Why does a bottle of Coke look like a bottle of Coke? Or, more to the point, why can’t the bottle of a less-popular rival look like a bottle of Coke?
The answer is that Coke trademarked the distinct look of its bottle, like countless other companies have trademarked everything from names of professional wrestlers to certain smells. "We all encounter at least 1,500 trademarks every day, from the time we get up to the time we go to bed," said Richard Maulsby, office of public affairs for the United States Patent and Trademark Office.
The USPTO will present a National Trademark Expo from April 10-12 at its Alexandria campus, 600 Dulany St., from 10 a.m.-6 p.m. This family-friendly event features interactive exhibits that explain the roles trademarks play in the economy and in culture. Famous trademarked characters like the Pillsbury Doughboy, M&M Candy and Smokey the Bear will make appearances during the events.
"It’s free, fun and informative," said Maulsby.
There will be over 20 exhibitors at the Expo, including Microsoft, Burberry, NASCAR, Owens Corning and UPS. One of the more intriguing featured exhibitors is Starmaker Products, a cosmetic company founded by Hollywood makeup artist JoAnna Connell and Anson Williams, better known as "Potsie" from "Happy Days."
The company has expanded its skin-care line to stores like CVS and Rite Aid.
"His small start-up company has now gone national, and it’s a perfect example of how a registered trademark is a big part of their success," said Maulsby.
THE EXPO provides both fun and an educational experience for guests old and young. "The Alexandria School System decided it is curriculum appropriate, so we’ll be having children six-to-high-school coming here," said Maulsby.
What they’ll learn is that trademarks are a vital part of maintaining integrity in our economy.
"Part of the serious message is the problem of counterfeit goods," he said. "It undermines consumer confidence when they buy shoddy merchandise."
The Expo was an annual affair for years, until it was on hiatus during the 1990s. It returns as the USPTO tries to make its campus a destination for those who live or visit Alexandria, and a site for events.
"We’re more than just a business campus," said Maulsby. "We’re part of the community, and we want to produce events here that help make this campus a place to visit here in Alexandria."
The event is free. For more information about the National Trademark Expo, visit www.uspto.gov or call 571-272-8400.