Cole Palmer Files a Trademark Application for his Signature Celebration

A trademark is a sign, symbol, logo, or a visual element capable of distinguishing the goods or services of one company from the goods or services of other companies. When registered, a trademark becomes a form of intellectual property protection, helping to safeguard brand identity and deter others from profiting off an established name.

However, trademarks aren't designed to merely protect the commercial rights of companies. Musicians, celebrities, and famous athletes have all leveraged trademarks to establish, protect, and profit from their personal brands. Whether it be their names, logos, dance moves, or any other recognizable commercial features—famous individuals have sought legal protection for what they feel constitutes as their personal brand.

Cole Palmer is a rising star in English football, currently playing for Chelsea FC and representing England at the international level. Celebrated for his dribbling, creativity, and ice-cold composure on the pitch, Palmer is quickly becoming a household name.

One of the standout features of Palmer’s growing personal brand is his signature celebration—a pose where he crosses his arms in a shivering or "cold" stance. The move, now affectionately known as “Cold Palmer,” has become an instantly recognizable gesture among fans and commentators alike. As its popularity continues to grow on social media, in the press, and among young football fans, Palmer has taken a proactive step and applied to register the gesture as a trademark.

While gestures can become trademarks, they're a bit trickier to protect when compared to standard logos or wordmarks. For a gesture to qualify for trademark protection, it must become distinctive enough and synonymous with a particular brand, person, or company. Once a move becomes provably linked to a certain brand, it becomes much easier to trademark, even though it's something as simple as a gesture.

Palmer filed his application with the UK Intellectual Property Office (UKIPO). In the application, he seeks to protect his famous gesture across a wide range of goods and services including clothes, alcohol, food, toys, men's skincare products, and so much more.

Palmer's move to legally protect his celebration follows a precedent set buy numerous other athletes, such as LeBron James' "King James", Michael Jordan's "Jumpman", and Tom Brady's "TB12". Each of these cases demonstrates how important it has become for public figures to safeguard the visual and verbal assets of their brand.

Palmer’s application stands a strong chance of approval, largely due to the gesture’s visibility and clear connection to his identity as a player. However, the process is not automatic. The UKIPO will assess several key factors:

While there is always a risk of challenge or rejection, a well-documented and professionally prepared application will increase the chances of success. Palmer’s growing fame and consistent use of the celebration in high-profile matches could work in his favor when it comes to proving distinctiveness.

To the casual observer, trademarking a celebration might seem trivial. But in today’s sports and entertainment landscape, brand identity is big business. A single gesture or phrase—when used consistently and recognized globally—can become a powerful tool for licensing, sponsorships, and merchandise.

Palmer’s trademark move is more than a legal technicality—it’s a smart branding strategy. By taking control of “Cold Palmer,” he’s ensuring that his image can’t be exploited by third parties without his permission. This is particularly important as his career progresses and commercial opportunities expand.

Not just anyone. To be eligible for trademark protection, the gesture must be distinctive and strongly associated with the applicant. It must also serve as a source identifier—something consumers associate specifically with the goods or services of one person or company.

Trademarking a celebration helps athletes control how their image is used commercially. It can prevent unauthorized use on merchandise or in marketing and allows them to monetize their brand through licensing, endorsements, and more.

Yes, it's possible. Even widely recognized gestures can be denied if they lack distinctiveness, conflict with existing marks, or face opposition from other parties. However, Palmer’s gesture appears unique enough—and linked closely enough to his public persona—that it stands a strong chance of approval.