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Jocelyn M. Belloni

Fax +1.415.882.8220
Jocelyn Belloni is an associate in the firm’s San Francisco office. Her practice focuses on trademark counseling as well as developing and maintaining international trademark portfolios. She regularly assists clients with trademark enforcement, brand protection, and trade dress protection, in addition to unfair competition and false advertising issues. She has a special emphasis in Internet law including domain name acquisition and trademark use in cyberspace. Her experience extends to protecting and licensing celebrity rights of publicity, as well as registering and enforcing copyrights. In addition, she negotiates and drafts trademark and copyright licenses. Ms. Belloni represents clients before the U.S. Patent and Trademark Office, the Trademark Trial and Appeal Board, and in federal court. She has successfully negotiated dozens of complex settlements in trademark and copyright infringement matters.

Professional Background

Prior to joining K&L Gates, Ms. Belloni was an associate with a bay area law firm.


  • Selected as “Rising Star” by Northern California Super Lawyers
  • Recipient of Wiley Manuel Award for Pro Bono Service (May 2009)

Professional/Civic Activities

  • International Trademark Association (INTA) Enforcement Committee Member (2014 - 2015)
  • Pro Bono Attorney, Volunteer Legal Services Corporation (December 2007 - present)
  • Projects Committee Member, Rebuilding Together Oakland (April 2008 - April 2009)

Speaking Engagements

  • “What You Don’t Know May Hurt You: Brand Protection Strategy,” K&L Gates Presentation, January 30, 2014
  • “IP BYTES: Hot Topics in Trademark Law” Bar Association of San Francisco Presentation, January 30th, 2014
  • “What’s Your Brand? Trademark Protection for Emerging Companies” OCTANe Presentation, November 12, 2013
  • "Trademark Enforcement Strategies," International Trademark Association Roundtable, February 28, 2013
  • "Business Strategy and Legal Structure," Entrepreneur Extravaganza, September 19, 2012
  • "Trademark Law and Practice Updates Around the World," International Trademark Association Roundtable, June 21, 2012
  • Tri-Union Seafoods, LLC dba Chicken of the Sea Int'l v. Mr. Tuna, Inc. (Southern District of California). Represented Tri-Union International in trademark infringement litigation involving its famous CHICKEN OF THE SEA brand against New York-based seafood company, Mr. Tuna, for breach of contract, trademark infringement, trademark dilution, and unfair competition, among other claims. The case resulted in a $9.8 million judgment in favor of the client.
  • State of Florida v. T-Mobile (Trademark and Trial Appeal Board). Represented T-Mobile USA, Inc. in its defense of a trademark cancellation proceeding filed by the State of Florida’s Department of Management Services seeking to cancel T-Mobile’s U.S. SUNCOM trademark registrations. The case was settled favorably for the client.
  • Francis Ford Coppola (Northern District of California). Represented the trust of film director Francis Ford Coppola in an infringement lawsuit filed in 2012 against a Novato, CA restaurant that is using a nearly identical name as Coppola’s A TAVOLA trademark. The case was settled favorably for the client.
  • National Council of Young Men’s Christian Associations of the United States of America v. Historic YMCA Inc. and Thomas Nestor (Middle District of Florida). Represented National Council of Young Men’s Christian Associations of the United States of America in trademark infringement litigation involving its famous YMCA trademark. The case resulted in a consent judgment in favor of the client enjoining the infringement.