What exactly is the point in using trademark symbols? I’m talking about the ® and ™ we sometimes see attached to logos.
“If you claim rights to use a mark, you may use the “TM” (trademark) or “SM” (service mark) designation to alert the public to your claim of ownership of the mark, regardless of whether you have filed an application with the United States Patent and Trademark Office (USPTO). However, you may only use the federal registration symbol “®” after the USPTO actually registers a mark, and not while an application is pending.”
Quoted from the USPTO website.
If anyone can use TM, isn’t it just adding clutter, as Starbucks have done?
Starbucks website screenshot
Even when the ‘R’ symbol is used (shown below on the Adidas and McDonald’s websites), it looks more like a few stray pixels, a slip of the designer’s hand.
Adidas website screenshot
McDonald’s website screenshot
And when companies such as Nike, Mercedes-Benz, and Coca-Cola leave their main online logos free from this embellishment, is there really any point?
Nike website screenshot
Mercedes-Benz website screenshot
Coca-Cola website screenshot
Just something I’ve been wondering.
Related: Logo trademarking tips: a legal perspective, on davidairey.com