Deceptive, misdescriptive, etc. marks

TYPE OF MARK EXAMPLE  TEST REGISTRABLE?
Deceptive (2(a)) LOVEE LAMB (car seat covers)
  1. Reasonable belief
  2. Materiality
Never registrable
Nondeceptively Misdescriptive (set/subset of arbitrary marks) APPLE (PCs and MP3 players)
  1. No reas. belief
  2. No materiality
Inherently distinctive
Deceptively Misdescriptive (2(e)(1)) GLASS WAX (glass cleaner that does not contain wax)
  1. Reasonable belief
  2. No materiality
Need secondary meaning
Primarily Geographically Deceptively Misdescriptive (2(e)(3)) WISCONSIN (used for cheese from Illinois)
  1. Reasonable belief
  2. No materiality

But note CAFED In re Cal. Innov., geog. part must be material – this guts 2(e)(3) treating it like 2(a)

Not registrable (unless secondary meaning > 12/8/93 – NAFTA)

Added Jan. 26, 2015