Organizing a papal visit requires complex planning: security, transportation, credentials, accommodations for pilgrims, institutional communications, and coordination among various government agencies and organizations.
But there is another, less visible element that is also part of those preparations: the protection of the distinctive symbols that officially identify the event.
At these types of events, the logo, slogan, or graphic image are what allow the public to identify official communications, recognize authorized products, and distinguish which uses are actually endorsed by the organization.
That is why, before and during an event of this nature, trademark protection can be a particularly useful tool. It is not just a matter of registering a symbol; it is about protecting the event’s identity and its commercial exploitation.
Trademark registrations related to Pope Leo XIV's visit to Spain
On the occasion of Pope Leo XIV's visit to Spain, the Spanish Episcopal Conference has filed an application with the Spanish Patent and Trademark Office to protect the official symbols associated with the trip.
Specifically, two national trademark applications have been identified for the official logo—one in color and one in black and white—as well as protection for the slogan “Look Up.”
Trademark applications filed by the Episcopal Conference with the Spanish Patent and Trademark Office (OEPM) in connection with Pope Leo XIV's visit to Spain
The visit generates a flurry of media activity and a natural demand for commemorative products: T-shirts, mugs, rosaries, publications, posters, souvenirs, and promotional materials. Therefore, having registered trademarks allows us to control who can use the logo or slogan, under what conditions, and for which products or services.
This trend clearly illustrates how intellectual property functions in events with significant public impact. Even in the case of a religious and institutional event, its identifying symbols can take on a highly significant economic, reputational, and organizational dimension.
This is not a new practice at papal visits and major religious gatherings
The protection of symbols associated with papal visits or major religious gatherings is nothing new. In previous years, various organizations have protected logos, slogans, and names associated with these events.
A recent example can be found in World Youth Day 2023 in Lisbon, whose logo and motto were designed as central elements of the event’s identity. These symbols served not only to convey the event’s spiritual message but also to identify official materials, authorized products, campaigns, credentials, and communication media.
Trademark registration filed by Fundação JMJ Lisboa 2023 with the EUIPO for Pope Francis's visit to Lisbon
Other countries have also registered slogans or logos associated with papal visits, precisely to prevent unauthorized commercial use and preserve the institutional identity of the trip.
In Colombia, on the occasion of Pope Francis’s visit in September 2017, the Colombian Episcopal Conference adopted the motto “Let’s Take the First Step” for religious services.
Trademark registration filed by the Colombian Episcopal Conference with the EUIPO for Pope Francis’s visit to Colombia (2017)
In Chile, the Chilean Episcopal Conference adopted the slogan “My peace I give to you,” in connection with the papal visit in January 2018.
Trademark registration filed by the Chilean Episcopal Conference with the EUIPO for Pope Francis’s visit to Chile (2018)
And in the United States, the Archdiocese of Philadelphia registered several slogans related to Pope Francis’s 2015 visit, including “Love is Our Mission: The Family Fully Alive” and its Spanish version, “El amor es nuestra misión: la familia plenamente viva,” although these registrations are no longer in effect.
The logic is similar to that applied to sporting events, world’s fairs, international conferences, or major cultural festivals: when an event creates a recognizable identity and generates associated economic activity, its distinctive symbols may require protection.
Event Branding: A Lesson for Businesses and Institutions
The Pope's visit is, first and foremost, a religious and institutional event. But it is also an event with a visual identity, an official message, coordinated communication, and associated economic activity.
Any event with its own identity can generate intangible assets that should be identified and protected from the outset. Trade shows, conferences, corporate anniversaries, festivals, institutional campaigns, international gatherings, or product launches can create symbols with their own value: names, slogans, logos, hashtags, visual identities, or specific designations.
Failing to protect them in a timely manner can open the door to unauthorized use, third-party registrations, or conflicts that hinder communication and the promotion of the event. It can also complicate the management of merchandise, sponsorships, partnerships, or official materials.
For this reason, trademark strategy must be part of the planning process from the very beginning. Before launching a public identity, it is advisable to conduct preliminary searches, assess the registrability of the mark, correctly define the relevant goods and services, and decide in which territories it is in the company’s interest to protect it.
Rosa Torrecillas, associate in the Trademark practice group at Elzaburu
Frequently Asked Questions About Brands and Events
Can an event's slogan be registered as a trademark?
Yes, provided that the slogan has distinctive character and does not fall under any absolute prohibitions on registration. It must be capable of identifying a business, institutional, or organizational source in connection with specific goods or services.
Why register the logo for a conference or convention?
Because it allows you to control its use, authorize it through licenses, and take action against third parties who use it without consent, especially in products or services related to the event.
Does registration prevent any use of the mark?
Not necessarily. The protection depends on the scope of the registration, the designated goods and services, and the type of use by third parties. Each case must be analyzed on a case-by-case basis.
What about unauthorized merchandise?
If you use registered trademarks or create confusion regarding their official status, the trademark owner may take legal action to demand that you cease such use, recall the products, and, if applicable, pay damages.
What should companies do before launching an event with its own brand identity?
Conduct a preliminary availability search, define the marks you wish to protect, properly select the classes of goods and services, and assess the necessary territorial protection.