A fanciful trademark is an invented word that serves no other purpose than to assist a consumer to identify and distinguish your goods or services. It may consist of a combination of letters and/or symbols. Examples of famous fanciful marks include EXXON, KODAK, and HAAGEN-DASZ. Fanciful marks are the strongest marks along the trademark spectrum. …
An arbitrary trademark generally consists of a word that has nothing to do with the services or goods with which it is associated. For example, the trademark “Apple” is a well-known arbitrary mark that will be familiar to most readers. Under the common understanding of the English word, an apple is typically understood to be a …