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The ? symbol, and the word ?trademark,? is interpreted as broadly covering both product marks and service marks. So the in the case of unregistered marks, the ? symbol always is correct. The SM symbol is used for common law trademarks that represent services.
For example, a specimen could be an advertisement, brochure, website printout or other promotional material which shows your trademark used for the services, business signs where the services are rendered showing your trademark, or a service vehicle showing your trademark.
Examples of a Service Mark The name ?Visa? is a service mark that identifies the Visa credit card services, just as the MGM lion's roar is a sound-based service mark that identifies any MGM created movies. Many companies have multiple trademarks and service marks to help in branding their business.
For example, a specimen could be a label or tag attached to your goods that shows your trademark, a product container or packaging showing your trademark on the packaging, or a website displaying your trademark where your goods can be purchased or ordered.
The Apple logo is a good example of a trademark, as it's used on all the company's products, such as the Macbook and iPhone. A familiar example of service marks comes from United Airlines. The name "United Airlines," the "Fly the Friendly Skies" tagline, and the logo of a world map are service marks.