I’ve written so much, for so long, about the branding and trademark adventures — overwhelmingly unhappy ones — of Starbucks that I’ve pretty much run out of ways of starting blog posts such as this one. (See what I did there? — Ed.) Maybe that (not my blogging, but the facts on the, er, ground) is why, according to Steve Baird, Starbucks is trying to roll out something new and exciting on that score: We’ll soon see whether coffee truly goes hand in hand with closers, at least in one famous brand owner’s quest for registration of a non-verbal, non-traditional color trademark at the USPTO. I’ve been noticing Starbucks focus on green straws lately, with the door signage shown below, offering a pretty creative use of “look-for advertising” without using those clunky words: So, my search of filings at the USPTO was expected to find at least one supporting a claim of ownership to it, but what I found…
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