I'Art is a CRT series/product line manufactured by JVC. The I'Art series was JVC's line of flat-screen CRT televisions introduced in the early 2000s. These sets featured JVC's "Real Flat" CRT technology with INVAR shadow masks for improved picture quality and reduced geometric distortion. The I'Art name emphasized the aesthetic design focus of the line, targeting consumers who wanted both picture quality and modern styling.
Marketing
JVC marketed the I'Art series with the tagline "The Art of Imagery," emphasizing the flat-screen technology and picture quality. The I'Art logo as seen on televisions features stylized text with a painter's brush forming the apostrophe, reinforcing the artistic theme of the brand name. The trademark application included an alternate version of the logo with a painter's palette containing colored paint blobs (in red, green, and blue), though this version does not appear to have been used on actual products.
A notable advertising campaign featured Nikki Sixx (founding member of Mötley Crüe and 58, producer and founder of Americoma Records) with the tagline "Flat Rocks!" The ad depicted Sixx playing guitar while standing on a giant I'Art flat-screen television.
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"Flat Rocks!" advertisement featuring Nikki Sixx -
I'Art product brochure cover -
I'Art branding on the JVC AV-27SF36
Trademark
JVC Americas Corp. filed an Intent-to-Use trademark application for "I'Art" on August 15, 2000 (USPTO Serial No. 76109158). The mark was described as "I'Art and Design" and covered Digital Color Televisions in International Class 9.
The trademark was published for opposition on April 24, 2001, and a Notice of Allowance was issued on July 17, 2001. JVC filed a Statement of Use in August 2001, declaring first use in commerce in November 2000, with the mark appearing on product labels, marketing materials, and brochures.
The trademark was registered on the Principal Register on January 22, 2002 (Registration No. 2533040). However, the registration was cancelled on October 24, 2008 because JVC did not file the required Section 8 declaration (a maintenance affidavit required within 6 years of registration to prove continued use of the mark).
Variations
JVC used several variations of the I'Art trademark across different product lines:
- I'Art Pro — Used on higher-end CRT televisions such as the JVC AV-32S776, as well as rear-projection televisions like the AV-65WP55.
- I'Art Palette — Used on plasma televisions such as the PD-42WX84 (USPTO Serial No. 76431209).
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I'Art Pro branding on the JVC AV-32S776
USPTO Trademark Application
