Wisconsin’s new logo and slogan

By Ryan J. Foley, Associated Press Writer

MADISON, Wis. – Wisconsin’s new state slogan is already inspiring something, but it’s not exactly unanimous praise.

Gov. Jim Doyle said Monday the state will use “Live like you mean it” to promote Wisconsin as a tourism and business destination, replacing the slogan “Life’s So Good.”

But motivational speakers, authors and even wine and spirit maker Bacardi have already used the phrase in marketing campaigns. Some critics who aren’t thrilled the state is adopting their slogan may oppose its attempt to get federal trademark protections on it or even take legal action.

“They are not going to get a federal trademark. I just wanted to let them know that,” said Ellyn Luros-Elson, a Napa, Calif., dietitian who is co-author of a 2006 book by that name. “It doesn’t make sense the state is going to use something they know has already been put out there.”

The state’s brand manager, Sarah Klavas, said the Department of Tourism thoroughly vetted the phrase before introducing it and is confident there will be no trademark infringement.

She said the state applied for a trademark with the U.S. Trademark and Patent Office and is awaiting approval. A legal review, which included hiring an outside firm, turned up no problems and she noted that multiple entities can use the same phrase as long as they are promoting different items.

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