Source: http://legalarium.com/ttabquotes/Likeness.html
Timestamp: 2019-04-26 16:08:47+00:00

Document:
When a name, portrait, or signature in a mark identifies a particular living individual, or a deceased president of the United States during the life of his widow, the mark can be registered only with the written consent of the individual, or of the president's widow, respectively. The requirement for consent also applies to the registration of a pseudonym, stage name, or nickname, if there is evidence that the name identifies a specific living individual who is publicly connected with the goods or services, is generally known, or is well known in the field relating to the relevant goods or services. See TMEP §§1206 et seq. concerning refusal of registration under §2(c) of the Trademark Act, 15 U.S.C. §1052(c), when a mark in an application comprises the name, portrait, or signature of a living individual whose consent to register such name or likeness is not of record.
See TMEP §1206.03 for information about when the examining attorney should issue an inquiry as to whether a name or likeness identifies a particular living individual.
If a mark comprises the name or likeness of a living individual and consent to register is of record or is presumed from signature of the application (TMEP §1206.04(b)), a statement that the mark identifies a living individual whose consent is of record must be printed in the Official Gazette and on the registration certificate. See TMEP §813.01(a). If a name or likeness that could reasonably be perceived as that of a living individual is not that of a specific living individual, a statement to that effect is printed in the Official Gazette and on the registration certificate. See TMEP §813.01(b).
A particular image, as opposed to a general image, of a human may serve as a valid mark.
In re Elvis Presley Enterprises, Inc., Serial No. 74/454,035, (TTAB 1999).
This sweeping contention resembles that rejected in Estate of Elvis Presley v. Russen, 513 F.Supp. 1339 (D.N.J. 1981). The estate of the entertainer Elvis Presley argued that his "image and likeness" was a valid mark. The District of New Jersey rejected the claim as too broad. … However, the [district] court went on to note that a particular image of Presley could be a valid mark. …"
The photograph of a human, unlike a portrait of a fanciful cartoon character, is not inherently "distinctive" in the trademark sense.
The holding of Estate of Elvis Presley v. Russen was endorsed by the United States Court of Appeals for the Second Circuit in Pirone v. MacMillan, 894 F.2d 579, 13 USPQ2d 1799 (2d Cir. 1990). The Court had the following to say with regard to an attempt to claim trademark rights in all likenesses and images of a particular individual (13 USPQ2d at 1801, emphasis added): "Different photographs of the same person may be markedly dissimilar. Thus a photograph of a human being, unlike a portrait of a fanciful cartoon character, is not inherently "distinctive" in the trademark sense of tending to indicate origin. … Under some circumstances, a photograph of a person may be a valid trademark – if, for example, a particular photograph was consistently used on specific goods. [Plaintiff], however, asserts rights in every photograph of [Babe] Ruth.
Case Finding: The likeness and image of Elvis Presley, in general, does not serve as a mark.
This is not the first time that an attempt has been made to claim that the likeness and image of Elvis Presley in general serves as a mark. Such an attempt was rejected in the past, and we, like the Examining Attorney, reject it now. See Estate of Elvis Presley v. Russen, 513 F.Supp. 1339, 211 USPQ 415, 439 (D.N.J. 1981)("The plaintiff asserts that the likeness and image of Elvis Presley serves as a service mark; however, the evidence does not support such a broad proposition. Rather, the record only supports a conclusion that a picture or illustration of Elvis Presley dressed in one of his characteristic jumpsuits and holding a microphone in a singing pose is likely to be found to function as a service mark. This particular image (hereinafter referred to as the ‘Elvis Pose') has appeared in promotional and advertising material for concerts and on record albums.") (emphasis added).

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