In most cases, the USPTO will not register a mark on its Principal Register if it determines the mark is being used in a generic or descriptive manner. The USPTO recently refused to register SERIAL for the hit podcast of the same name, on the ground that the mark was merely descriptive. In some cases, the USPTO will register a descriptive mark on the USPTO’s second registry, the Supplemental Register.
Source: USPTO Application Ser. No. 86/454,420
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