All Hail The Queen
What Two Federal Trademark Registrations Tell You About the Architecture of a Legacy | I Am What an Intellectual Property Attorney Looks Like.
Hey Fam,
Now.
Let's talk about a name.
1989 — A nineteen-year-old from Newark, New Jersey named Dana Elaine Owens is releasing her first album.
She has chosen a name for herself. An Arabic word meaning “delicate, sensitive, and kind.”
She puts it on the cover.
She calls the album what the name deserves.
All Hail the Queen.
If you’re not careful, you may think it’s a boast.
But for me, it is a declaration.
And over the next thirty-seven years, that name — Queen Latifah — would appear on Grammy certificates, on a Hollywood Walk of Fame star, on Netflix licensing agreements, on CBS production credits, on a White House invitation honoring her legacy, and on a Rock and Roll Hall of Fame announcement set for November 2026.
So yeah…a declaration.
Because boasting could never…
As an IP attorney, my pride and joy comes from seeing the name “Queen Latifah” appear in two places that most people never think to look.
The United States Patent and Trademark Office.
Serial Number 75800943.
Serial Number 90527132.
One filed in 1999, the other in 2021.
Both owned by QUEEN LATIFAH, INC.
Because, here’s the thing: the name was always the asset.
The filings made it legally true.
All hail the queen.
Last week, we talked about Missy Elliott — the copyright infrastructure she built beneath her catalog, the 400+ songs sampling her work, the lawsuit she filed in 2024 to confirm ownership of what was already hers.
If you missed it, go back and read it here:
This week, we’re diving into a slightly different, but equally consequential, form of protection.
As shared last week, copyright protects what you create.
Trademark protects who you are.
And when I look at Queen Latifah's legacy through a legal lens, the thing that inspired me is not just the Grammy.
Not just the Oscar nomination.
Not just the National Medal of Arts.
It is the corporation.
QUEEN LATIFAH, INC.
She put respect on her name before anyone else did.
The interesting catch?
Queen Latifah did not file those trademark registrations as Dana Owens, as that would’ve put her on the hook for personal liablity if things went awry.
Instead, she created a corporate entity specifically to hold her name as a legal asset — and she did it in 1999, when the internet was still new and most artists were not thinking about this at all.
That is what I think about when I hear this story, and I hope this resonates with you as well.
So let’s enter the Queen’s royal chamber to understand her legacy.
In this Founder's Letter, we are going to walk through three things: Three things we're breaking down in this Founder's Letter: the two trademarks protecting the name itself, what the "Queen Collection" mark teaches us about co-branded licensing when you own your IP, and the deal structure behind The Equalizer that paid her twice — the same playbook Ryan Coogler used for Sinners years later.
Ready? Let’s get into it.
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The Firm for the Culture — WOMEN OF IMPACT Workshop Series is here!
A new quarter means a new workshop series.
We’re excited to share what’s coming next for our Substack Live sessions.
This quarter, we’re launching Women of Impact—a four-part workshop series inspired by women who have built influence, protected their work, and expanded their impact across industries.
Using stories from Queen Latifah, Missy Elliott, Coco Gauff, and an interactive Ask Me Anything session, we’ll explore the intellectual property strategies behind lasting brands and meaningful careers.
As always, our goal is to make intellectual property practical, approachable, and directly applicable to founders, creators, entrepreneurs, and speakers.
If you’ve been wondering how to better protect your brand, creative work, or next opportunity, this series is for you.
Workshop 1: Women of Impact: U-N-I-T-Y (Queen Latifah)
📅 July 23, 2026 at 8:00 a.m. PDT
A brand that lasts isn’t built by staying in one lane. It’s built by protecting the foundation that makes expansion possible.
Queen Latifah has built a career that spans music, television, film, business, and entrepreneurship—without losing the identity that made her brand recognizable in the first place. This workshop explores the intellectual property strategies that support long-term growth across industries.
We’ll cover: trademarks, brand licensing, protecting your name, and how intellectual property creates opportunities for expansion without compromising your brand.
What you’ll walk away with: A practical understanding of how to build a brand that’s positioned to grow, evolve, and create long-term value.
Register for Women of Impact: U-N-I-T-Y (Queen Latifah)
July 23, 2026 - Women of Impact: U-N-I-T-Y (Queen Latifah)
Workshop 2: Women of Impact: Get Your Freak On (Missy Elliott)
📅 August 20, 2026 at 8:00 a.m. PDT
Creative ownership starts long before recognition does.
Missy Elliott didn’t wait for permission to innovate—she built a career by leading with originality and maintaining control over her creative vision. This workshop explores why protecting your work early creates opportunities that last.
We’ll cover: copyright fundamentals, creative ownership, protecting original work, and why intellectual property should be part of your creative process from the beginning.
What you’ll walk away with: A clearer understanding of how to protect your creative output and make informed decisions about the work you create.
Register for Women of Impact: Get Your Freak On (Missy Elliott)
August 20, 2026 - Women of Impact: Get Your Freak On (Missy Elliott)
Workshop 3: Women of Impact: Negotiate for Your Impact
📅 September 3, 2026 at 8:00 a.m. PDT
The strongest negotiations begin long before anyone says yes—or no.
Whether you’re discussing a contract, a partnership, or your next opportunity, knowing how to communicate your value can change the outcome.
This Ask Me Anything session is designed to answer your questions about negotiation, business decisions, and protecting your interests along the way.
We’ll discuss: negotiation strategies, communicating your value, common legal considerations, and the questions founders, creators, and entrepreneurs should ask before moving forward.
What you’ll walk away with: Practical guidance to help you approach negotiations with greater clarity, confidence, and intention.
Register for Women of Impact: Negotiate for Your Impact
September 3, 2026 - Women of Impact: Negotiate for Your Impact
Workshop 4: Women of Impact: I’m in Love with the Coco (Coco Gauff)
📅 September 24, 2026 at 8:00 a.m. PDT
Your name, image, and reputation can become valuable business assets faster than you think.
As athletes, creators, and entrepreneurs build influence earlier than ever, understanding how to protect your personal brand has never been more important. Using Coco Gauff’s journey as our guide, we’ll explore the legal side of endorsements, image rights, and brand partnerships.
We’ll cover: endorsement agreements, image rights, publicity rights, NIL agreements, and the intellectual property strategies behind long-term brand partnerships.
What you’ll walk away with: A practical framework for protecting your personal brand and understanding the legal considerations behind every opportunity that comes your way.
Register for Women of Impact: I’m in Love with the Coco (Coco Gauff)
September 24, 2026 - Women of Impact: I’m in Love with the Coco (Coco Gauff)
In 1999, Dana Owens filed a trademark application with the United States Patent and Trademark Office.
As shared above, the applicant was not listed as Dana Owens.
It was listed as QUEEN LATIFAH, INC.
A corporation.
Created specifically to hold the rights.
Serial Number 75800943 — Queen Latifah, entertainment services in the nature of a live musical performer.
And later, in 2021, she filed a second trademark bearing her stage name:
Serial Number 90527132 — Queen Latifah, for televised and recorded audiovisual appearances by a professional entertainer.
Two registrations. Two lanes. Music and screen.
Both filed at different points in her career.
The sequencing matters as much as the filing itself.
By 1999, she already had the Grammy.
She already had the five-season Living Single run.
She had already starred in Set It Off.
She had leverage.
But instead of assuming that leverage was protection, or that recognition was just as good as ownership, Dana went to the Patent and Trademark Office and made the protection official.
What those registrations mean in practice: the name “Queen Latifah” is not just a performing identity.
It is a federally registered legal instrument.
Anyone who uses it without authorization — for a show, a product, a service — is not just trading on a cultural figure’s reputation.
They are infringing a registered trademark. And QUEEN LATIFAH, INC. has the legal tools to stop them and potentially collect damages.
The National Medal of Arts came in October 2024.
The Rock and Roll Hall of Fame Early Influence Award is coming in November 2026. Those confirm what the culture has known for decades.
The trademark registrations have been confirming it since 1999.
Founder Gem: A stage name, a business name, a personal brand — none of those are protected by default. The protection comes from the registration. And the entity that holds the registration determines who actually owns the asset — not just the person performing under it
In January 2006, Queen Latifah and CoverGirl launched the Queen Collection.
One of the first lines in mass cosmetics created specifically for deeper skin tones. It changed the beauty landscape.
In other words, it walked so Fenty could run.
I remember this like it was yesterday - I was astounded the first time I saw Queen Latifah's commercial with CoverGirl.
I was 17, at the height of my youth, in my last year of high school, getting ready to go to college.
And I just remember seeing Queen Latifah's radiant smile, her honey brown skin, and her unapologetic dynamicism in a way that made me feel that I didn't have to be held in one box.
Because by this point, Queen Latifah was a big deal: she was a rapper, a songwriter, a actor, and a business mogul all around.
But what I didn’t realize until recently was that Queen Latifah held a lot of leverage in the collaboration between her company and CoverGirl.
In fact, she holds the trademark to the very Queen Collection that still drives sales to this day.
What I didn’t understand as a teenager was that I wasn’t just watching a commercial — I was watching ownership.
She wasn’t simply the face of the brand; she was, in part, its owner.
Serial Number 98945868.
And that is not a small detail. That one fact is the difference between being a brand ambassador and being a brand co-owner.
A brand ambassador gets paid for their likeness.
They appear in campaigns, endorse the product, and when the contract ends, they leave — and so does their leverage.
A brand co-owner holds IP.
They have a seat at the table for product creation, development, and distribution decisions.
And when CoverGirl came back in 2022 — more than a decade after her initial run — Covergirl was not just calling a former collaborator.
They were calling a rights holder.
Covergirl described bringing her back as a “no-brainer.” They wanted her involved not just in front of the camera but in product creation, ad development, and dissemination.
That framing matters.
For over two decades, CoverGirl has brought her back to the table.
The trademark is why.
Founder Gem: Co-branding is not just about who appears on the packaging. It is about who owns the trademark behind the name. Ownership determines who has leverage at every negotiating table — not just the first time, but every time after.
And then there’s the Queen in her acting and production bag.
When The Equalizer ran on CBS for five seasons, Queen Latifah did not collect one check.
She collected two.
Once as the star — the lead performance, the acting fee, the face that drove the ratings for five full seasons. And once as an executive producer through Flavor Unit Entertainment, the production company she co-owns with Shakim Compere.
Flavor Unit, Trademark Serial Number 85618724.
Two contracts. Two revenue streams. Two different legal positions at the same table.
The acting fee is compensation for a service. It ends when the season ends. The executive producer credit through Flavor Unit is a stake in the underlying intellectual property of the show — a position that continues generating as long as the show is licensed, distributed, and syndicated.
If you recall, wewalked through something similar in “I’m a Sinner” — Ryan Coogler’s deal for Sinners, where he structured separate contracts as writer, director, and producer through Proximity Media, plus first-dollar gross participation from ticket one, plus a 25-year copyright reversion clause:
Multiple revenue streams from a single project. And eventually, full ownership.
The Queen Latifah structure is another dynamic version of this.
Coogler’s reversion is time-delayed. He will own Sinners outright — in 2050. The deal is built toward a future claim.
Flavor Unit already holds the production rights today.
When the Netflix exclusive multi-year licensing deal was signed in 2013, that was not Queen Latifah the artist getting a streaming deal. That was Flavor Unit Entertainment entering a content licensing agreement as a company that already owns the rights. The revenue flows to the entity. Not just to the person.
And now Flavor Unit is producing her own biopic. She is not waiting for a studio to commission her life story. The entity that will hold the rights to that story already exists. It has the deals. It has the infrastructure. She is building the camera before she steps in front of it.
Founder Gem: The most powerful position in any creative deal is the one that owns the underlying rights — not the performance, not the likeness, but the rights. Rights outlast performances. A properly structured entity can license what you built long after you have moved on to the next thing.
In 1989, Dana Elaine Owens called her first album All Hail the Queen.
She was nineteen.
Some might call it arrogance.
I call it manifestation.
And the thirty-seven years that followed were the infrastructure she built to make that statement legally true — not just culturally true.
The management company that nurtured OutKast and LL Cool J.
The production entity that signed Netflix, Audible, and CBS.
The trademark registrations that protected the name across two industries.
The beauty brand trademark that gave her leverage at every table CoverGirl ever set.
And so much more came.
The Grammy came in 1994.
The Hollywood Walk of Fame in 2006.
The National Medal of Arts in 2024.
The Rock and Roll Hall of Fame in November 2026.
They come when the culture can no longer hold out.
But the trademark was filed in 1999.
Twenty-five years before the White House ceremony.
The infrastructure was always first.
All hail the Queen.
If your name — your business name, your brand name, your stage name — is the most valuable thing about what you're building, has it been registered? Does the right entity hold it?
Drop a comment—I read every one.
Want to know where your name actually stands legally? Let's talk — and make sure it isn't just recognized. It's protected.
Let’s talk — and make sure your name isn’t just recognized. It’s protected.
Book a Strategy Session with Firm for the Culture and let’s make sure your name isn’t just recognized—it’s protected.
Need Help Protecting Your Creativity?
If you are unsure—or if you know you need to take action—reach out to us.
We have helped countless founders and creatives safeguard their intellectual property, and we would love to do the same for you.
If you need further guidance, reach out to me and my team at Firm for the Culture.
We’re here to help you navigate the copyright, trademark, and thought leadership journey.
Can’t wait to help you protect your dynamic impact.
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