Atlanta Hawks Trademarks

The Atlanta Hawks are an Atlanta-based professional basketball team; they compete in the NBA (National Basketball Association) in the Eastern Conference’s South East Division.

The team was first established in Buffalo, New York, in 1946 as the Buffalo Bisons, a National Basketball League (NBL) member owned by Leo Ferris and Ben Kerner. After a short stint of fewer than 40 days in Buffalo, the team moved to Moline, Illinois, where they took on the Tri-Cities Blackhawks name. In 1949 they joined the NBA during a merger between the BAA (Basketball Association of America) and NBL. In 1951 they moved to Milwaukee, and the Hawks were born, as they took on the Milwaukee Hawks name. The team moved to St. Louis in 1955, where they’d win their only NBA championship in 1958. They qualified for the NBA finals in 1957, 1960, and 1961.

The Hawks played against the Boston Celtics in all of their NBA finals.

The St. Louis Hawks moved to Atlanta in the late 60s, where Kerner sold the franchise to former Georgia Governor Carl Sanders and Thomas Cousins.

Behind the Sacramento Kings, the Hawks have one of the most prolonged droughts of not winning an NBA championship in 63 seasons.

The team’s only NBA championship and Finals appearances happened in St. Louis. They went 48 years without surpassing the second round of the playoffs until 2015. However, they are one of only four teams qualified for the NBA playoffs in 10 seasons in the 21st century. They achieved that record between 2008 and 2017. The team’s home games are played at State Farm Arena.

Famous Atlanta Hawk trademarks

The Atlanta Hawks have a unique history of serving several cities and states over the last 60+ years. Now, they are a core part of Atlanta’s sporting culture. They have a loyal fanbase and extensive brand, plus decent net worth. Let’s take a look at some of the trademarks registered under Atlanta Hawks Ltd.

Atlanta Hawks

The first trademark registration submitted by the Atlanta Hawks is for the team name. The trademark filing was approved in 1974 and expanded several times to include:

  • Entertainment services, including professional basketball games and exhibitions
  • Basketballs, golf balls, rubber balls, basketball nets, pumps for basketballs, golf bags, and other sporting goods
  • Video game cartridges, board games, electronic arcade games, and other toys
  • Hosiery, sweatpants, sweatshirts, headbands, jerseys, coats, T-shirts, slacks, gloves, and other clothing
  • Basketball trading cards, playing cards, collectibles, placemats, notebooks, document stands, statistical books, reference books, guide flags and other publications, printed matter, and stationery

Atlanta Hawks logo

The first Atlanta Hawks logo registered with the USPTO consists of a front-facing hawk’s head. The Hawk is holding a basketball. The Atlanta Hawks registered the Hawks trademark in 2002 for use in:

  • Cybercasting services related to 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 via a global computer network
  • Providing online newsletters and magazines related to basketball
  • Online drawing books and picture books
  • Online catalogs for home electronics
  • Sporting goods, homewares, clocks, and watches
  • Soft linens, including bath and kitchen linens
  • Audio recordings related to basketball promotion and games
  • Video recordings of basketball games and promotions
  • Pre-recorded audio and video cassettes, video game cartridges, and software
  • Computer accessories, mouse pads, mice, and disc cases
  • Computer operating systems in basketball, video game software, cartridges, and video game machines for use with televisions, radios, and telephones
  • Baby backpacks, athletic bags, purses, suitcases, handbags, and other bags
  • Hosiery, footwear, T-shirts, sweatshirts, sweatpants, and other clothing
  • Basketballs, golf balls, playground balls, and other sporting goods
  • Basketball, board games, electronic games, Christmas tree ornaments, dolls, and other toys
  • Trading cards, decals, stickers, wrapping papers, activity books, statistical books, guide books, reference books, and other publications and printed matter

Related: Trademarking your logo

ATL logo

The ATL logo is simple but recognizable, consisting of “ATL” in a stylized font. It was registered in 2013 for use in:

  • Sweatshirts, sweatpants, T-shirts, swimwear, board shorts, wet suits, beach cover-ups, bathing suit cover-ups, sun visors, swim caps, bathing caps, gloves, mittens, scarves, and other clothing

Hawk head logo

The other logo associated with the Atlanta Hawks is the hawk head logo; this logo consists of a hawk’s head in a circle design. This was registered in 1972; though the trademark application has been expanded several times, it’s currently registered for use in:

  • All-purpose sports bags, athletic bags, leather key chains, cosmetic cases, and other bags
  • Pet clothing, leashes, and collars
  • Basketball trading cards, stickers, decals, scrapbooks, Christmas cards, statistical books, comic books, and other publications and printed matter
  • Costume jewelry, pendants, cuff links, jewelry boxes, accessories, and jewelry-related products
  • Audio and video discs, mouse pads, carry-on cases for computers, and other computer accessories
  • Video game software, blank flash drives, computer stands, and computer programs designed for statistics or trivia related to basketball
  • Hosiery, T-shirts, sweatshirts, tank tops, headbands, and other clothing
  • Entertainment services related to professional basketball exhibitions

Atlanta Hawks Basketball Club logo

The Atlanta Hawks Basketball Club logo consists of the Hawk’s head logo surrounded by the words “Atlanta Hawks Basketball Club.” The trademark was registered in 2015 for use in:

  • Audio, video, and computer discs, including pre-recorded video cassettes and audio
  • Computer games and accessories
  • Costume jewelry, beaded jewelry, and precious metal accessories
  • Temporary tattoos, trading cards, basketball cards, and other printed matter
  • Statistical books, trivia books, newsletters, and other publications
  • Shoe bags, athletic bags, toiletry cases, and other bags
  • Pet clothing, leashes, and collars
  • Toy boxes, pillows, seat cushions, folding chairs, magazine caddies, and other homewares
  • Drinking glasses, including mugs, cups, and shot glasses
  • Cloth banners, wall hangings, and other soft linens
  • Sweatshirts, sweatpants, pajamas, and other clothing
  • Basketballs, golf balls, playground balls, and other sporting goods
  • Basketball, board games, electronic games, Christmas tree ornaments, dolls, and other toys
  • Online and computerized retail services
  • Cable television broadcasting and other audio broadcasting
  • Live basketball games
  • Production and distribution of radio and television shows related to basketball
  • Basketball clinics and camps, including dance team clinics and fan club services
  • Special events and parties related to basketball
  • Interactive television highlights related to basketball
  • Personal appearances of a costumed mascot or dance team
  • Publication of magazines, guides, newsletters, coloring books, and game schedules of others online through the internet, all in the field of basketball
  • Providing an online computer database in the field of basketball

Wrapping up

The Atlanta Hawks started in Buffalo, so there was a delay between the teams founding and the first trademark application, and they were determined to make their mark. The first logo was trademarked in 1973 and was different from the team logos from St Louis and Milwaukee. Currently, the Hawks use the Atlanta Hawks basketball club logo; the older, more minimal logos are seen on the uniforms.

The Atlanta Hawks have a noteworthy history, though they’ve also experienced big droughts. The team is valued at more than 2 billion, including a decent amount of intellectual property. The Atlanta Hawks have registered more than 50 trademarks since their first application in 1973. Registering your intellectual property with the trademark office allows you to protect your property from unfair use.

Xavier Morales, Esq.

About the Author:

Xavier Morales, Esq.

Mr. Morales founded this trademark law practice in January 2007 with the goal of providing intellectual property expertise to entrepreneurs and businesses around the country. Since then, he has filed more than 6,000 trademarks with the USPTO. You can learn more about Xavier here.

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