Tannas Company

Trademark Trial and Appeal Board

Sep 3, 2020

76720558 (T.T.A.B. Sep. 3, 2020)

Mailed: September 3, 2020
UNITED STATES PATENT AND TRADEMARK OFFICE
Trademark Trial and Appeal Board
————
In re Tannas Company
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Serial No. 76720558
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Christopher John Rudy, Esq. for Tannas Company.

Christopher M. Nunley, Trademark Examining Attorney, Law Office 104,
Zachary Cromer, Managing Attorney.
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Before Shaw, Adlin and Lynch, Administrative Trademark Judges.
Opinion by Adlin, Administrative Trademark Judge:
Applicant Tannas Company seeks a Principal Register registration of SEI, in
standard characters, for “providing scientific and industrial research and analysis
services, namely, providing research, analysis and reports of amounts of sulphur as
emissions as a vapor from a sample, a liquid sample, an oleaginous sample, and a
motor oil; and consulting services for scientific and industrial research and analysis
services, namely, providing consulting in selection and operation of scientific
instrumentation for providing analysis and reports of amounts of sulphur emissions
as a vapor from a sample, a liquid sample, an oleaginous sample, and a motor oil” in
This Opinion is Not a
Precedent of the TTAB
Serial No. 76720558
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International Class 42.1 The Examining Attorney refused registration under Sections
1, 2, 3 and 45 of the Trademark Act, 15 U.S.C. §§ 1051, 1052, 1053 and 1127, on the
ground that as used in Applicant’s specimens, SEI fails to function as a mark.
Specifically, the Examining Attorney contends that consumers will perceive SEI as
an initialism for the “Sulfur Emission Index” test/metric, rather than as a source
identifier. After the refusal became final, Applicant appealed, and requested and was
granted a remand to amend the identification of services to that set forth above. The
appeal is now fully briefed.
I. Analysis
“To show service mark usage, the specimen must show use of the mark in a
manner that would be perceived by potential purchasers as identifying the applicant’s
services and indicating their source via a ‘direct association.’” In re DSM Pharm., Inc.,
87 USPQ2d 1623, 1624 (TTAB 2008); In re Aerospace Optics, Inc., 78 USPQ2d 1861,
1862 (TTAB 2006) (“[I]n a case such as this, the critical inquiry is whether the
asserted mark would be perceived as a source indicator”). “A specimen that shows
only the mark with no reference to, or association with, the services does not show
service mark usage.” DSM Pharmaceuticals, 87 USPQ2d at 1624.2

1 Application Serial No. 76720558, filed August 9, 2018 under Section 1(a) of the Trademark
Act, based on first use dates of June 14, 2002.
2 To the extent Applicant argues that some of its specimens are not advertising, but instead
show use of the mark in rendering the services, the issue is substantively similar − “there
must be something which creates in the mind of the purchaser an association between the
mark and the service activity.” In re Way Media, Inc., 118 USPQ2d 1697, 1698 (TTAB 2016)
(quoting In re Johnson Controls, Inc., 33 USPQ2d 1318, 1320 (TTAB 1994)).
Serial No. 76720558
3
Here, Applicant submitted a number of specimens during prosecution. As
explained below, we agree with the Examining Attorney that SEI would not be
perceived as identifying the services specified in the involved application, or their
source, and that therefore SEI does not function as mark for the identified services
in any of the specimens.
A. The Proposed Mark’s Meaning
By way of background, the Examining Attorney pointed out in the initial Office
Action that according to Applicant’s original specimens, discussed in more detail
below, the proposed mark SEI is an acronym for “Sulfur Emission Index.” December
3, 2018 Office Action TSDR 2. Excerpts from several books indicate that the “sulfur
emission index” is a measurement. As one book focused on aviation describes it, “[t]he
sulfur emission index is a measure of how much sulfur is present in the jet exhaust
per unit of jet fuel burned.” Id. at 6. Another indicates that “Selby’s Phosphorus
Emission Index3 and Sulfur Emission Index shed some insights into the volatility
and, by extension, emission level.” Id. at 8. As explained below, Mr. Selby is affiliated
with Applicant.
B. The Proposed Mark Does Not Function As a Mark In Applicant’s
Specimens
Excerpts from Applicant’s initial specimens, submitted with its application, are
reproduced below, with the proposed mark and Mr. Selby’s involvement with the
Savant Group highlighted:

3 Applicant sought registration of PEI, an acronym for “Phosphorus Emission Index” in
application Serial No. 76720557.
Serial No. 76720558
4

Serial No. 76720558
5
According to Applicant, the first specimen “is a brochure available online that
advertises instrumentation with introductions on how to use it and on the expertise
of company personnel.” 9 TTABVUE 6. The second explains “how to submit samples
for testing by Savant Labs,” Applicant’s affiliate, and displays the proposed mark in
a list of tests, which Applicant claims to be “some testing services provided.” Id.
Applicant stresses that in these specimens SEI is “set off in all upper case lettering,”
and that the screenshot includes “Contact and Request a Quote screen icons
manifestly visible.” Id.
We take no issue with Applicant’s characterization of these specimens. However,
the specimens do not show service mark use of SEI. To the contrary, the full page
headed “Noack S2™” advertises a machine, not a service, as revealed by its promotion
of the machine’s “features” and “new design.” The screenshot immediately above
arguably relates to certain types of measurement/testing services, but it does not
identify what those specific services are, much less offer the specific research,
analysis and consulting services identified in the involved application. Cf. In re Pitney
Bowes, Inc., 125 USPQ2d 1417, 1419 (TTAB 2018) (“Showing only the mark with no
reference to, or association with, the services does not show service mark usage.”).
Furthermore, despite being capitalized, SEI is not used as a service mark in these
specimens. To the contrary, SEI clearly identifies the Sulfur Emissions Index
metric/test/index, as revealed by the how the initialism is displayed immediately after
Serial No. 76720558
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the index’s full name: “(SEI).”4 In other words, according to the specimen, SEI is the
“test” or “method” itself, not any research, analysis or consulting services related to
the test or method. Neither research, nor analysis, nor consulting services are
advertised or offered via the specimen. And while it is likely safe to assume that the
tests mentioned in the specimen will eventually yield reports of some type, reporting
services are not promoted in this specimen, much less under the involved mark. See
In re Vsesoyuzny Ordena Trudovogo Krasnogo Znameni Nauchoissledovatelsky
Gorno-Metallurgichesky Institut Tsvetnykh Mettalov, 219 USPQ 69, 71 (1983) (other
than “obscure” reference in specimen that technical assistance could be provided,
“[b]eyond this there is no clear indication or other text to show that such assistance
is being commercially offered, by whom, and under what identifying designation”).
Finally, the source of any services which might be offered on the first specimen
is presumably a company, perhaps the displayed “Tannas Co.” (Applicant), but not
SEI, which refers only to the Sulfur Emissions Index “test” or “method.” Indeed, as
the Examining Attorney points out, the screenshot specifically identifies “SAVLAB
SEI” as a “Method,” rather than the provider of any services, much less the specific
services identified in the application.

4 Applicant insists that SEI is not an abbreviation, but an acronym, and “acronyms constitute
proper subject matter for registrable trade and service marks.” 9 TTABVUE 13. However,
whether Applicant’s proposed mark is an initialism, acronym or something else is not the
basis for the refusal here. Rather, the refusal is that as used, consumers would not view SEI
as a source indicator for Applicant’s identified services.
Serial No. 76720558
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Applicant’s remaining specimens fare no better. Of those filed on June 7, 2019,
the one below does not include the mark at all, but rather indicates that Applicant’s
affiliate Savant is the source of the mentioned laboratory and testing services:

Others merely use the proposed mark in reporting SEI test results:

Serial No. 76720558
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5
While Applicant’s identified services include providing reports, these specimens
do not describe or offer reporting services. They merely display the test reports
themselves, with the mark identifying the metric itself, rather than reporting or other

5 Applicant claims that this specimen and another similar one “constitute the sole specimens
of … U.S. registration No. 2,728,971 for the same mark as here, SEI, for services of providing
scientific and industrial research and analysis services, namely, providing research, analysis
and reports of amounts of amounts (sic) of sulfur as emissions as a vapor from a sample, a
liquid sample, an oleaginous sample, and a motor oil in international class 42.” 9 TTABVUE
8. That registration was apparently assigned to Applicant. Id. While the Examining Attorney
did not object to the mere citation of this registration and its specimens, even though they
were not made of record, the argument is irrelevant. In fact, we take judicial notice that this
registration was cancelled. Cf. Volkswagenwerk Aktiengesellschaft v. Clement Wheel Co., Inc.,
204 USPQ 76, 80 n.3 (TTAB 1979) (taking judicial notice based on a change in the
registration’s status). Cancelled registrations are evidence of nothing other than the fact that
they once issued. Sunnen Prods. Co. v. Sunex Int’l Inc., 1 USPQ2d 1744, 1747 (TTAB 1987).
In any event, neither the existence of prior registrations nor any of the evidence in their
prosecution records (even if it was of record) compels a specific result in later, allegedly
analogous cases. See, e.g., Real Foods Pty Ltd. v. Frito-Lay N. Am., Inc., 906 F.3d 965, 128
USPQ2d 1370, 1377 (Fed. Cir. 2018) (“[T]hese prior registrations do not compel registration
of [Applicant’s] proposed mar[k].”) (citing In re Cordua Rests., Inc., 823 F.3d 594, 600 (Fed.
Cir. 2016) (“The [US]PTO is required to examine all trademark applications for compliance
with each and every eligibility requirement, . . . even if the [US]PTO earlier mistakenly
registered a similar or identical mark suffering the same defect.”)); In re Shinnecock Smoke
Shop, 571 F.3d 1171, 91 USPQ2d 1218, 1221 (Fed. Cir. 2009) (“Even if all of the third-party
registrations should have been refused registration under section 1052(a), such errors do not
bind the USPTO to improperly register Applicant’s marks.”). As we recently stated in an
analogous situation, to the extent that our decision here is inconsistent with the earlier
registration, “it is the decision required under the statute on the record before us.” In re Ala.
Tourism Dept., 2020 USPQ2d 10485, *11 (TTAB 2020).

Serial No. 76720558
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services. To the extent any of Applicant’s specimens promote Applicant’s services
generally, that is not enough to establish that SEI functions as a service mark. In re
Universal Oil Prods. Co., 476 F.2d 653, 177 USPQ 456, 457 (CCPA 1973)
(requirement that service mark must be used in the sale or advertising of services “is
not met by evidence which only shows use of the mark as the name of a process and
that the company is in the business of rendering services generally, even though the
advertising of the services appears in the same brochure in which the name of the
process is used”). See also In re Chengdu AOBI Information Technology Co., Ltd., 111
USPQ2d 2080, 2082 (TTAB 2011) (“Such vague references to services are insufficient
to show use of IObit for the services identified in applicant’s application.”).
The specimens submitted on October 1, 2019 show that the sources of SEI testing
services are Savant or Applicant’s other affiliate IOM:

Serial No. 76720558
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The IOM specimen even indicates that IOM is “the world’s source for engine oil
data,” and lists SEI only in its “IOM Test Matrix” (emphasis added).
It is not enough that the mark and a reference to the
services both appear in the same specimen. In order to
create the required “direct association,” the specimen must
not only contain a reference to the service, but also the
mark must be used on the specimen to identify the service
and its source.

Serial No. 76720558
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In re Osmotica Holdings Corp., 95 USPQ2d 1666, 1668 (TTAB 2010).6
In short, here, as in DSM Pharmaceuticals, “every description and explanation of”
SEI on the specimens refers to the SEI test or metric, rather than the services
identified in the application, and to the extent the specimens touch on services
generally, or relate to the specific services identified in the application, those services
are not directly associated with the SEI mark. DSM Pharmaceuticals, 87 USPQ2d at
1626.7
C. Terms Which Identify a Process, Test or Metric Do Not Function As
Service Marks
Longstanding precedent establishes that the refusal of registration was proper. In
Ex Parte Phillips Petroleum Co., 100 USPQ 25 (Comm’r. Pat. 1953), the applicant
sought registration of CYCLOVERSION for consultation engineering services. Its
specimen was an advertisement promoting the “Perco Cycloversion process,” and the
record indicated “that ‘Cycloversion’ is advertised as identifying a process and ‘Perco’
as identifying an engineering service.”
Nowhere in the record does it appear that the engineering
or consultation service is advertised or recognized as the
“Cycloversion” engineering or consultation service. Use of
a mark (“Cycloversion”) identifying a process in an
advertisement which also features another mark (“Perco”)
identifying a service does not qualify the mark identifying

6 “The asserted sophistication of applicant’s consumers is largely inapposite to the issue of
whether applicant’s specimens show the applied-for mark used in connection with the
services.” In re HSB Solomon Assoc., LLC, 102 USPQ2d 1269, 1273 (TTAB 2012).
7 Applicant’s argument that the proposed mark is capitalized, “distinctively set off in its use,”
used as an adjective and used in advertisements is beside the point. The question raised by
the refusal is not how the mark is displayed or its general nature outside the context of the
identified services, but instead whether it functions as a mark for the identified services in
any of the specimens. See Aerospace Optics, 78 USPQ2d at 1863-64.
Serial No. 76720558
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the process as a service mark within the meaning of the
Trade Mark Act.

Id. at 26.
Twenty years later, the Court of Customs and Patent Appeals went further,
stating and holding as follows: “It is clear enough to us that a ‘process,’ per se, is not
a ‘service.’” Universal Oil, 177 USPQ at 457; See also In re Lurgi Gesellschaft Fur
Mineralotechnik M.B.H., 175 USPQ 736, 736 (TTAB 1972) (“While we do not dispute
the fact that applicant may perform the services claimed in the application, there is
nothing in the record to indicate that ‘AROSOLVAN’ identifies such services. This is
to say that ‘AROSOLVAN’, as used by applicant in its literature, only identifies a
process ….”).
This case is no different. Here, SEI is analogous to CYCLOVERSION, while
Applicant and its affiliates Savant and IOM are analogous to Perco. That is, SEI
identifies a test or metric, not the source of the identified services.
While Universal Oil and Phillips Petroleum involved proposed marks used to
identify a “process,” later cases have confirmed that the same principles apply to
benchmarks, metrics or indices, such as Applicant’s SEI/Sulfur Emission Index.
Similarly, upon review of the specimens of use, we find that
CEI, an initialism for a “carbon emissions index,” is only
used to identify applicant’s process by which applicant
derives a particular measurement. In each instance CEI is
identified as a metric, an index, an equivalency factor, a
standard, a performance measure, but never as a technical
consulting service. There is no direct association between
applicant’s offer of the applied-for services and the term
CEI … The fact that the CEI process, measurement,
metric, benchmark or standard may be used by applicant
in the performance of its technical consulting service does
Serial No. 76720558
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not transform that metric into a technical consulting
service or associate the term CEI with the technical
consulting service such that it serves as a source identifier
rather than simply the name of a process.

HSB Solomon, 102 USPQ2d at 1274.8
II. Conclusion
As used in Applicant’s specimens, SEI does not function as a mark for Applicant’s
identified services.

Decision: The refusal to register Applicant’s proposed mark on the Principal
Register under Sections 1, 2, 3 and 45 of the Trademark Act is affirmed.

8 Applicant’s argument that the mark is registrable because it is not descriptive of the
services, 9 TTABVUE 14-15, is misplaced. Aerospace Optics, 78 USPQ2d at 1864 (“[T]he fact
that the applied-for mark may be registrable if it were used in a different context is not the
issue … the applied-for mark, as used, would not be perceived as a trademark.”).