Roman Branding

Your author has been listening to podcasts while helping TM TKO prepare some exciting new features (hopefully out really soon! more here shortly), especially Mike Duncan’s History of Rome.

Inspired – for better or worse – I did some research on how frequently marks containing famous Roman figures pop up on various trademark registries. I limited the search to the more prominent kings, consuls, and early emperors of Rome, so this isn’t close to an attempt to find a full cultural footprint. I definitely haven’t taken into account any language equivalents, either, so this is probably both over-and-under-inclusive in non-primarily-English jurisdictions.

JurisdictionActive Count
USA694
Canada183
Mexico705
EU658
France392
Germany353
Spain531
UK768
Australia185
New Zealand52
Reflected Roman glory

The sheer range of products and services to which these ancient, still somewhat-known names have been applied is amusing in its incongruity. A few fun ones, selected at random:

SULLA for bath towels? Sure! Who wouldn’t want the same sort of fluffy comfort that the dictator may have used to dry off the blood of Jugurtha, the Cimbri, the Socii, the Athenians, or, oh, the Romans?

How about TIBERIUS for cigars? After all, why not get your nicotine from the “gloomiest of men“?

ROMULUS for a variety of guns and weapons does seem pretty on-point, though; it’s hard to murder your brother, rape the Sabines, and endlessly war with your neighbors without some armaments.

Sadly, there are no filings for GRACCHUS or GRACCHI for any agricultural products or services, or property reallocation services, but there is a WIPO-based registration for pharmaceuticals and beverages. Perhaps you can talk a client into adopting a mark inspired by these under-commercialized historical demagogues.

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