Fanciful TrademarksAlong with arbitrary trademarks, fanciful trademarks are afforded the broadest legal protection. Fanciful trademarks are terms that are not found in the dictionary. They are words or phrases that are coined and have the sole function to serve as a trademark, instead of a word in the English language. They are typically words that were created or invented, or even a word that is completely out of common usage at the time. Fanciful trademarks are considered the strongest and most distinctive trademarks, which are the easiest to register (see – trademark registration) but are also the hardest to market. One advantage of having a fanciful trademark is that the slight variation of your trademark by another individual is seen to be more likely to be confusing to the public than two well defined words that are similar in sound or spelling.

Examples of fanciful trademarks:

  • “Exxon” – for oil company.
  • “Google” – for an internet search engine.
  • “Clorox” – for a bleach product.
  • “Victoria’s Secret” – for women’s lingerie.
  • “Hummer” – for SUV/off-road vehicle.