Gucci and Trademark – International Intellectual Property Law – Case Study #5

Originally posted 2018-11-19 11:20:41

The Gucci Group has just won a lawsuit against two members of their very own family for trademark infringement. The world famous luxury goods seller have barred Guccio and Alessandro Gucci, brothers and great grandsons of the label’s founder,  Guccio Gucci,  from using the names “Gucci” and “Guccio Gucci” as part of their marketing strategies for their company, ToBeG.

A judge in Florence has ruled that the use of the family names takes unfair advantage of Gucci’s preexisting brand reputation and may cause confusion for customers.

The Gucci Group has been just as protective over its trademarks against family members in the past. In 2009, an American judge forbade Jenny and Gemma Gucci from using the name, as well as the signature red and green stripe on their products, including a jewelry line called “Gemma and Gemma Gucci.”

Another example of a trademark would be the “swoosh” logo that we identify with Nike. The swoosh, “Just do it,” and the name itself, “Nike,” are all trademarked phrases or images that belong to the Nike Corporation. When we see the swoosh logo, hear “Just do it,” or see the word “Nike,” we immediately are reminded of the style of their shoes, their comfort, and the lifestyle that we expect to be offered from the organization. Because these images and phrases inspire such brand awareness and loyalty, they are very coveted. To ensure that Nike is the only organization that can make use of and profit from their logos and slogans, they have them trademarked. Trademarks are words, phrases, symbols or designs that identify and distinguish the source of the goods of one party from those of others.

For more information on trademarks contact the AMD Law Group at

or call (800) 605-0785.