Brevity: Not Just the Soul of Wit

I’ve recently noticed several businesses in our area that all seem to follow a similar naming convention: A single word name that’s suggestive of an element of the underlying business but not technically descriptive.  Here are my sightings: Sauce, a pizza/pasta joint (registered);  Splitz, a bowling center (registered);  and Squeeze, a smoothie bar (also registered).  (Full disclosure: I have eaten at Sauce and will definitely return!)

I like these names a lot, yet wondered whether the PTO had found any of them descriptive of the services.  A quick check of TDR for all of the marks indicated that all went straight through without objection.  That surprised me, because I cannot begin to count the times I’ve had to argue to the PTO that a particular term is not immediately descriptive of the goods or services at issue, but rather descriptive of some elemental function or feature of the product or service, consequently not descriptive to the consumer – and thus suggestive and registrable.  Sometimes I win, sometimes I get stuck with the Supplemental Register.  (Sometimes I even lose, but can’t bear to link to one of those.)  In any event, the fact that these three marks above were all registered without a hurdle reminds me again what a crapshoot the PTO game is. 

Meanwhile, bravo to these marks’ creators.

Updated: Duh.  I forgot about two local notables in this realm: Chipotle (now nationwide, got its start in Denver in 1993) and Garbanzo.  I am trying to provide sufficient substantiation so that I am not called out for a “bogus trend story.”