LIV Golf is a professional golf tour sponsored by the Saudi Public Investment Fund (PIF), one of the world's largest sovereign wealth funds. It is reported that the name LIV originates from the Roman numeral 54, representing the number of birdies caught on each hole on a par 72 field, as well as the number of holes to be played in LIV competitions.
After the establishment of LIV Golf in May last year, the organizers of the event collaborated with the London design studio Territory Studio to develop a professional visual recognition system for the event.
Inspired by Bauhaus aesthetics, the three letters "LIV" in the logo are composed of four parallel and equally spaced stripes. The folded stripe letters evoke grooves on the surface of the golf club, can also be interpreted as neatly trimmed lawn lines on the golf course, or involve various angles and geometric shapes in this sport. Next to it is the 'Golf', which features ultra tight spacing and highly curved letters, creating a sharp contrast with the 'LIV' and conveying a strong sense of sportiness.
Trademark obstructed by Adidas
Since its launch in the 1950s, almost all Adidas products have been equipped with the 'Three Bars'. Due to the large number of counterfeiters of this logo pattern worldwide, Adidas has also been filing lawsuits worldwide.
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But surprisingly, LIV Golf was blocked by Adidas when it applied to register this trademark with the US Trademark and Patent Office this year. According to Front Office Sports, Adidas has submitted a notice of objection to the United States Patent and Trademark Office, claiming that the LIV Golf logo "contains three bars in a confusing way that are similar in appearance and overall commercial impression to the Adidas logo.
Some lawyers believe that Adidas is unlikely to win this lawsuit. The final outcome is likely to reach an agreement that restricts the use of LIV's "L" logo on certain products.
Adidas has filed multiple lawsuits over the "Three Bars" trademark
In recent years, Adidas has filed multiple trademark lawsuits, including Tesla, Nike, Puma, Skechers, Forever21, Shoe Branding Europe, and Marc Jacobs, in order to maintain the uniqueness of the "Three Bars" trademark. Some have been successful, while others have been declared invalid. There have been too many lawsuits, to the extent that some netizens refer to Adi as a "bar spirit".
On March 27th of this year, Adidas also submitted a document to the US Patent and Trademark Office requesting them to reject a trademark application from the "Black Lives Matter" Global Network Foundation. Adidas believes that the trademark contains a "three bar" design with three parallel lines, which can easily be confused with Adidas' iconic "three bar" design. For this reason, Adidas attempted to prevent the foundation from using this stripe design on its products.
Since its launch in the 1950s, almost all Adidas products have been equipped with the 'Three Bars'. Due to the numerous counterfeiters of this logo pattern worldwide, Ah
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