Service marks are a particular type of trademark utilized for advertising services rather than goods. According to Section 45 of the Trademark Act, a service mark comprises any combination of words, names, symbols, or devices employed to signify the source of a service and to differentiate it from other services. There are specific criteria that define what constitutes a service under the Trademark Act. First, the service must be performed for someone other than the applicant. Second, the service must be a genuine activity that differs qualitatively from anything performed in connection with the sale of the applicant's goods or the performance of another service. Finally, the activity performed must be central or primary to the business.
If a company promotes the sale of its own goods, it does not qualify as a service. Conversely, if an advertising agency markets its clients' goods, it is deemed a service under the Trademark Act. The key issue is who primarily benefits from the activity for which registration is being sought. A system, process, idea, or method is not a service under the second factor. Thus, a mark cannot merely be used as a name for such. Finally, the activity must be central or primary to the business for it to be considered a service.
Not every symbol or term used in advertising services can be registered as a service mark. If a proposed mark only represents a company name or a trade name, it will not function as a trademark or service mark. Although it may be apparent that the applicant is providing a suitable service, the record of the trademark prosecution must demonstrate that the mark is identifying and differentiating the source of the services. In other words, a term that is solely used to identify a device, instrument, or product utilized in service performance does not function as a trademark or service mark.
The Examining Attorney may reject a trademark application if the submitted specimen, which demonstrates the use of the trademark in commerce, fails to function as a trademark. For service marks, the specimen should display the mark as it is actually used in advertising or selling the services and demonstrate an association between the mark and the services. To determine if the specimen is acceptable, the Examining Attorney will examine any other evidence available in the record. It is crucial to provide a proper specimen to obtain federal trademark registration.
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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