Who Owns ‘Elbows Up’? Canadian Companies Trying to Cash In on Patriotic Slogan

In Canada’s current climate of rising nationalism and inter-American trade tensions, “Elbows Up” has become a ubiquitous rallying cry. The phrase is everywhere: from hockey rinks to political rallies, it taps into a deep wellspring of Canadian pride. However, what happens when patriotism becomes a brand? The recent surge in applications to trademark the phrase “Elbows Up” raises important questions about the limits of national identity and the commodification of civic spirit.

Traditionally, trademarks distinguish one company’s products or services from another. But what happens when a phrase like “Elbows Up” becomes so deeply ingrained in popular culture that it can’t be separated from its patriotic connotations? This is the central issue at play in the current trademark disputes over “Elbows Up”. According to trademark lawyer Reagan Seidler, many applications have been met with objections from the Canadian Intellectual Property Office. The office believes that “Elbows Up” cannot function as a brand because it has become too closely tied to national identity.

If someone sees “Elbows Up” on a T-shirt or beer can, they’re unlikely to think of it as the name of a company – rather, they’ll associate it with Canadian patriotism. This raises interesting questions about the role of trademarks in our society. Trademarks are meant to protect businesses from being confused with one another, but what happens when a phrase becomes so ubiquitous that it transcends its original purpose?

The trademark office is taking a principled stand against allowing companies to monopolize “Elbows Up” – reserving the right for all Canadians to use the phrase as they see fit. Mark Howe, son of hockey legend Gordie Howe, notes that his family has long protected their trademarks as a way to raise funds for charitable causes. However, he acknowledges it’s natural for companies to try to capitalize on popular symbols.

The trademark office’s stance is not just about preventing corporate profiteering; it’s also about preserving the integrity of national identity. When patriotism becomes a brand, it risks being reduced to a commodity that can be bought and sold like any other product. By reserving the right for all Canadians to use “Elbows Up” as they see fit, the trademark office is sending an important message: that national identity cannot be owned or monopolized by anyone – not even companies.

As trade tensions with the U.S. continue to simmer in the background, it’s clear that the “Elbows Up” phenomenon will only grow. But what does this say about the state of Canadian nationalism? Is it possible for patriotism to become a brand without losing its meaning and significance? The trademark disputes surrounding “Elbows Up” may be just the beginning of this conversation – one that will require careful consideration from policymakers, business leaders, and ordinary Canadians alike.

Ultimately, the question at the heart of this controversy is not just about trademarks or corporate branding. It’s about what it means to be Canadian in a rapidly changing world. Can we protect our national identity without allowing it to become a commodity? Or must we accept that patriotism can only exist as long as it’s tied to specific products, services, or ideologies? The debate over “Elbows Up” is just one symptom of a larger issue – one that will require us to think critically about the role of national identity in our lives.