I can’t say for sure that Beyoncé is the most famous life form in the universe, as I have yet to confirm that information with an alien (Tom DeLonge, help us out here). But here on Earth, she’s the most famous person we’ve got – at least that’s probably how Beyoncé sees it. And as such, her children – Blue Ivy, Rumi, and Sir – are famous in their own right. As such, Beyoncé has recently developed a new argument for why she’s the rightful owner of the trademark for the name Blue Ivy. According to Beyoncé, the words blue and ivy are synonymous with her daughter. She’s her own eponym! Kleenex. Band-Aid. Jell-O. Blue Ivy.
In 2012, Beyoncé and Jay-Z filed for an application to trademark their daughter’s name a month after she was born. Things went south when a Boston woman named Veronica Morales informed Beyoncé that she has owned an event planning business named Blue Ivy since 2009. Beyoncé tried again by adding “Carter” to the trademark application, but Veronica had that one blocked too. Things have been at a stand-still, as Veronica has refused to give up the rights to Blue Ivy. Most recently, she tried to sell the name to Beyoncé for $10 million, an offer Beyoncé shot down and subsequently accused Veronica of a shameless shake-down. So they’re still fighting.
The Blast says that Beyoncé’s team recently filed documents in which they claim Beyoncé’s trademark for “Blue Ivy Carter” should be easily granted, because no one in their right mind would ever ask, “Blue Ivy…the Boston-based event-planning company, or the daughter of Beyoncé?” The documents call Veronica’s trademark claim “frivolous” and say it should be refused in its entirety.
Beyoncé’s side also argues that having “Carter” tacked onto the end clears up any and all confusion about who the trademark is referencing. They also further shade Veronica’s business by referring to it as “regional” and “small” business, with only three offices, a handful of employees, and a small social media presence. Blue Ivy has 911 followers on Twitter (where they claim in their bio to be the REAL BLUE IVY) and 3356 followers on Facebook.
And Beyoncé is once again accusing Veronica of clinging to the Blue Ivy name in an attempt to profit off the status of Blue Ivy Carter. One such example is when Veronica allegedly offered and promoted a sale on Blue Ivy Carter’s birthday.
One of Veronica’s arguments for why she deserves the right to Blue Ivy is that she believes Beyoncé has no intention to use the trademark for business reasons, but Beyonce disagrees.
Beyoncé denies Morales claim she has no intention to use the trademark. She says, “Indeed, the circumstantial evidence, including Blue Ivy Carter’s fame, her interest in fashion and design, and her familial relationship with two of the most famous performers in the world all support BGK’s intent to use the BLUE IVY CATER trademark in connection with building a brand consistent with Blue Ivy Carter’s interests and skills.”
She adds, “Blue Ivy Carter is a cultural icon who has been described as a “mini style star” and has been celebrated for her “fashion moments” overs the years. Her life and activities are followed extensively by the media and the public.”
Further, “Most significantly, Blue Ivy Carter has achieved a significant amount of fame, particularly at such a young age. She also has a noted and well-chronicled interest in fashion. Given these factors, Blue Ivy Carter is capable of and interested in becoming the face of a brand. For this reason, the factual context demonstrates that BGK filed the Application with the intent to build a brand around Blue Ivy Carter and her public reputation and renown.”
Veronica has called bullshit, and has demanded Beyoncé turn over any evidence proving she plans to trademark something with Blue Ivy Carter’s name.
Personally, I think it’s only a matter of time before Beyoncé gets that trademark. Because Blue Ivy Carter is arguably the more famous Blue Ivy here, and also because Beyoncé won’t back down from a lawsuit. But if she really feels Blue Ivy is a cultural icon, I think she needs to take things one step further. Beyoncé needs to file an application to have the space surrounding Blue Ivy – and all her children, really – designated as historical sites. Anything within a 50 foot radius should be good. And then she could charge a visitor fee for all the Beyhive members who visit the official Carter Holy Lands. Just think of the branding opportunities! “Take home some sneaker dust from the spot where cultural icon Blue Ivy Carter once stood and asked her mother if the yacht is gassed up yet, only $100.”