Dallas Stars Trademarks

The Dallas Stars are a professional hockey team based in Dallas, Texas. They compete in the National Hockey League (NHL) as a member of the Central Division in the Western Conference. 

They were founded during the 1976 NHL expansion, originally as the Minnesota North Stars. Due to financial struggles, the team merged with the Cleveland Barons before the 1978-79 season. Later, the team relocated to Dallas for the 1993-94 season. They play their home games and use the American Airlines Center as their home arena. 

In the team’s history, the Stars have won eight division titles in Dallas, two President’s trophies, the Western Conference Championship three times, and the Stanley Cup in 1998-99. Also notably, Joe Nieuwendyk won the Coon Smythe Trophy as the most valuable player of the playoffs that year. 

There are a number of Dallas Star players that have been honored. Neil Broten was inducted into the US Hockey Hall of Fame in 2000. In 2009, Brett Hull became the first Dallas Stars player inducted into the Hockey Hall of Fame based in Toronto, Canada, followed by Ed Belfour and Joe Nieuwendyk in 2011 and Mike Modano in 2014. 

Famous Dallas Stars trademarks

The Dallas Stars are a great team with a wide history and a strong community of loyal fans. Let’s take a look at some of the registered trademarks owned by the Dallas Stars, and registered by the DSE Hockey Club, L.P.

Stars logo

The first trademark registered by DSE Hockey Club, L.P. is the Stars logo. The logo features a star shape with 5 points, with the term “STAR” on top, with the “A” making the top point of the star. This trademark was registered in 1991 and applies to:

  • Entertainment services including providing professional ice hockey exhibitions 
  • Glassware, including coffee mugs and old-fashioned drinking glasses
  • Clothing, namely T-shirts, sweaters, sweatshirts, and caps

Dallas Stars logo

Another version of the Stars logo was registered in 1997. Whilst similar to the original Stars logo, it featured the term “DALLAS STARS” above the “A” which makes up the top point of the 5-point star. This trademark is owned by DSE Hockey Club, L.P. and applies to: 

  • Entertainment services including providing professional ice hockey exhibitions 
  • Clothing, namely, shirts, jerseys, sweaters & sweatshirts, T-shirts, pants, sweatpants, warm-up suits, wristbands, headbands, shorts, caps, hats, socks, nightshirts, scarves, mittens and cloth bibs 

Related: Trademarking your logo


The Dallas Stars launched an initiative to provide hockey clubs and clinics to children in Dallas city recreation centers, YMCA, and children’s clubs. The trademark for Streetstars was registered in 1996 and applies to:

  • Organizing and administering community-based street hockey programs and competitions for youths


The StarCenter is a community ice rink that hosts ice skating and hockey activities for children and the wider community in Dallas. From public skating to Dallas Stars Camps & Clinics, skaters and hockey enthusiasts can go along to get a taste of the Star experience. The trademark for StarCenter was registered in 2009 and applies to:

  • Ice skating rinks 
  • Providing skating rinks for ice skating and ice skating instruction
  • Providing facilities for ice hockey leagues and figure skating competitions

Texas-shaped “D” logo

One of the Dallas Stars’ variations on their logo includes a logo featuring a “D” and a star design within an outline of the state of Texas. This trademark was registered in 2010 by DSE Hockey Club, L.P. and applies to:

  • Entertainment services in the nature of professional ice hockey exhibitions 
  • Clothing, namely boxer shorts, caps, coats, hats, headbands, jackets, jerseys, nightshirts, pajamas, pants, robes, shirts, shorts, socks, sun visors, sweatpants, sweatshirts, T-shirts, toques, underwear, warm-up suits

“D” Star logo

Another variation of the team logo features a “D” embedded in a single star with 5 points. This trademark was registered in 2014 and applies to:

  • Entertainment services providing professional ice hockey exhibitions
  • Clothing, namely bandanas, beach cover-ups, belts, bodysuits, boxer shorts, caps, cloth bibs, coats, dresses, footwear, ear muffs, gloves, hats, headbands, hosiery, housecoats, jackets, jerseys, leggings, leotards, mittens, nightshirts, pajamas, pants, raincoats, rainwear, robes, scarves, shirts, shorts, skirts, socks, suits, sun visors, suspenders, sweaters, sweatpants, sweatshirts, swimsuits, swim trunks, T-shirts, ties, toques, underwear, vests, warm-up suits, and wristbands


Another venture of the Dallas Stars is the 5 Minute Major clothing line, a line of Dallas Stars merchandise designed for Stars fans by Stars fans. The trademark for the clothing line was registered in 2017 by DSE Hockey Club, LP, and applies to:

  • Shirts and T-shirts distributed only at professional sports ventures, events at which professional sports franchises participate, in physical retail outlets that sell professional sports-related apparel, located in Texas, New Mexico, Oklahoma, Arkansas, Mississippi, Alabama, and Kansas, and online through a website

Wrapping up

Registering your intellectual property will help you protect your unique branding and marketing. The Dallas Stars, founded in a whole other state, have had a long history and many changes in location, names, and brand identity. 

The Dallas Stars have 16 trademarked items currently, including a variety of logos, merchandise lines, and community clubs. But, in comparison to other NHL teams, there are a lot more opportunities for the Dallas Stars to expand their portfolio, including marketing campaigns and team mascot, to protect their brand value (reported $333 million).  

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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