Summary of Key Points
Recently, the LV lawsuit against the milk tea brand Jasmine Milk White for trademark infringement has drawn public attention to the issue of trademark registration. Some netizens noticed that the "Qiushi Eagle" design on the Zhejiang University emblem resembles the Armani logo, sparking discussion. However, the advisor responsible for Zhejiang University's trademark registration stated that the application for the "Qiushi Eagle" graphic trademark was made at the end of last year not in response to Armani, but because numerous small companies were using this design to produce cultural and tourism products, hats, etc., misleading consumers into thinking they were associated with Zhejiang University. This registration covers multiple categories such as personal care, food, and education, aiming to align with Zhejiang University's comprehensive range of disciplines including agriculture and medicine, thereby fully protecting the university's intangible assets. Zhejiang University registered trademarks related to its name as early as 2002, making it one of the first institutions in China to prioritize the protection of university-related trademarks. Some of the "Qiushi Eagle" trademark certificates have already been issued.
Detailed Explanation
1. Registering the "Qiushi Eagle" was not to prevent Armani; it was due to small companies "capitalizing on the trend"
Many netizens assumed that Zhejiang University registered the trademark out of fear of being sued for infringement by Armani, but the actual reason is simple: someone was using the "Qiushi Eagle" design to make a profit. The advisor explained that previously, Zhejiang University only registered the entire emblem and not the "Qiushi Eagle" graphic. They discovered that many small companies were using similar designs on hats and cultural products, leading consumers to believe they were official Zhejiang University products when they were not. This type of behavior could damage Zhejiang University's brand image, which is why they quickly applied for registration. The similarity to the Armani logo is purely coincidental and unrelated.
2. Why register in all categories? To prevent others from registering in related fields
Zhejiang University did not limit its registration to just the education category; it covered a wide range of products and services, including laundry detergent, office supplies (such as notebooks), food (e.g., snacks developed by Zhejiang University), and hospitality (e.g., Zhejiang University's guesthouses). The advisor noted that Zhejiang University has a broad range of disciplines, such as agriculture and medicine. If they only registered in the education category and someone else registered the "Qiushi Eagle" for snacks in the food sector, Zhejiang University would be unable to take action. Registering in all categories ensures that they can protect their brand across various potential areas.
3. Zhejiang University is an expert in trademark protection, having started early
This registration was not a last-minute decision; Zhejiang University has been focusing on brand protection for a long time. In 2002, they applied for 180 trademarks, including "Zhejiang University," "Qiushi," and "Zhejiang University Eagle Graphic," covering all 45 product and service categories. They were among the first universities in China to register university-related trademarks. This shows that Zhejiang University recognized the value of their name and emblem as intangible assets and understood the need to protect them from misuse.
4. The LV case sparked the discussion about trademark registration
The discussion began with LV's lawsuit against Jasmine Milk White for trademark infringement (the logo of Jasmine Milk White resembles LV's patterns), which brought attention to the topic of trademark registration. Some then noticed the similarity between the "Qiushi Eagle" and the Armani logo, leading to speculation that Zhejiang University was trying to protect itself from Armani. However, these two incidents are unrelated; Zhejiang University's registration was aimed at stopping small companies from exploiting their brand.
5. The "Qiushi Eagle" is a symbol of the university's history
The "Qiushi Eagle" design is not arbitrary but has a historical significance. It has been part of the Zhejiang University emblem since the 1920s and 1930s. The current emblem was adopted in 1990 and refined in 2017. For Zhejiang University, the "Qiushi Eagle" represents the university's spirit and history. Registering this trademark is not only about protecting the brand but also about preserving this cultural heritage from being altered or misused.
By breaking down these points, the general public can understand the context behind Zhejiang University's decision to register the "Qiushi Eagle" trademark and avoid being misled by online speculation.