According to new documents published today by the US Patents and Trademark Office, Apple’s former chief design officer Jony Ive has officially filed for a trademark for the term “LoveFrom Jony,” while giving us a first look at his new design firm’s logo and branding, 9to5Mac is reporting.
Last month, Apple announced that Ive is leaving the company after more than 20 years to form an independent design firm with Apple being one of its primary clients. Ive’s design company will be named ‘LoveFrom’ and it will fully launch in 2020. Influential designer Marc Newson, who joined Apple’s design team in 2014, is also going to join Ive’s new firm.
While it was previously announced that the firm would simply be named LoveFrom, it now appears that at least one aspect of the brand will be “LoveFrom Jony.”
The trademark filing also makes references to goods and services that could pertain to LoveFrom Jony, but the list essentially includes every category of product you could imagine. This includes cars, drones, beauty products, household appliances, kitchen appliances, and much more. Thus, we still have little indication as to what Ive’s focus will be at LoveFrom.
The filing is dated July 18, 2019, whereas the foreign filing date listed is May 29, 2019.