Trademark Graveyard

Trademark rights are born when someone starts using a trademark to sell stuff: The minute you offer CRYPT brand breath mints for sale, you start to have “common law” trademark rights in CRYPT for breath mints.

You can expand and strengthen your rights by registering the trademark.

Unlike patents and copyrights, trademark rights have the ability to live forever, but they can die.

What happens to common law rights?

What happens to rights from the registration?

Genericide DEAD DEAD
Owner stops using the trademark to sell stuff Die eventually when the trademark fades from consumers’ memory. Die when owner is unable to renew the registration. (In order to renew, you still have to be using the trademark.)
Registration expires. Live on and can be used to get another registration. DEAD


1024px-Standardgasstation.jpgWhen companies change their names, they often try to keep the rights to the old name alive just as a precaution against someone else’s using it.

Chevron® continues to operate a few stations under the STANDARD OIL® trademark.


In 1991 Kentucky Fried Chicken® changed its name to KFC®, but they still use the full name sometimes.

International Harvester switched to Navistar® in 1985, but it defended the old mark in an opposition as recently as 2007.

Dunkin’ Donuts® is experimenting with Dunkin’®. If that works for them, I wonder if they’ll let the rights to the full name die.





Photo of tombstone © 2009 Jo Naylor modified by Michele Berdinis under Attribution 2.0 Generic.

Photo of Standard Oil®/Chevron® station © 2009 Coolceasar. Used with permission under GNU Free Documentation License.

Photo of Kentucky Fried Chicken® door handle is © 2014 Mike Mozart. Used with permission under Creative Commons Attribution License 2.0.