Ohio State University has officially registered a trademark for the word “THE”. The trademark will be used for all branded products associated with OSU and sold through its athletic and collegiate channels.
The trademark application was filed in 2019, a few months after the fashion retailer Marc Jacobs applied for a trademark for the word. The applications by OSU were initially rejected by the U.S. Patent and Trademark Office because of Marc Jacob’s prior filing and on the ground of the word being “ornamental”.
A trademark exclusively identifies a product as belonging to a specific company or organization; it cannot be ornamental.
OSU claimed that the word “THE” is a part of its collegiate and athletic identity. It began as a way to differentiate the Ohio State University from Oklahoma State University, emphasizing the word “the” took off in the mid-1990s. It’s used as a rallying cry and was used on merchandise for the first time in 2005. Those who purchase official Ohio State gear support student scholarships and other university initiatives.
In 2021 Marc Jacobs and OSU made an agreement which allowed both to register “THE” branded products as Marc Jacobs is a high-end fashion brand while OSU focusses on athletic and casual wear.