Google tries to register a trademark for the word “Glass”.

According to an article in the Wall Street Journal this technical giant has been endeavouring to trademark the term “Glass” when appearing in Google’s stylized marketing logo font in an attempt to stop any copycatting of its computer-enabled eyeglass.

While the US Patent and Trademark Office allowed “Google Glass”, it’s concerned about trademarking a generic term like “Glass” according to the Journal.

The USPTO wrote to Google last September stating that “Glass” is a descriptive generic word and therefore can’t be trademarked. They also mentioned that the request was too similar to other or pending trademarks that use “Glass”.

Google then sent them a lengthy reply which included several news articles about Google Glass, defending the company’s request for such a trademark, according to the Journal. Google maintained that it’s Glass wearable is known well enough that it could be distinctive to the other “Glass” trademarks. They also stated that “Glass” is not actually a glass descriptor as the device does not actually have any glass in it. According to the Journal, Google stated that the word “Glass” alone does not inform potential consumers as to the nature, function or use of the wearable.

Google isn’t the first company that’s tried to trademark a generic term associated with a name of one of its products. Facebook has tried to trademark the word “book” and already has the trademarks to “F,” “Face,” “FB,” “Wall,” and “Facepile.” Instagram has tried to stop other apps from using “Insta,” “Gram,” and “IG.” Apple has battled Amazon in court over the use of “app store,” and Zynga has sued other companies that tried using the “with friends” moniker.

Naturally many businesses, like Google, take routine steps to protect and register their trademarks but it’s uncertain whether the Trademark Office will see Google’s viewpoint and allow the “Glass” trademark.

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