Taylor Swift’s upcoming trademark deadline has sparked speculation that she is gearing up to release Reputation (Taylor’s Version). In February 2021, Swift’s legal team filed an intent-to-use (ITU) trademark application for the mark “REPUTATION TAYLOR’S VERSION” with the United States Patent and Trademark Office (USPTO). Swift’s application was allowed in August 2022, but she hasn’t started using the mark yet.
Under U.S. trademark law, an ITU trademark application allows an applicant to secure rights to a trademark before it is actually used in commerce. This is a strategic move for business owners, brands, and artists looking to protect their intellectual property ahead of product launches. By filing an ITU trademark application, Swift is effectively planting her flag in the trademark landscape, ensuring that when she officially releases Reputation (Taylor’s Version), she has the exclusive rights to use the name in connection with her goods and services.
Once an ITU application is approved, the USPTO issues a Notice of Allowance (NOA), giving the applicant six months to submit a Statement of Use (SOU) proving that the mark is in use. If more time is needed, up to five six-month extensions can be requested, allowing for a total of 36 months from the NOA issuance to demonstrate use in commerce. For Swift’s “REPUTATION TAYLOR’S VERSION” trademark, this means that she has until August 16, 2025, to start using the mark in commerce and file her SOU before the application is abandoned.
For business owners, Swift’s use of an ITU application exemplifies the importance of securing trademark rights early. Whether launching a new brand, product line, or album, an ITU application allows trademark owners to reserve a name before public release, mitigating the risk of trademark disputes. This process ensures that when the time comes to introduce a product or service, the branding is legally protected and ready for use.
Swift’s strategic trademark filing also serves as a signal to fans and industry observers. In the past, she has filed trademarks for her re-recorded albums well before their official releases. The “REPUTATION TAYLOR’S VERSION” application could be a major clue that the album’s release is on the horizon. If Swift wants to preserve her rights in this trademark application, she may release the highly anticipated re-recording of her 2017 album Reputation ahead of the August 16 final Statement of Use deadline. For Swifties, this marks another step toward reclaiming her music catalog, and for trademark professionals, it’s a textbook example of how to use ITU applications to secure rights before a major brand launch.
As Swift prepares to “Look What You Made Me Do” with Reputation (Taylor’s Version), her trademark strategy underscores how platinum artists and business owners alike can use intellectual property law to protect their creative and commercial endeavors. By leveraging ITU trademark applications, they can ensure their brands are legally fortified and ready for the moment they make their grand debut.
