney at Suiter Swantz IP, was a speaker at the "Intellectual Property Rights (IPR) Enforcement and Development: A Project for Iraq" event organized and hosted by the U.S. Department of State and the Lincoln Council for International Visitors.
Members of the Iraqi delegation included government officials, patent examiners, and engineers offering a rich exchange of ideas and practices.
Matt was joined by Christal Sheppard, fellow adjunct professor at the University of Nebraska College of Law and former Direction of the Regional Patent Office - Detroit. Matt and Christal discussed a variety of topics with the Delegation including various aspects of the international IP regime, the creation and enforcement of intellectual property rights in the United States and differences between the U.S. and Iraqi systems, and steps Iraq will need to undergo to align with internationally-accepted IP standards.
"In the United States we take for granted strong legal systems and established intellectual property and patent systems. It was an incredible opportunity to speak with members of the delegation and get a firsthand look of a developing IP system and the challenges and opportunities they face," says Poulsen.
Suiter Swantz IP Welcomed Three Summer Associates to the Firm
As summer wraps up, we want to extend a thank you and best wishes to our Summer Associates, Madisen S. Ford, Andrew M. Caputo, and Courtney M. Cournoyer! Good luck with the next semester. We’re excited to see all that you will achieve!
Madisen graduated from the University of San Diego with a B.A. in Chemistry and a minor in Business Administration. Madisen is an upcoming 2L and currently attends Creighton University School of Law. She expects to receive her Juris Doctor in May 2026.
Madisen is a member of the Intellectual Property Law Society and serves as a Law Ambassador Mentor, helping incoming 1Ls transition to law school.
Outside of the office, Madisen enjoys practicing yoga, exploring new spots in Omaha, and spending time with her friends, family, and dogs.
Andrew holds a M.S. in Optics and Photonics from the College of Optics at the University of Central Florida, as well as a B.S. in Engineering Physics from Embry-Riddle Aeronautical University.
Andrew is an upcoming 2L and currently attends the University of Nebraska College of Law. He expects to receive his Juris Doctor in May 2026 with concentrations in Intellectual Property Law and Space, Cyber, and National Security Law. Andrew serves as the Student Class President and is a research fellow through the Schmid Research Fellowship. He is also a candidate member on the Nebraska Law Review.
Outside of the office, Andrew enjoys learning Italian, watching and playing ice hockey, and volunteering with the National Ocean Sciences Bowl.
Courtney graduated from the University of Nebraska-Lincoln with a B.S. in Chemical and Biomolecular Engineering. Courtney is an upcoming 3L and currently attends the University of Nebraska College of Law. She expects to receive her Juris Doctor in May 2025.
Prior to joining the firm, Courtney worked in a variety of fields including Agriculture Processes and Cosmetic Manufacturing.
Outside of the office, Courtney enjoys video games, baking, and curling.
The Patents Behind Your Back-to-School Supply List
Back-to-School Supply Patents
Brrring! That’s the sound of the school bell, welcoming students and staff back for another exciting school year. Now is the perfect time to highlight some of the most important patents for back-to-school essentials.
From innovative lunchbox designs to cutting-edge educational tools, patents play a crucial role in bringing fresh ideas to life for classrooms, homes and beyond. At Suiter Swantz IP, we're passionate about helping creators safeguard their innovations, so whether you're an entrepreneur with a brilliant new backpack concept or a teacher with a revolutionary classroom gadget, understanding the landscape of back-to-school patents can be your first step toward success.
Let's dive into some of the fascinating patents that make the school year run smoothly.
Traffic Cones
Where would school parking lot pick up lines be without the invention of the traffic cone? The history of traffic cones began in the early 1900s, with rubber cones. It wasn’t until the 1950s that the first plastic cones were developed. Early cones were shorter and lighter than the ones we use today.
Image: Google Patents
Crayon Boxes with Built-In Sharpeners
A patent for a crayon box with built-in sharpener was granted in 1958 to Binney and Smith Inc. It’s safe to say it has been almost 66 years since kids have had to color with dull crayons! Crayola’s 64-color box of crayons with sharpener was a staple for kids and classrooms, and it became so iconic that a box is now part of the Smithsonian’s National Museum of American History.
Image: Google Patents
Pencil-Eraser Combo
One hundred years before the crayon box with built-in sharpener debuted, Hyman Lipman patented the pencil with its own built-in eraser. Before this innovation, students had to correct their homework mistakes with a separate eraser! But shortly after in 1874, the Supreme Court ruled in Rubber-Tip Pencil Co. v. Howard that combining two known technologies - a pencil and eraser - was not patentable, which allowed any company to then add erasers to their pencils.
Image: Google Patents
Trapper Keeper
If you are between 35-55 years old, you likely have vivid and fond memories of the Trapper Keeper. Patented in 1976, the Trapper Keeper was a colorful binder with Velcro closures and multiple pockets to organize your papers from your various school subjects.
Bryant Crutchfield, an executive at Mead, the famed notebook company, first imagined the Trapper Keeper, after hearing students couldn’t fit everything in their lockers but struggled with carrying it all around. Explore the story of the Trapper Keeper and how the one-piece combination clip made it possible in one of our past blog posts.
Image: Google Patents
Graphing Calculator with Touchscreen Display
Early calculators date back to the 1970s. Since then, graphic calculators have come a long way, and there isn’t a high schooler who can imagine doing algebra without the convenience of a calculator. This convenient graphing calculator features a touchscreen, which allows users to visualize their equations.
Image: Google Patents
More School Supply Patents
Read our past blog posts that include lockers, backpacks, dry erase boards, lunch boxes, flexible rulers and more:
Back To School: History On Back-to-School Supplies | Suiter Swantz IP
Back-to-School Essentials: A Closer Look at Game-Changing Patents | Suiter Swantz IP
These patents remind us that just like our classmates and teachers, school supplies have fascinating histories and significant impact on education.
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Suiter Swantz IP is a full-service intellectual property law firm providing client-centric patent, trademark, and copyright services. If you need assistance with an intellectual property matter and would like to speak with one of our attorneys, please contact us at info@suiter.com.