Box, Inc. is a cloud computing provider with several Apps. Their iTunes App Icon looks like this:
Sure enough, a US Trademark application was filed on November 7, 2011, serial No. 85466608. However, there is a prior application (No. 85429919) filed on September 22, 2011, for this:
The latter Icon does not appear on iTunes, and appears to be more generic than the Icon with the cloud silhouette.
This is an example of prudent business practice. While Marketing Department genuinely struggles with ‘Which Icon do we Use?’, Legal Department wisely said ‘Protect them both’.
Not only does Box, Inc. firmly plant stakes in valuable territory, they will always have the option of releasing new Apps (provided they keep the registration alive by filing Extensions of Time to file Statement of Use, which can be stretched for up to 3 years), knowing that their Trademark will be protected.
