In brief
In a recent move, Taylor Swift has requested the US government to block Cathay Home's attempt to trademark the phrase 'Swift Home'. Swift's legal team contends that the branding closely resembles her signature, potentially causing confusion among consumers about her endorsement of the company's bedding products. Cathay Home claims to sell its items through major retailers and has faced strong pushback from the singer regarding the misleading association implied by its branding.
Pop star Taylor Swift has asked the US government to stop a bedding company's attempt to trademark the phrase Swift Home, saying it could mislead consumers into believing she had endorsed their products. Her legal team argued that the way Cathay Home has styled the word Swift in its branding closely resembled the singer's trademarked cursive signature. Cathay Home, which was founded in New York, says on its site that it sells products through major retailers, and had applied for the Swift Home trademark for its bedding items. Swift, represented by TAS Rights Management LLC, appealed against Cathay Home's application in a document, seen by the BBC, which was issued to the US Patent and Trademark Office on Wednesday. The Swift Home mark creates a false association to the singer that may lead Cathay Home's customers to believe the pop star had endorsed its products in some way, the filing said. This was done with the intent of using Swift's goodwill and recognition for the company's brand, her legal team said.The documents stated that Swift owns federal trademarks that protected the use of her name and signature on goods, including bedding, clothes and products related to her music. Swift has filed more than 300 trademarks in the US and other jurisdictions, securing her name, initials, album titles and some lyrics. The singer-songwriter is estimated to have a net worth well above $1bn (£730 m), bolstered by her recent run of record-breaking live shows around the world.
