Clients often inquire about the possibility of using personal names as trademarks. The answer to this question is not definitive and depends on various factors. While there is no absolute right to use one's own name as a trademark, it can be done under certain circumstances. In fact, many well-known and valuable trademarks are derived from personal names. Initially, we'll address the issue concerning surnames. According to U.S. trademark law, a mark that is primarily a surname cannot receive protection unless there is evidence of "acquired distinctiveness." Five factors are typically assessed to determine if acquired distinctiveness must be demonstrated: (1) Rarity of the surname, (2) Connection between the term and the applicant's surname, (3) Existence of other recognized meanings for the term, apart from being a surname, (4) Whether the term has a typical surname appearance, and (5) Whether the stylization of the lettering is distinctive enough to create a separate commercial impression.
Essentially, if the primary impression of the purchasing public when encountering the mark is that of a surname rather than a trademark, acquired distinctiveness needs to be proven. On the other hand, personal names (including first names and first names used with last names) can function as trademarks without requiring evidence of secondary meaning since they are inherently distinctive. Additionally, if two initials are added to a surname, it is likely that the mark will create a commercial impression of a personal name rather than a surname.
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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