The Seattle Kraken's 'Release the Kraken' slogan was withdrawn due to an existing trademark held by Kraken Rum, highlighting the importance of trademark research and the potential for mutually beneficial agreements in branding.
On July 23, 2020, the Seattle Kraken was announced as the name for the NHL 's newest expansion franchise. At the same time, the team filed numerous trademark applications with the United States Patent and Trademark Office, including the now-familiar 'S' logo, 'Seattle Kraken', and even the phrase 'Release the Kraken'. However, just days later, the two applications for the 'Release the Kraken' slogan were expressly withdrawn by the team.
There was no comment or waiting for them to be abandoned - they were intentionally removed. Why? It turns out that Kraken Rum already had a trademark for the slogan, and, while we have to speculate some here, it's likely no coincidence that the rum company was announced as one of the team's first official sponsors. It seems to have come down to this: Why fight in court when you can have a mutually beneficial agreement? A similar type of deal could be coming to the Utah Hockey Club. Earlier this month, the USPTO refused the application for 'Utah Yetis', citing a likelihood of confusion with an existing trademark. The club is now exploring other options for a permanent name, potentially finding a mutually beneficial agreement with another entity to avoid a costly legal battle. This situation highlights the importance of trademark research and the potential for creative solutions in the world of branding
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