Snap’s ‘Spectacles’ Win: Turning a Trademark Setback into Strategy

Imagine launching innovative AR glasses called “Spectacles,” only for the U.S. Patent and Trademark Office to say the name isn’t unique enough for a brand. 🤯 That’s what happened to Snap in 2020 when their trademark application was rejected as generic or descriptive. 💔

This wasn’t anything small – it put Snap’s brand identity at risk. Without that trademark, competitors could potentially use “Spectacles” for their own products, confusing customers and exploiting Snap’s hard-earned recognition. 📉

In the end California federal judge stepped in, ruling “Spectacles” is eligible for trademark protection. ⚖ While Snap can’t get full registration yet, the judge ordered the mark on the Supplemental Register. This is a strategy we often recommend for descriptive marks – it offers immediate partial protection and builds a path for stronger Principal Register status later, once consumer association is clearly established. 💪