Thursday, June 23, 2011

Who Owns LIFEGUARD in Australia!


(Photo above shows L.A. County Lifeguard Hat and Fleece Pullover Sweater, with both featuring the term, LIFEGUARD. Shown here to augment article that follows. Photo by Will Maguire.)

Heads up!

We invite you to have a look at the following article posted online at:

http://trademarkesq.blogspot.com/2011/06/who-owns-lifeguard-in-australia.html



(Image/Photo Source: PerthNow.com; Picture/Photo by: Tim Marsden)

which discusses the recent hullaballoo down under over the national lifesaving governing body registering the trademark LIFEGUARD for merchandise, including apparel, which has a great deal of local surf clubs up in arms in protest.

Here are three photos of three different t-shirts to lend some visual image support to this article:

This first photo below shows a t-shirt that the undersigned bartered for in 1986 while down under at the Australian National Lifesaving Championships at Moana Beach, in So. Australia. This shows a Brighton Surf Lifesaving Club t-shirt.


This next photo, below, shows another bartered t-shirt, this time one that was 2 years old at the time of this hard fought negotiation, revealing an official team t-shirt with the official Aussie governing body identified, namely, S.L.S.A.


This final photograph, from the good ol U.S. of A, shows that Panama Jack did not get the memo from SLSA Australia and probably doesn't give a hoot... cuz they certainly are an old school and establish sponsor of beach lifeguards here in the U.S., including the USLA. Thank you P.Jack!


Bob's Your Uncle!

10-4

Until next time.....



Will Maguire, Editor
"County Recurrent" News
http://CountyRecurrent.blogspot.com

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p.s. Once upon a time, the undersigned, er, uppersigned, filed the trademark application for the "BAYWATCH LIFEGUARD (and design)" (see image below) on behalf of the Baywatch Production Company. A registration was obtained and this was a very valuable mark and was used on apparel and hats. Unfortunately, this registration was not renewed by the successors in interest. In any case, here is the record of this registration as it continues to appear online at www.uspto.gov:


Word Mark BAYWATCH LIFEGUARD
Goods and Services (CANCELLED) IC 025. US 022 039. G & S: clothing, namely shorts, shirts, sweat shirts, sweat pants, hats, tops, caps. FIRST USE: 19880103. FIRST USE IN COMMERCE: 19920900
Mark Drawing Code (3) DESIGN PLUS WORDS, LETTERS, AND/OR NUMBERS
Serial Number 74198939 Filing Date August 28, 1991
Current Filing Basis 1A Original Filing Basis 1B
Published for Opposition May 12, 1992
Registration Number 1964352 Registration Date March 26, 1996
Owner (REGISTRANT) BAYWATCH PRODUCTION COMPANY, THE CORPORATION CALIFORNIA 5433 Beethovan Street Los Angeles CALIFORNIA 90066
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record William E. Maguire
Type of Mark TRADEMARK Register PRINCIPAL
Live/Dead Indicator DEAD
Cancellation Date December 28, 2002

p.s.s. So yes, the issue vis a vis the trademark LIFEGUARD in the U.S. is not set in stone.

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1 comment:

William Maguire said...

Just in from Chris Brewster and posted herein with his permission:

"The term "Lifeguard" for use in clothing is trademarked by a company in the US. The trademark is aggressively enforced and has been for decades. I think SLSA saw how powerful this was and decided to do the same in Australia, but in this case a nonprofit lifesaving organization would own the trademark, instead of a private licensing company.

The USLA owns the US trademarks, American Lifeguard (for publications), Lifeguards for Life, and, of course, United States Lifesaving Association.

A private company called the American Lifeguard Association that markets lifeguard training courses owns the trademark for "American Lifeguard" for those services. Unfortunately, they are constantly confused by the media with the USLA and they seem to do little to diminish the impression. More on
that here: www.americanlifeguard.org"

Lifesaving Aye,

B. Chris Brewster
Email: brewster@lifesaver1.com
Phone (mobile): 1-619-807-7777 (California, USA GMT -7)
SKYPE: bcbrewster
Twitter: @uslifesaver
News Group: http://health.groups.yahoo.com/group/LifesavingNews/
United States Lifesaving Association: www.usla.org
International Life Saving Federation: www.ilsf.org

"If you have a chance to help others and fail to do so, you are wasting your time on this earth." Roberto Clemente

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*** Thanks Chris! ***