Joyce Liou
Joyce Liou chairs the Trademark Group and is a partner in the firm’s Intellectual Property Group. She engages in a broad intellectual property practice, with an emphasis on both IP counseling and litigation for a diverse roster of clients. Joyce has litigated numerous district court disputes involving trademark, copyright, false advertising, right of publicity, and unfair competition claims, and has secured preliminary injunctions, summary judgment rulings, and trial verdicts for her clients. In addition to federal litigation, she routinely handles proceedings before the Trademark Trial and Appeal Board, and has extensive experience with trademark clearance, prosecution, licensing, and due diligence. Joyce manages IP portfolios and provides global strategies for industry giants and startups alike, from a broad spectrum of fields, including technology, consumer goods, entertainment, pharmaceuticals, food, and agriculture.
Joyce’s successes have built her reputation as a recognized leader in trademark law. In 2022 and 2023, she was shortlisted for Trademark Lawyer of the Year by Euromoney Legal Media. Joyce serves on the Legislation and Regulation Committee for the International Trademark Association. Outside of her practice, Joyce is a passionate advocate for diversity and inclusion in the greater community. She serves on the Development Committee for the National Center for Lesbian Rights, and participates in clinics to help individuals seeking U.S. naturalization or asylum on the basis of their sexual orientation or gender identity.
Joyce received her J.D. cum laude from the University of Michigan Law School in 2010. While attending law school, she externed for the Honorable William H. Alsup of the U.S. District Court for the Northern District of California. She received her B.A. in economics and political science with distinction from the University of California, Berkeley in 2007.
Experience
AK Futures LLC v. Boyd Street Distro, LLC.
(Central District of California). Obtained a preliminary injunction for AK Futures in a counterfeiting lawsuit involving its hemp-derived Delta-8 vaping devices. The Ninth Circuit affirmed in a precedential ruling that such products are lawful under the Farm Act and thus may receive federal trademark protection.
The Upper Deck Company v. Panini America, Inc.
(Southern District of California). Obtained a judgment on the pleadings for Panini in a lawsuit by Upper Deck asserting trademark, false advertising, and right of publicity claims based on its alleged exclusive license of Michael Jordan’s image and likeness for trading cards.
Cirba, Inc., et al. v. VMware, Inc.
(District of Delaware). Secured a defense trial verdict for VMware on trademark infringement claims by Cirba d/b/a Densify over VMware’s descriptive uses of “densify” for virtualization technology.
Lambda Labs, Inc. v. Lambda, Inc.
(Northern District of California). Successfully represented Lambda Labs in a trademark infringement lawsuit against Lambda School, now Bloom Institute of Technology, concerning educational and software consulting services.
Ironhawk Technologies, Inc. v. Dropbox, Inc.
Synopsys, Inc. v. Ubiquiti Networks, Inc. et al.
(Northern District of California). Obtained a tentative summary judgment ruling for Ubiquiti regarding the non-extraterritoriality of the Digital Millennium Copyright Act in a lawsuit alleging circumvention of Synopsys’ licensing restrictions in Taiwan. The case settled shortly thereafter.
One World Foods, Inc. v. Stubb’s Austin Restaurant Company LC et al.
(Western District of Texas). Secured a stipulated permanent injunction for One World Foods in a lawsuit against the Stubb’s Austin restaurant and concert venue over its use of STUBB’S for additional locations in violation of an implied trademark license.
McCormick & Company, Incorporated v. Primal Palate, LLC.
(District of Maryland). Successfully represented McCormick, owner of the OLD BAY mark, in a trademark infringement lawsuit concerning Primal Palate’s NEW BAE mark. The case settled after completion of discovery.
Novadaq Technologies, Inc. v. Karl Storz GmbH and Karl Storz Endoscopy America, Inc.
(Northern District of California). Successfully represented Novadaq in a trademark infringement lawsuit against Karl Storz over its competing medical fluorescence imaging technology. The case settled four days before trial.
MI Technologies, Inc. v. Electrified Discounters, Inc.
(District of Connecticut). Obtained a temporary restraining order and preliminary injunction for MI Technologies against Electrified Discounters in a trademark infringement lawsuit involving counterfeit bulbs.
Ubiquiti Networks, Inc. v. Kozumi USA, et al.
Airports Council International – North America (ACI-NA) Matters (Trademark Trial and Appeal Board).
Successfully represented ACI-NA and affiliated North American airports in TTAB proceedings involving Anheuser-Busch’s applications to register “airport code” trademarks.
Rankings
40 & Under List, Dispute Resolution
Benchmark Litigation 2025
California: Enforcement & Litigation
World Trademark Review 1000 2024-2025
California: Prosecution & Strategy
World Trademark Review 1000 2023-2025
Shortlist: Trademark Lawyer of the Year
Women in Business Law 2022-2024