Google Faces Blowback in Fight to Trademark “Glass”

by Jacob Kleinman | April 4, 2014

google-glass

Google has already trademarked the term “Google Glass,” but the company is apparently intent on claiming the word “Glass” for itself as well. For now though, the search giant is facing some blowback from both the U.S. Patent and Trademark Office and other companies over its plans to do so, The Wall Street Journal reports.

The potential trademark for the word Glass employs the same futuristic font Google’s already used to market the device, though that wasn’t enough to convince the U.S. Patent and Trademark Office. The government argues the word is too vague to trademark and also conflicts with other trademarks in the tech industry. Also, the government doesn’t think the trademark fits since the wearable doesn’t actually include glass materials and, since the branding doesn’t “inform potential consumers as to the nature, function or use,” of the wearable.

Google hasn’t given up, however, and apparently sent the trademark office a 1,928-page letter defending its application. The WSJ notes that almost 1,900 of those pages were simply other news articles discussing Google Glass, but they probably show a lot of instances where the media refers to its produce as “Glass,” potentially helping the case.

Google is apparently more concerned about trademarking the word glass, however, so that it can simply market the product with one name, instead of having to use the full Google Glass moniker. Also, by doing so, it could potentially prevent competitors from releasing copycat products that also use that word in its name.

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Jacob Kleinman

Jacob Kleinman has been working as a journalist online and in print since he arrived at Wesleyan University in 2007. After graduating, he took a...