STUDIO NOIR

Private · Master Plan · v1.0
STUDIO NOIRTRADEMARK STRATEGY

STUDIO NOIR · Trademark Strategy

Phase 1: file STUDIO NOIR wordmark, US only, two classes. Cost about $1,300.

Phase 2 (month 6+ of Phase 1 operations): add THE NOIR INVITATIONAL and STUDIO NOIR design/logo mark. Cost about $2,000-$3,000.

Phase 3: international trademarks (London, Dubai priority).

1. Trademarks are held by STUDIO NOIR IP LLC

All trademarks filed under STUDIO NOIR IP LLC, not the OpCo. This structure means: - If OpCo is sued or restructured, trademarks stay safe with IP LLC - If we franchise Phase 3, franchisees license from IP LLC - If we sell Phase 2/3, IP can be sold separately from operating business

2. Phase 1 trademark filings (do these now)

STUDIO NOIR (word mark, standard character)

File in USPTO. Two classes recommended Phase 1:

Class 41: Education and entertainment services Covers: fitness classes, movement classes, dance instruction, pole instruction. This is our core service classification.

Class 25: Apparel Covers: clothing, athletic apparel, headwear. Even at print-on-demand Phase 1 scale, protects the brand on merchandise.

Cost: $350 filing fee per class × 2 = $700 USPTO fees. Attorney flat fee $500-$700 for filing and prosecution. Total: ~$1,300 Phase 1.

Filing type

Recommend Intent to Use (ITU) filing if we file before the studio is physically open. Use-based filing if we file after opening (has proof of use in commerce).

Timing: file at entity formation (Aug 2026, T-9 to open). ITU basis with statement of use filed once open.

Attorney

Smith Anderson IP group (or their referred trademark specialist). Raleigh-based, mid-market pricing, adequate for Phase 1 filings.

If Smith Anderson’s TM capacity is thin, backup: Wyrick Robbins IP group (Raleigh), K&L Gates Research Triangle, or a trademark-focused boutique.

3. Phase 1 filings we DON’T need yet

THE NOIR INVITATIONAL

The competition IP is Phase 2 (2029+). But if we defer TM filing until Phase 2, someone else could take the name.

Compromise: file THE NOIR INVITATIONAL trademark at month 6 of Phase 1 operations, once cash flow supports the ~$900 in filing fees. Not urgent Phase 1 opening day.

STUDIO NOIR CHARLOTTE

Wait until Phase 3 when we franchise and cities become distinguishable brands. Filing STUDIO NOIR alone protects the brand across all uses; adding CHARLOTTE isn’t necessary unless we franchise into multiple cities.

If Tia locks the final logo design Phase 1 (which she should), file the design mark alongside the wordmark. Otherwise wait until logo is locked.

Wordmark + design mark filing simultaneously: add ~$700 attorney + $350 USPTO fee = ~$1,050 more.

THE FOUNDERS / BLACK CARD / other tier names

Not distinctive enough to trademark and would trigger conflicts with existing brands (American Express BLACK CARD). Don’t file.

Signature class names

If we develop signature class names (e.g., “Foundations by Studio Noir” or “Aerial Sport”), file those at Phase 2 when class curriculum is stable.

4. Class coverage (Phase 1 + Phase 2)

Phase 1 classes (filed at open)

  • Class 41: Education and entertainment services
  • Class 25: Apparel

Phase 2 classes to add (as amenities and offerings launch)

  • Class 44: Beauty and health services (recovery amenities, wellness treatments)
  • Class 43: Food and beverage services (café)
  • Class 9: Digital content and streaming (digital membership, THE NOIR INVITATIONAL streaming)
  • Class 35: Retail services (retail micro-boutique)

Each additional class adds ~$350 USPTO + attorney time.

Full Phase 2 trademark strategy rebuilt in 2028 alongside Phase 2 buildout and amenities.

5. Domain names + social handles

Register at OpCo formation (Aug 2026). Held by STUDIO NOIR IP LLC:

  • studionoir.com (primary domain; verify availability)
  • vault.thewalkergroup.studio (existing subdomain, kept for compatibility with launch phase)
  • studionoir.co (backup)
  • @studionoir on IG, TikTok, Threads, X
  • @studionoirinvitational on IG (reserved for Phase 2 event)

Cost: ~$50 total for domain registrations + free social handles.

Domain registration attorney supervision: not needed. Trill handles directly.

6. Trademark maintenance and enforcement

Maintenance (Phase 1)

  • Statement of Use filing within 6 months of registration (if ITU)
  • Section 8 declaration between 5-6 years after registration (proves continued use)
  • Section 9 renewal between 9-10 years after registration
  • Attorney flat fees at each milestone: $300-$500

Enforcement Phase 1

  • Monitor USPTO for competing filings (attorney can set up watch service for ~$200/year)
  • If someone files a confusingly similar mark, file Opposition through USPTO Trademark Trial and Appeal Board
  • Cost of opposition: $400 USPTO fee + $2,000-$10,000 attorney time (only if we choose to fight)

Phase 1 enforcement should be reactive (only if someone files a confusingly similar mark), not proactive.

7. International trademarks (Phase 3+)

Priority markets for Phase 3 franchise expansion: - UK / EU: file via Madrid Protocol (WIPO), ~$1,500-$3,000 per class per country - UAE (Dubai): file directly through UAE trademark office, ~$1,500-$2,500 per class - Canada (Toronto): file directly through CIPO, ~$800-$1,500 per class

Full international trademark plan rebuilt in 2031-2032 alongside Phase 3 franchise launch.

  • Copyright: all STUDIO NOIR content (website copy, member folios, brand book, class programming) is automatically copyrighted at creation. Formal copyright registration ($65 USPTO fee) is optional; register only if we intend to sue for infringement or license the content.
  • Trade dress: the visual look of the studio (palette, materials, signature scent, ritual sequence) could be trade dress-protected but this is expensive and hard to enforce. Deferred to Phase 3 franchise launch when brand consistency becomes contractually enforceable through franchise agreements.
  • Proprietary process: if Trill develops a proprietary music curation system or Tia develops a proprietary marketing playbook, those could be trade secrets (protected by NDA + internal confidentiality) rather than filed IP. Standard NDA in all contractor agreements.

9. Trademark filing timeline Phase 1

  • Aug 2026 (entity formation): file STUDIO NOIR wordmark, Classes 41 + 25 (ITU basis). Cost: $1,300.
  • Feb 2027 (if logo locked): add STUDIO NOIR design mark. Cost: $1,050.
  • Month 6 of operations (Jan 2028 approx): file THE NOIR INVITATIONAL. Cost: $900.
  • Month 12 of operations (Jul 2028): file Statement of Use for STUDIO NOIR wordmark (converting ITU to registration).

Total Phase 1 trademark spend across 24 months: ~$3,250.

Full Phase 2 trademark expansion begins Q3 2028 alongside amenity buildout.