I woke up in the middle of the night thinking about new computers and tablets and pads and they all started to blur together until I thought how Microsoft finally got a name right. Their new Surface has a great sense of touch and smoothness to the name, even though the physical products are all shown with foldout keyboards.
Interestingly enough, a quick check in the USPTO.gov database shows that Surface and Microsoft Surface are already Microsoft registered trademarks. In fact it was approved back in 2007 for:
| Word Mark | SURFACE |
| Goods and Services | IC 009. US 021 023 026 036 038. G & S: computer display and input system comprised of a projector, camera and computer software for displaying images and detecting objects, user gestures and commands. FIRST USE: 20080417. FIRST USE IN COMMERCE: 20080417 |
So perhaps they had another gesture peripheral in mind before they licensed (or renamed, or both) the Kinect controller?
Anyway, they obviously ran out and quickly filed a new intent to use on the trademark last week for PC tablets and all the components as follows:
| Word Mark | SURFACE |
| Goods and Services | IC 009. US 021 023 026 036 038. G & S: Computers; Tablet computers; Laptop computers; Mobile computers; Reader for e-books and other electronic publications; Computer peripherals; Wireless computer peripherals; Mobile communications modules for use with tablet computers; Headphones; Audio speakers; Computer keyboards; Electronic musical keyboards; Computer mouse; Webcams; Digital pens; Power cords; Battery chargers; Electrical cables and cord sets; Electronic docking stations; Computer docking stations; Adapters for use with computers and computer peripherals; USB hardware devices; Carrying cases and holders for electronic equipment, namely, tablet computers, laptop computers, mobile computers, computer peripherals, readers for e-books and other electronic publications, and computer accessories |
Quick trivia quiz: What other very popular electronics device is named after an earlier abandoned internal product?
Ans: The iPod – Apple had this name for internet kiosks in public areas. In fact, they never even updated their trademark filing until years after the music iPod introduction.
But now that I research Microsoft’s official announcements I am completely confused again. Turns out they are going to use the Surface name for both their line of ultra light notebook computers running good old PC Windows as they shrink it down as far as it will go, and simultaneously use the name on their grown up smart phone app ARM chip based systems – with an RT nomenclature (for Risk Technology?).
Oh no.. what confusion. And we are computer geeks. Explain that to Grandma… or all the third world kids. The coolness factor just went out the window..(pun intentional) to be replaced by a ‘fusion factor. Why couldn’t they dig again in the recycle bin?
Best see my article on Brighter Naming’s website: What makes a Name Cool?
So here’s how they get their “cool” back: TV ads with everyone pronouncing the name “Surf Ace”.
I’m just sayin’…
-Greg Marus