By Michael Kondoudis, Small Business Trademark Attorney
American Express has long been a household name for finance and travel. One major contributor to its enduring reputation is the company’s iconic slogan, “Don’t Leave Home Without It.” In this blog post, we explore the origins of the catchy phrase, its impact on American Express’s brand, and how American Express has protected the slogan with trademarks.
If you want to know about American Express’s Don’t Leave Home Without It slogan, then read on. This post is for you.
I. AN ICONIC SLOGAN IS BORN
Who Created DON’T LEAVE HOME WITHOUT IT?
The renowned advertising agency Ogilvy & Mather conceived the slogan in 1975.
They introduced it to the public as part of an ad campaign to promote American Express Travelers Cheques. The catchy phrase has been invaluable in shaping American Express’s image and brand.
Is the DON’T LEAVE HOME WITHOUT IT Slogan Trademarked?
Yes, the Don’t Leave Home Without It slogan is trademarked.
American Express filed a trademark application with the U.S. Patent and Trademark Office (USPTO) in 1978. The USPTO granted the application in 1981. The trademark registration for traveler’s checks
II. A FAMOUS AD CAMPAIGN
Decades of Use
American Express first told consumers they shouldn’t leave home without them in 1975. Initially, American Express used the “Don’t Leave Home Without Them” slogan in an advertising campaign to promote traveler’s cheques. That advertising campaign featured the Academy Award-winning actor Karl Malden and ran for over 20 years. By consistently using Karl Malden and the memorable tagline, viewers came to associate the slogan with the security and convenience American Express offers.
Actor Karl Malden
Pop Culture References
The “Don’t Leave Home Without It” slogan is iconic, and many celebrities have used it to promote the American Express card. Actors Brad Pitt, Jennifer Lopez, and George Clooney have all appeared in advertisements for the card. Additionally, various entertainers and sports figures, such as Taylor Swift, LeBron James, and Michael Jordan, have all appeared in ads for American Express.
Wesley Snipes in Major League (1989)
Numerous TV shows, including Friends, Frasier, and Seinfeld, have featured the slogan in their episodes. The “Don’t Leave Home Without It” has also been featured in movies such as Clueless, The Hangover, and Major League.
Evolution Beyond Traveler’s Cheques
Over the years, the “Don’t Leave Home Without Them” slogan evolved into “Don’t Leave Home Without it” to promote the American Express credit card. This slight shift in wording broadened the slogan’s application, allowing it to cover traveler’s cheques and charge card services.
Although Malden was the brand’s ambassador for over two decades, more recently, other celebrities have been featured in advertisements for American Express, including author Stephen King, singer Roger Daltrey, and comedian Jerry Seinfeld.
III. PROTECTING A FAMOUS SLOGAN
Protecting the DON’T LEAVE HOME WITHOUT IT Slogan
American Express trademarked its “don’t leave home without” slogans to shield them from imitation and unauthorized use.
American Express trademarked “Don’t Leave Home Without Them” for Traveler’s Cheques services in 1981.
American Express trademarked “Don’t Leave Home Without It” for their charge card services in 1981.
Why did American Express Trademark the DON’T LEAVE HOME WITHOUT IT slogan?
Trademark registration is vital for companies looking to protect their brand, and American Express is no exception. By having a registered trademark for the famous slogan, American Express can take legal action against other companies who attempt to use it without permission. This, in turn, safeguards the integrity and recognition of their brand.
Key Takeaways
The enduring impact of the “Don’t Leave Home Without It” slogan on American Express’s brand is undeniable. Through memorable advertising campaigns and strategic trademark registration, the company has maintained its brand’s relevance and protection. As a result, entrepreneurs and travelers alike continue to look to American Express with trust and confidence, ensuring the slogan remains both compelling and valuable for years to come. That is why American Express trademarked the Don’t Leave Home Without It slogan.
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For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business Owner to Brand Owner. He is also an authority trusted by national news media on major trademark stories.
Fun Facts: Michael is a member of the Bar of the U.S. Supreme Court and an actual rocket scientist (B.S. Astronomy and Astrophysics, Indiana University 1994).