Wyoming residents take pride in the Bucking Horse & Rider (BH&R) emblem – a symbol that has represented the state since at least 1918, when it was first worn by Wyoming National Guard members in World War I. The design, created by First Sergeant George N. Ostrom, has become a ubiquitous sight on license plates, apparel, flags and countless local businesses.
California Company’s 1990s Trademark Bid
In the early 1990s a private company based in Beverly Hills, California, attempted to register the BH&R logo as a federal trademark. Had the filing succeeded, the iconic image could have been controlled by an out‑of‑state corporation, jeopardizing the ability of Wyoming businesses and organizations to use the mark freely.
Wyoming’s Successful Defense
The state responded swiftly. Legal action was taken to protect the emblem that so many Wyomingites cherish. The effort paid off: the trademark application was rejected, and the BH&R mark remained firmly in the public domain for Wyoming.
Licensing Program Protects the Symbol
To prevent future threats, Wyoming established a licensing cooperative program. The University of Wyoming was designated as the official licensing agent for commercial use of the logo. Any organization that wishes to place the BH&R on merchandise, advertising or other commercial materials must obtain a license from the university.
New organizational licensees pay a $250 fee for a two‑year term, with renewal due each June 30. Existing agreements will be subject to the same fee when they come up for renewal. The program applies only to entities that have a physical presence in Wyoming and conduct business or provide services that originate in the state.
Guidelines for Using the Emblem
- Licensees must be based in Wyoming and conduct business within the state.
- The mark may be used solely in advertising and promotion of Wyoming‑based activities.
- All uses must be approved by the Trademark Licensing Office (TLO) to ensure consistency with the historic design.
For detailed information and to apply for a license, interested parties can visit GOWYO.COM.
Why This Matters to Wyoming Families
The successful defense of the BH&R logo underscores the importance of protecting state heritage from outside interests. It also provides a clear, fair pathway for local businesses, schools and community groups to celebrate their Wyoming identity while respecting intellectual‑property rules. By keeping the emblem in Wyoming hands, the state safeguards a piece of its cultural fabric for future generations.
Historical Note
The BH&R mark was originally adopted by the United States Army for identification on equipment during World War I. Its continued presence on modern license plates and merchandise connects today’s citizens with a proud military and frontier legacy.
Original reporting: K2 Radio (Casper) — read the source article.
