The New Face of Trademarks: Luke Littler’s Application

In a fascinating development in the world of intellectual property, Luke Littler, the youngest world champion in darts history, has reportedly applied to the UK Intellectual Property Office to trademark his face.

This move reflects a growing trend where individuals—especially celebrities and athletes—are seeking to protect not just their names, but also their likeness, image, and personal identity as trademarks. In such evolving areas, guidance from an experienced trademark consultant becomes essential to navigate legal complexities.

Can a Face Be Trademarked?

Yes—but only under specific conditions.

A face or likeness can be registered as a trademark if it:

• Is distinctive and uniquely associated with a person
• Has acquired commercial recognition
• Is used in relation to specific goods or services

Unlike traditional word marks or logos, such applications are examined more strictly. The key requirement is that the image must function as a source identifier, clearly linking the goods or services to a particular individual.

However, applicants may face a trademark objection on grounds such as lack of distinctiveness or failure to function as a mark. A skilled trademark consultant can assist in preparing strong responses and supporting evidence to overcome such objections.

Conclusion

Luke Littler’s move to trademark his face highlights the expanding scope of trademark law, where identity itself becomes a valuable commercial asset.

For businesses and individuals alike, this trend reinforces an important lesson: modern branding goes beyond names and logos—it extends to personality, image, and public perception. With the right support from a trademark consultant and a strategic approach to trademark objection and trademark hearing, even unique elements like a face can be successfully protected.