Canadian companies seek to trademark 'Elbows Up'

A number of Canadian businesses are trying to trademark the phrase “Elbows Up,” which has moved from hockey slang into a broader patriotic slogan in Canada. Applications have been filed for use on products such as clothing, beer cans, bumper stickers and supplements. The Canadian Intellectual Property Office has objected to many of the applications, saying the phrase is nondistinctive. A trademark lawyer said the office appears to view “Elbows Up” as a national symbol rather than a brand that one company can own. The phrase gained wider attention during the trade tensions with the U.S., including appearances by actor Mike Myers and Prime Minister Mark Carney. The article also notes that people connected to Gordie Howe see the slogan as marketable, but the trademark office has not commented on individual applications.