New Product Lines coming from Specialized?

It is important to remember that “intellectual property” includes more than just utility and design patents. A healthy IP portfolio will include patents but will also include consideration for your brand – specifically, trademarks. The most (in)famous player in the cycling industry regarding trademarks is probably Specialized. The Cafe Roubaix-Specialized incident has been widely covered.

Regardless of community perception, Specialized has an organized trademark strategy that many other businesses can learn from. Further, because US trademark filings are public, we can learn some about Specialized’s strategy/future products.

Specialized has recently filed the following trademark applications:

LIFT– for Bicycle frames; Bicycles – filed: March 16, 2015

RUZE – for Bicycle frames; Bicycles – filed: March 13, 2015

HELLGA – for Bicycle frames; Bicycles – filed: December 16, 2014

RYHME – for Bicycle frames; Bicycles – filed: November 20, 2014

Neither searching Specialized.com nor the internet turn up any Specialized bikes featuring any of those names. The closest I found was speculation that HELLGA was to be a women specific fat bike.

These applications use similar descriptions of the goods that the trademarks are used on to those registered trademarks of CARVE, CRUX, CAMBER, and VENGE. If Specialized stays true to their previous filings, it looks like we could see new LIFT, RUZE, HELLGA, and RYHME bikes form Specialized.

Note – these are all word marks meaning that there are no fun pictures associated with these yet. Only text. From a trademark perspective, that means that these marks can be used in any style, font, color, etc.

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