The Pittsburgh Penguins (known as the “Pens”) are a Pittsburgh-based professional ice hockey club. They compete in the Metropolitan division of the Eastern Conference in the National Hockey League (NHL). They’ve played their home games in the Consol Energy Center (also known as the PPG Paints Arena). They previously played in the Civic Arena (colloquially known as the Igloo).
The Penguins are currently associated with two minor league teams, the Wheeling Nailers of the ECHL and the Wilkes-Barre/Scranton Penguins of the AHL.
The Penguins were founded during the 1967 expansion and have qualified for the Stanley Cup Finals six times, winning five times. They succeeded in 1991, 1992, 2009, 2016, and 2017. The Penguins are tied for the most Stanley Cup Championships among the non-original six teams and sixth overall. Following their wins in 2016 and 2017, the Penguins became the first champions to win back-to-back in the salary cap era. Several team members have been inducted into the Hall Of Fame, including co-owner Mario Lemieux (who purchased the Penguins in 1999 to save them from bankruptcy). Lemieux, Jaromir Jagr, Sidney Crosby, and Evgeni Malkin have won the hart memorial trophy for the franchise.
The Penguins have long-running rivalries with the Detroit Red Wings, Philadelphia Flyers, and New York Rangers, and there is a budding rivalry with the Anaheim Ducks after a devastating loss during the 2020 season.
Famous Pittsburgh Penguins trademarks
The Pittsburgh Penguins have over half a century of history; in 55 years, they’ve won the Stanley cup 5 times and amassed a modest intellectual property portfolio. Let’s look at some of the most famous trademarks of Pittsburgh Penguins LP.
Penguins
The “Penguins” wordmark is one of the first trademarks submitted. The trademark was registered in 1967 for use in:
- Professional ice hockey contests
Penguin logo #1
The rudimentary penguin logo consists of a penguin playing ice hockey in front of a triangle. This forms the basis of all team logos. It was first registered in 1969 for use in:
- Professional hockey games
- Shirts, jerseys, sweaters, jackets, sweatshirts, T-shirts, pants, sweatpants, headbands, shorts, caps, hats, socks, mittens, nightshirts, and other clothing
Penguin logo #2
This logo consists of a penguin design overlaying a triangle, and the penguin is shown from a side view. This logo was registered in 1992 for use in:
- Videotapes, audiotapes, compact discs, etc., related to sports coverage
- Stationery, photographs, posters, and pens
- Jackets, sweaters, sweatpants, hats, nightshirts, and other clothing
- Hockey sticks, pucks, gloves, helmets, pads, and more
- Metal license plates
- Jewelry, watches, pins, and accessories
- Gym bags
- Beverage and glassware
- Towels and pennants
- Entertainment services like providing professional ice hockey exhibitions
Pittsburgh Penguins logo
The Pittsburgh Penguins logo consists of the design from Logo #1 surrounded by the word “Pittsburgh Penguins,” flanked by a single star on each side. It’s one of the newest logos, registered in 2010 for use in:
- Entertainment services related to professional ice hockey exhibitions
- Jackets, hats, jerseys, and other clothing
Read more: Trademarking your logo
Pittsburgh Elite logo
The Pittsburgh Elite logo is similar to the previous logo, featuring an ice skating penguin in the center of a circular design containing the words “Pittsburgh Elite.” The logo was registered in 2011 for use in:
- Entertainment services related to amateur ice hockey games
- Sweatshirts, jackets, and other clothing
Pittsburgh Penguins Foundation
The Pittsburgh Penguins Foundation is the charitable arm of the Penguins and “supports health, fitness and awareness initiatives that assist the overall physical health of our youth.” The Pittsburgh Penguin Foundation is one of the most significant supporters of youth hockey in the tri-state area.
The trademark registration for the Pittsburgh Penguins Foundation was registered in 2018 following its first use in 2010, and it’s registered in the following categories:
- Charitable foundation services, namely, providing financial assistance for programs and services of others
- Charitable services, namely, providing financial assistance to children for wellness, health, exercise, education, and essential life skills
- Charitable services that provide financial assistance to high-quality mental health service providers for high-quality mental health services for children by partnering with existing schools and child-oriented settings
- Charitable services, namely, organizing and developing projects that promote physical well-being, encourage teamwork, stress the value of education, and provide essential life skills to young people in our community through youth hockey and other activities
- Charitable services, namely, organizing and developing programs that promote providing high-quality mental health services by partnering with existing schools and child-oriented settings
Igloo Club
The “Igloo Club” wordmark was registered in 2016 for use in:
- Bar services; provision of banquet and social function facilities for special occasions
Penguins Passport
The “Penguins Passport” wordmark was registered in 2017 for use in:
- Promotional advertising of products and services of third parties through sponsoring arrangements excluding the promotional advertising of books, book publishing services, and authors, namely, sporting events, contests, giveaways, celebrity appearances, and customized promotional materials
- Entertainment services, namely, professional ice hockey exhibitions
Passport logo
The passport logo consists of the literal element “passport” in stylized font displayed below a drawing of a penguin’s upper body and head. This is imposed over a trapezoid design element and situated alongside an arc-shaped design that incorporates three connecting lines and an arrow design element. The passport logo is related to the penguins’ passport trademark and was registered in 2017 for use in:
- Promotional advertising of products and services of third parties through sponsoring arrangements excluding the promotional advertising of books, book publishing services, and authors, namely, sporting events, contests, giveaways, celebrity appearances, and customized promotional materials
- Entertainment services, namely, professional ice hockey exhibitions
Student Rush
The Pittsburgh Penguins Student Rush program is available to all college and high school students, and it was trademarked in 2011 for use in:
- T-shirts and other clothing
- Entertainment services, namely, arranging for and providing discount tickets for students in connection with sporting events, musical concerts, and other entertainment events
A great day for hockey
One of the slogans registered by the Penguins is “a great day for hockey.” The trademark was registered in 2011 for use in:
- Paper goods and printed materials, namely, posters, trading cards, calendars, stickers, stationery, photographs, and souvenir programs concerning ice hockey; printed publication, namely, a magazine on the subject of ice hockey
- Beverage containers, namely, cups and drinking glasses
- Fabric pennants and flags
- Entertainment services in the nature of professional ice hockey exhibitions
- Clothing, namely, shirts, T-shirts, caps, hats, and scarves
Team Pittsburgh Gear logo
The logo consists of a suspension bridge design above the words “Online Sports Store” and the web URL. The logo was registered in 2013 for uses in:
- Online retail store services featuring sporting goods, clothing, and sports memorabilia
Iceburgh
Iceburgh is the official mascot of the Pittsburgh Penguins; most fans know him as “Icey.” Icey is a large penguin mascot seen on the ice at every game. The trademark was registered in 1997 for use in:
- Entertainment services such as a team mascot for a professional hockey team
Wrapping up
The Pittsburgh Penguins are one of the most recognizable NHL teams; the Penguins are worth an estimated 650 million dollars. Part of this value is a modest trademark portfolio.
Other NHL teams could look to the Pens as an example, as they’ve clearly put a lot into protecting their unique brand. Their intellectual property portfolio covers their logos, including new logos, their names, and their mascot. They’ve also registered slogans and discount ticket programs (Student Rush).
