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Embrace.com files for #trademark registration with the #USPTO

Embrace.com, the boutique domain company operated by domain investor and entrepreneur, Elliot Silver, has applied for the registration of the matching mark EMBRACE.COM.

Elliot’s company, Top Notch Domains LLC, is seeking to trademark the Embrace brand, consisting of EMBRACE.COM in block lettering with the E comprising a pair of interlocking mirror-reversed letters. In that sense, the mark is not claimed as a string of standard characters.

The application cites 5/27/2020 as the date of first use of the mark in commerce. A note indicates that a different format of the mark was used earlier in 2015.

IP attorney, John Berryhill, is the attorney on record who filed the application; the latter will probably take as much as 6 months to be allocated to an examiner due to a current backlog in trademark applications.

Congratulations, Elliot! πŸ˜€

Why was EMBRACE.COM applied for as a trademark at the USPTO?

It’s an ongoing trend among owners of generic domain names, following the decision by SCOTUS on the Booking.com trademark application.

Since then, dozens of generic domain names have been applied to be registered as trademarks, inclusive of the TLD. We keep track of these applications, and so far none has been decided upon.

As of January 5th, 2021, BOOKING.COM is a registered trademark with the USPTO.

Will these applications become the new norm? Watch this video from NamesCon Online 2020.


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