Founded in 1970 as an expansion team in the Eastern Conference Central Division of the National Basketball Association (NBA), the Cleveland Cavaliers (also knowns as the “Cavs”) have had a tumultuous history.
The Cavs lost the first 15 games of their opening season and didn’t have a successful first five seasons. Despite several coaches, trades, and drafts, the Cleveland Cavaliers had a futile initial decade of playing, losing them $15 million in revenue. However, the Cavs became much more successful after the purchase of the franchise from George and Gordon Gund in 1981, leading them to become regular playoff contenders through the late 80s and most of the 90s.
A big turning point for the Cavs was in 2003 with the draft of Lebron James – one of the most triumphant and famous basketball players, who helped lead them to their first NBA Final in 2007. James left for the Miami Heat in 2010, making the Cleveland Cavaliers plummet to the bottom of the conference. However, James returned in 2014 and led the Cavs to four straight NBA Finals appearances.
Playing their home games at the Rocket Mortgage Fieldhouse in Cleveland since 1994, the Cleveland Cavaliers have had 22 playoff appearances and won seven Central Division titles, five Eastern Conference titles, and one NBA title.
Famous Cleveland Cavaliers trademarks
The Cleveland Cavaliers have an extensive number of trademarks to their name, with 60 trademarks registered with the USPTO. They started trademarking in 1970, covering many logo variations, team nicknames, and team slogans, right up to their new esports team. The Cavs have had a loyal fan base, despite their turbulent history, and having their assets and IP trademarked has helped with marketing strategies, commercial efforts, and creating a community experience. Let’s take a look at some of the most famous Cleveland Cavaliers trademarks, registered by Cavaliers Operating Company, LLC.
Cleveland Cavaliers logo
The Cavs have had several significant logo changes over the years. Their first logo in 1970 featured a swashbuckling cavalier pointing a sword, but this was never trademarked. In 1983, this logo changed to the word “Cavs” where the “V” was a basketball net. The next significant change was in 2003 to a basketball with a golden sword going through it as well as the full Cleveland Cavaliers name. The logo was reinvented again in 2017 to feature a black shield with a golden sword pointing upwards through a “C” as well as the full Cavaliers name. The final rendition of the logo is the same as the 2017 version but was updated in 2022 to remove the sword. The final version hasn’t been trademarked yet, but the trademark for the 2017 logo was registered in 2018 and applies to:
- Toys, games and sporting goods, namely, basketballs, golf balls, playground balls, sports balls, rubber action balls and foam action balls, plush balls for games, plastic balls for games, basketball nets, basketball backboards, miniature basketball backboards, pumps for inflating basketballs and needles therefore; golf clubs, golf bags, golf putters, golf accessories, namely, divot repair tools, tees, ball markers, golf bag covers, club head covers, golf gloves, golf ball sleeves, golf putting greens; billiard cue racks, billiard balls, billiard ball racks, cabinets specially adapted for holding dart boards, electronic basketball table top games, basketball table top games, basketball board games, action skill games, adult’s and children’s party games, trivia information games and electronic video arcade game machines, basketball kit comprised of a net and whistle, dolls, decorative dolls, collectible dolls, toy action figures, bobblehead action figures, stuffed toys, plush toys, jigsaw puzzles, toy building blocks, Christmas tree ornaments and Christmas stockings; toy vehicles in the nature of cars, trucks, trains and vans, all containing basketball themes, novelty foam toys in the shapes of fingers and trophies, toy trophies, playing cards, card games, toy noisemakers, pet toys; beach toys, namely, beach balls, inflatable balls, toy pails, toy shovels, sand toys, sand box toys, water-squirting toys; pool accessories, namely, swim floats, pool floats, toy water rafts, foam floats, swim rings, pool rings, foam rings, body boards, surf boards, swim fins, surf fins, arm floats and water wing swim aids, all for recreational use; volleyball game kits comprised of ball, net, sidelines and whistle, and water polo game kits comprised of ball, net and whistle; decorative cloth wind socks; miniature stadium reproductions, namely, small toy plastic models of a stadium; snow globes; video game machines for use with television and video game hand held controllers for use with console video gaming systems; exercise treadmills; toy banks
- Audio recordings and video recordings featuring entertainment and information in the field of basketball; audio discs, video discs, computer laser discs, pre-recorded audio and video cassettes, pre-recorded audio and video tapes, pre-recorded compact discs, pre-recorded computer laser discs, all featuring entertainment and information related to basketball; computer accessories, namely, blank USB flash drives, pre-recorded flash drives featuring information in the field of basketball; stands adapted for computers, laptops and tablet computers; mouse pads, computer mice, compact disc cases, computer carrying cases, protective sleeves for laptop and tablet computers, wrist rests for use with computers, all related to basketball; battery chargers for mobile phones; computer programs for viewing information, statistics or trivia about basketball; computer software, namely, screen savers featuring basketball themes; computer software to access and view computer wallpaper; computer browser software for use in viewing and displaying data on the Internet; computer skins, namely, fitted plastic film for covering and providing a scratch proof barrier for computer devices; computer game software; video game software, video game cartridges; radios, electronic audio speakers, headphones and ear buds, wireless telephones, telephones; cell phone accessories, namely, headsets, fitted plastic films known as skins for covering and protecting cell phones, face plates and cell phone covers; electronics accessories, namely, fitted plastic films known as skins for covering and protecting electronic apparatus, namely, MP3 players, electronic tablet computers and portable personal digital assistants; covers and stands specially adapted for MP3 players, electronic tablet computers and portable personal digital assistants; decorative switch plate covers, video monitors, computer monitors, binoculars; sunglasses; eyeglass frames; eyewear straps and chains; eyeglass and sunglass cases; magnets; disposable cameras; credit cards and pre-paid telephone calling cards magnetically encoded; downloadable video recordings, video stream recordings, and downloadable audio recordings in the field of basketball provided over the Internet; downloadable computer software for viewing databases of information, statistical information, trivia, polling information, and interactive polling in the field of basketball provided over the Internet; downloadable computer game software; downloadable interactive video games and downloadable trivia game software provided over the internet; downloadable computer software for use as screensavers and wallpaper, to access and display computer browsers, for use in viewing data on the Internet, for use in designing plastic film computer skins to protect computer monitors, for use in creating avatars for playing games and for use in remotely manipulating computer cursors over the Internet; downloadable electronic publications in the nature of magazines, newsletters, coloring books, game schedules all in the field of basketball provided over the Internet; downloadable catalogs provided over the Internet featuring an array of basketball-themed products; downloadable greeting cards provided over the Internet for sending by regular mail; mouth guards for sports
- Retail store services, computerized online retail store services, online ordering services, electronic retail store services via computer, and electronic mail order catalog services, all featuring an array of basketball-themed merchandise; promoting the goods and services of others by arranging for sponsors to affiliate these goods and services with a basketball program; promoting the sale of goods and services of others through the distribution of promotional contests provided over the internet; conducting public opinion poll surveys and providing public opinion poll surveys in the field of basketball for non-business, non-marketing purposes over the internet
- Audio broadcasting; cable television broadcasting; radio broadcasting; subscription television broadcasting; television broadcasting; video broadcasting; web-casting services in the nature of providing online chat rooms and online interactive chat rooms with guests for transmission of messages among computer users concerning the field of basketball; broadcasting programs over the internet; providing on-line electronic bulletin boards for transmission of messages among computer users concerning the field of basketball; providing multiple-user access to a global computer information network for the purpose of participating in interactive polling in the field of basketball; wireless communications services, namely, the transmission of graphics to mobile telephones; wireless electronic transmission of voice signals, data, facsimiles, images, and information; wireless broadband communications services
- Entertainment and educational services in the nature of ongoing television and radio programs in the field of basketball and rendering live basketball games and basketball exhibitions; the production and distribution of radio and television shows featuring basketball games, basketball events and programs in the field of basketball; conducting and arranging basketball clinics and camps, coaches clinics and camps, dance team clinics and camps and basketball games; entertainment services in the nature of personal appearances by a costumed mascot or dance team at basketball games and exhibitions, clinics, camps, promotions, and other basketball-related events, special events and parties; fan club services; entertainment services, namely, providing a website featuring non-downloadable multimedia material in the nature of television highlights, interactive television highlights, video recordings, video stream recordings, interactive video highlight selections, radio programs, radio highlights, and audio recordings in the field of basketball; providing news and information in the nature of statistics and trivia in the field of basketball; on-line non-downloadable games, namely, computer games, video games, interactive video games, action skill games, arcade games, adults’ and children’s party games, board games, puzzles, and trivia games; electronic publishing services, namely, publication of magazines, guides, newsletters, coloring books, and game schedules of others on-line through the Internet, all in the field of basketball; providing an online computer database in the field of basketball
- Publications and printed matter, namely, basketball trading cards, trading cards, stickers, decals, temporary tattoo transfers, commemorative basketball stamps, collectible cardboard trading card discs, memorandum boards, clipboards, paper coasters, post cards, place mats of paper, facial tissues, note cards, memo pads, note pads, ball point pens, crayons, felt tip markers, rubber bands, pens and pencils, pen and pencil cases, pen and paper holders, desktop document stands, scrap books, rubber stamps, drafting rulers, paper banners and flags, 3-ring binders, stationery folders, wirebound notebooks, portfolio notebooks, unmounted and mounted photographs, lithographs, art prints, posters, calendars, bumper stickers, book covers, bookmarks, wrapping paper, children’s activity books, children’s coloring books; statistical books, guide books, and reference books, all in the field of basketball; magazines in the field of basketball, catalogs in the field of basketball, commemorative game and souvenir programs related to basketball, paper pennants, stationery, stationery-type portfolios, invitation cards, printed certificates, greeting cards, Christmas cards, holiday cards, informational statistical sheets for basketball topics; newsletters, brochures, pamphlets, and printed paper game schedules in the field of basketball; bank checks, check book covers, check book holders, comic books; non-magnetically encoded credit cards, gift cards and telephone calling cards; money clips; printed tickets for sporting and entertainment events; collectible card holders and memorabilia holders in the nature of printed ticket holders, trading card holders
- Athletic bags, shoe bags for travel, overnight bags, umbrellas, backpacks, baby backpacks, knapsacks, duffel bags, tote bags, beach bags, beach tote bags, drawstring pouches, luggage, luggage tags, patio umbrellas, beach umbrellas, valises, attach cases, billfolds, wallets, briefcases, canes, business card cases, book bags, all-purpose sports bags, golf umbrellas, gym bags, purses, coin purses, fanny packs, waist packs, cosmetic cases sold empty, garment bags for travel, handbags, key cases, suitcases, toiletry cases sold empty, trunks for traveling and rucksacks, foot lockers, pet clothing, pet leashes, and pet collars
- Toy boxes and chests, pillows and seat cushions; portable and folding stadium seats and cushions; plastic key tags; picture frames; hand-held mirrors; interior roller shades for windows with suction cups; caddies in the nature of magazine racks; wall plaques made of wood, wall plaques made of plastic; soft sculpture wall decorations; non-metal reusable bottle caps; non-metal clips for tablecloths; wooden signboards, decorative mobiles; steel furniture; recliners, chairs, and stools; tables; portable and folding sports seats and stools; furniture; juvenile furniture; bedroom furniture; clothes hangers and coat hangers; non-metal trophy cups; bean bag chairs; non-metal coat racks; non-metal display stands for holding and displaying various types of balls; dividers for drawers; plastic figurines; plastic pet identification tags; wood boxes; furniture chests; gift package decorations made of plastic; plastic novelty license plates; plastic name badges; non-metal nameplates
- Beverage glassware, drinking glasses, shot glasses, mugs, and cups made of ceramic, earthenware, glass, and porcelain; beer mugs, tumblers for use as drinking glasses, plastic cups, wastepaper baskets, plastic water bottles sold empty, stainless steel water bottles sold empty, bowls, plates, beverage stirrers, jugs, decorative and commemorative plates, glass jars, cooking utensils in the nature of grill covers, non-electric portable beverage coolers, coasters not of paper or textile and not being of table linen, lunch boxes, bottle openers, salt, and pepper shakers, drinking flasks, insulating sleeve holders for bottles, insulating sleeve holders for beverage cans, cookie tins, drinking straws, piggy banks; hair, nail, and toothbrushes; bath accessories, namely, cup holders; laundry hampers for domestic or household use; bottle stoppers specially adapted for use with wine bottles; figurines made of ceramic in the nature of garden gnomes, oven mitts
- Cloth banners, cloth wall hangings, cloth, and fabric pennants; bed, bath, and household linens, bed, bath, towel, and cot sheets, fleece, baby, lap, and traveling blankets, comforters, curtains, draperies, quilts, bedspreads, towels, pillowcases and shams, dish towels, golf towels, textile tablecloths and placemats, stadium blankets, throw blankets, cloth handkerchiefs, cloth flags, unfitted fabric furniture covers, shower curtains; textile coasters
- Clothing, namely, hosiery, footwear, basketball shoes, basketball sneakers, T-shirts, shirts, polo shirts, sweatshirts, sweatpants, pants, tank tops, jerseys, shorts, pajamas, sport shirts, rugby shirts, sweaters, belts, ties, nightshirts, hats, caps, visors being headwear, warm-up suits, warm-up pants, warm-up tops/shooting shirts, jackets, wind resistant jackets, parkas, coats, baby bibs not of paper, headbands, wrist bands as clothing, aprons, undergarments, boxer shorts, slacks, ear muffs, gloves, mittens, scarves, woven and knit shirts, jersey dresses, dresses, cheerleading dresses, and uniforms, swimwear, bathing suits, swimsuits, bikinis, tankinis, swim trunks, bathing trunks, board shorts, wet suits, beach cover-ups, bathing suit cover-ups, bathing suit wraps, sandals, beach sandals, beach hats, sun visors being headwear, swim caps, bathing caps, novelty headwear with attached wigs
Related: Steps to trademarking a logo
All For One. One For All
The “All for One. One for All” motto that the Cavaliers have adopted was used as part of their jerseys in 2015. It was used to reflect the team spirit the Cavs had. The patch with the phrase was even printed on the jerseys upside down so that players were reminded of the team-first approach at all times. The motto was also famously known by the Three Musketeers, a similar entity to cavaliers, and possibly eludes to the Cavaliers’ successful trio, LeBron James, Kevin Love, and Kyrie Irving. This trademark was registered in 2007 and applies to:
- Publications and printed matter, namely basketball trading cards, trading cards, stickers, decals, commemorative basketball stamps, collectible cardboard trading discs, memo boards, clipboards, paper coasters, post cards, place mats of paper, facial tissues, note cards, memo pads, note pads, ball point pens, rubber bands, pencils, pen and paper holders, desktop document stands, scrap books, rubber stamps, paper banners and flags, bookmarks, 3-ring binders, stationery folders, wirebound notebooks, portfolio notebooks, unmounted and mounted photographs, posters, calendars, bumper stickers, book covers, bookmarks, wrapping paper, children’s activity books, children’s coloring books, statistical books, guide books, and reference books in the field of basketball, magazines in the field of basketball, catalogs featuring basketball, commemorative game and souvenir programs, paper pennants, stationery, stationery-type portfolios, invitation cards, printed certificates, greeting cards, Christmas cards, holiday cards, statistical sheets for basketball topics, newsletters, brochures, pamphlets, and game schedules in the field of basketball, bank checks, check book covers, check book holders, credit cards and telephone calling cards not magnetically encoded
- Clothing, namely hosiery, footwear, basketball shoes, basketball sneakers, T-shirts, shirts, polo shirts, sweatshirts, sweatpants, pants, tank tops, jerseys, shorts, pajamas, sport shirts, rugby shirts, sweaters, belts, ties, nightshirts, hats, caps, visors, warm-up suits, warm-up pants, warm-up tops/shooting shirts, jackets, wind resistant jackets, parkas, coats, baby bibs not of paper, headbands, wrist bands, aprons, undergarments, boxer shorts, slacks, caps, ear muffs, gloves, mittens, scarves, woven and knit shirts, jersey dresses, dresses, cheerleading dresses, and uniforms, swimwear, bathing suits, swimsuits, bikinis, tankinis, swim trunks, bathing trunks, board shorts, wet suits, beach cover-ups, bathing suit cover-ups, bathing suit wraps, sandals, beach sandals, beach hats, sun visors, swim caps, bathing caps, novelty headwear with wigs
- Audio broadcasting; cable television broadcasting; radio broadcasting; subscription television broadcasting; television broadcasting; video broadcasting; webcasting services in the nature of providing online chat rooms and online interactive chat rooms with guests for transmission of messages among computer users concerning the field of basketball; broadcasting programs over the internet; providing on-line electronic bulletin boards for transmission of messages among computer users concerning the field of basketball; providing access to interactive polling in the field of basketball over the internet
- Entertainment and educational services in the nature of ongoing television and radio programs in the field of basketball and rendering live basketball games and basketball exhibitions; the production and distribution of radio and television broadcasts of basketball games, basketball events and programs in the field of basketball; conducting and arranging basketball clinics and camps, coaches clinics and camps, dance team clinics and camps and basketball events; entertainment services in the nature of personal appearances by a costumed mascot and/or dance team at basketball games and exhibitions, clinics, camps, promotions, and other basketball-related events, special events and parties; fan club services; entertainment services, namely providing a website featuring the following content– television highlights, interactive television highlights, video recordings, video stream recordings, interactive video highlight selections, radio programs, radio highlights, and audio recordings in the field of basketball, basketball news in the nature of information, statistics, and trivia about basketball, on-line computer games, video games, interactive video games, action skill games, arcade games, adults’ and children’s party games, board games, puzzles, and trivia games, providing on-line magazines, guides, newsletters, coloring books, game schedules and greeting cards in the field of basketball over the internet, providing an online computer database in the field of basketball
The DIFF
“The DIFF” refers to the Cavaliers’ unique scoreboard feature that they’ve used since 2006. On their video board, they have “The DIFF” which shows the difference in score between the Cavs and their opponent. So for example, it could read “+14”, or “-1” so that fans can quickly see the difference in score. The wordmark was registered in 2007 and applies to:
- Entertainment and educational services in the nature of ongoing television and radio programs in the field of basketball and rendering live basketball games and basketball exhibitions; the production and distribution of radio and television broadcasts of basketball games, basketball events and programs in the field of basketball; conducting and arranging basketball clinics and camps, coaches clinics and camps, dance team clinics and camps and basketball events; entertainment services in the nature of personal appearances by a costumed mascot and/or dance team at basketball games and exhibitions, clinics, camps, promotions, and other basketball-related events, special events and parties; fan club services; entertainment services, namely providing a website featuring the following content: television highlights, interactive television highlights, video recordings, video stream recordings, interactive video highlight selections, radio programs, radio highlights, and audio recordings in the field of basketball, basketball news in the nature of information, statistics, and trivia about basketball, on-line computer games, video games, interactive video games, action skill games, arcade games, adults’ and children’s party games, board games, puzzles, and trivia games, providing on-line magazines, guides, newsletters, coloring books, game schedules and greeting cards in the field of basketball over the Internet, providing an online computer database in the field of basketball
Wrapping up
The Cleveland Cavaliers have been a basketball team for over 50 years and have had a tumultuous journey. Starting off poorly and losing over $15 million in revenue, it was the acquisition of LeBron James that took them to new heights, and the team has varied in success since then.
However, they’ve done well to register over 60 trademarks for their franchise. This includes most of their logo variations and team nicknames such as “The Cavs” and “C’. They’ve also trademarked popular slogans and identifications like “All for One. One for All” and “The DIFF”, as well as their new esports team, Cavs Legion GC. The franchise clearly understands the importance of trademarking its IP and assets to protect itself against future legal battles. However, there is still more they could be doing. For example, the Cavs have two official mascots, Moondog and Sir C.C. who have not been trademarked. As a franchise that’s worth $2.05 billion, trademarking all of its assets with USPTO will save them many future headaches and a lot of money.
