Susan Natland

Practice Areas

Copyrights

Copyright Litigation

Data Privacy & Security

Domain Name & Website Content Disputes

Due Diligence

International Trademarks

IP Strategy

IP Transactions & Agreements

Trademarks & Brand Protection

Trademark & Brand Protection Litigation

TTAB Proceedings

Career

Susan Natland advises on all aspects of domestic and international brand protection and enforcement, advertising law, unfair competition, copyright, internet law, and data privacy. By investing the necessary time to understanding her client’s business and specific goals, Susan delivers solutions that maximize efficiencies and opportunities. Responsive, accountable and results-oriented, Susan is dedicated to serving as both a trusted legal and business advisor.

Susan is Co-Chair of the firm’s Trademark and Brand Protection Group. Her practice includes domestic and foreign trademark selection and searches, trademark procurement and prosecution, ex parte and inter partes proceedings before the Trademark Trial and Appeal Board (TTAB), trademark audits, licensing, domain name disputes, counterfeit goods and customs, copyrights, entertainment law, rights of publicity, trademark and copyright enforcement and litigation, and trademark and copyright issues related to AI. A hands-on advocate for her client’s rights, Susan has even personally attended raids of counterfeit goods warehouses in China. Susan also counsels clients on trademark and copyright issues related to artificial intelligence (AI).

Susan was appointed by the U.S. Secretary of Commerce and is the immediate past Chair of the USPTO Trademark Public Advisory Committee (TPAC) which advises the Under Secretary of Commerce for Intellectual Property and the Director of the USPTO on matters relating to the policies, goals, performance, budget, and user fees of the USPTO. During her term as Chair of TPAC, Susan submitted a report to the President of the United States, and launched the first ever trademark award for stakeholders in the history of the USPTO. Susan was described by her TPAC colleagues as “a high-level thinker who also executes and rolls up her sleeves to dive into details and do the work that needs to be done.” Susan is also extremely active in the International Trademark Association (INTA), has served as Chair of its Enforcement Committee and on several INTA Presidential Task Forces (among other roles), currently serves on the Political Action Committee (PAC), and is currently Co-Chair of the INTA Presidential Task Force – “Unlocking IP”.

Notably, Susan worked as a virtual in-house trademark counsel for a major Internet retailer for nearly two years. This experience allowed her to take an active role in business decisions and provided her with insight into business drivers and concerns. In addition to her trademark and brand protection expertise, Susan is also a registered patent attorney with the USPTO and a certified data privacy specialist with IAPP CIPP/US Data Privacy Certification.

Susan represents clients that range from fast-growth, emerging companies to established brands in a variety of industries, such as entertainment, fashion and apparel, food and beverage, automotive, cosmetics, healthcare, medical and dental, financial, computer hardware and software, telecommunications, e-commerce and direct sale retail, toys, and sports and entertainment. A sampling of her clients are Rivian, Mattel, lululemon, 21st Century Fox, Pilgrim Media, SF Giants, LA Clippers, Acorns Grow, Darigold, Arbonne International, Revolve Clothing, St. John Knits, Chico's, White House Black Market, Public Storage, Nobel Biocare, Illumina, Thai Union (Chicken of the Sea), and Olaplex.

Recipient of the Lexology “Client Choice” award (exclusively based on client input) multiple times, recognized as one of the 80 most influential Women in IP Worldwide, shortlisted several years as Trademark Lawyer of the Year, and repeatedly voted as one of the top trademark lawyers in the country by a variety of business and legal publications, Susan has earned her reputation as a consummate professional that is also a fierce advocate for her clients. Susan takes the time to learn about her client’s business, the key players involved, and the market in which they operate. In return, Susan’s clients value her integrity and work ethic, and that she is a talented lawyer and proven strategist that balances complex legal issues with pragmatic business considerations.

Susan served on Knobbe Martens Executive Committee and is also a member of the firm’s Diversity Committee, as well as a contributor to the firm's Fashion Blog. Susan has also been an adjunct professor at UCLA School of Law, teaching advanced Trademark Law, and is Guest Lecturer at UCI School of Law, Southern Illinois School of Law, and Chapman School of Law (Music and Entertainment Law). Susan is also active in the local business community and has volunteered for the Los Angeles Downtown Women's Center and Newport Beach Chamber of Commerce. Moreover, she participates in many local charitable events such as the Anti-Defamation League, the Public Law Center, and SIMA (Surfing Industry Manufacturers Association). Susan is also a Brand Ambassador for her client BEEK.

Professional Memberships

International Association of Privacy Professionals (IAPP) (2015 – Present)

International Trademark Association (INTA)

INTA Presidential Task Force (2020 – Present)

Orange County Patent Law Association (OCPLA)

Chair of Trademark Committee

Orange County Bar Association