Blues Clues: Univ. Of Kentucky Opposes "Blu Nation" Trademark Filed By Lorillard

Greensboro-based Lorillard's application to "trademark the term 'blu Nation' for use with its e-cigarette loyalty program has been opposed" by the Univ. of Kentucky, which has trademarked "'Big Blue Nation' for use associated with its sports teams and fans," according to Owen Covington of the TRIAD BUSINESS JOURNAL. UK has argued in a filing to the federal Trademark Trial & Appeal Board dated Jan. 7 that the school and its Big Blue Nation trademark "will be damaged if Lorillard's request is granted." Lorillard first filed for the "blu Nation" trademark last May "with plans to use the mark to identify 'customer rewards and loyalty programs,'" as well as with a website. But the UK fanbase is "commonly referred to as the Big Blue Nation." The school has "used the mark in commerce and on clothing for years," and registered it with the U.S. Patent & Trademark Office in '04 (BIZJOURNALS.com, 1/12).