Eighty-nine years ago today, confectionary history was made, and a multi-billion-dollar trademark was first registered in the United States. On February 28, 1928, U.S. Trademark Registration No. 239311 was granted to Mars Incorporated for the mark SNICKERS for “candy comprising candy bars.” Named after one of the Mars family horses, the SNICKERS bar was first introduced in 1923, and the caramel, nougat, and peanut-filled confection quickly became one of the world’s most beloved sugary treats. Both the SNICKERS mark and the 239311 registration are still in use, and, packed with peanuts, the SNICKERS bar still apparently really satisfies.
On February 17, 1913, one of the world’s most recognized automobile emblems was first registered as a trademark in the United States. One hundred and three years ago today, the Chevrolet Motor Company of Flint, Michigan was granted U.S. Registration No. 95398 for the “Chevrolet Bowtie” mark. According to Chevrolet’s website, “[m]any variations in coloring and detail of the Chevrolet bowtie have come and gone over the decades since its introduction in late 1913, but the essential shape has never changed. In 2004, Chevrolet began to phase in the gold bowtie that today serves as the brand identity for all of its cars and trucks marketed globally.” The centenarian bowtie mark is still in use, and because trademark registrations are perpetually renewable for marks that remain in continuous use, Registration No. 95398 remains in force.