Non existing fantasy words or very original logos are always the best for the scope of protection of your trademark. But some companies want just a generic name as they just want to put a name on a product. A name that is so common and descriptive can usually be used without problems, is the idea. (The latter is not always true in view of trademarks that have acquired distinctive power.)
Very occasionally you have an invisible mark (as shown left). Invisible? Yes, invisible in use, when you consider that this three-dimensional mark will be the shirt of a Spanish football club. If you do not see the opponent because your shirt has the color and pattern of grass, this offers opportunities!
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