Taxonomy

Question 1

The term “[blank]” refers to any letter or combination of letters, pictorial sign, or non-graphic, even non-visual, sign, or any [blank] of these used by an organization or by its members to [blank] communications, property and products or to certify products and distinguish them from those of others. P97

Answer 1

• trademark
• combination
• identify
  p. 97

Question 2

Trademarks

Answer 2

Any word, name, symbol or device someone intends to use for commerce to identify their goods/products from others. The definition also includes the parts: the make, the application, the purpose.
- where taxonomy begins
-
p. 101

Question 3

Graphic Marks

Answer 3

The overwhelming majority of trademarks are graphic marks.

• Divided into:
  1. Letter marks
  2. Picture marks
  p. 102

Question 4

Picture Marks

Answer 4

Divided into figurative and non-figurative marks:

• Figurative – depicts an object; further divided into descriptive marks, metamorphic marks and found marks.
• Non-Figurative – pictures in their own right
  p. 103

Question 5

Figurative Marks

Answer 5

Figurative marks are depictions. In the taxonomy, figurative marks are divided into three classes according to the relation between what they show and what they represent; between the representamen and its object; descriptive marks, metaphoric marks, and found marks.
p. 104

Question 6

Descriptive Marks

Answer 6

Descriptive marks are images or diagrams. Descriptive marks refer directly to their object, the company or product. The relationship between the representamen and its object is motivated.
p. 105

Question 7

Metaphoric Marks

Answer 7

Metamorphic marks refer to their object through a shared quality. Signification takes place on two levels. In the first level, the representamen, which is the trademark, ewers to the shared quality. The interpretant of the first signification is a mental picture of that quality created in the mind of the user. On the second level, that mental picture stands for the final object, the company or the product in question. Metamorphic marks are motivated on both levels of signification.
p. 106

Question 8

Found Marks

Answer 8

Found Marls refer directly to their object. Found Marks are symbols. The relationship between the representamen and its object is arbitrary.
Found Marks show something recognizable that obviously has nothing to do with the company or product which they represent.
p. 107

Question 9

Non-Figurative Marks

Answer 9

Non-Figurative Marks refer directly to their object. They are symbols. The relationship between the representamen and its object is arbitrary.

Many Non-Figurative trademarks are presented with much explanation and managerial fanfare about what the mark symbolizes.
p. 108

Question 10

Letter Marks

Answer 10

Letter Marks are divided into name marks and abbreviations. A minor weakness of this division is that acronyms and non-initial abbreviations tend to become proper names and may ultimately be confused with real name marks if their origin is forgotten.
more on p. 109

Question 11

Name Marks

Answer 11

Most trademarks are name marks. After all, nothing is more tempting than writing the name of a company/product and using that name as a visual mark.

Name Marks are divided into 5 classes:

1. Proper Names
2. Descriptive Names
3. Metaphoric Names
4. Found Names
5. Artificial Names

• Signs for companies and products
  p. 111

Question 12

Proper Names

Answer 12

The interpretation of proper names is debatable. In principle, a proper name does not say whether a person with that name is the founder, the owner, a relative (Mercedes) or something else.

• Proper Names are classified as symbols.
• Proper Names have 2 levels of signification:
• They are arbitrary signs on both levels.

more on p. 112

Question 13

Descriptive Names

Answer 13

Descriptive Names describe the nature of the business or product. The name may be dull but helpful to new clients. (Newspaper and magazine mastheads often fall into this category.)

In Descriptive Name Marks, the interpretant of the second interpretation is the a mental image of something that explains the final object. The relationship between the third representamen and the final object is motivated.

more on p.113

Question 14

Metaphoric Names

Answer 14

Metaphoric Names reveal the nature of the company indirectly.
more on p.114

Question 15

Found Names

Answer 15

A Found Name is an already known word which has no natural relation to the company or product it stands for.

more on p. 115

Question 16

Artificial Names

Answer 16

Artificial Names are neologisms, completely new words p.116

Question 17

Abbreviations

Answer 17

As far as company names are concerned, a combination of suspension and contraction is the most familiar way of abbreviation.

more on p. 117

Question 18

Initial Abbreviations

Answer 18

Most abbreviations are made up of initials. As such they are the result of combined suspensions and contractions.

Some Initial Abbreviations look unfriendly and bureaucratic.

Huge companies such as IBM and GM did not grow big because of abbreviations. They can afford abbreviations because they are big.

more on p. 118

Question 19

Acronyms

Answer 19

Acronyms are initial abbreviations that form new pronounceable words such as NASA. When people forget that acronyms are abbreviations, the acronyms become names in their own right. Acronyms are more friendly and easier to remember than non-acronym initial abbreviations. Acronyms are arbitrary signs, unless they create new, motivated words.
p.119

Question 20

Non-Acronym Initial Abbreviation

Answer 20

P99

Question 21

Non-Initial Abbreviations

Answer 21

P99

Question 22

Non-Graphic Marks

Answer 22

P99