Gucci Trademarks

Gucci is a famous Italian fashion house that began in 1921, launched by its namesake, Guccio Gucci. The Gucci family no longer owns the company, but Gucci products remain as popular as ever. The vast majority of Gucci products are still made in Italy.

During WWII, Gucci was forced to use canvas instead of their usual silk/leather products. Gucci began using their famous double G symbol with red and green stripes to distinguish their products from others.

Gucci stores would continue to make fine leather handbags and shoes. Gucci became tied with social status. In the 1960s and 1970s, Gucci introduced watches, jewelry, ties, eyewear, and the double-G logo belt buckle is still popular today. Gucci has been plagued with counterfeiting since the late 80s, but the brand remains a strong sign of luxury.

Famous Gucci Trademarks

With most of their reputation for quality craftsmanship value, it would be a grave oversight to overlook trademark protection. Thankfully, Gucci and, specifically, Gucci America Inc has a strong portfolio of trademarks registered with the USPTO. They have been involved in several multi-million dollar trademark disputes.


Gucci’s brand name was first registered with the USPTO in 1968, with its first recorded use in the USA being in 1953. However, as we’ve already noted it was used in Florence, Italy from 1921. The trademark covers the following categories:

  • Vacuum bottles and vanity cases sold empty
  • Pocketbooks and wallets
  • Travel/duffel bags
  • Luxury watches
  • Retail apparel
  • Toilet cases and shoe bags
  • Stationary such as letter openers, pencil holders, leather trays, and desk pads
  • Shoes and boots
  • Children’s and infant’s cloth bibs; hats for infants, babies, toddlers, and children; rain boots
  • Baby blankets
  • Umbrellas

Gucci logo

The original Gucci logo was originally intended to be somewhat of a makers mark, symbolizing their creator – Guccio Gucci. But the interlaced G’s have become synonymous with the brand today. The first use of the double G symbol was recorded in the 1930s. However, it wasn’t officially registered as a trademark with the USPTO until the 1970s. There are several variations of this logo. The trademark applies to the following categories:

  • Neckties, scarves, and clothing
  • Leather goods including handbags and shoes
  • Watches
  • Men’s jewelry and cufflinks
  • Eyeglass frames and sunglasses
  • Jewelry, namely, earrings, pendants, rings, necklaces, and watches; critical rings of precious metal
  • Apparel and accessories


Flora by Gucci is one of their most famous perfumes with an ”unusual and compelling” scent.

The first recorded use was in 2009. The trademark covers the following categories:

  • Personal care products include soap, liquid soap, deodorant, and bubble baths
  • Perfumes, Eau De Parfum
  • Cosmetic body powders

Green-red-green stripe design

This design mark is simple but distinct, with three stripes (green-red-green). The first use in e-commerce was in 1967, but the trademark was officially registered in 2013. The trademark covers the following areas:

  • Eyeglasses and sunglasses
  • Cases for mobile phones
  • Jewelry and keyrings
  • Cosmetic cases
  • Bags, such as luggage bags and duffle bags
  • Clothing such as t-shirts, polo shirts, shirts, sweaters, and jeans

Gucci Bloom

Bloom is another successful fragrance created by Gucci. Blended by master perfumer Alberto Morillas with direction from Alessandro Michele, the perfume became a top seller within weeks of release. The trademark for Gucci Bloom was registered in 2020. The trademark covers the following categories:

  • Body milk and skin lotions
  • Shower gel
  • Cosmetic oils and lotions. Perfumes, personal care products, and deodorants

Gucci Blind For Love

Blind For Love is one of Gucci’s newest ranges, encompassing everything from clothing to jewelry. The trademark for Blind For Love was registered in 2017 and covers the following categories:

  • Clothing which including jackets, coats, sweatshirts, skirts, footwear
  •  Jewelry, particularly rings and bracelets made of precious metals
  •  Handbags, tote bags, shoulder bags, pouches of leather, traveling cases of leather, and leather credit card cases and holders

Gucci Interlocking

Gucci’s interlocking jewelry ranges have proven to be popular since their 2012 release. The filing for Gucci Interlocking took place in 2012 and applies to the following category:

  • Watches and jewelry

Gucci pattern

The stereotypical Gucci pattern consists of a repeating pattern of the stylized letters “GG” surrounded by four filled squares at four corners of the letters, forming an overall diamond design pattern. The trademark was first filed in 2011 after its first use in 1966. The filing covers the following categories:

  • Wallets, purses, handbags
  • Shoulder bags and clutch bags, including tote bags
  • Small bags, business card holders, and cases
  • Cosmetic cases
  • Briefcases and workbags
  • Belts and footwear

Gucci logo

With a striking black stylized font, the plain Gucci Logo was first registered in 2020, having been first used in e-commerce in 2004. Gucci uses this crisp logo alongside the typical double G logo. The logo is used in the following categories:

  • Fragrances, incense, and candles
  • Sunglasses, eyeglasses, and their associated cases
  • Cases for tablets and mobile phones
  • Downloadable software related to fashion, arts, and lifestyle
  • Jewelry, watches, cufflinks, and keyrings
  • Pocketbooks, handbags, shoulder bags, clutches, and wallets
  • Homewares such as throw pillows, cushions, chairs, folding floor screens, and tables
  • Incense burners, mugs, cups, trays, and other kitchenware
  • Coffee pots, non-electric teapots, creamer pitchers, and sugar bowls
  • Clothing, tops, coats, jackets, dresses, bathing suits, scarves, and footwear
  • Wallpaper
  • Retail store services
  • Providing entertainment news and information in several fields

Read more on trademarking a logo

Gucci Chime

CHIME FOR CHANGE (launched in 2013) is calling out for and aiming to strengthen gender equality and inclusivity in the world. The application is still pending, but if approved, it will apply to the following categories:

  • Electronic publications such as online magazines featuring fashion and philanthropic content, social action, reproductive rights, and LGBTQ rights
  • Leather and imitations, animal skins, or imitations being used for creating handbags or other carry cases
  • Clothing such as tops, dresses, one-piece garments, belts, socks, jackets, and coats
  • Online retail store services featuring perfume, cosmetics, jewelry, watches, eyewear, and leather goods
  • Charitable fundraising and philanthropy focused on children’s and women’s rights
  • Sporting and cultural activities focused on monetary collections.
  • Sporting and cultural activities. Organization of shows for cultural purposes to spread awareness
  • Filming and other activities that are designed for fundraising or raising awareness
  • Organization of exhibitions for cultural or educational purposes in developing economies, poverty, children’s and women’s rights

 Blue-Red-Blue Stripe

Similar to the green-red-green design, Gucci is heavily associated with the striped logo. This particular mark consists of a red band in the center between two blue bands. The first recorded use was in 2004. The trademark is registered in the following categories:

  • Backpacks, scarves
  • Mobile phone cases
  • Baby blankets
  • Perfume
  • Sunglasses and sunglass cases.
  • Leather goods and handbags

Wrapping Up

Gucci is one of the top fashion designers globally with immense value boasting a net worth of approximately 18 billion as of 2020. Part of this tremendous value comes in the form of intellectual property. Intellectual property can be worth more than traditional assets, but you lose important legal protections if you don’t register your trademarks. If your trademarks aren’t registered, you have no recourse if you’re a victim of (what would otherwise be considered) trademark infringement.

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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