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It is February and like every year, all of us are happy that January is behind us, and we can now enjoy longer days as well as (usually) nicer and warmer weather (except if you live in the UK, of course).

There are multiple stories on how Valentine’s Day came to be, however some historical facts claim St Valentine was put to death for his faith around the year 270. There are claims that St Valentine performed secret Christian marriages in defiance of a ban by Emperor Claudius II ‘Gothicus’ which seems to be without historical foundation. Modern scholars believe that (with most such celebrations, see our Halloween post) it derived from an ancient Roman fertility cult called Lupercalia. As with everything, the origins of the festival are rather obscure, however the name derives from the Latin word lupus (wolf) and is believed to be a festival for a deity which protects herds from wolves.

Romanians have their own love festival on the 24^th of February, called Dragobete. It is also a celebration about the arrival of Spring. While 14^th of February was accepted as the day of love in Romania as well, some Romanians celebrate either, or both. Why not? I do specifically enjoy the part where tradition says men are not allowed to annoy women or your love falls apart.

I am sure you are asking yourself now, okay, that’s nice but how does this all connect to copyright?! Well, as we have seen with Easter, Halloween and Christmas, many things that we take for granted on holidays and celebrations are protected by some form of IP. So, let’s take them one by one.

Patent your Love

Of course, Valentine’s Day has its own array of patents. In general, that would be greeting cards. However, we also have a wishbone to test who loves more and a spice container containing love. If you your loved one is an avid swimmer, why not gift them some heart-shaped swim goggles? As you can see, love can be patented.

Put a (Trade)mark on it!

Valentine’s Day is also very popular day for popping the question. And many people would love it if that question is accompanied by a very special blue box, coming from a well-known jewellery company, called Tiffany & Co. Did you know that said popular jewellery company have not only trademarked their signature Tiffany blue but also their blue boxes?!

Of course, during the usual Valentine’s Day dinner date, Champagne does make an appearance. Many Champagne makers register their Champagne as trademarks, like this example from 1948.

However, this is not all that can be trademarked. Heart shaped logos, slogans and other distinctive signs can also benefit from trademark protection.

Designed, Registered, Loved

Think of the design of engagement rings or the love shaped chocolate boxes, wedding ornaments and anything else dedicated to love can be protected by design rights. Let’s take the Welsh love spoon for example, Paul Curtis protected the designs of many different looking Welsh spoons in 2020.

Another popular jewellery company is Pandora, and they have several registered jewellery designs.

I Would Do Anything for Love… But Not Copy Someone Else’s Work

As we all know, creative outputs are protected by copyright. Think dating apps, poems, love letters, romantic songs and anything else that goes with Valentine’s Day. If you have a creative streak, and compose your own romantic poem or song, or card, or cute love potatoes, those will be protected by copyright.

If your creative streak is rather lacking, you are in luck, as there are many romantic classics in the public domain. Feeling like the Bard would have some good sonnets on the go? Well, you are in luck, many of Shakespeare’s sonnets are in the public domain. Or maybe the world of Jane Austen is more your speed? Well, her works are also in the public domain. Important to note, please make sure that the work you are using is indeed in the public domain. Any re-publication of public domain material will add another 25 years of protection, like a newly typeset edition of Shakespeare. The older the better.

ystävänpäiväkortti by A.M. Davis & Co. Quality Cards London – Helsinki City Museum, Finland – CC BY.

Do You Want to Know a (Trade)secret?

It is good practice to never reveal a trade secret. It isn’t much of a secret if it is revealed. Secret recipes and formulas for chocolate or perfume, the algorithm that decides which chocolates appear in your curated Valentine’s bundle.

That Which We Call a Rose: Protecting New Varieties by Any Other Name

Want to love like the French? Why not buy an “Edith Piaf” rose?! Plant varieties can receive protection through Plant Variety Rights depending on certain conditions.  

A plant variety can only be protected if it meets three conditions:

• It must be different from any other known variety in at least one clear, visible way.
• It must be consistent, meaning all the plants of that variety look and behave the same in the important features that make it different.
• It must stay the same over time, so those key features don’t change when the plant is grown again and again.

You Had Me at Merlot: A Love Letter to Geographical Indications

Valentine’s Day would not be complete without the romantic dinner at the end of the day. However, did you know that some of the food that you might enjoy on the evening are protected by Geographic Indications (GIs)? For example the Exmoor Blue Cheese or the Dorset Blue Cheese. The wine served might also be protected, like this Greek wine.  And for those of us with a sweet tooth, we cannot forget some nice cakes at the end of the date.

❤️ Valentine’s Day Conclusion

As we celebrate a day devoted to love, it’s worth remembering that protection systems like Geographical Indications—and all forms of intellectual property—are, at their heart, about safeguarding meaningful relationships. Not between people, but between products and the places, traditions, and skills that shape them. Just as true love honours authenticity, integrity, and trust, so too do these protections ensure that what we value is recognised, respected, and preserved.

This Valentine’s Day, may we continue to show a little love to the origins, craft, and communities that make our favourite products truly one‑of‑a‑kind.

The longest-lived day-saint Valentine’s – Heidelberg University Library, Germany – Public Domain.

The information contained in this blog post should be taken as recommended advice or guidance but should not be taken as legal advice. If in any doubt, please seek proper legal advice. Some images licensed from Adobe Stock.