Department of Redundancy Department

Here's a trademark that has always amused me: You can find it on a page of FedEx's website, and it is on many FedEx boxes and trucks. As Steve has pointed out before, and as probably everybody older than the age of reason knows, FedEx is short for Federal Express, so this mark in one sense means "Federal Express Express." (FEDERAL EXPRESS is still itself a registered trademark, although with EXPRESS disclaimed, and FEDEX is also registered.) At the same time, the company does not seem to be embarrassed to use the FEDEX EXPRESS mark, and many of us probably see it regularly and don't notice the apparent redundancy, which is a testament to the fact that the trademark FEDEX is inherently distinctive. To the strict literalist, FedEx may mean only "Federal Express," but in commerce, FEDEX is a unique identifier distinguishing a unique source of services–and there is the genius in its branding strategy, albeit bolstered by long-standing use. FEDEX is now a house mark used in a bewildering number of composite trademarks: I could go on. FedEx is even on the first person bandwagon with its MY FEDEX page. I state the obvious: FedEx is strong, and Federal Express is a branding champion–strong enough to be redundant without consequence. P.S. But even the champions can't always keep up with the domainers–just see where takes you…

Read more detail on Recent Advertising Law Posts –

Legal notice about the Department of Redundancy Department rubric : Hukuki Net Legal News is not responsible for the privacy statements or other content from Web sites outside of the site. Please refer the progenitor link to check the legal entity of this resource hereinabove.

Do you need High Quality Legal documents or forms related to Department of Redundancy Department?

This entry was posted in Advertising Law and tagged , . Bookmark the permalink.

Leave a Reply