The 13.1.2.2.1 Validity - Trademark - Inherent Distinctiveness - Fanciful, Arbitrary, and Suggestive Marks form provides official pattern jury instructions adopted by the Federal 7th Circuit Court. This form specifically addresses trademarks that possess inherent distinctiveness and covers the definitions and legal standards for fanciful, arbitrary, and suggestive marks. It differs from other trademark forms by focusing on the automatic recognition of a trademark's brand association by consumers.
This form is used in legal proceedings where the validity of a trademark is in question. It is particularly relevant when asserting an unregistered trademark or contesting a registered trademark. If there is a need to demonstrate the distinctive nature of a trademark, this form offers critical guidance for jurors and decision-makers.
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An arbitrary trademark is a word or image that already exists, but it has nothing to do with the business that uses it. Apple Computers is one of the classic examples, since iPhones and laptops have nothing to do with fruit or cider. Shell gas stations and Camel cigarettes are other good examples.
An inherently distinctive trademark is a mark that lacks descriptive wording in relation to your goods or services. It's tempting to choose a name or term that describes a quality or characteristic of your product. Resist that temptation and try to come up with a mark that is fanciful or imaginative.
Suggestive trademarks are words that suggest some quality of the goods or services, but don't state that quality of the goods or services outright. Consider Coppertone® for sun-tanning products.
Types of trademarks for products include five main categories: generic mark, descriptive mark, suggestive mark, fanciful, and arbitrary mark. A generic trademark actually doesn't qualify for a trademark unless it includes more specific detail.
Devices that are fanciful, arbitrary, or suggestive are considered distinctive enough to function as trademarks. On the other hand, if a device is descriptive, the device can function as a trademark or service mark only if it has obtained secondary meaning. Generic devices can never be a trademark.
The Four Types of Trademarks Generic. Descriptive. Suggestive. Arbitrary or Fanciful.
Like fanciful marks, arbitrary marks are those trademarks or service marks that consist of a word or symbol that has nothing to do with the products or services being offered. Unlike fanciful marks, an arbitrary mark is a real word, but the word is used such that there is no connection to the meaning.