As trademark advisors, we frequently advise our clients regarding word marks. However, we dedicate less time to discussing design marks or composite marks, which are trademarks consisting of both words and design elements. Exploring this topic can be somewhat challenging since a significant portion of the analysis relies on visual aspects. Nonetheless, it remains crucial for our clients to grasp some general principles and understand the distinctions when it comes to conducting a likelihood of confusion assessment.
Design trademarks can exhibit several differences and still be deemed likely to cause confusion regarding their source. For instance, in the case of In re United States Distributors, Inc., 229 U.S.P.Q. 237, 1986 WL 83661 (TTAB 1986), a design trademark depicting a silhouette of a man and woman used in association with distributorship services in the health and beauty aids field was found to be likely to cause consumer confusion with another design mark featuring silhouettes of a man and a woman used for a skin cream product. On the other hand, in Red Carpet Corp. v. Johnstown American Enterprises Inc., 7 U.S.P.Q.2d 1404, 1988 WL 252364 (TTAB 1988), no confusion was established between a highly stylized house design used for real estate property management and a mark featuring another highly stylized house used for real estate brokerage services. These examples highlight that this particular area of law heavily depends on the specific facts of each case. While visual similarity remains a primary criterion for analysis, each determination is made on a case-by-case basis.
The doctrine of legal equivalents is often employed when assessing design trademarks for likelihood of confusion. This doctrine comes into play when a word mark evokes the same mental image as a pictorial representation. In other words, the consumer would have the same visual impression from the cited word mark as they would have from the applicant's design mark. An instance of this doctrine can be found in the case of In re Rolf Nilsson Ab, 230 U.S. P.Q. 141, 1986 WL 83581 (TTAB 1986), where it was determined that a silhouette of a lion's head and the letter "L" used to brand shoes were confusingly similar to the word mark "LION," also used for shoes. However, in certain situations where a design mark features a highly stylized image, there may be no likelihood of confusion with an equivalent word mark if the purchaser's mind does not evoke similar visual images.
As previously mentioned, these marks incorporate both words and designs. It is important for applicants to be aware of a general principle that may provide grounds for the United States Patent & Trademark Office (USPTO) Examiners to refuse their trademark application. If one element of a trademark carries more significance than the other, greater emphasis can be placed on the more significant feature during a likelihood of confusion analysis. In the majority of cases, greater weight is given to the word component. This is because consumers typically use words to refer to and request goods or services, making the words more pivotal. Our experience indicates that the Courts demonstrate more flexibility in determining whether the words or design element should be considered dominant. However, the USPTO consistently tends to perceive the words as the primary feature.
A drawing of the mark must accompany a U.S. trademark application. This drawing can be in standard characters, allowing the trademark owner to use any depiction of the mark, or in a special format, also known as a stylized design format.
If you wish to register a mark with a design element or a stylized version of lettering, a special format drawing is appropriate. However, it's important to note that presenting your mark in a special format cannot evade a likelihood of confusion if a similar mark in standard characters is already registered. This is because the owner of a standard character mark has the right to use all variations of the mark, regardless of color, font style, or lettering size. Conversely, if a special form mark is registered, an applicant filing a similar mark in standard characters may face refusal based on a likelihood of confusion with the registered design mark.
Getting in touch is easy. Use the form below and request a free consultation today.
If you need legal advice regarding your trademark rights, assistance with trademark prosecution, or representation in a domain name dispute, contact Wilson Whitaker Rynell. Our team of trademark lawyers has extensive experience in all aspects of trademark and copyright law, including the filing of trademark applications and representing clients in defense or prosecution before the Trademark Trial and Appeal Board.
Recognized in the legal industry as dedicated board-certified lawyers and Rising Stars.
Your project will be handled by legal experts every time. You will have the most experienced attorneys working for you.
Let's talk about your legal issue
Wilson Legal Group P.C.
d/b/a Wilson Whitaker Rynell
(972) 248-8080 (Dallas) MAIN OFFICE
(713) 830-2207 (Houston) Appointment Only
(512) 691-4100 (Austin) Appointment Only
For more information on how we can assist in your intellectual property, commercial litigation, divorce, or other personal needs, let us know how we can help you:
WILSON WHITAKER RYNELL
Thank You for Contacting Us!
Your information has been sent, and we will contact you shorlty...issues.
WILSON WHITAKER RYNELL
Oops, there was an error sending your message.
Please try again later.
Disclaimer:
This form does not establish an attorney-client relationship, and should only be used to contact the firm about scheduling a call or meeting. No confidential or sensitive information should be sent using this form.
We represent clients nationwide, including Dallas, Austin, Houston, and other Texas areas such as Fort Worth, Arlington, Carrollton, Plano, Allen, Lewisville, Flower Mound, Irving, Denton, McKinney, North Richland Hills, and all cities within Dallas County, Tarrant County, Collin County, and Denton County.
Wilson Whitaker Rynell
16610 Dallas Parkway, Suite 1000
Dallas, Texas 75248
972-248-8080 (MAIN)
972-248-8088 (FAX)
info@wrrlegal.com (E-MAIL)