Beyoncé applied to trademark Blue Ivy’s name shortly after her birth in January 2012. She’s still fighting with the federal trademark office.

In 2011, a Wisconsin clothing boutique with one store secured “Blue Ivy” with the trademark office.

Last week, Beyoncé filed another appeal. Her lawyers wrote (quote) “No reasonable consumer would confuse one small shop in Fish Creek, Wisconsin — an unincorporated community with a population of 997 — with the daughter of the famous Carter family.”

An event planning company has also trademarked “Blue Ivy.” In that case, the trademark office agreed with Beyonce in 2020 that nobody would reasonably confuse that company with her famous daughter.