Stars between their eyes

set_legend_poster_640As we all know, trademarks should not be descriptive. If this is the case, the marks are not distinctive or will not be seen as a trademark at all. Trademarks offices will refuse the registration of these marks.

A trademark should also not be misleading. You may wonder whether the Dutch website called Independer (owned by an insurance company) is very independent (according to the company itself it is). On the other hand, who is totally independent on the internet? Maybe, it is just a clever chosen name.

Very clever is the movie poster of the new movie Legend. Movie makers always await the reviews of The Guardian with much fear. But these marketers uses the two star review (in the middle between the two heads) in a brilliant way. Or in a misleading way?

Arnaud Bos

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