Tag: Brand protection

With almost four decades in the world of intellectual property, Peter Cornford, Partner and Trade Mark Attorney at Stevens Hewlett & Perkins (SH&P), has carved out a career rich with landmark cases, global brand stewardship, and a passion for nurturing the next generation of IP professionals. Warm, reflective, and naturally engaging, Peter brings both depth of expertise and a refreshingly human touch to a profession often seen as procedural and technical. From unexpected beginnings to high-profile victories, here is Peter’s story.

An Accidental Path to IP

Peter’s route into intellectual property was anything but planned. While  working towards a PhD in history and preparing for a life in academia, he was steered unexpectedly into trade mark work by a university careers adviser who, in Peter’s words, “had no idea what a trade mark agent was either.” What began as a six-month role “to pay the bills before returning to academia” quickly became a permanent calling. The overlap between academic research and trade mark practice—investigation, analysis, persuasion, and drafting skills —proved irresistible. “I was enthralled by what I was seeing. It was the perfect fit.” Fast-forward 36 years, and Peter’s enthusiasm hasn’t waned.

A Career Built at SH&P

Peter joined SH&P nearly 30 years ago and has spent two decades as a partner. Today, he is the firm’s longest-serving partner and plays a crucial role in both management and mentoring. His responsibilities range from supporting the firm’s largest global clients to preparing trainees for qualification, in which SH&P has exceptional success, with many achieving distinctions. SH&P’s commercial pragmatism is central to Peter’s approach. “We stay focused on real commercial outcomes,” he explains. “Our clients include very large household names with thousands of trade marks, so everything we do has to be practical, strategic and tightly aligned with their business needs.”

The Appeal of Trade marks: Variety, Strategy and Solving Problems

For Peter, the joy of trade mark work lies in its varied nature. Unlike many specialist patent colleagues, trade mark attorneys work across every sector imaginable, and often all in one day. “I can be advising a pharmaceutical company one minute and a restaurant owner half an hour later. You never know what’s coming.” He likens the job to a game of chess—strategic, forward-thinking, and requiring both creativity and discipline. Helping start-ups grow, protecting heritage brands, and solving complex infringement challenges are all part of his daily life.

The Diego Maradona Case: A Landmark Moment

One of Peter’s most publicised successes involved the late Argentine football legend Diego Maradona. The dispute centred on entitlement: who truly owned the rights to the Maradona name after his death? The complexity was demanding. Argentine inheritance law, conflicting claims among heirs, and cross-jurisdictional issues all collided. Peter and the SH&P team needed to interpret international probate rulings, translate and analyse extensive documentation, and present a compelling argument to the UK IPO. The result? A decisive win. “These entitlement cases are rare—and rarer still when a famous name is involved. To succeed was a real highlight.”

Celebrity Brands, The Killers & Untested Waters

Peter is also responsible for securing rights for well-known entertainment and personality brands, including The Killers. Such cases bring unique challenges: famous names often face official objections to registration because of being regarded as being merely descriptive of the goods rather than indicating their source. Even gestures, like Usain Bolt’s iconic pose, can be protected, though enforcement remains “untested waters.” His overarching advice is clear: Register early—before fame makes it more difficult.

The Carry On Legacy: A Case That Made Headlines

Perhaps the case that most shaped Peter’s public profile was the long-running battle over the rights to Carry On, the beloved British comedy franchise. When film industry professional Brian Baker inherited rights from the legendary film producer Peter Rogers, ITV still held several long-standing Carry On trade marks. Peter argued successfully that ITV’s broadcasting of film back catalogue was not trade mark use, causing the marks to be removed and returned to the rightful owner. The story hit national newspapers, morning TV, legal journals and rekindled nostalgia across the UK. “It was a case that brought a lot of attention to my work and it was genuinely fascinating to be part of the story.”

Supporting Start-Ups and the Next Generation

Peter is highly active in the Bristol innovation community, including the SETsquared ecosystem, helping early-stage companies understand why timely trade mark protection is fundamental to commercial success. Start-ups often face financial constraints, but Peter emphasises that delaying protection risks losing rights or being targeted by trade mark squatters, a problem which is increasing globally. He also acts as a mentor within SH&P, guiding trainees through qualification and instilling a practical, commercially grounded approach to IP.

Career Highlights: From ‘Insignia’ to PureGym to  Buckingham Palace

Peter’s portfolio reads like a tour through modern consumer culture. He has been and remains responsible together with fellow partner Robin Webster for the global trade mark management of major brands such as Speedo, Ellesse and Berghaus, and for household names Trafalgar Tours group, Lyons coffee, Kickers, Russell & Bromley and G4S.  His working on trade mark protection for The Prince’s Trust led to an invitation to a garden party at Buckingham Palace.  He is responsible also for Honda’s branding requirements in the UK.  His strategic advice was pivotal in the naming clearance and protection of well-known automotive models including the Vauxhall Insignia, and he has provided IP support to PureGym from its earliest beginnings to its current position as a global fitness powerhouse. He laughs that supermarket trips take twice as long, nowadays since he often finds himself muttering, “I did that one.”

Advice for Future Trade mark Attorneys: qualities required and knowledge bank

Peter is clear-eyed about what being a professional  requires: an organised, analytical mind; a commercial mindset. not just legal thinking. The ability to manage stress and responsibility is paramount, as is attention to detail and strategic awareness. “Your job is to help clients run and grow a business. Never lose sight of that.”  “I had thought when I was at university that I would be writing books on history but instead it has been on trade mark law”.  Peter’s Trade Mark Law & Practice (5^th edn 2020) (Alison Firth, Peter Cornford, Andrew Griffiths) is used by UK universities as a set text for teaching students trade mark law.

Life Beyond IP: Brass Bands, Musical Boxes & Stone Walls

Outside the office, Peter’s life is filled with creativity and curiosity.
Music – Peter is a lifelong brass musician and conductor, currently leading the Dodington Parish Band, a community ensemble of all ages and abilities. Music is his escape: “It’s the one thing where work completely disappears. I get lost in it.” The band performs at a wide variety of venues. Peter also composes and arranges music.

Victorian Musical Boxes – One of Peter’s most charming hobbies is collecting Victorian musical boxes. His firm’s 2024 Christmas LinkedIn series of videos of Peter demonstrating his boxes drew thousands of views.

Dry Stone Walling & Building Renovation –Peter has always been a hands-on person.  He spends much time restoring outbuildings and perfecting dry stone walls around his property. “I don’t sit still for long,” he admits with a smile.

What’s Next for Peter and SH&P?

The firm is focused on expanding its support for start-ups, continuing its awards programme for innovative young businesses, and watching its patents practice continue to grow alongside its already leading trade mark team. As for Peter? “I’m 61 now and people ask if I’m going to retire. I can’t imagine retiring—this is what I do.” He plans to continue mentoring, supporting clients and embracing change in a fast-evolving trade mark landscape.

Peter’s Favourite Walk

For coastal inspiration, Peter recommends a recent favourite: a gentle walk from Porthleven, near Land’s End, along the coast toward The Lizard. “It is quiet, scenic, and “simply heavenly.”

Contact Peter Cornford
If you’d like to connect with Peter or find out more about his work:

• Email: [email protected]
• LinkedIn: Peter Cornford on LinkedIn
• Website: Stevens Hewlett & Perkins (SH&P)