DISCUSSION AND POSSIBLE
ACTION ON A LICENSING
AGREEMENT FOR
CITY-BRANDED APPAREL
USING THE UPDATED CITY
LOGO
City Manager's Office
February 10, 2026
OUTLINE
1. Trademark Status
2. Two Distinct Licensing Models
3. Potential Next Steps
4. Staff Recommendation
2 TRADEMARK STATUS
• August 20, 2024: City Council approved a contract with Innovent Law to prepare and submit trademark filings
for the City logo with the U.S. Patent and Trademark
Office (USPTO).
• March 12, 2025: Trademark applications submitted
across multiple classifications
• Spring 2026: Anticipated approval of trademark
application
3 TRADEMARK STATUS
• Trademark Registration Cost: $14,900
• Mark fee: $1,800
• Classification fees: $300 for the first 3; $6,300 for 9 additional
• Legal services: $6,500
• Ongoing Costs to keep trademark active
• Fees due in Year 5 and every 10 years thereafter
• Approx. $225 per class (Year 5)
• Approx. $525 per class (every 10 years)
• Failure to file renewals may result in cancellation of trademark status
4 TWO DISTINCT LICENSING MODELS
• Rochester, NY
• Non-commercial use: $50 for two years
• Commercial use: $100 for two years
• Online application reviewed by the City’s
Communications & Special Events Team
• Beverly Hills, CA:
• Branding & Licensing Committee reviews proposals
• Consultant (CMG Worldwide) conducts initial review
• Recent approvals include apparel, events, and branded merchandise (e.g., Erewhon, Skechers)
5 POTENTIAL NEXT STEPS
• Adopt a City Council resolution or ordinance defining the logo as a protected municipal mark
• Consider governance options:
• Subcommittee of Councilmembers or staff
• Consultant support for branding and compliance
• Develop a licensing framework with application
procedures, approval criteria, and fee/royalty structures • Issue a Request for Information (RFI) to gauge interest from potential local business partner(s)
6 RECOMMENDATION
Staff recommends that the City Council provide direction on the potential implementation of a Licensing
Agreement for City-Branded Apparel using the updated
City Logo.
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