Picking a brand name

Image of an X made of blue birds

Rebranding Spotlight: Transforming Twitter into X

After I heard that Elon Musk would rebrand Twitter as X, I did what many nerdy trademark lawyers did: I checked the U.S. Patent and Trademark Office database for any recent X trademark filings by Twitter or X Corp. I didn't find any, which is not necessarily unusual. Sometimes multinational companies will first file outside the U.S. and later extend protection to the U.S. So I checked another database for filings outside the U.S. and still found nothing. There is a lag between filings being made and when they first appear in the public trademark databases. In the U.S., it's [...]
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