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Trademark issue forces Veloce to change name

Published August 22, 2012 9:56 am
This is an archived article that was published on sltrib.com in 2012, and information in the article may be outdated. It is provided only for personal research purposes and may not be reprinted.

The owners of the new Veloce restaurant, which opened a few weeks ago in downtown Salt Lake City, have run into a trademark problem.

But rather than endure a legal battle, owners have decided to change their business name to Vivace.

"We've run into some national trademarking issues with the name Veloce, so we are now known as VIVACE," according to the notice on the company's Facebook page, VeloceSLC

While the name has changed, the restaurant concept hasn't. Vivace, which means lively in Italian, is located on the corner of 300 South and 300 West next to is sister restaurant Cucina Toscana.

The quick-serve Italian restaurant serves grilled / rotisserie meats as well as pizzas and Italian flatbreads from a wood-fired oven. Guests can sit at a raised bar and enjoy imported mozzarella cheeses, carpacio and crudo, Italy's version of raw fish sashimi. House-made gelato, pastries and espresso also are on the menu.

It's not the first time, a Utah company has had trademark issues. A few years ago, Tami Cromar, owner of Ruby Snap, was forced to change the name of her Dough Girl bakery because it was just too close to Pillsbury's Dough Boy logo.






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