So many entrepreneurs I meet want to have a name that describes what their product does. But ironically the UK IPO may not allow you to register a name as a trade mark if “it is a descriptive word or term.”
For example Apple Inc would not be allowed to register their trade mark for fruit, as it would block everyone else from using the word apple. Much better is come up with a clever play on words that gets across what your product does. Even better if it achieves it in a fun way.
Now that autumn is here in London, it is time to think about trying to stay dry when travelling around the city. I wrote about Dry Patch – A BIPC success story with a great sense of humour a while ago. But more recently have spotted quite a few of these on my commute to work.
The name Ass Savers may not be to everyone’s taste, but it certainly is short, simple and memorable – the most important aspects of a trade mark.
So far the owners have only registered the name under Nice Class 12, Vehicles and Conveyances for Bicycle mudguards. So it looks as though they aren’t ready to take over the world with their brand just yet.
Update! 24 October 2017
One of our clients designer Roderick Brosse at the Business & IP Centre has just won the the top award at this weekend’s British Invention Show with a minimal mudguard. His “Mud Bug” won the Diamond Award for British Invention.
Roderick has yet to find a manufacturer for his impressive invention, so watch this space.