Merchandise versus landmark depiction
The Hollywood Sign is a physical landmark owned by the City of Los Angeles and located in Griffith Park. Photographs or illustrations that show the landmark as it appears on the hillside are depictions of a place.
Trademark issues typically arise when words or graphics are used as branding to identify or promote commercial products.
Stylized graphics and logos
Trademark registrations involving the word “Hollywood” or stylized graphics resembling the sign are generally related to commercial branding.
These trademarks may be used on products such as apparel, souvenirs, promotional items, or other merchandise sold to consumers.
When a graphic is used as a brand identifier for goods or services, trademark law may apply.
Photographs of the landmark
A photograph or illustration that depicts the Hollywood Sign as it exists on the hillside is different from using a stylized logo as a product brand.
Images of the landmark may appear in photography, journalism, films, documentaries, and other visual depictions of Los Angeles.
Souvenir industry
The Hollywood Sign has long been associated with the entertainment industry and tourism in Los Angeles. Souvenir products often incorporate imagery connected to the city and its landmarks.
When those products use stylized branding elements related to the word “Hollywood,” trademark law may apply to the branding itself.
The key distinction
The important distinction is between:
- Using a word or graphic as a commercial brand for products
- Depicting a landmark that exists in the landscape
The Hollywood Sign is a municipal landmark. Trademark law protects branding used in commerce, not the appearance of a landmark in the environment.