Kris Lindahl is one of the fastest growing real estate brands in the Midwest by sticking his photos on billboards, buses, and almost every flat surface in Minnesota with his enthusiastic arms outstretched. Was built.
The pose, which he calls “Lindal Stretch,” has become synonymous with the brand and he wants to prevent others from using it.
The company’s lawyers recently applied for a pose trademark with the United States Patent and Trademark Office (USPTO).
“It’s been a unique life,” Lindard said in an interview Wednesday. “It’s everywhere.”
Much of Lindahl’s disappointment is that poses appear in too many places. He said the link between his successful mediation and its poses has led others to use it to promote their business.
According to Lindahl, he wants them to stop. One of the reasons is that he wants to use a bigger part of his company’s marketing as a weapon.
The company is developing a new marketing plan to place a photo image of the KLRE agent in the same pose on a complex cut-out lawn sign that replaces the standard rectangular sign that has long been planted in front of the house. Sale.
“Billboard is where it started,” he said. “But now it’s very big. It’s not about me anymore. It’s about our team and clients, we don’t want impersonators.”
The application filed by the Twin Cities law firm includes a description of the pose with a simple black-and-white line drawing of such a person, including a button-down shirt, collar, and dotted lines depicting a man’s face. A feature where application notes are not a technical element of the pose that is part of the trademark application.
“We were really deliberately thinking about the aspects of the pose that would make it stand out and be recognizable,” says Lindar.
These aspects of the pose that Lindahl is trying to protect are, in the trademark application, “a human with his arms extended slightly higher than perpendicular to his torso, facing up from his chest, straight forward with a smile, and his fingers spread out. Described as “depiction”.
Sheila Engle, a senior trademark paralegal of Mighty Marks, a boutique trademark company specializing in working with small business owners and entrepreneurs, has very rare such applications that seek to protect physical poses. Said.
“In my 14 years of experience, I’ve never seen a trademark application of this kind,” she said.
She cannot trademark a physical pose or a particular arrangement of body parts, but if she uses drawings or symbols to identify the source of the product, she protects the pose by trademark registration. Said or service that can be turned into drawings or silhouettes for you.
Ingle can claim trademark rights to stylized images in connection with real estate services, business consulting services, business education and training services provided by Lindar if Lindal succeeds in trademarking Pose. Said.
One successful example of a pose trademark application was by Jamaican sprinter Usain Bolt, whose “bolt-tightening” pose was transformed into a silhouette drawing used in goods and products.
Applying for such a trademark can be costly and time consuming, Ingle said. The Patent and Trademark Office has experienced a historic backlog. She said it would take at least 10 months from the filing date to be examined for a trademark application.
The filing fee is $ 1,050, but before filing, lawyers usually search the USPTO database to see if there are any existing trademarks. In addition to its trademark search, the attorney will charge a fee for drafting the application and submitting it to the USPTO.
Kris Lindahl Real Estate has registered or submitted an application covering various aspects of the pose, including a photo of Lindahl posing and slogans such as “The Arms OutReal Estate Company” and “Do the Lindahl”.