The term "mark" can refer to either a collection of words that describe the product
(like "tires") or to something more abstract (like "great"). Although it would be
suitable to register the entire mark, the USPTO might challenge an effort to claim
certain product or descriptive phrases. Therefore, the USPTO may urge an applicant to
disclaim those terms after the fact, or some corporations choose to do so without
abandoning the idea of registering the mark altogether.
The disclaimer has no effect on the look or removal of the unregistrable portion of a
mark. A disclaimer is posted on the USPTO database to inform the public that the
corporation is not claiming exclusive ownership of that specific portion of the mark.
Rejection may occur if any portion of a mark is not claimed. The United States Patent
and Trademark Office (USPTO) may delay an application by issuing an Action Letter to
disclaim the unregistrable portions of a mark. The next step is to either accept the
USPTO's disclaimer or choose to oppose it. It is recommended that you seek legal counsel
after receiving an Action Letter requesting the disclaimer of a portion of a mark, as
this could have far-reaching effects for the trademark's rights.
The USPTO has published the following examples to illustrate when a disclaimer is likely
required:
- Merely Descriptive Words: Disclaiming “Creamy” from “Famous Mark Creamy Yogurt.”
- Generic Words: Disclaiming “Yogurt” from “Famous Mark Creamy Yogurt.”
- Geographic Terms: Disclaiming “Southwest” from “Famous Mark Southwest
Guacamole.”
- Informational Words: Disclaiming designations such as size of the product or the
year of founding which is usually applicable to registering logos.
- Well-known Symbols: Disclaiming the “$” for a financial services company.
- Misspellings from “telescoped words”: Disclaiming “Super” and “Rinse” from
“Superinse Cleaner.” Another example is disclaiming “quick” from Jay’s Quik
Print.
- Foreign wording: If the translation of the foreign word is a generic or
descriptive term, the USPTO says you disclaim it. They example they use is
disclaiming “Rouge” from “Gala Rouge” for wine because Rouge just means “red”
which is descriptive of red wine.
- Multiple words disclaimer: Some words just go together so the USPTO says they
need to be disclaimed together instead of separately. The example they give is
disclaiming “Pizza Parlor” from “Pete’s Pizza Parlor.”