Jobs, not Steve

vierkantAlways an interesting question: can you claim the name of a famous man or woman as a trademark (while you are not that person)?
Often it is an act of bad faith as we have seen earlier in the case with Alexander Wang. These names represent value which cannot be claimed by others. Seems logic.
On the other hand, names of deceased people can be registered as a trademark. For example, Rembrandt is registered for painting equipment, and so is Van Gogh. Despite of the question whether such a trademark is distinctive,  it seems that the argument of bad faith dissappears after a while.  
In this respect the company Just Jobs filed a risky trademark: in the logo the dominant element is Just Jobs but the tagline is No Steve, obviously referring to Steve Jobs. An interesting trademark matter, although we believe that Apple will only laugh about this trademark.

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