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.
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.
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.
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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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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