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Selected Trademarks
Due to client confidentiality or to pre-allowance status of pending
trademark registration applications, we cannot disclose most of the
names and marks we have worked on. However, below is a selection of
names and marks representative of recent projects, along with a brief
discussion of each.
TECOLITE (environmentally friendly fuel transformer)
From TECOLOTE, meaning "owl" in Spanish, an animal symbol
for wisdom, in this case to connote environmental wisdom and provide
a reference to the natural world. (The last O was replaced by
an I.) The mark breaks down into TEC, connoting technical; ECO,
connoting environmental; OLI, connoting oil; LITE, implying a light
environmental impact, and ITE, connoting a substance. For visual interest,
it also contains a double TE at the beginning and end.
AQUATHERICS (new discipline of water-based massage
and bodywork)
From AQUA, Latin for water, and ETHERICS from Latin
and Greek, connoting a spiritual discipline, since the services provided
have a deeper purpose than merely physical applications. By meaningful
coincidence the mark also contains the founder's first name, THERI.
The pluralized form also connotes a field or discipline, e.g., like "athletics" or
Pilates (now generic).
MOVING AWARENESS (tagline for water-based massage
and bodywork)
The techniques used by practitioners help make clients aware of how
their body moves but also how their awareness subtly changes after
their body has been moved in subtle ways. In other words, this tagline
may connote both AWARENESS OF MOVING and MOVING OF AWARENESS, which
gives it resonance.
JOSEPHSDREAMWORK (psychoanalyst's blog
and website) (not used)
JOSEPH in the Bible's Book of Genesis was the first "psychoanalyst," having
secured a position of power and prestige in Egypt by interpreting Pharaoh's
dreams. (Gen. 41:15-41) DREAMWORK is a term sometimes used
in connection with psychoanalysis. Also, JOSEPH was the client's first
name.
PRANA (climbing and yoga clothing and
accessories)
From Sanskrit, meaning "breath of life." We
helped develop the expansion of this mark during our years of representing
it legally.
RELSTONE (continuing education publications and services)
The company is Real Estate License Services, Inc.,
otherwise known as RELS. While keeping the company identity, we added
TONE to give the name a musical connotation; to give it the solidity
of a publishing house, the name also contains STONE. The construction
is similar to that of PETSMART, BLUESTONE, and HEALTHYSELF.
ZOOWORKS (children's books and magazine about animals)
The company's already successful mark is ZOOBOOKS. But to expand
into other products a companion mark had to be developed, so that BOOKS
is replaced by WORKS. The WORKS concept is very broad since WORK and
WORKS have so many meanings. Even without considering WORK in the singular,
WORKS connotes at least a manufacturing facility (like "steelworks"),
the parts of a machine or device (like the works of a watch), the literary
or artistic creations of an author, or deeds (like the righteous deeds
of religious disciples). Added to the notion of ZOO, which connotes variety,
WORKS creates a more versatile mark.
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"I never quarrel
with actions. My one quarrel is with words.
The man who could call a spade a spade should be compelled
to use one. It is the only thing he
is fit for." — Oscar
Wilde |
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