Welcome to the IPelton® blog
covering trademarks, branding and social media.
Nothing contained on this blog should be taken as legal advice. If you have a questions about trademarks or other legal matters, contact an attorney.
New scams targeting owners of trademark applications/and registration continue to proliferate. I’m still flabbergasted that the USPTO and the FTC are not actively doing more to go after these operations that clearly provide no real value.
Amazon recently made headlines when, in an interview on 60 Minutes®, its founder Jeff Bezos unveiled a project whereby Amazon aims to make some deliveries via drone.
However, when I watched the video it was clear to me that the media missed the biggest star of the 60 Minutes piece: the Amazon logo. The logo was everywhere — every package, on the shelves behind Bezos, on the drones, and more. And the logo is one of the best of the last 20 years.
The logo is great because:
it is clean and simple
it is unique
it is a smile with a dimple
it is a subliminal A to Z (look where the arrow starts and ends)
The logo communicates three things to me:
Smile: be fun, be happy. You will like shopping with Amazon.
Move, travel. The arrow (sometimes used by itself) represents what Amazon does best – moves product using its innovative warehousing and shipping methods. When your order from Amazon you expect your order to travel from the computer to their warehouse to your door step quickly and smoothly.
A to Z. A subliminal message, perhaps, which I had not consciously noticed until writing this post. Amazon carries everything, from “a” to “z”.
More and more logos seem to be using the whitespace to tell part of the story; sometimes obvious, sometimes more subliminal. See below for examples. The greatest whitespace use – and possibly the best logo ever in my opinion – is the FedEx logo that incorporates an arrow in the whitespace. Amaze your friends by showing them the hidden arrow in the FedEx logo, and some of the other hidden whitespace elements in the images below — like the US Capitol in the bottom of the Washington Capitals logo
Tip: A logo is an incredible opportunity to communicate something about your business to your potential customers. Doing it in a creative, playful way is memorable and eye-catching for many of the above brands.
As the marketplace for intellectual property services grows, is your boutique IP firm taking advantage of today’s marketing tools, and consistently connecting with a pipeline of potential clients? Erik Pelton grew his trademark practice from humble beginnings to a position of thought leadership representing hundreds of trademark applicants each year. This WebIPHour will discuss how to make time for marketing, and where to focus on your practice’s marketing efforts. Topics will include:
Erik Pelton is the founder of Erik M. Pelton & Associates, PLLC, a boutique trademark firm in Falls Church, Virginia. Prior to starting the firm, Erik worked for two years as an examiner at the USPTO. In more than 10 years of private practice, he has registered nearly 2,000 1,00 U.S. trademarks for clients, represented dozens of parties in Trademark Trial and Appeal Board disputes, and practiced before the U.S. Court of Appeals for the Federal Circuit. He is also the creator of the Apptorney iPhone® application for intellectual prop erty attorneys.
Below are the comments from the boutique trademark law firm of Erik M. Pelton & Associates in response to the USPTO’s request for comment on Post Registration Amendments to Identifications of Goods and Services Due to Technology Evolution.
If I become aware of any other comments by firm, individuals, or associations, I will try to post them.
Disclaimer: No Legal Advice
No Attorney-Client Relationship