Wilson Whitaker Rynell

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972-248-8080 DALLAS
713-830-2207 HOUSTON
512-691-4100 AUSTIN
wilson whitaker rynell attorneys and counselors at law logo
972-248-8080 DALLAS
713-830-2207 HOUSTON
512-691-4100 AUSTIN

How to Prevail on a Refusal Based on Ornamentation

ATTORNEYS IN DALLAS

Grounds for rejection of an ornamental trademark and the key factors examined by the USPTO to determine eligibility for registration.

How to Prevail on a Refusal Based on Ornamentation

The primary purpose of a trademark is to serve as an identifier of the source. If your trademark, whether it's in the form of words, design, slogan, or trade dress, is primarily a decorative element, it will be rejected by the United States Patent & Trademark Office (USPTO) based on ornamentation grounds. Similar to the way trademarks are categorized along a spectrum, ranging from the strongest (fanciful) to the weakest (merely descriptive) marks, ornamental matter is also evaluated in a similar manner. Some forms of ornamental matter can be registered on the Principal Register if they function as a trademark, while purely ornamental matter cannot be registered on either the Principal or Supplemental Register.

Whether your ornamental mark is eligible for registration on the Principal Register, the Supplemental Register, or is refused on both, depends on four factors that are considered by the USPTO examiners: (1) The overall commercial impression of the proposed mark, (2) The prevailing practices of the relevant industry, (3) Any evidence of secondary source significance, if applicable, and (4) Demonstrated distinctiveness of the mark.

When facing a refusal based on ornamentation, it is advisable for trademark counsel representing the applicant to address all four factors in their response to the Office Action.

Commercial Impression

The Examining Attorney will assess the size, placement, and prominence of the proposed mark in relation to the goods in order to determine its functionality as a trademark. One of the commonly raised questions from our potential clients is whether using a phrase or slogan on the front of a T-shirt would be perceived as a trademark. As is often the case with legal inquiries, the answer is contingent on various factors. Generally, this type of usage on a shirt will be rejected for not functioning as a trademark. However, if evidence of secondary source (discussed below) is presented, such usage might potentially be acceptable. When an average consumer perceives a feature as decorative, informational, or conveying a message, it will not operate as a trademark since it does not indicate the source. Slogans or phrases employed on T-shirts, hats, jewelry, ceramic plates, or bumper stickers are frequently subject to refusal unless secondary source or acquired distinctiveness can be demonstrated.

Practice of the Trade

To assess the inherent distinctiveness of a proposed trademark, it is essential to carefully examine the subject matter involved in the mark and determine whether it possesses uniqueness within a specific industry or if it is merely a slight variation of a common decorative element associated with a particular type of goods. For instance, in the sneaker industry, it is customary to encounter stripe designs on the sides of shoes. Even a creatively designed stripe may be regarded as a simple alteration of a well-established decorative feature. Additionally, using the TM symbol alongside the mark can be beneficial as it enhances the likelihood that consumers will perceive the feature as a trademark.

Secondary Source

If an applicant can demonstrate that a mark functions as a recognized secondary source, it becomes eligible for registration on the Principal Register. This can be established through various means, such as owning a U.S. registration on the Principal Register for the same mark in relation to different goods or services, non-ornamental use of the same mark in commerce for other goods or services, or possessing a pending application based on intent to use the same mark for other goods or services, where non-ornamental use is demonstrated. For instance, a college or university that utilizes its name to provide educational services and subsequently applies to use the same mark on the front of a sweatshirt would meet the criteria for secondary source qualification.

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Trademark Resources

  • 66(a) Applications
  • Abandoning a Trademark Application or Withdrawing a TTAB Proceeding
  • Abandonment and Nonuse
  • Abbreviations as Trademarks
  • Accelerated Case Resolutions
  • Acquired Secondary Trademark Meaning
  • Amending Trademark Application
  • Assigning a Trademark
  • Assigning a Trademark and the Intent to Use Application
  • Avoiding Fraud on Trademark Applications
  • Avoiding Trademark Litigation
  • Basis for Filing a Trademark
  • Benefits of Registering a Trademark
  • Bona Fide Intent to Use
  • Celebrity Trademarks
  • Challenging the Relatedness Factor
  • Challenging Trademark Rights
  • Claims in a Notice of Opposition
  • Co-Existence Agreements
  • Common Law Trademarks in the Internet Era
  • Common Law Use and Priority
  • Conflicting Marks
  • Consent Agreements
  • Constructive Use Priority
  • Dates of Use
  • Defenses in Opposition and Cancellation Proceedings
  • Descriptive or Generic Trademarks
  • Design Marks
  • Design Trademarks
  • Determining Trademark Similarities
  • Discovery in TTAB Proceedings
  • Dividing a Trademark Application
  • Drawing Page
  • Electronic Display Specimens for Trademarks
  • Evidence in TTAB Proceedings
  • Evidence of Acquired Distinctiveness
  • Expediting Trademark Cancellation for Nonuse or Abandonment
  • Extending Time to Oppose
  • Factors of a Likelihood of Confusion Analysis
  • False Suggestions of Connection
  • Famous Trademarks and Likelihood of Confusion and Dilution
  • Filing an Opposition or Cancellation Proceedings
  • First Sale Doctrine
  • Five Years of Use
  • Foreign Trademark Rights
  • Generic Trademarks
  • Geographic Trademarks
  • Hiring Trademark Counsel
  • Immoral and Scandalous Trademarks
  • Incontestability of U.S. Trademarks
  • International Trademark Filings
  • Joint Trademark Ownership
  • Lawful Use of a Trademark in Commerce
  • Likelihood of Confusion Analysis
  • Likelihood of Confusion Refusal
  • Merely Descriptive Trademarks

Trademark Resources

  • Multiple Bases for a Trademark Application
  • Overcoming and Ornamentation Trademark Refusal
  • Personal Name Trademarks
  • Principal and Supplemental Registers
  • Protecting Single Creative Works
  • Recording Trademark Assignments
  • Refusal of a Trademark
  • Refusing a Trade Dress Application
  • Registering a Certification Trademark
  • Registering a Service Mark
  • Registering a Trademark That Lacks Inherent Distinctiveness
  • Registering an International Trademark
  • Relatedness of Goods or Services
  • Request for Reconsideration in Trademark Office Action
  • Requirements for International Trademark Application
  • Revive an Abandoned Trademark Application
  • Secondary Meaning
  • Source Confusion
  • Special Trademark Applications
  • Standard Character and Special Format Marks
  • Standing in Opposition and Cancellation Proceedings
  • State Trademark Registration
  • Statement of Use Extensions
  • Tacking Doctrine
  • Technical Trademark Use
  • The Supplemental Register
  • Trade Dress
  • Trade Dress Application
  • Trademark Application
  • Trademark Clearance Searches
  • Trademark Disclaimers
  • Trademark Licensing
  • Trademark of Authors, Performing Artists, and Characters
  • Trademark Ownership
  • Trademark Protection In Texas
  • Trademark Settlements
  • Trademark Specimens
  • Trademark Specimens
  • Trademark Use by Related Company
  • Trademark Use in Advertising
  • Trademark Use in Commerce
  • Trademarking a Distinctive Mark
  • Trademarking a Hashtag
  • Trademarks for Musical Artists
  • TTAB Discovery Rules
  • TTAB Proceedings
  • U.S. Service Mark
  • U.S. Trade Dress
  • Understanding Trade Channels
  • Unitary U.S. Trademark
  • Universal Symbols as Trademarks
  • Using Secondary Sources
  • What is an Ex Parte Appeal?
  • Where to Register a Trademark
  • Who Must File a Trademark?


Contact an Experienced Trademark Attorney

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.

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