In 2013, Randy Goldberg and David Heath started a company to sell socks. In 2019, they added other items of apparel to their lineup.
In 2017, Shopify launched an app that allows you to track all your package deliveries. In 2020, they added the ability to use the app to shop from your favorite stores.
Two stories of companies growing and changing, much the same, except for one detail:
Randy and David chose the brand BOMBAS for their socks allowing them to easily leverage the brand to cover their new products.
Shopify used ARRIVAL for the app they launched in 2017. The descriptiveness of ARRIVAL meant that Shopify had to change the name of the app when they added new features.
Even worse, Shopify didn’t learn its lesson: They named the new app SHOP, which is the worst trademark I’ve heard so far this year because it both downplays the feature that 16 million users are already using while also limiting the new features they can add without having to re-rebrand.
Big shout out to Julie and Cassandra for the tips that led to this post.
 I would still think the BOMBAS branding is still brilliant even if they didn’t have a bee as part of their logo.
Keggy the KegTM was created in 2003 by Dartmouth College humor magazine, The Jack-O-Lantern. The Jack’O periodically trots Keggy out to the amusement of all.
To recap: The Jack-O-Lantern created Keggy the Keg. It has been using the words KEGGY THE KEG and various incarnations of the costumed mascot for about 17 years. Sounds a lot like trademark rights to me.
But the folks at Dirtymouth would like you to know that preventing them from using Keggy the Keg to sell their merchandise is a “hindrance to [their] expression as Dartmouth students.” Also that Dirtymouth’s use of Keggy the Keg is a “parody” and their “apparel and accessories” are being sold to “spread awareness of their political message.”
Let’s take those claims one at a time:
Selling merch to make money is NOT “expression.” It’s commerce and using someone else’s trademark in commerce is infringement.
“Where is Keggy? The answer is, Keggy is dead. Since 2003, an organization has claimed that they have the sole copyright claims on Keggy the Keg. “We disagree. “Keggy has taken on a life of its own as the mascot of Dartmouth College, it’s students, alumni, and the culture of the university. Preventing and isolating the use of Keggy is a hindrance to our expression as Dartmouth students. The Keggy as we know it is dead. Now, Dirtymouth presents to you our own parody of this absurd copyright claim: Keggy is Dead.
Any associated Keggy is Dead apparel and accessories are to spread awareness of our political message.”
There are lots of steps involved in bringing a trademark application through to registration. As a trademark attorney, I’m used to ticking off each of those steps knowing that my client is getting ever closer to a registration.
It’s rare for an application to go backward but it can happen. When it does, it’s usually some minor and hyper-technical issue. We get it fixed and the application gets back on track.
Recently, I saw a nightmare that was being foisted on a company in my co-working space: Their trademark registration was issued and then . . . immediately canceled.
The Trademark Office examiner checked the application and approved it for publication.
The application was published for opposition.
The applicant received a Notice of Allowance.
The applicant filed a Statement of Use.
The Statement of Use was reviewed by the Trademark Office and accepted.
The Trademark Office printed a Certificate of Registration and then
Canceled the registration the instant it was completed.
It’s like that moment when they announced best picture at the 2017 Oscars®. It’s been giving me nightmares ever since.
Fast forward 3 years. The Redskins have been renamed, not because a court ordered them to, but because sponsors have pressured the team’s owners to finally do the right thing. Everyone expects the Cleveland Indians, the Cincinnati Reds, and the Atlanta Braves to follow.
Much has already been written and will be written on this topic. What I see is a wealth of evidence that societal and market pressure can be valuable tools in the fight against racist branding.
Most of the applicants who rushed to register disparaging and scandalous trademarks after the Tam ruling didn’t have existing brands. They were people who thought they saw a financial opportunity where none actually existed. They applied to register a trademark but never got a registration because they could never show they were actually using the trademark to sell the stuff covered by the application. Check out these numbers:
Applications with disparaging or scandalous words
Number applications filed
% that have reached registration as of 7/2020
If you break it down by each disparaging and scandalous word, the differences become much more stark. For example, none of the applications to register the n-word filed in 2017 have become registrations as of July 2020.
I’d like to think these numbers show that hate doesn’t sell.
Here’s the full data set. What do you see that’s interesting in these numbers?
 The scandalous words included were “fuck”, “shit”, and “asshole”. The disparaging words included were the n-word, “redneck”, “pansy”, and “dyke”. There was a longer list of disparaging words that I checked but there had zero applications filed in 2017.
Hickies, Inc. has a metric assload of trademarks registered with the U.S. Trademark Office. Words, taglines, and, most interestingly, this design trademark:
As of this writing, the U.S. Trademark Office has refused to register the Hickies design trademark shown below because the Trademark Office believes the design in the trademark is functional and you can’t register a trademark that consists of functional elements.
Hickie’s attorney has provided arguments and, literally, thousands of pages of evidence to support a finding that the elements of the design of its fastener aren’t functional. So far the Trademark Office isn’t having it.
“Why don’t they just get a design patent?”, I pretend to hear you ask. Hickies’s did get a design patent but they also want a design trademark. Why? There are lots of reasons. Here are some that may or may not be theirs:
Patents expire. Trademark registrations can be renewed forever.
Trademark infringement is easier to prove and defend than patent infringement.
Two forms of protection are better than one, especially with a product that’s relatively easy to knock-off.
It’s great that Hickies is using all the tools available to it to protect its product and brand. I’ll be watching to see how this all plays out.
 The European Union Intellectual Property Office feels the same way. Hickies applied for a to register the design in the EUIPO in 2017. The application was rejected by the examiner at EUIPO and the Board of Appeal of EUIPO. Hickies has appealed that decision.
Worldwide licensing rights for your trademark will be huge; and
An application to register your trademark in the U.S. will be refused.
Faced with this challenge, the lawyers for Netflix chose to apply to register SPACE FORCE outside the U.S. That was a brilliant decision. Here’s why.
The U.S. Air Force is going to be able to call its new branch “Space Force” and Netflix could not have prevented that by filing in the United States even if Netflix had filed as early as March 2018.
Here’s a list of recent applications that have been “refused because the applied-for mark consists of or includes matter that may falsely suggest a connection with the United States Government and its military.”
Here’s a list of recent applications that are suspended now but will almost certainly be rejected for false association once they move forward.
Here’s a list of recent applications that are already dead.
Meanwhile, the applications filed by the USAF in the U.S. are being held up because of three of the applications in the “false association” list.
Netflix is looking pretty smart here. They saw a traffic jam and chose another route.
Has anyone made it through? The only live registration for SPACE FORCE is for beer. It’s owned by Hop & Barrel Brewing Company.
Shout out to Max F. and Cassandra G. for the suggestions that led to this post.
 The pilot for the show is available in German, Latin American Spanish, European Spanish), French, Italian, Chinese, Czech, Slovak, Hungarian, Polish, Portuguese, Turkish, and Swahili.
 “No trademark . . . shall be refused registration on the principal register on account of its nature unless it— (a) Consists of or comprises . . . matter which may . . . falsely suggest a connection with persons [or] institutions . . ..” Trademark Act Section 2(a), 15 U.S.C. §1052(a). The U.S. government is a “person” within the meaning of Section 2(a). TMEP §1203.03(a). In addition to qualifying as a “person,” U.S. government agencies and instrumentalities, as identified by their common names and acronyms, are also “institutions” within the meaning of Section 2(a). TMEP §1203.03(a)(ii)
 As of May 2020, I was able to find Netflix applications to register SPACE FORCE in Mexico, Australia, the EU, and Canada.
 The USAF’s March 2019 application covers only swag. Its May 2020 application covers “airplanes, helicopters, and space vehicles” but, really, it’s all about the swag, too. Here’s the listing of goods and services from the USAF application:
Airplanes; Helicopters; Space vehicles
Metal name plates; Plaques of common metal for use as awards; Sculptures made of non-precious metal; Trophies of common metal
Clocks; Key chains; Lapel pins; Non-monetary coins; Ornamental lapel pins; Rings being jewelry; Sculptures made of precious metal; Tie tacks; Watches; Metal key chains
Books in the field of THE DEPARTMENT OF THE AIR FORCE AND DEPARTMENT OF THE AIR FORCE AIRCRAFT; Business cards; Calendars; Coasters made of paper; Daily planners; Decals; Desk top planners; Greeting cards; Informational flyers featuring educational information to educate the public on Department of Air Force programs; Log books; Note paper; Notebooks; Paperweights; Postcards; Posters; Printed awards; Printed certificates for use as awards; Stationery; Telephone calling cards, not magnetically encoded; Writing paper pads; Ball-point pen and pencil sets; Printed books in the field of THE DEPARTMENT OF THE AIR FORCE AND DEPARTMENT OF THE AIR FORCE AIRCRAFT; Stationery-type portfolios; Three-ring binders
Backpacks; Briefcases; Duffle bags; Gym bags
Non-metal name plates; Non-metal trophies
Beer mugs; Shot glasses; Travel mugs
Bed blankets; Bedspreads; Comforters; Fabric flags; Throws; Towels; Blanket throws
Belt buckles; Belt buckles of precious metals
Golf clubs; Paper airplanes; Playing cards; Plush toys; Toy airplanes; Toy cars; Toy vehicles; Scale model airplanes; Stuffed toy bears; Stuffed and plush toys
Cigarette lighters of precious metal
Promoting public awareness of the need for the United States Space Force; Promoting public awareness of the United States Space Force; Association services, namely, promoting public awareness of the United States Space Force; Production and distribution of radio and television commercials
Educational services, namely, providing courses of instruction at the college level and distribution of course material in connection therewith; Educational services, namely, providing COURSES OF INSTRUCTION AT THE COLLEGE LEVEL in the fields of The United States Space Force; Training in the use and operation of WEAPON SYSTEMS, SYSTEMS RELATED TO THE SUPPORT OF THE WEAPON SYSTEMS, AND TRAINERS FOR THESE WEAPON SYSTEMS AND SUPPORT SYSTEMS; Providing on-line information and news in the field of employment training
 The office action that suspends the USAF’s application mentions 5 prior applications but 2 of those are now dead, so there are only 3 applications left. The five were: 87835334; 87839062; 88075744; 88077001; 88267739. Here’s the list of goods from one of the remaining three, which don’t even get me started.
On-line retail store services featuring dentifrices, dietetic drinks, namely, table waters, purified water for drinking, sparkling waters, flavored waters, waters containing caffeine, fruit-flavored beverages, fruit juices, non-alcoholic beverages, namely, carbonated beverages, non-alcoholic beverages containing fruit juices, vegetable juices, metal license plates, metal novelty license plates, souvenir license plates of metal, sport knives, kitchen knives, fishing knives, pen knives, hunting knives, diving knives, household knives, pocket knives, folding knives, throwing knives, knives for hobby use, knives for use in carving or decorating pumpkins, mini-pumpkins, gourds, and other fruits and vegetables, sabres, swords, eyewear, sunglasses, cellphone cases, downloadable video recordings featuring topics relating to space, downloadable electronic publications in the nature of booklets and manuals in the field of topics related to military activities in space, downloadable video recordings featuring topics relating to military activities in space, decorative magnets, mousepads, digital media, namely, pre-recorded dvds, downloadable audio and video recordings, and cds featuring military activities in space, digital music downloadable from the internet, downloadable mp3 files and mp3 recordings featuring military activities in space, downloadable electronic newsletters delivered by e-mail in the field of news, features and information relating to military activities in space, downloadable electronic newsletters in the field of news, features and information relating to military activities in space, apparatus for recording, transmission or reproduction of sound or images, digital media, namely, pre-recorded cds, dvds, downloadable audio and video recordings, and high definition digital discs featuring music, stories, dramatic performances, non-dramatic performances, learning activities for children, and games, audio books featuring fiction, audio recordings featuring music, stories, dramatic performances, non-dramatic performances, learning activities for children, and games, downloadable ringtones and sound recordings featuring music and other sounds, all for wireless communications devices, audio and visual recordings featuring animated entertainment, music, stories, and games for children, musical recordings, encoded electronic chip cards containing music, stories, dramatic performances, non-dramatic performances, learning activities for children, and games, computer hardware and peripheral devices, mouse pads, wrist and arm rests for use with computers, calculators, cell phone battery chargers, electronic personal organizers, camcorders, cameras, digital cameras, optical and magneto-optical disc players and recorders for audio, video and computer data, radios, audio speakers, headphones, earphones, ear buds, walkie-talkies, telephones, headsets for cellular telephones, adapters for cellular telephones, batteries for cellular telephones, cellular telephone cases, face plates for cellular telephones, eyeglasses, sunglasses, eyeglass and sunglass cases, binoculars, graduated rulers, microphones, protective covers and cases for tablet computers, radio frequency authentication device and transmitter, fitted plastic films known as skins for covering and protecting electronic apparatus, namely, mobile phones, portable music players, mobile computers, and table computers, video projectors, video projector with wireless connection capability for use with wireless communication devices, pacifiers for babies, thermoelectric cooler/heater for food and beverages, portable evaporative air coolers, license plate frames, license plate holders, luggage specially adapted for holding firearms and accessories, gun holster fanny packs, pistol satchels, vests for carrying ammunition magazines, messenger bags for firearms, holster handbags, handgun satchels, pistol satchels, rifle cartridge wallets, police gear operator backpacks, tactical backpacks, waist packs for ammunition, food, medical supplies, waist packs for handguns, towels for firearm cleaning, towels for sports and training, pistol belts, rifle cartridge belts, ammunition belts, collectible coins, commemorative coins, lapel pins, ornamental lapel pins, jewelry pins for use on hats, jewelry, watches, clocks, decorative metal key fobs, luggage specially adapted for holding musical instruments, coloring books, posters, greeting cards, note cards, postcards and greeting cards, spiral-bound notebooks, decals, bumper stickers, decorative stickers for helmets, decals and stickers for use as home decor, decorative decals for vehicle windows, printed publications, namely, brochures, booklets, and teaching materials in the field of military history, tactics and doctrine, newsletters on the topic of military training, deployment, and lifestyle for active and inactive military personnel, military families, and friends, address books, almanacs, appointment books, art prints, arts and craft paint kits, autograph books, baby books, baseball cards, binders, bookends, bookmarks, a series of fiction books, books, magazines, newsletters and periodicals, featuring stories, games and activities for children, calendars, cartoon strips, christmas cards, chalk, children’s activity books, coasters made of paper, coin albums, printed children’s coloring pages, comic books, comic strips, coupon books, decorative paper centerpieces, diaries, drawing rulers, dry erase writing boards and writing surfaces, envelopes, erasers, flash cards, gift cards, gift wrapping paper, globes, guest books, general feature magazines, maps, memo pads, modeling clay, newsletters and printed periodicals, featuring stories, games and activities for children, newspapers, note paper, notebooks, notebook paper, paintings, paper flags, paper cake decorations, paper party decorations, paper napkins, paper party bags, paperweights, paper gift wrap bows, paper pennants, paper place mats, pen or pencil holders, pencil sharpeners, pen and pencil cases and boxes, photograph albums, photographs, photo-engravings, pictorial prints, picture books, plastic party goodie bags, plastic shopping bags, portraits, postcards, printed awards, printed certificates, printed invitations, printed menus, recipe books, rubber stamps, score cards, stamp albums, stationery, staplers, stickers, sports trading cards, collectible trading cards, trading cards, other than for games, ungraduated rulers, writing paper, writing implements, paper handkerchief, umbrellas, beach bags, book bags, canvas shopping bags, drawstring bags, duffel bags, gym bags, reusable shopping bags, school bags, sport bags, tote bags, wash bags sold empty for carrying toiletries, all-purpose carrying bags, all-purpose sport bags, baby backpacks, backpacks, calling card cases, coin purses, diaper bags, fanny packs, handbags, knapsacks, key cases, leather key chains, luggage tags, luggage, overnight bags, purses, satchels, shopping bags made of leather, mesh or textile, umbrellas, waist packs, wallets, accent pillows, bed pillows, floor pillows, novelty pillows, pillows, picture and photograph frames, picture frames, wind chimes, mugs, coffee mugs, bottle openers, buckets, plastic cups, shot glasses, water bottles sold empty, heat-insulated containers for household use, non-electric portable beverage coolers, thermal insulated containers for food or beverages, utensils for barbecues, namely, forks, tongs, turners, beer glasses, beverage glassware, bottle stoppers specially adapted for use with wine bottles, coolers for wine, cooling buckets for wine, cups and mugs, drinking flasks, drinking glasses, flasks, glass beverageware, glass mugs, heat-insulated vessels, hip flasks, insulated flasks, pilsner drinking glasses, wine cooling pails, wine glasses’ bakeware, beverageware, bowls, brooms, busts of ceramic, crystal, china, terra cotta, earthenware, porcelain or glass, cake pans, cake molds, candle holders not of precious metal, candle snuffers, candlesticks, canteens, coasters not of paper and not being table linen, cookie jars, cookie cutters, cork screws, cups, decorating bags for confectioners, decorative crystal prisms, decorative glass not for building, decorative plates, dinnerware, dishware, dishes, figurines made of ceramic, china, crystal, earthenware, glass, or porcelain, hair brushes, combs, household containers for food and beverages, insulating sleeve holders for beverage containers, kettles, lunch boxes, lunch kits comprising of lunch boxes and beverage containers, napkin holders, napkin rings not of precious metals, non-metallic trays for domestic purposes, namely, valet trays, serving trays, pie pans, pie servers, plates, non-electric portable coolers, removable insulated sleeves for drink cans and bottles, servingware for serving food, sports bottles sold empty, soap dishes, tea pots, tea sets, toothbrushes, trivets, vacuum bottles, waste baskets, drinking straws, barbecue mitts, oven mitts, pot holders, thermal insulated containers and bags for food or beverages, drawstring bags for washing hosiery, drawstring bags for storing clothing and shoes, drawstring bags for storing toys and other household items, cloth flags, fabric flags, afghans, bath linen, bath towels, bed blankets, bed canopies, bed linen, bed sheets, bed skirts, bed spreads, blanket throws, calico, children’s blankets, cloth coasters, cloth doilies, cloth pennants, comforters, crib bumpers, curtains, felt pennants, golf towels, hand towels, textile handkerchiefs, hooded towels, household linens, kitchen towels, pillow cases, pillow covers, plastic table covers, quilts, receiving blankets, silk blankets, table linen, table napkins of textile, textile place mats, textile tablecloths, throws, towels, washcloths, woolen blankets, ornamental novelty pins, action figure toys, collectable toy figures, model toy vehicles, modeled plastic toy figurines, molded toy figures, playing pieces in the nature of miniature action figures and toy model vehicles for use with table top hobby battle games in the nature of battle, war and skirmish games, and fantasy games, positionable toy figures, toy action figures and accessories therefor, action target games, toy spacecraft, toy rockets, toy space vehicles, toy figures, toy vehicles, toy weapons, scale model spacecraft, scale model rockets, scale model space vehicles, christmas tree decorations, christmas tree ornaments, action skill games, board games, children’s multiple activity toys, badminton sets, balloons, basketballs, bath toys, baseball bats, baseballs, beach balls, bean bags, bean bag dolls, toy building blocks, bobblehead dolls, bowling balls, bubble making wand and solution sets, chess sets, toy imitation cosmetics, christmas stockings, christmas tree ornaments and decorations, crib mobiles, crib toys, disc toss toys, doll clothing, equipment sold as a unit for playing card games, fishing tackle, footballs, golf balls, golf gloves, golf ball markers, hand-held units for playing electronic games for use with or without an external display screen or monitor, hockey pucks, hockey sticks, infant toys, inflatable toys, jump ropes, kites, magic tricks, marbles, manipulative games, music box toys, party favors in the nature of small toys, paper party hats, puppets, roller skates, role playing toys in the nature of play sets for children to imitate real life occupations, rubber balls, skateboards, snow boards, snow globes, soccer balls, spinning tops, table tennis balls, table tennis paddles and rackets, table tennis tables, target games, tennis balls, tennis rackets, toy bucket and shovel sets, toy mobiles, toy scooters, toy cars, toy banks, toy trucks, toy watches, toy building structures and toy vehicle tracks, video game machines for use with televisions, volley balls, wind-up toys, yo-yos, toy trains and parts and accessories therefor, toy aircraft, fitted plastic films known as skins for covering and protecting electronic game playing apparatus, namely, video game consoles, and hand-held video game units, action figures and accessories therefor, card games, dolls, doll accessories, doll playsets, electric action toys, jigsaw puzzles, mechanical toys, musical toys, parlor games, paper party favors, party games, playing cards, squeeze toys, talking toys, sabres, trading card games, yogurt-based smoothies, vegetable juices for cooking, tea-based smoothies, confectionery, namely, frozen flavored waters, drinking water, energy drinks, flavored waters, fruit juices, fruit-flavored beverages, juice base concentrates, lemonade, non-alcoholic punch, non-alcoholic beverages, namely, carbonated beverages, non-alcoholic beverages containing fruit juices, smoothies, sparkling water, sports drinks, syrups for making soft drinks, table water, vegetable juices, lighters for smokers, cigar lighters; Food kiosk services featuring drinking water, energy drinks, flavored waters, fruit juices, fruit-flavored beverages, lemonade, non-alcoholic punch, non-alcoholic beverages, namely, carbonated beverages, non-alcoholic beverages containing fruit juices, smoothies, sparkling water, sports drinks, table water, vegetable juices, yogurt-based smoothies, tea-based smoothies, and confectionery, namely, frozen flavored waters
If there’s one trademark that’s become a household word in the past few months, it’s ZOOM. Surely Zoom Video Communications, Inc. is 100% sure it has the right to use ZOOM and it secured that right by registering it with the U.S. Trademark Office.
You know where this is going, right?
Zoom filed its first trademark application with the U.S. Trademark Office in August 2017, claiming it started using ZOOM as a mark for video conferencing services in May 2012.
As of this writing (May 2020), that application is still being held up because of two applications that were filed in September 2012 and November 2013, after Zoom’s first use but before Zoom filed its application.
If Zoom had filed its application when it started using the ZOOM mark, it would have been ahead of those two applications in priority. Instead the 2017 application is still up in the air as are:
Zoom’s application filed in May 2018;
Zoom’s application filed in July 2018;
Zoom’s application filed in May 2020; and
Zoom’s other application filed in May 2020.
Is Zoom going to have to rebrand? Probably not. The brand is too valuable now to walk away from it so Zoom will continue fighting with the Trademark Office and might end up paying some other companies for their rights.
There are lots of risks when starting a business. Some, like this one, are easily avoided.
Shout out to Alyssa for bringing this topic to my attention.
Recently one of my clients received a cease and desist letter demanding that my client stop using its trademark. The lawyer included a certificate from the state of Ohio evidencing her client’s registration of a tradename.
My response: No one cares about your tradename registration. Do you have any trademark rights?
I also recently had a client tell me he knew he was safe using a certain trademark because he just formed a corporation using that word.
My response: No one cares that Delaware allowed you to form a corporation using that tradename. I’m worried that someone else has the trademark rights.
A tradename is NOT the same thing as a trademark.
A tradename is the legal name or assumed name of your business. The name of my business is Berdinis Law P.C.
A trademark is how consumers identify a source of goods or services. My trademark is BEELINE®.
A partridge isn’t porridge. A candle isn’t a cradle.
It’s possible for the some of the words a company uses for its tradename to also be used as its trademark. For example Starbucks Corporation uses STARBUCKS as its trademark for coffee. The numbers of my street address might also appear in my telephone number but that doesn’t mean my house and my phone are the same thing.
Unfortunately, Ms. Banks also posted some things that are WRONG. Ms. Banks insisted that Iggy Azalea stop using “Pussy Pop” as a song title “before things get ugly.”
WRONG. Ms. Banks’s trademark registrations are for soap, tampons, lube and probiotic supplements. That doesn’t give her the right to stop someone from naming a song “Pussy Pop.”
Ms. Banks points out that she “Definitely [has] proof of usage prior to [Iggy Azalea’s] song release . . ..”
WRONG. Ms. Banks just flat out doesn’t have the right to stop someone from using “Pussy Pop” as a song title. Who used it first doesn’t matter in this situation.
Ms. Banks says that she has “a slew of disparaging tweets from [Iggy Azalea] about [Ms. Banks’s] company.”
WRONG. Dissing a company isn’t necessarily trademark infringement.
Ms. Banks says people: “Can’t make a song called ‘Doritos’ if the CEO of Doritos does not approve of usage.”
WRONG: You can make a song named “Doritos” and no one can do anything about it. Also, there’s no CEO of Doritos. Frito-Lay North America, Inc. owns the DORITOS brand.
So many teachable moments in a couple of Instagram posts.
Super shout out to Cassandra G. for bringing this to my attention.
 Ms. Banks included a copy of a letter from her lawyer with her post. The letter wasn’t a cease and desist letter. It was just the letter her lawyer sent her with her Certificate of Registration. Ms. Banks redacted her lawyer’s mention of the registration number.
WRONG. The registration number isn’t a secret. Anyone can look it up online. Redacting the number is like taking a photo of your face tattoo and redacting the words in the tattoo.
On May 5, 2020, the United States Supreme Court had its first teleconference oral argument in history. It was a trademark case. Here’s what went down.
Booking.com built a business on owning a domain that’s the generic word for their services. That has earned them a very strong position in their industry but has left them with essentially no trademark rights and no U.S. trademark registration. Booking.com is now trying to change established trademark law so they can eat their cake and have it, too.
Booking.com concedes that BOOKING is generic for what they do but argues that BOOKING.COM is not generic. It’s possible for a domain name to create a different commercial impression than the domain alone. For example, TENNIS.NET for tennis equipment isn’t generic because of the play on words. BOOKING.COM doesn’t meet that standard.
Why do we care if they register BOOKING.COM?
Trademark law prevents companies from monopolizing language: You can’t give exclusive rights to the word “booking” to one booking company because then other booking companies won’t be able to describe what they do.
Booking.com B.V. argued that they don’t plan to use the registration to go after competitors like ebooking.com or hotelbooking.com. They said they need the registration to go after spoofers and cyberscammers.
First, I don’t believe Booking.com won’t use the registration to attack competitors.
More importantly, they have reaped the benefits of choosing a generic word for their brand. There’s no reason we should sacrifice fair competition to save them from the disadvantages inherent in their choice.
Thanks to Cassandra for suggesting this post.
 The case was United States Patent and Trademark Office v. Booking.com. B.V. The absence of the august chamber and the physical presence of the justices resulted in one tiny slip in the formality shown by the attorney for the USPTO:
Mr. Chief Justice Roberts: “Ms. Ross, why don’t you take a minute to wrap up.”
Erica Ross: “Sure. Uh. Thank you Mr. Chief Justice.”
 The case concerns four applications to register trademarks containing BOOKING.COM filed by Booking.com B.V. The examining attorney at the Trademark Office refused registration because the term “booking” was generic for hotel reservation services and merely adding the generic top-level domain “.com” did not change a generic word to a protectable trademark.
 That said, the general rule is included in the Trademark Manual of Examination Procedure Section 1215.05:
“Generally, a mark comprised of a generic term(s) combined with a non-source-identifying gTLD is generic and without trademark or service mark significance. In re 1800Mattress.com IP LLC, 586 F.3d 1359, 92 USPQ2d 1682 (Fed. Cir. 2009) (MATTRESS.COM generic for “online retail store services in the field of mattresses, beds, and bedding”); In re Hotels.com, L.P., 573 F.3d 1300, 91 USPQ2d 1532 (Fed. Cir. 2009) (HOTELS.COM generic for “providing information for others about temporary lodging; travel agency services, namely, making reservations and bookings for temporary lodging for others by means of telephone and the global computer network”).”