The Ohio State University Officially Trademarks the Word 'THE'

schwit1 writes: The Ohio State University has successfully trademarked the word "THE," in a victory for the college and its branding that is sure to produce eye rolls from Michigan fans and other rivals. Stating the full name of the school has become a point of pride for Ohio State's athletes when introducing themselves on television during games. The three-letter article "THE" has also become an important part of the school's merchandise and apparel. The U.S. Patent and Trademark Office approved Ohio State's application Tuesday. The trademark applies to T-shirts, baseball caps and hats. "'THE' has been a rallying cry in the Ohio State community for many years," said Benjamin Johnson, a spokesman for the university. Ohio State registered the word as a trademark to protect the university's brand, Mr. Johnson said. Ohio State's trademark and licensing program makes about $12.5 million annually for the university, which funds student scholarships and university programs, he said. "Universities historically are very particular about their trademarks, and they go to a lot of lengths to enforce their trademarks," said Josh Gerben, a trademark attorney, who noted Ohio State's trademark application on Twitter. "There is a lot of value in a university's brand."

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