Five elements of Keene State College’s branding have been filed for trademark protection with the United States Patent and Trademark Office (USPTO).
The official Keene State College logo, its aesthetically adjacent “K” logo, the “Keene State Owls” wordmark, the Owl Head logo and the similar athletics logo were filed between August 15 and 16 of 2024.
All five branding elements have met USPTO filing requirements and are currently awaiting examination before official approval can be issued. The process for gaining “registered” status can take between six to eight months, according to KSC’s legal team.
KSC Director of Marketing Sarah Kossayda said the move will help the college protect the Keene State brand.
“The logos are being trademarked to protect our brand over time,” said Kossayda.
“This decision isn’t reflective of any particular incident or anything like that, but it helps add a precautionary protection in the event someone attempts to use or appropriate our brand and try to make money off it.”
Communication and Philosophy Professor Amber Davisson teaches a Digital Communications Law and Ethics course and invited Kossayda to speak to students.
Davisson said that trademarking protects consumers, as well as trademark holders.
“Trademarks exist within the United States economy to encourage brands to produce brand value by continuing to make a quality product,” said Davisson.
“The idea is that if you have a name or branding material that is exclusively yours, you’re more likely to develop a consistent and good product because you want that name to be protected. It also protects consumers, because it signals that you’re getting a good product repeatedly. A strong trademark can help authenticate the quality and consistency of said product,” added Davisson.
KSC Digital Graphic Designer Katie Arsenault said the trademarking of branding elements coincides with a larger college-wide effort to strengthen the KSC brand.
“We are coming to a moment where the college as a whole is working hard to strengthen our brand presence in the higher education industry,” said Arsenault.
“We understand that strengthening Keene State’s brand as a whole is important in ensuring that we are an attractive destination for students looking to go to college,” added Arsenault.
Arsenault said the move to trademark these assets will help protect the college’s brand.
“Our brand encompasses a lot of things like messaging, the way we talk about ourselves, and a visual identity such as logos. By trademarking our visual assets, it helps to strengthen that brand and prevent potential issues that may arise in the future,” said Arsenault.
KSC Athletics’ logo is one of the branding elements awaiting trademark approval. The logo is a variation of the “Owl Head” logo, which is also awaiting approval.
Director of Athletics Marty Testo said the athletic owl is a source of school spirit that should be protected.
“When you see this owl, you see Keene State College. If you’re related to Keene State in any way, you know what that owl means. It signifies our spirit, our energy, our excitement, and it means a lot. It’s a positive representation of who we are,” said Testo.
Ryan Pacheco can be contacted at
rpacheco@kscequinox.com
