trademark attorney

(480) 360-3499

St. Louis Blues Trademarks

A few months ago, I was feeling hobbled by my sports hobby.  To borrow from the show Community, “it was the darkest timeline” for sports in St. Louis.  The Rams, which weren’t exactly a ray of sunlight the last ten years in St. Louis, had somehow managed to make things worse by packing up and heading to back to LA.  The Cardinals, which have been a perpetual success machine so far this decade, got beat up by the rival Cubs in their first post-season matchup.  And then, to add insult to injury, Jason Heyward skipped town to join their after-party.  But things have been looking up recently, thanks to the St. Louis Blues.  This year’s team has found a way to bring in fans, and lift the spirits of the STL sports community.  So since the Blues begin the Conference Finals tonight, I thought it would be a good time to check on some St. Louis Blues trademarks.

The most interesting of the St. Louis Blues trademarks that I found was an application for the mark HEARTLAND OF HOCKEY.  This application was filed on an Intent-To-Use basis, and it looks like it should mature into a trademark registration as long as the Blues begin to use it.  So don’t be surprised if you start seeing the phrase on some of these products promoting the Blues for next season:

Posters, post cards, calendars, event programs for professional sports exhibitions; trading cards, books relating to hockey, magazines relating to hockey, notepads, stickers, bumper stickers, binders, art pictures, art prints, printed art reproductions, autograph books, paper lunch bags, gift wrapping paper, greeting cards, paper party bags

In addition to this relatively recent application, the St. Louis Blues trademarks that are registered include the name ST. LOUIS BLUES (of course), as well as several variations of the logo, like this one, this, and also my favorite.  Finally, the Blues also have a registration for STREET BLUES, which they use in connection with “organizing and administering community based street hockey programs and competitions for youths.”  I have not heard of that program, but I’m glad to hear that the Blues have this trademark to protect their youth program.

Hopefully the Blues can start their series tonight with a win, and continue their run this postseason.  LET’S GO BLUES!  Hope you enjoy the game, and as always, if you have a trademark issue that you would like to discuss, please call me at (480) 360-3499, email me at, or complete the contact form found on this page to schedule your free initial consultation.  I look forward to speaking with you.

Contact Kevin

P.O. Box 94208
Phoenix, AZ 85070

(480) 360-3499

© 2022 Kevin Haynie
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