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Green golf jacket ®

July 2020. Should you win the Masters Tournament, one of the four major golf tournaments, you will be given a green jacket. So that is a very exclusive jacket. And that’s why Augusta National Inc., the organisation behind the Masters, recently registered the green jacket as a trademark in America.

Green golf jacket

On the left is the registered trademark, on the right is the presentation of the green jacket to the winner (photo: The Augusta Chronicle)

DESCRIPTION

On 3 March, the Augusta golf club received the official registration certificate. A description is also included in the registration: “The mark consists of the colours green and gold where the colour green is applied to the jacket and the colour gold is applied to the three waist buttons and the two sleeve buttons on each arm of the jacket”.

INTEGRATION

The golf club received the registration only after it had been able to prove with a lot of documentary evidence that the green jacket had acquiered distinctiveness as a trademark: through prolonged and intensive use, the jacket has become widely known. The trademark is registered for ‘organisation of golf tournaments’ and for ‘promotion of products and services through sponsorship of sports events’.

Green golf jacket

European trademark registrations 18168604 and 1769703

DISTINCTIVE BRANDS

It’s actually quite strange that such a jacket is now also a protected trademark. But on the other hand, why not? If the green jacket has become distinctive and you recognise a golf tournament from it, perhaps this isn’t all that strange. By the way, you often come across brands for which you can think: ‘gosh, is that a brand, too?’. For instance, these glasses that are incorporated in a hood or a glove with 2 red fingers. European registration has recently been requested for both trademarks. They still need to be examined by the EU Trademark Office, though.

Bas Kist