Organizing a papal visit requires complex planning: security, transportation, accreditation, spaces for pilgrims, institutional communication, and coordination between different administrations and entities.
But there is another, less visible element that is also part of that preparation: the protection of the distinctive signs that officially identify the event.
In these types of events, the logo, slogan, or graphic image is how the public identifies official communication, recognizes authorized products, and distinguishes which uses are truly endorsed by the organization.
Therefore, before and during a visit of this nature, trademark protection can become an especially useful tool. It's not just about registering a symbol. It's about protecting the event's identity and its exploitation.
Trademark records of Pope Leo XIV's visit to Spain
On the occasion of Pope Leo XIV's visit to Spain, the Spanish Episcopal Conference has requested protection from the Spanish Patent and Trademark Office for the official symbols linked to the trip.
Specifically, two national trademark applications have been identified relating to the official logo, one in color and one in black and white, as well as the protection of the slogan “Look Up”.
Trademark registrations requested by the Episcopal Conference at the OEPM for the visit of Pope Leo XIV to Spain
The visit generates intense communication activity and a natural demand for commemorative products: t-shirts, mugs, rosaries, publications, posters, souvenirs, and promotional materials. Therefore, having registered trademarks allows you to control who can use the logo or slogan, under what conditions, and for which products or services.
This movement clearly demonstrates how intellectual property operates in events of significant public impact. Even in a religious and institutional setting, its identifying symbols can acquire considerable economic, reputational, and organizational significance.
This is not a new practice in papal visits and large religious gatherings.
Protecting symbols associated with papal visits or major religious gatherings is not new. In previous years, various organizations have protected logos, slogans, and names linked to these events.
A recent example can be found in World Youth Day Lisbon 2023, whose logo and slogan were conceived as central elements of the event's identity. These symbols served not only to communicate the spiritual message of the gathering, but also to identify official materials, authorized products, campaigns, accreditations, and communication channels.
Trademark registration requested by the Fundação JMJ Lisboa 2023 at the EUIPO for the visit of Pope Francis to Lisbon
Slogans or symbols linked to papal visits have also been registered in other countries, precisely to prevent unauthorized commercial uses and preserve the institutional identity of the trip.
In Colombia, on the occasion of Pope Francis' visit in September 2017, the Episcopal Conference of Colombia registered the motto "Let's take the first step" for religious services.
Trademark registration requested by the Episcopal Conference of Colombia at the EUIPO for the visit of Pope Francis to Colombia (2017)
In Chile, the Chilean Episcopal Conference protected the motto "My peace I give you," linked to the pontifical visit of January 2018.
Trademark registration requested by the Episcopal Conference of Chile at the EUIPO for the visit of Pope Francis to Chile (2018)
And in the United States, the Archdiocese of Philadelphia registered several expressions related to Pope Francis' visit in 2015, including "Love is Our Mission: The Family Fully Alive" and its Spanish version, "El amor es nuestra misión: la familia llena viva," although these registrations are no longer in effect.
The logic is similar to that applied in sports competitions, world expositions, international congresses or large cultural festivals: when an event generates a recognizable identity and associated economic activity, its distinctive signs may need protection.
Event branding: a lesson for companies 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 fairs, conferences, corporate anniversaries, festivals, institutional campaigns, international meetings, or product launches can create symbols with intrinsic value: names, slogans, logos, hashtags, visual identities, or specific designations.
Failing to protect them in time can open the door to unauthorized use, third-party registration, or conflicts that hinder communication and the exploitation of the event. It can also complicate the management of merchandising, sponsorships, collaborations, or official materials.
Therefore, brand strategy should be part of the planning process from the earliest stages. Before launching a public identity, it's advisable to conduct preliminary research, assess the registrability of the mark, clearly define the products and services involved, and decide in which territories it's worthwhile to protect it.
Rosa Torrecillas, associate in the area of Partner Brands by Elzaburu
Frequently asked questions about brands and events
Can the slogan of an event be registered as a trademark?
Yes, provided the slogan is distinctive and does not fall under any absolute prohibitions on registration. It must be able to identify a business, institutional, or organizational origin in relation to specific products or services.
Why register the logo of a visit or conference?
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. Protection depends on the scope of the registration, the designated products and services, and the type of use made by third parties. Each case must be analyzed individually.
What happens to unauthorized merchandise?
If you use registered trademarks or create confusion about their official nature, the trademark owner may take action to request cessation, product withdrawal and, where appropriate, compensation.
What should companies do before launching an event with its own identity?
Conduct a preliminary availability search, define the signs to be protected, appropriately select the classes of products and services, and assess the necessary territorial protection.
