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Originally published July 2, 2014 at 2:17 PM | Page modified July 3, 2014 at 12:24 PM

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Delta can’t call itself ‘most trusted airline’

U.S. Patent and Trademark Office rejects airline’s request to trademark slogan


Los Angeles Times

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It looks like Delta Air Lines won’t be calling itself the “world’s most trusted airline.”

The U.S. Patent and Trademark Office has rejected the airline’s request to trademark the slogan, saying it is “not inherently distinctive, but rather is merely laudatory and descriptive.”

The airline has six months to appeal.

Don’t feel sorry for Delta. The airline can always revisit one of 22 other trademarks and slogans it has adopted since the 1920s, including “The airline with the big jets” (1959), “We love to fly and it shows” (1987), “Ready when you are” (1992) and the latest, “Keep climbing.”



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