Trademarking your baby’s name may seem like an odd process but when you’re Beyonce and Jay-Z, it’s a necessary step—I guess.

On Jan, 26, the couple filed an application to trademark Blue Ivy’s name and protect it from unintended use, which there was already a possibility of, considering they weren’t the first to file an app. On Jan. 11, fashion designer Joseph Mbeh attempted to trademark “Blue Ivy Carter” just four days after the child was born in order to pitch a children’s clothing line to the couple using their daughter’s name and on the 20th, another applicant filed to use “Blue Ivy Carter” and “Glory IV” for a line of fragrances. Both applicants were denied and told the name belongs to a “very famous infant.”

Bey and Jay’s application is still pending, but is expected to be granted any day now, which has some giving the U.S. Patent and Trademark Office the side eye. The office gets thousands of applications per year, receiving 398,667 in 2011, and the process is supposed to be first come, first serve, with it typically taking anywhere from three to four months to get approval. But because of all the noise surrounding Blue Ivy’s birth, Cynthia Lynch, an administrator for trademark policy and procedure, said the office was on alert that several applications might pop up for that name and they were ready to shut down imposters—and apparently approve the rightful owners.

A clothing boutique in Wisconsin does already own a trademark for “Blue Ivy.” Their app was filed in January 2011 before Beyonce was pregnant and granted in August, so the Carter’s will have to accept the store’s right to use the name on their building, website, and more, unless they want to purchase it from them, which I could actually see happening.

What do you think about this trademark business? Necessary or just a rich people “problem?”

Brande Victorian is a blogger and culture writer in New York City. Follower her on Twitter at @be_vic.

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So it’s not a total shocker that for every congratulations that’s sent out about Beyonce and Jay Z’s new baby, there is an equally shady comment about who actually gave birth and the interesting name choice for baby Blue, but some people are really stretching it when it comes to the new Carter threesome.

Ingrid Jackson is the name Beyonce reportedly checked into the hospital under but given the suspicious nature of Bey’s pregnant belly, rumors are already flying that Ingrid is actually the name of the surrogate mother who really gave birth to the couple’s baby girl. And according to notoriously shady celebrity blogger, Sandra Rose, the reported $1.3 million that the two spent to rent out an entire floor of Lenox Hill Hospital is “absurd.”

According to her hospital source: “Lenox Hill does not turn away expectant mothers to cater to the needs of celebrities. We don’t have entire floors sitting empty at Lenox Hill.”

But it seems the hospital actually may have. While Beyonce and Jay Z supposedly spent big bucks to keep their family close together, other new parents were kept apart.  A Brooklyn man is requesting an apology for the way he and his wife were treated Saturday. Neil Coulon told the Daily Mail the stress of his wife delivering premature twin girls was tripled when Beyonce’s bodyguards allegedly barred him from the neonatal intensive care unit.

“Three times they stopped me from entering or exiting the NICU and it happened once on Friday – just because they wanted to use the hallway,” he said.

“I know they spent $1.3million and I’m just a contractor from Bed-Stuy but the treatment we received was not okay. My wife is just terribly upset. She had a C-section. She gave birth to twins. She is sore. Nobody needs this.

“This is the NICU. Nobody cares if you’re a celebrity. Nobody is star-gazing. They just want to see their children. To have that circus roll into town and ruin our parade was unpleasant.”

In other news, you know no one is letting the name Blue Ivy slide by. Initially, there was confusion about whether the name was Ivy Blue or Blue Ivy, but according to tweets from Beyonce’s BFF Gwyneth Paltrow and other celebs, it seems Blue Ivy is correct. Now what does that name mean exactly? Depends on who you ask. Most sensible explanations point to Jay Z’s Blueprint album and Beyonce’s most recent album ’4′ because IV is the Roman numeral symbol for the number 4. But then there’s also this:

Ivy = Illuminati’s Very Youngest. Blue= Born Living Under Evil. Spelled backwards these names supposedly spell Eulb Yvi, the Latin name For Lucifers Daughter.

People have too much time on their hands don’t they? I’ll stick with the first explanation. Beyonce has spoken numerous times about the significance of the number 4 in her life, so I wouldn’t be surprised if the baby’s name is a creative take on the Roman Numeral. And if 1+1 equals 2, the baby’s birthdate of Jan. 8 seems to perfectly sum up her parent’s bdays of Sept. 4 and Dec. 4th. Some have found it odd, though, that Jay Z’s daughter will share the name of his rumored ex, “Hit ‘Em Up Style” singer Blu Cantrell.

All I know is this is way too much drama for someone 24 hours old. I’ll stick to my initial suggestion on this whole pregnancy thing: Beyonce should’ve just had a home birth and let Erykah Badu be the doula and none of this would’ve happened.

What do you think about all of the Bey/baby Blue drama? Are Beyonce and her people to blame for some of the craziness or is the media/public taking it too far?

Brande Victorian is a blogger and culture writer in New York City. Follower her on Twitter at @be_vic.

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(Daily Finance) Vudu. JooJoo. Boorah. It almost seems as if companies are just randomly picking names for their latest product — or (gasp) the company — out of a hat. But consumers would be surprised at how much actual thought (and money) go into the process of dubbing a tobacco maker Altria or an instant coffee Via.

“It’s probably the most difficult thing that branding firms do,” says Hayes Roth, the chief marketing officer of Landor, which is responsible for renaming some of the country’s biggest companies. Landor came up with Altria (MO) as the new name for Philip Morris in 2003 when the company sought to improve its crumbling image and get across to customers that it sold more than just tobacco after it acquired Kraft Foods. Agilent (A), the measurement company spun off from Hewlett Packard (HPQ) in 1999, was also a Landor naming creation. “There are many, many hurdles now” to picking a name that will be both “defining and relevant,” says Roth.