“Officials of The Georgia O’Keeffe Museum in Santa Fe complained recently about a ‘GOK’ logo proposed for the [Albuquerque, N.M.,] school’s new facade, and about T-shirts that said ‘Georgia O’Keeffe Kindergarten.’ E-mails from the museum warned of possible trademark infringement and suggested that fees may be required for some uses of the name. … The school has borne O’Keeffe’s name since it opened in 1988.”