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(Trade)Marked for Life?

The Aveda Corp., which I usually view as an upstanding member of the corporate community, has seemingly trademarked the word "indigenous" for their purifying collection.

In a message to the Nettime mailing list, Felix Stalder expresses concern about the trademark, inquiring whether such a filing is legal.

Personally, I'm not sure. The trademark might just mean that the term can't be used to label a product line produced by a competitor. I'm not sure whether the Maori need to be concerned — or that Fast Company's trademarks indicate that a popular athlete's foot remedy needs to start billing itself as "quickly actin'."

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  • Heath Row

    Thanks for the clarification! I figured it was a competitive product naming thing.

  • James S. Williams

    Yes, it's legal. It doesn't mean that no one else can use the word. It only means that "indigenous" cannot be subsequently used by another person/company to identify a product that is confusingly similar to Aveda's. Also, the company does not yet have the mark registered. It must still go through a 2 month publication period, during which time the application can be opposed.