What does it mean that Gold Star has filed 'intent to use' applications for some trademarks?
Gold_Star Franchise · 2025 FDDAnswer from 2025 FDD Document
| Mark | Registration No. | Date Registered | Status | |---|---|---|---| | | 1,338,458 | May 28, 1985 | Renewal due May 28, | | | | | 2035. | | | 1,870,700 | Dec. 27, 1994 | Renewal due June 27, | | | | | 2025. | | GOLD STAR | 1,960,628 | March 5, 1996 | Renewal due March 5, | | | | | 2026. | | | 5,673,572 | February 12, 2019 | Renewal due February | | | | | 12, 2029. | Gold Star is currently in the process of modernizing its trademarks and will be transitioning the System to use the marks in the chart below in the coming months and years. In the United States, Gold Star has filed "intent to use" applications with respect to these trademarks, names, symbols and logos with the United States Patent and Trademark Office, with the intent of ultimately registering them on the principal register. With respect to these marks only, we do not have a federal registration for these marks. Therefore, these marks do not have many legal benefits and
rights as a federally registered trademark.
Source: Item 13 — Trademarks (FDD pages 37–40)
What This Means (2025 FDD)
According to Gold Star's 2025 Franchise Disclosure Document, the company is modernizing its trademarks and transitioning the system to use new marks. Gold Star has filed "intent to use" applications with the United States Patent and Trademark Office for some of these trademarks, names, symbols, and logos, with the goal of registering them on the principal register.
Because Gold Star does not yet have federal registration for these specific marks, they do not currently possess the full legal benefits and rights associated with federally registered trademarks. This means that the trademarks have less legal protection than registered marks.
If Gold Star's right to use these marks is challenged, a franchisee may be required to switch to an alternative trademark. This change could lead to increased expenses for the franchisee, as they would need to update signage, marketing materials, and other branded items to reflect the new trademark. This situation highlights a potential risk for franchisees as Gold Star updates its branding.