Choosing a brand name and/or trademark can be a very difficult process. Ideally, your trademark should both represent your brand experience and be unique enough to qualify for legal brand protection. A company’s trademarks are very valuable intellectual property assets, and they must be carefully guarded and protected against unauthorized use by others.
We’ve combed through our platform to find famous trademarks from the past. The below trademarks were registered in the year 1918 - making them 100 years old this year! These trademarks are still valid today proving that these are very strong brands, and the owners have been keeping tabs on their usage.
1. Tanqueray by Diageo Brands
Tanqueray - First use in commerce - 1892 - class 33 - valid
Back in the 1830s Charles Tanqueray was not afraid to mix up brave ideas in his own unique style. He invented a gin recipe that is still celebrated to this day.
2. Dixie Cups by GPCP Holdings
Dixie Cups - First use in commerce - 1917 - class 16 and 21 - valid
Dixie Cup is the brand name for a line of disposable paper cups that were first developed in the United States in 1907 by Lawrence Luellen, a lawyer in Boston, Massachusetts, who was concerned about germs being spread by people sharing glasses at public supplies of drinking water.
3. Joan of Arc Cheese by DCI Cheese Company
Joan of Arc - First use in commerce 1916 - class 29 - valid
Joan of Arc’s name and face have been used to promote everything from faith and feminism to goat cheese and canned beans.
4. Sunsweet by Sunsweet Growers
Sunsweet - First use in commerce 1917 - class 29 - valid
Sunsweet is the world's largest and most famous brand of dried tree fruits including prunes, apricots, and mangos. Sunsweet Growers Inc. a grower-owned cooperative represents more than 25% of the prune market worldwide. They process nearly 60,000 tons of Sunsweet Prunes a year.
5. CX by Converse
CX - First used in commerce 1915 - class 25 - valid
Converse Rubber Shoe Company was created by Marquis Mills in 1908 in Malden, Massachusetts. A century of Converse shoes have adorned the feet of basketball players, rock stars, and ordinary people all over the world. In 1923, American basketball player Charles "Chuck" Taylor joined a basketball team sponsored by the Converse Company called The Converse All Stars which is where they get their nickname ‘chucks’.
6. Parcheesi by Hasbro Inc
Parcheesi - First used in commerce 1869 - class 28 - valid
Parcheesi is a brand name American adaptation of the board game Pachisi, the Royal Game of India. How Pachisi came to America from India is uncertain and stories are conflicting but nonetheless, it is a very popular brand.
A brand name must be unique, capture the spirit of what your company does, and must not be similar to another brand already in use. The key benefit for inventing a new brand name is there would be minimal risk for trademark infringement. The marks in this blog have been holding strong for 100 years and counting because their owners are keeping a close eye on expiration dates, renewal dates, and their competitors. Are you tracking your trademark through the entire process?