As the dust finally begins to settle on the news that Sir Jony Ive is leaving Apple to form his own design shop, we’ve learned that the first steps to make that company a reality are underway.

New documents from the US Patents and Trademark Office show that Ive filed for a new trademark that carries the phrase “LoveFrom Jony.” It was filed on July 18th, according to the documentation.

When Ive’s departure from Apple was initially announced, it was said that his new company would be called “LoveFrom,” but with this new trademark filing, it appears that may not be accurate. Or, at least, “LoveFrom Jony” will also be used in some capacity. It’s also possible that this phrase will simply appear on items he designs, similar to the “Designed by Apple” phrasing that adorns all Apple products.

No exact date has been given for when Apple will lose Ive’s services, nor when his cohort Mark Newson will leave Apple. The designer will be leaving to work with Ive at the new venture, although the line from Apple is that LoveFrom will continue to work with Apple “exclusively” despite assumptions that’s little more than a guarantee that Ive won’t work for other tech firms.

Ive has worked at Apple for almost thirty years and the tech world has been arguing over the impact his leaving will have on Apple moving forward. Ultimately it could be years before we truly know, given the lead times on Apple products ahead of their launch.

(Source: USPTO)

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