One sure sign of a healthy industry is the growth of intellectual property developed by companies in the field. I've blogged a lot lately about augmented reality patents--both their creation and litigation over them. But other forms of AR-related IP are expanding as well. Trademarks are what companies use to distinguish themselves and their products from their competition in the marketplace. Growth in trademark registrations, therefore, indicates that there are more companies and products to distinguish. And that's a good thing.
Of course, it also means that the field of available, catchy marks is filling up, which will inevitably lead to disputes between rights holders and trademark infringement litigation.
But for now, I'm just interested in taking note of the various commercial identities that different people and companies are staking out by way of applications and registrations with the U.S. Patent and Trademark Office. Below are some of the more intriguing and perhaps unexpected examples that I've discovered:
MARK: FIELD GLASSES
Description: Downloadable software in the nature of a mobile application for displaying augmented reality information.
App. S/N 85818263
Filed: January 8, 2013
Owner: Civil War Preservation Trust
Mark: CYBERCODE
Description: computer software embedded in smart phones, tablet personal computers and video game players which enables users thereof to use camera devices in such units to read symbols which provide augmented reality of the digital content associated with said symbols.
No: Reg. No. 4314961
Filed: April 4, 2011
Owner: Sony
Mark: ZOMBIE SLASHER
Description (excerpt): Providing online augmented reality games.
No: 4305868
Filed: June 1, 2011
Owner: Iconosys, Inc.
Description (excerpt): Computer programming services for creating augmented reality videos and games
Reg No: 4224049
Filed: Apr. 15, 2011
Owner: Liu Qiu Yan
Mark ARBALL
Description: Computer application software for mobile phones, namely, software for use in playingaugmented reality games.
Reg No: May 29, 2012
Owner: Augaroo, Inc.
Mark: SIGHTSPACE
Description (excerpt): computer hardware and software for displaying augmented reality and virtual reality imagery, and component parts; computer programs, namely, augmented reality programs for commercial and industrial use
Reg No: 4131585
Filed: Aug. 22, 2011
Owner: Limitless Computing Inc.
Mark: LETTERS ALIVE
Description: Educational software featuring interactive augmented reality platforms to provide instruction in reading.
Reg No: 4032741
Filed: Nov. 11, 2010
Owner: Logical Choice Technologies, Inc.
Mark: WAAR
Description: Printed pieces of paper featuring markings in the nature of augmented reality markers for use with software applications; computer game instruction manuals
Reg. No. 4329971
Filing Date: Feb. 11, 2012
Owner: Sony
Mark: 
Description: Computer software for enabling image recognition and/or augmented reality technology on mobile phones, tablets, and handheld gaming devices; computer software using image recognition and/or augmented reality technology for browsing, searching and delivery of advertising information and entertainment content for use with mobile phones, tablets and handheld gaming devices
Reg No: 4252059
Filed: Sept. 13, 2011
Owner: Zappar Ltd Limited Company
Mark: THART
Description: Entertainment services, namely, production of multimedia augmented reality experiences for entertainment purposes that allow for audience participation available both via the Internet and at live show performances
Reg No: 3344096
Filed: July 1, 2006
Owner: Blanksby, Catherine
Mark: DEADLY TRAINING SCENARIOS... WITHOUT DEADLY CONSEQUENCES
Description: Technical consultation and engineering services in the field of augmented reality
Reg No: 2988623
Filed: Mar. 19, 2004
Owner: Harmless Hazards Training, LLC
And of course, the one closest to my heart:
Mark: AUGMENTED LEGALITY
Description: On-line journals, namely, blogs featuring commentary and information in the field of augmented reality, especially from a legal perspective.
Reg No: 4093521
Filed: May 28, 2011
Owner: Wassom, Brian D.
