Strolling through the trademark registers we found a remarkable application in the UK of the company DePuy Synthes: Max. But who is Max?
In view of the specification relating to providing medical information our guess would be that Max will be used as an online assistant. It is a global tendency that companies are using assistants. Computers are getting smarter and can already have good conversations with customers and respond to questions (think of Siri). Talking to a visualized assistant who is answering your questions, at any time of the day, that is the future.
Max is now also filed as a trademark. As Max works distinctively, this is a smart thing to do. However, the disadvantage of a trademark registration is that only this pose is protected. An additional design registration with other facial expressions and poses is therefore advisable.