Naming baby: Blue Ivy not such a ‘brand’ new name

Published 4:00 am Sunday, November 4, 2012

Sometimes, when we’re talking about shared experience, it matters not whether you’re a mega-celebrity or just a normal person. There are just some experiences that are part of the human condition. Things like birth, death, marriage, parenthood.

So it is that billionaire celebrity couple Beyonce and Jay-Z have to deal with all the normal ups and downs that face all new parents: The excitement of seeing baby’s first smile, getting used to functioning on two hours’ sleep and the failure to get a federal patent judge to grant you the right to trademark your baby’s name: Blue Ivy.

What? That didn’t happen to you?

Celebrity babies often have odd names. Admittedly Blue Ivy isn’t as silly as “Moxie Crimefighter” Jillette or “Blanket” Jackson or as exhausting as the name of Uma Thurman’s newborn: Rosalind Arusha Arkadine Altalune Florence Thurman-Bosson.

You have to wonder what motivated “Bey and Jay” to take legal steps to trademark their precious baby’s name.

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Their request was many pages long and included all possible uses for the trademark Blue Ivy including but not limited to baby carriages, diaper bags and — wait for it — baby cosmetics.

The couple’s attempt to trademark their baby’s name, reserving it for possible branding, was rejected by a judge this week after learning that the owner of a wedding planning firm in Boston named Blue Ivy wasn’t keen on losing the name she had used successfully since 2009.

To be fair, which I just hate, it’s certainly possible that Jay-Z and Beyonce may have just done all this to keep unethical businesses from exploiting their child’s name for personal profit.

Some legal types claim that Blue Ivy could still be a brand, just not a wedding planning business. A better name might be “Put A Ring On It.” I heard that somewhere.

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