Zero Transportation, LLCv.Scottsdale Taxi Sedan Service Co.

Trademark Trial and Appeal Board

Jun 14, 2018

No. 91218718 (T.T.A.B. Jun. 14, 2018)

Mailed: June 14, 2018
UNITED STATES PATENT AND TRADEMARK OFFICE
Trademark Trial and Appeal Board
————
Zero Transportation, LLC
v.
Scottsdale Taxi Sedan Service Co.
————
Opposition No. 91218718
to Application No. 86175541
————
Paul D. Ticen, McFadden Ticen & Beam PLC and Oliver R. Chernin, McLaughlin &
Stern, LLP, for Opposer.
Maria Crimi Speth and Aaron K. Haar, Jaburg & Wilk, P.C., for Applicant.
————
Before Kuhlke, Mermelstein, and Adlin, Administrative Trademark Judges.
Opinion by Mermelstein, Administrative Trademark Judge:
Applicant Scottsdale Taxi Sedan Service Co. seeks registration of SCOTTSDALE
TAXI (in standard characters) on the Principal Register for “taxi transport” services.1
Zero Transportation, LLC, opposes registration on a variety of grounds discussed be-
low. Amend. Not. of Opp., 12 TTABVUE. Applicant denies the salient allegations of
the notice of opposition and asserts various defenses. Answer to Amend. Not. of Opp.,
14 TTABVUE 4.
We sustain the opposition.

1 Filed January 27, 2014, alleging first use and use in commerce dates of January 7, 1994.
Applicant disclaimed the exclusive right to use TAXI apart from the mark as shown, and
claims the benefit of Trademark Act § 2(f) as to the entire mark.
This opinion is not a
precedent of the TTAB
Opposition No. 91218718
2
I. Description of the Record
The pleadings and, pursuant to Trademark Rule 2.122(b), the file of the opposed
application, are of record.
A. Opposer’s Submissions
Opposer filed the following evidence during trial:
• Testimony of Eric Weinstein, Opposer’s manager and director of operations (as
refiled), 21 TTABVUE.
• Opposer’s Notice of Reliance, 18 TTABVUE:
o Discovery deposition of Marek Tabor, Applicant’s CEO and President2;
o Discovery Deposition of Jessica Pena, Arizona Department of Weights and
Measures;
o Applicant’s responses to Opposer’s interrogatories and requests for admis-
sion;
o Screen shots of Applicant’s and Opposer’s websites, Applicant’s Yelp page,
and third-party websites;
o Documents produced by the Arizona Department of Weights and Measures
in response to a subpoena duces tecum;
o Sections of the Arizona Revised Statutes;
o Various communications between the parties and between their attorneys.
• Opposer’s Rebuttal Notice of Reliance, 28 TTABVUE:
o Third-party websites of businesses using the word “Sun Devil” in their
trade name;
o Websites of non-party taxi companies using the words “Scottsdale Taxi”;
o Online records of the Arizona Corporation Commission regarding Apache
Taxi, LLC.

2 Mr. Tabor’s deposition and that of Ms. Pena were submitted pursuant to the parties’ stipu-
lation. See Stipulation Re Offering Discovery Deposition Transcripts, 17 TTABVUE 2.
Opposition No. 91218718
3
B. Applicant’s Submissions
During its trial period, Applicant offered the following evidence:
• Applicant’s Notice of Reliance, 22–23, 25 TTABVUE, as amended 27
TTABVUE.3
o Opposer’s disclosure and responses to Applicant’s discovery requests (Exh.
1–6);
o Opposer’s corporate records (Exh. 7–8);
o Applicant’s webpage, social media pages, and app (Exh. 9–11, 18–19);
o Applicant’s Yellow Pages advertisements (Exh. 12);
o Online records of the Arizona Corporation Commission regarding Applicant
(Exh. 13);
o Information regarding criminal matter (Exh. 14);
o Opposer’s website (Exh. 17);
o Mr. Heywood’s Facebook page (Exh. 20);
o Arizona State University licensing policy; various registrations for the
mark SUN DEVIL or SUN DEVILS (Exh. 21–22);
o Search results from WHOXY Domain Name Search Engine (Whois data re-
garding various websites) (Exh. 23);
o Websites concerning alleged other users of Applicant’s mark (Exh. 24–25);
o Google image search for “car driver” (Exh. 27);
o Washington Times article (Exh. 28).
• Testimonial declaration of Mr. Tabor, with exhibits. 24 TTABVUE.

3 By stipulation, Exhibits 15 and 16 to Applicant’s Notice of Reliance were withdrawn, and
Exhibit 14 was limited to the pages attached to the stipulation. Stipulation to Withdraw Ap-
plicant’s Exhibits 15 & 16 and Limit Applicant’s Exhibit 14, 26 TTABVUE. We have consid-
ered the evidence in accordance with the parties’ stipulation.
Opposition No. 91218718
4
C. Evidentiary Objections
In an appendix to its opening brief, Opposer lodged a number of objections to Ap-
plicant’s evidence. 30 TTABVUE 47–55. Applicant responded to Opposer’s objections.
32 TTABVUE.
Opposer objects to some exhibits to Applicant’s amended notice of reliance on the
ground that they were not identified in Applicant’s pretrial disclosure. These objec-
tions are overruled. “A party need not disclose, prior to its testimony period, any no-
tices of reliance it intends to file during its testimony period.” Trademark Rule
2.121(e). What must be disclosed prior to trial is information about witnesses whose
testimony the disclosing party intends to introduce, including “a general summary or
list of the types of documents and things which may be introduced as exhibits during
the testimony of the witness.” Id. (emphasis added). By contrast, documentary evi-
dence presented by notice of reliance is not subject to pre-trial disclosure.
Opposer also raised a number of objections based on relevance. These will not be
separately considered. TTAB proceedings are heard by Administrative Trademark
Judges, not lay jurors who might easily be misled, confused, or prejudiced by irrele-
vant evidence. Cf. Harris v. Rivera, 454 U.S. 339, 346 (1981) (“In bench trials, judges
routinely hear inadmissible evidence that they are presumed to ignore when making
decisions.”). Mindful of any objections, we have accorded this evidence whatever pro-
bative value (if any) it is due.4 Luxco, Inc. v. Consejo Regulador del Tequila, A.C., 121

4 By definition, irrelevant evidence either has no tendency to make an asserted fact more or
less probable, is of no consequence to the case, or both. See FED. R. EVID. 401. While the
Opposition No. 91218718
5
USPQ2d 1477, 1479 (TTAB 2017).
Finally, as will be seen, we resolve this case without reaching all of Opposer’s
grounds for opposition. Accordingly, while we have reviewed the entire record, we
need not consider the evidence (and objections to it) unnecessary to our disposition of
the case. To the extent necessary, any remaining evidentiary matters are noted in
our discussion of the substantive issues.
II. Background
A. Applicant and its Business
Since 1994, Applicant has provided ground transportation services in and around
Scottsdale, Arizona, under the designation SCOTTSDALE TAXI. Tabor Dec. ¶ 3, 24
TTABVUE 3. From 1994 until 2003, Applicant operated vehicles with licensed meters
which calculated fares based on a combination of the distance driven and the time of
the ride. App. Not. of Reliance, Exh. 1 (“Tabor Depo.”), 18 TTABVUE 21–22. Begin-
ning in 2003, Applicant has provided transportation in vehicles without meters,
charging by the distance driven, or upon request, by a flat rate negotiated prior to
travel. Id., 18 TTABVUE 21–24. Although the composition of its fleet has changed
over the years, Applicant currently owns one vehicle and provides services through
eight independent contractors. Id., 18 TTABVUE 25.
Mr. Tabor testified that over the years, Applicant made various efforts to promote
its business, advertising in the Yellow Pages, distributing business cards and flyers,

submission of irrelevant evidence is a waste of the Board’s time and that of the parties, ex-
tensive objections to irrelevant evidence are rarely worthwhile unless made in response to an
attempt to try unpleaded issues.
Opposition No. 91218718
6
and more recently, advertising through electronic media. Tabor Dec. ¶¶ 4–8, 24
TTABVUE 3–4. Applicant made of record pages from a number of editions of the
Phoenix metropolitan area Yellow Pages published between 1995 and 2015. Id. Exh.
A, 24 TTABVUE 12; Def. Not. of Reliance, Exh. 12, 22 TTABVUE 141–56. From 1995–
2000, Applicant ran ads in the Yellow pages; after 2000, Applicant’s business and
telephone number were merely listed alphabetically, along with those of other similar
businesses.
According to Mr. Tabor, “between approximately 2000 and 2008, Scottsdale Taxi
only marketed by handing out business cards and flyers because the company was
already well known and business was robust.” Tabor Dec. ¶ 5, 24 TTABVUE 3. But
in response to the faltering economy, Applicant began to promote its business through
electronic media, developing a website in 2008 and another in 2012. Applicant pur-
chased certain Google AdWords, and “in or around 2013,” created social media pages
on Facebook, Twitter, Yelp!, YouTube, and Google+. Id. ¶¶ 5–8, 24 TTABVUE 3–4;
see App. Not. of Reliance Exh. 10, 22 TTABVUE 133–37. Applicant also advertises
through Yext, a service which places advertisements on websites. Tabor Dep. 18
TTABVUE 40–41. In recent years, Applicant estimates its total annual advertising
expenditures at $3,000 per year. Tabor Dep. 18 TTABVUE 43.
Applicant made of record the following screenshot of its current website and pre-
view of its Google ad:
Opposition No. 91218718
7

App. Not. of Reliance, Exh. 9, 22 TTABVUE 125.

Tabor Dec. Exh. B, 24 TTABVUE 15.
B. Opposer and its Business
Opposer’s manager/director of operations Eric Weinstein testified that in May
2014, he began offering transportation services in and around Scottsdale, Arizona
under the name Scottsdale Cab Company, operating as a sole proprietorship, and
Opposition No. 91218718
8
since May 2014, operating as Zero Transportation, LLC. Weinstein Test., 20
TTABVUE 9–10. Opposer owns no vehicles; it takes calls for transportation and dis-
patches independent contractors to provide transportation services. Id., 20
TTABVUE 10–11. Opposer uses “Scottsdale taxi” on its website, scottsdalecabcom-
pany.com, see Opp. Not. of Reliance, 18 TTABVUE 116, and in other advertising, in-
cluding Google AdWords. Weinstein Test., 20 TTABVUE 11–12. Mr. Weinstein testi-
fied that Opposer uses “Scottsdale taxi” “[a]s a descriptive term,” “[b]ecause we pro-
vide taxi service in Scottsdale.” Id., 20 TTABVUE 13. Mr. Weinstein testified that it
is “commonplace” for those offering similar services in the Scottsdale area to use
“Scottsdale taxi” or similar terms. Id., 20 TTABVUE 17.
When Applicant learned that Opposer was using “Scottsdale taxi” in connection
with Opposer’s transportation services, Applicant complained to Opposer and filed
the subject application to register SCOTTSDALE TAXI as a trademark. Shortly af-
ter filing, Applicant sent a form letter addressed to Opposer claiming — incorrectly
— that Applicant owned a trademark registration for SCOTTSDALE TAXI, and us-
ing the federal registration symbol (®) when referring to the alleged registration.5
Letter to Eric Haywood Weinstein (Feb. 4, 2014), Opp. Not. of Reliance, 18 TTABVUE

5 If Opposer was deceived by Applicant’s misrepresentation and use of the registration sym-
bol, it was not for long. Applicant filled in its application serial number on the form letter in
a space designated for the “U.S. Registration #.” Letter, 18 TTABVUE 113. Mr. Weinstein
testified that he looked up the application and found a pending application. Weinstein Test.,
20 TTABVUE 16. There is no testimony or other evidence that Opposer relied to its detriment
on Applicant’s misrepresentation that the mark was registered or on Applicant’s use of the
registration symbol, or that Opposer was otherwise damaged by either. In particular, it does
not appear that Opposer acceded to any of the demands in Applicant’s letter. According to
Applicant, its use of the federal registration symbol in the letter was an “honest mistake.”
Tabor Dec. ¶ 17, 24 TTABVUE 6; see Tabor Depo. 18 TTABVUE 27.
Opposition No. 91218718
9
110. The letter noted Opposer’s use on its website of “marks and designs containing
instances and variations of Scottsdale Taxi Sedan Service CO’s [sic] federally regis-
tered trademark SCOTTSDALE TAXI ®,” and that such use “constitute[s] possible
trademark infringement and dilution” and “willful infringement,” and “tarnishes the
good reputation of SCOTTSDALE TAXI.” Id., 18 TTABVUE 110–11. The letter de-
manded that Opposer confirm that it has “disabled or terminated all display of
Scottsdale Taxi at any website [it] own[s] or control[s]” or is associated with, and
confirm the destruction of “all goods and any tangible promotional materials that
contain Scottsdale Taxi”; “agree never in the future to offer for sale or otherwise
commercially promote any product or service under Scottsdale Taxi”; and “agree to,
if requested by Scottsdale Taxi Sedan Service CO [sic] stipulate to any subsequent
written agreement and/or injunction barring your usage of SCOTTSDALE TAXI.”
The letter advised that if Opposer complied, Applicant was willing to waive its poten-
tial claims, including infringement, dilution, and unfair competition, but if not,
“SCOTTSDALE TAXI would . . . be entitled to recover from you a judgment for all
of your profits and ill-gotten gains in connection with any infringing sale or activity,
in addition to all reasonable attorney’s fees and costs in pursuing the instant matter.”
Id., 18 TTABVUE 111.
C. Application to Register SCOTTSDALE TAXI
Upon initial examination of the subject application, the Examining Attorney re-
fused registration on the ground that the mark is primarily geographically descrip-
tive, pursuant to Trademark Act § 2(e)(2). App. No. 86175541, Ofc. Action (May 3,
Opposition No. 91218718
10
2014). The Examining Attorney suggested that Applicant consider seeking registra-
tion based on acquired distinctiveness under Trademark Act § 2(f), and also required
a disclaimer of the term TAXI on the ground that it is generic for the identified ser-
vices. Id. In response, Applicant provided the required disclaimer and amended the
application to seek registration under Trademark Act § 2(f), based on Applicant’s dec-
laration of its “substantially exclusive and continuous use in commerce that the U.S.
Congress may lawfully regulate for at least the five years immediately before the date
of this statement.” Response to Ofc. Action (May 10, 2014). No other evidence of ac-
quired distinctiveness was submitted. The Examining Attorney accepted the dis-
claimer and the amendment claiming acquired distinctiveness and approved the ap-
plication for publication.
Upon publication, Opposer filed a notice of opposition. In its amended pleading,
Opposer alleges that Applicant’s mark is geographically descriptive and has not or
cannot acquire distinctiveness. Amend. Not. of Opp., ¶¶ 15–22, 12 TTABVUE 8–9.
Opposer also alleges several grounds for opposition based on the fact that Applicant
provides its “taxi transport” services without using meters to calculate fares. It is
Opposer’s contention that meters are required under Arizona law for the provision of
taxi services. Accordingly, Opposer contends that the designation SCOTTSDALE
TAXI is deceptive or deceptively misdescriptive because Applicant does not provide
taxi services under Arizona law (i.e., transportation in a metered vehicle), id., ¶¶ 4–
7, 12 TTABVUE 7, and alternatively that Applicant’s provision of “taxi transport”
services without a meter constitutes unlawful use of the mark under Arizona law, id.,
Opposition No. 91218718
11
¶¶ 7–12, 12 TTABVUE 7–8. Finally, Opposer contends that registration should be
refused due to Applicant’s use of the federal registration symbol in its letter demand-
ing that Opposer stop using “Scottsdale taxi” on its website. Id., ¶¶ 26–28, 12
TTABVUE 10. Applicant denied the salient allegations of the amended notice of op-
position, raised the defenses of laches, estoppel, and unclean hands, and asserted
that, “[t]o the extent that the mark is determined to be descriptive, [it] has acquired
secondary meaning. . . .”6 Answer to Amend. Not. of Opp., 14 TTABVUE 4. Because it
is sufficient to reach a disposition, we consider only whether SCOTTSDALE TAXI
is primarily geographically descriptive and without acquired distinctiveness. Multi-
sorb Tech., Inc. v. Pactiv Corp., 109 USPQ2d 1170, 1171 (TTAB 2013) (“the Board’s
determination of registrability does not require, in every instance, decision on every
pleaded claim”).
III. Discussion
A. Standing
An opposition may be filed by “[a]ny person who believes that he would be dam-
aged by the registration of a mark.” Trademark Act § 13. This standing requirement
is satisfied when the Opposer demonstrates “both a real interest in the proceeding as
well as a reasonable basis for its belief of damage.” Empresa Cubana Del Tabaco v.
Gen. Cigar Co., 753 F.3d 1270, 111 USPQ2d 1058, 1062 (Fed. Cir. 2014) (cleaned up).

6 Applicant also alleged as “affirmative defenses” Opposer’s lack of standing, which is not an
affirmative defense, Blackhorse v. Pro Football Inc., 98 USPQ2d 1633, 1637 (TTAB 2011)
(burden is on plaintiff to plead and prove standing); and that its use of SCOTTSDALE TAXI
“predates any use of any similar mark by Opposer in commerce,” which is not a defense to
any of Opposer’s claims.
Opposition No. 91218718
12
In this case the undisputed evidence establishes that Opposer is a competitor of Ap-
plicant, and that Opposer uses — and asserts a right to use — the phrase “Scottsdale
taxi” in connection with providing and advertising its own transportation services in
and around the city of Scottsdale, Arizona. See Alcatraz Media Inc. v. Chesapeake
Marine Tours Inc., 107 USPQ2d 1750, 1760–61 (TTAB 2013). Because registration to
Applicant would provide it a prima facie right to the exclusive use of SCOTTSDALE
TAXI for taxi transport services, Trademark Act § 7(b), Opposer has demonstrated a
real interest in this proceeding and a reasonable basis for its belief in damage should
a registration issue to Applicant.
In addition, Applicant sent a letter to Opposer demanding that Opposer stop using
“Scottsdale taxi” in its business. Applicant’s letter is further evidence of Opposer’s
real interest in this proceeding and a basis for Opposer’s reasonable belief of damage.
See Miller v. Miller, 105 USPQ2d 1615, 1619 (TTAB 2013). Accordingly, Opposer has
established its standing.
B. Geographic Descriptiveness and Acquired Distinctiveness
1. Applicable Law
Registration on the Principal Register is properly refused when the applied-for
mark is primarily geographically descriptive of the identified services. Trademark
Act § 2(e)(2). Nevertheless, such a mark may be registered if it “has become distinc-
tive of the applicant’s [services] in commerce.” Trademark Act § 2(f). “Where, as here,
an applicant seeks a registration based on acquired distinctiveness under Section 2(f),
the statute accepts a lack of distinctiveness as an established fact.” Yamaha Int’l
Corp. v. Hoshino Gakki Co., 840 F.2d 1571, 6 USPQ2d 1001, 1005 (Fed. Cir. 1988).
Opposition No. 91218718
13
“This means that opposer is not required to advance evidence of descriptiveness and
may concentrate its case on the question of acquired distinctiveness.”7 Duramax Ma-
rine LLC v. R.W. Fernstrum & Co., 80 USPQ2d 1780, 1794 (TTAB 2006).
A descriptive or otherwise non-distinctive designation acquires distinctiveness
when “in the minds of the public, the primary significance of [the] . . . term is to iden-
tify the source of the product rather than the product.” Inwood Labs., Inc. v. Ives
Labs., Inc., 456 U.S. 844, 214 USPQ 1, 4 n.11 (1982). And as relevant in this case,
when a primarily geographically descriptive term has acquired distinctiveness, it “no
longer cause[s] the public to associate the goods with a particular place but to associ-
ate the goods with a particular source.” Burke-Parsons-Bowlby Corp. v. Appalachian
Log Homes, Inc., 871 F.2d 590, 10 USPQ2d 1443, 1446 (6th Cir. 1989), quoted in Lee-
lanau Wine Cellars Ltd. v. Black & Red Inc., 502 F.3d 504, 84 USPQ2d 1225, 1228
(6th Cir. 2007).
Whether a mark has acquired distinctiveness is determined based on considera-
tion of all of the evidence bearing on the public perception of the mark. “To determine

7 When registration of a mark in an application claiming the benefit of Trademark Act § 2(f)
is — as here — opposed on the ground that the evidence of record is insufficient to show that
the mark has acquired distinctiveness, the opposer bears the initial burden to make out a
prima facie case of insufficiency, upon which the burden shifts to the applicant to demon-
strate registrability. Whether this initial burden has been satisfied may be raised on motion,
but once the case has been fully tried, the question resolves simply to whether the evidence
as a whole demonstrates that the mark has acquired distinctiveness. Yamaha Int’l, 6
USPQ2d at 1005–06 (“Since we are reviewing the entire proceeding in the PTO in which both
sides presented all their evidence, filed briefs, and made closing arguments, the only relevant
issue before this court on appeal, as it should have been before the board, is which party
should prevail on the entire record.”).
Opposition No. 91218718
14
whether a mark has acquired secondary meaning, courts consider: advertising ex-
penditures and sales success; length and exclusivity of use; unsolicited media cover-
age; copying of the mark by the defendant; and consumer studies.” Coach Servs. Inc.
v. Triumph Learning LLC, 668 F.3d 1356, 101 USPQ2d 1713, 1729 (Fed. Cir. 2012)
(citing In re Steelbuilding.com, 415 F.3d 1293, 75 USPQ2d 1420, 1424 (Fed. Cir.
2005)); In re Ennco Display Sys. Inc., 56 USPQ2d 1279, 1284 (TTAB 2000) (Board
may consider both direct evidence of consumer perception and “[c]ircumstantial evi-
dence . . . from which consumer association might be inferred”).
When registration is sought under Trademark Act § 2(f), the applicant bears the
burden to demonstrate acquired distinctiveness by a preponderance of the evidence.
Yamaha Int’l, 6 USPQ2d at 1007–08; In re Hollywood Brands, Inc., 214 F.2d 139, 102
USPQ 294, 295 (CCPA 1954) (“[T]here is no doubt that Congress intended that the
burden of proof [under Section 2(f)] should rest upon the applicant”). “[L]ogically that
standard becomes more difficult to meet as the mark’s descriptiveness increases.”
Yamaha Int’l, 6 USPQ2d at 1008; Target Brands Inc. v. Hughes, 85 USPQ2d 1676,
1683 (TTAB 2007) (finding evidence insufficient to show acquired distinctiveness in
highly descriptive mark); see Steelbuilding.com, 75 USPQ2d at 1424 (“the applicant’s
burden of showing acquired distinctiveness increases with the level of descriptive-
ness”); Roux Labs., Inc. v. Clairol Inc., 427 F.2d 823, 166 USPQ 34, 39 (CCPA 1970)
(“The amount and character of the evidence, if any, required to establish that a given
word or phrase is a trademark or ‘has become distinctive’ of the goods necessarily
depends on the facts of each case and particularly on the nature of the alleged mark.”).
Opposition No. 91218718
15
Finally, the record includes evidence spanning many years. “Registrability of a
mark must be determined on the basis of facts as they exist at the time when the
issue of registrability is under consideration.” McCormick & Co. v. Summers, 354
F.2d 668, 148 USPQ 272, 276 (CCPA 1966); Kaiser Aluminum & Chem. Corp. v. Am.
Meter Co., 153 USPQ 419, 420 n.2 (TTAB 1967). In an opposition, the parties have
the opportunity to establish factual matters during trial, which in this case ran from
October 2016 to May 2017. Thus, we have considered the parties’ evidence of facts
and events as they transpired over the years, including as of the time of trial, to de-
termine the issue of registrability.
2. Primarily Geographically Descriptive
Applicant’s claim of acquired distinctiveness is a concession that its mark is pri-
marily geographically descriptive. Yamaha Int’l, 6 USPQ2d at 1005 (“Where, as here,
an applicant seeks a registration based on acquired distinctiveness under Section 2(f),
the statute accepts a lack of inherent distinctiveness as an established fact.”). Alt-
hough geographic descriptiveness is established, the degree of descriptiveness is rel-
evant to our consideration of the evidence of acquired distinctiveness, and therefore
a brief geographic descriptiveness analysis is warranted before considering acquired
distinctiveness.
A refusal to register on the ground that the applied-for mark is primarily geo-
graphically descriptive is appropriate if:
(1) the mark sought to be registered is the name of a
place known generally to the public[;] . . . (2) the public
would make a goods/place association, i.e., believe that
the goods for which the mark is sought to be registered
originate in that place[;] . . . . [and] (3) the source of the
Opposition No. 91218718
16
goods is the geographic region named in the mark.
In re Newbridge Cutlery Co., 776 F.3d 854, 113 USPQ2d 1445, 1448–49 (Fed. Cir.
2015) (cleaned up).
Applicant seeks to register the designation SCOTTSDALE TAXI for “taxi
transport” services. The Examining Attorney asserted that SCOTTSDALE is the
name of a geographic location — Scottsdale, Arizona — and that TAXI is a generic
name for Applicant’s services. Ofc. Action (May 3, 2014). In support of the refusal to
register, the Examining Attorney submitted an article on “Scottsdale, Arizona,” id.
from Wikipedia, and a definition of “Scottsdale” as “[a] city of south-central Arizona,
a suburb of Phoenix. It is a noted resort area and retirement community. Population
215,000.” Id.
We take judicial notice8 of the following gazetteer entry for Scottsdale, Arizona:
Scottsdale, city (1990 population 130,069; 2000 population
202,705), Maricopa county, central Arizona, a suburb 8
mi/12.9 km ENE of downtown Phoenix; 33° 41′ N 111° 52′
W. The city extends 20 mi/32 km N−S. It is a resort and
retirement center in the rapidly expanding Phoenix area.
Electronic equipment is an important manufacture that is
being extensively produced and developed in the state.
Other manufacturing includes chemicals, plastic products,
pharmaceuticals, furniture, transportation equipment. Ag-
riculture is supported in the surrounding area by canals
(Hayden−Rhodes Aqueduct crosses city) of the Salt River
project. Scottsdale is one of the fastest-growing U.S. cities,
marked by a population increase of nearly 47% between
1980 and 1990. The Taliesin West Home and School, School
of Architecture founded by Frank Lloyd Wright, is to the N

8 In re Spirits of New Merced LLC, 85 USPQ2d 1614, 1617 n.3 (TTAB 2007) (Board may take
judicial notice of reference works in online or printed format); In re Consolidated Specialty
Rests. Inc., 71 USPQ2d 1921, 1927 (TTAB 2004) (taking judicial notice of article in Columbia
Gazetteer).
Opposition No. 91218718
17
of the city; training camp of San Francisco Giants baseball
team; Scottsdale Municipal Airport in N part of city. Ad-
joins Gila River Indian Reservation to E, including Scotts-
dale Community College on reservation. Phoenix Military
Reserve to SW, Fort McDowell Mountain Park to NE; Fort
McDowell Indian Reservation to E; Tonto National Forest
to E and NE; Papago Park to SW, including Phoenix Zoo.
Settled in 1895 by Winfield Scott, incorporated 1951.
COLUMBIA GAZETTEER OF THE WORLD ONLINE, “Scottsdale,” http://www.columbiag-
azetteer.org/main/ViewPlace/129376 (accessed March 18, 2018).
It is therefore readily apparent that SCOTTSDALE “is the name of a place known
generally to the public.” See Newbridge Cutlery, 113 USPQ2d at 1448–49. There is no
evidence that the term has any other meaning and so it would be readily understood
to be a reference to Scottsdale, Arizona, a location which is neither obscure nor remote
— particularly for the parties’ actual and potential consumers, who live and work in
(or are seeking transportation around) Scottsdale, Arizona and its vicinity.9 And to
state the obvious, Applicant’s customers would readily make a goods/place associa-
tion, that is, they would believe that Applicant’s services are performed in and around
Scottsdale, Arizona, both because the customers and Applicant are there, and because
the services are provided there. See, e.g., In re Chalk’s Int’l Airlines Inc., 21 USPQ2d
1637, 1638 (TTAB 1991) (presuming a services/place association because applicant’s
services are performed in the place named in the mark).
The applied-for mark also includes the term TAXI. Although “Scottsdale Taxi” is

9 This case is unlike Newbridge Cutlery, for instance, where the geographic location referred
to in the mark (Newbridge, Ireland) was physically remote from any of the relevant United
States consumers.
Opposition No. 91218718
18
not alleged to be the name of a geographic location, the inclusion of descriptive or
generic matter will not obviate a refusal under Trademark Act § 2(e)(2) if the mark
as a whole retains its primarily geographic significance. See, e.g., In re JT Tobacco-
nists, 59 USPQ2d 1080, 1082 (TTAB 2001) (MINNESOTA CIGAR COMPANY pri-
marily geographically descriptive of cigars); In re Carolina Apparel, 48 USPQ2d 1542,
1543 (TTAB 1998) (CAROLINA APPAREL primarily geographically descriptive of
retail clothing store services). It is obvious that TAXI is generic for “taxi transport”
services.10 And finally, there is nothing resulting from the combination of
SCOTTSDALE and TAXI which alters the significance of either word or detracts
from the geographic significance of the designation as a whole. Considered in its en-
tirety, SCOTTSDALE TAXI is thus primarily geographically descriptive under
Trademark Act § 2(e)(2). Geographic descriptiveness in this case is not a close call.
We conclude that SCOTTSDALE TAXI is highly geographically descriptive, and
that Applicant bears a commensurately high burden to prove that it has acquired
distinctiveness.
3. Evidence of Acquired Distinctiveness
Before the Examining Attorney, Applicant relied solely on its declaration that

10 Applicant included in its brief a definition of “taxi” as “an automobile that carries passen-
gers for a fare usually determined by the distance traveled.” App. Br., 31 TTABVUE 26 (citing
Merriam–Webster’s online dictionary). Additionally, Applicant’s disclaimer is essentially an
admission that TAXI is generic. While geographically descriptive marks may be registered if
they have acquired distinctiveness, generic components of such marks remain unregistrable
and subject to a disclaimer requirement. Trademark Act § 6(a); see In re Creative Goldsmiths
of Wash., Inc., 229 USPQ 766, 768 (TTAB 1986). Applicant’s disclaimer in response to the
Examining Attorney’s contention that the term is generic for “taxi transport” services is an
admission that TAXI is unregistrable under § 2(f) because it is generic.
Opposition No. 91218718
19
“[t]he mark has become distinctive of the goods/services through the applicant’s sub-
stantially exclusive and continuous use in commerce that the U.S. Congress may law-
fully regulate for at least the five years immediately before the date of this state-
ment.” Response to Ofc. Action (May 10, 2014). Although the Examining Attorney
withdrew the refusal to register and approved the application for publication based
on Applicant’s declaration, Opposer is not bound by that ex parte determination, and
by the same token, Applicant is not restricted to its declaration, the only evidence of
acquired distinctiveness presented to the Examining Attorney. We accordingly con-
sider the evidence bearing on acquired distinctiveness.
a. Length and Nature of Applicant’s Use
We first consider the length and nature of Applicant’s use of SCOTTSDALE
TAXI in connection with its taxi transport services. Longevity of use is relevant be-
cause the longer a descriptive term has been used in the manner of a trademark, the
more likely it is that the relevant public has been exposed to the use and has come to
view the term as an indication of source. That said, length of use is but one factor to
be considered; even long use is no guarantee that a mark, especially a highly descrip-
tive mark, has acquired distinctiveness. See, e.g., In re Andes Candies Inc., 178 USPQ
156 (CCPA 1973) (CREME DE MENTHE not registrable for “laminated chocolate
mint candy squares” despite more than twenty years’ use); In re Packaging Special-
ists, Inc., 221 USPQ 917, 920 (TTAB 1984) (evidence insufficient to establish acquired
distinctiveness despite continuous and substantially exclusive use for sixteen years).
The evidence establishes that Applicant has used the designation SCOTTSDALE
TAXI since 1994, or for approximately twenty-three years by the close of testimony.
Opposition No. 91218718
20
Tabor Dec. ¶ 3, 24 TTABVUE 3. Although this is a considerable period of time, we
find its significance much diminished in this case by both the evidence and lack of
evidence concerning the nature and extent of Applicant’s use during that time.
From 1995 to 1999, the record indicates that Applicant ran advertisements in the
Scottsdale area Yellow Pages. App. Not. of Reliance, 22 TTABVUE 141–47. Although
there were some changes over the years, this example from 1996 is typical:

22 TTABVUE 143. At the top of the advertisement are the words SCOTTSDALE
TAXI, the image of an antique limousine, and a telephone number. The ad then con-
tinues with the words “ALSO SERVING,” and the names of several communities in
the general vicinity of Scottsdale, Arizona.11 Although this advertisement and others

11 We take judicial notice of the proximity of North Scottsdale, Paradise Valley, Fountain
Hills, Carefree, and Cave Creek to Scottsdale. In re Morinaga Nyugyo Kabushiki Kaisha, 120
USPQ2d 1738, 1744 n.4 (TTAB 2016) (taking judicial notice of the locations of Puyallup,
Washington and Mount Rainier); Pinocchio’s Pizza Inc. v. Sandra Inc., 11 USPQ2d 1227,
1229 n.6 (TTAB 1989) (taking judicial notice of the location of Catonsville, Maryland).
Opposition No. 91218718
21
like it demonstrate use of SCOTTSDALE TAXI in connection with Applicant’s busi-
ness, it does so in a way that emphasizes the geographic descriptiveness of the phrase,
rather than any distinctiveness it may have as a trademark. Specifically, the phrase
“also serving” after SCOTTSDALE TAXI and before the other listed locales conveys
to the prospective purchaser that SCOTTSDALE is merely one of the geographic
locations in which Applicant provides TAXI services, rather than a distinctive indi-
cator of Applicant’s services.
And there’s another problem with the Yellow Pages advertisements. “Registrabil-
ity of a mark must be determined on the basis of facts as they exist at the time when
the issue of registrability is under consideration.” McCormick, 148 USPQ at 276. But
Applicant’s Yellow Pages ads only ran between 1995 and 1999. Telephone directories
are ephemeral in nature, typically being discarded and replaced every year or so. Ab-
sent evidence that (for instance) the advertising campaign was particularly memora-
ble, or particularly effective in building Applicant’s business in its earlier years, we
cannot imagine how an ad that last ran (among thousands of others) seventeen or
eighteen years earlier in a telephone directory that was likely discarded long ago
could have any substantial effect on current consumer perception. The record does
not suggest how many current purchasers of taxi transport services were exposed to
these advertisements even when they were in circulation, much less whether the cur-
rent perception of those purchasers is influenced by them. Nor is it credible to suppose
that one currently seeking taxi transport services would possess, let alone refer to, a
Opposition No. 91218718
22
seventeen-year-old telephone directory. As a result, we are unable to give this evi-
dence significant weight in considering current consumer perception.
Beginning in 2000, Applicant’s presence in the Yellow Pages was reduced to an
alphabetical listing of Applicant’s telephone number along with those of similar busi-
nesses, such as this example from 2000:

22 TTABVUE 149. The listing of “Scottsdale Taxi Scottsdale” conveys only that the
listed business conducts taxi service in or around Scottsdale. See also 22 TTABVUE
150–56 (similar listings for years 2000 to 2015). Again, we think it unlikely that the
alphabetical listings from earlier years have any effect on current consumer percep-
tion of SCOTTSDALE TAXI as a trademark, but unlike the ads discussed above, the
evidence shows that these listings continued until 2015. That said, because of their
nature, we find they are entitled to very little weight in demonstrating acquired dis-
tinctiveness.
The Yellow Pages advertisements and listings are the only examples of Applicant’s
Opposition No. 91218718
23
pre-2008 promotional efforts. Although Mr. Tabor testified that from 2000–2008, Ap-
plicant promoted its business by handing out flyers and business cards,12 Tabor Dec.,
¶ 5, 24 TTABVUE 3, there are no examples of those materials in the record, so the
manner in which Applicant used SCOTTSDALE TAXI in the flyers or business cards
cannot be determined. Although we take Mr. Tabor’s testimony at face value, without
further information, we are unable to conclude that Applicant’s flyers or business
cards had any significant effect on the public perception of the applied-for mark —
then or now.
In 2008, Applicant began to make more robust efforts to promote its business un-
der the SCOTTSDALE TAXI mark. Applicant established a website in 2008 and
another in 2012, and “in or around 2013,” Applicant created social media pages on
various platforms, Tabor Dec. ¶¶ 5–8, 24 TTABVUE 3–4; see App. Not. of Reliance
Exh. 10, 22 TTABVUE 133–37, and began placing ads on third party websites
through Yext, Tabor Dep. 18 TTABVUE 40–41. While it is clear that these recent

12 According to Mr. Tabor’s testimony, no other marketing was necessary from 2000–2008
“because the company was already well known and business was robust,” Tabor Test. ¶ 5, 24
TTABVUE 3. Similarly, Mr. Tabor testified that “Scottsdale Taxi is well known in the area
and consumers identify the company with the name SCOTTSDALE TAXI,” id. ¶ 3, and that
“Scottsdale Taxi . . . was, and remains, a dominant presence in the taxi industry in Scotts-
dale, Arizona,” id. ¶ 4. Applicant cites these statements as facts in its brief. App. Br., 31
TTABVUE 27.
Although Opposer’s characterization of these statements as “self-serving,” Opp. Br. 30
TTABVUE 27; Reply Br. 33 TTABVUE 6–8, is unhelpful, see Sanders v. Melvin, 873 F.3d
957, 960 (7th Cir. 2017) (“[e]verything a litigant says in support of a claim is self-serving”),
we agree that Mr. Tabor’s statements about Applicant’s renown and market position and
consumers’ recognition of SCOTTSDALE TAXI as a trademark are wholly conclusory, with
no factual support in Mr. Tabor’s testimony or elsewhere in the record. These issues go the
heart of the question of acquired distinctiveness, and it was incumbent on Applicant to prove
them by the introduction of factual evidence, not the statement of bald conclusions or unsup-
ported opinion.
Opposition No. 91218718
24
activities are potentially significant, Mr. Tabor testified that he did not track the
traffic on Applicant’s websites or social media pages, Tabor Dep. 18 TTABVUE 42–
43, so it remains unclear how many potential customers are exposed to these promo-
tional efforts.
b. Advertising Expenditures
Mr. Tabor estimated Applicant’s current total advertising expenses at $3,000 per
year, Tabor Dep. 18 TTABVUE 43, a relatively modest sum for a company which
apparently serves much of the Scottsdale metropolitan area. The context of Mr. Ta-
bor’s testimony makes clear that he was referring to recent expenditures for online
advertising. While these expenditures indicate that Applicant has recently made
some promotional efforts which may be assumed to have reached prospective pur-
chasers, the small amounts involved do not permit the inference that the effect on
consumer perception has been particularly strong.
c. Exclusivity of Use
While an applicant’s use of its asserted mark need not be absolutely exclusive to
demonstrate acquired distinctiveness, significant use of a term by others makes it
less likely that consumers will consider it to be a trademark, which identifies a single
source for the relevant goods or services. In re Boston Beer Co., 198 F.3d 1370, 53
USPQ2d 1056, 1058 (Fed. Cir. 1999) (“The examples of use of the phrase by others in
its descriptive form support the board’s conclusion that the mark had not acquired
distinctiveness.”); Levi Strauss & Co. v. Genesco, Inc., 742 F.2d 1401, 222 USPQ 939,
940–41 (Fed. Cir. 1984).
According to Mr. Weinstein’s testimony, Opposer and others use “Scottsdale taxi”
Opposition No. 91218718
25
in connection with taxi or related services. He identified the web pages of a number
of Scottsdale area companies advertising transportation services using “Scottsdale
taxi” and similar terms. Applicant proffered evidence suggesting that some of the
websites identified in Mr. Weinstein’s testimony are affiliated with Opposer or Mr.
Weinstein. App. Br., 31 TTABVUE 7 n.1 (citing App. Not. of Reliance, Exh. 23, 22
TTABVUE 256–65 (Whois search)), but Opposer objected to the evidence as hearsay.
Opp. Br. (Appx.), 30 TTABVUE 47–48. Web pages, like other printed publications,
may be relied upon for what they show on their face. But absent an exception to the
hearsay rule or testimony vouching for the accuracy of the information appearing on
it, a web page cannot be used to prove the truth of any matter asserted therein. E.g.,
7-Eleven Inc. v. Wechsler, 83 USPQ2d 1715, 1717 n.2 (TTAB 2007). Opposer’s objec-
tion is sustained.13
But regardless of who controls the disputed websites, Opposer’s evidence shows
use of “Scottsdale taxi” in advertising taxi transport services on several websites that
are not alleged to be connected with Opposer or Mr. Weinstein. For instance:
• The “Scottsdale Cab Guy offers efficient reliable Scottsdale taxi service to
meet the transportation needs of residents, visitors, and our corporate cli-
ents.” Id. Exh. 7, 31 TTABVUE 8;

13 Even if Applicant’s Whois evidence were admissible, we think it makes little difference
whether several of the websites submitted by Opposer are owned, controlled, or otherwise
affiliated with Opposer or Mr. Weinstein. The websites submitted by Opposer are relevant
because they show that Applicant’s use of SCOTTSDALE TAXI for taxi services is not sub-
stantially exclusive, and there seems to be no dispute that the proffered websites show the
use of that term by someone other than Applicant. We are aware of no rule excluding from
our consideration for that purpose websites owned, controlled by, or otherwise affiliated with
Opposer or its principal.
Opposition No. 91218718
26
• Clean Air Cab advertises its services under the heading “SCOTTSDALE
TAXI SERVICE.” Id. Exh. 8, 20 TTABVUE 34; and
• Valley Transportation touts its “Valley Cab Scottsdale Taxi Cab service in
Scottsdale Arizona.” Id., Exh. 10, 20 TTABVUE 38.
Thus, the designation “Scottsdale taxi” appears to be in use by Opposer and at
least three other companies offering taxi transport services in or around Scottsdale,
Arizona — in addition to use of the mark by Opposer and on several websites alleg-
edly affiliated with Opposer or Mr. Weinstein.
Although “Opposer presents no evidence that Scottsdale Taxi’s use was nonexclu-
sive until recently,” App. Br., 31 TTABVUE 28, there appears to be no question that
in addition to Opposer, several of Applicant’s competitors currently use the term
SCOTTSDALE TAXI in connection with “taxi transport” services provided in and
around Scottsdale, Arizona. We conclude that Applicant’s use of the applied-for mark
is not substantially exclusive, and that relevant consumers are unlikely to consider
it as indicating the source of Applicant’s taxi transport services.
d. Other Evidence Bearing on Acquired Distinctiveness
As Opposer points out, Opp. Br., 30 TTABVUE 28, Applicant submitted no direct
evidence of consumer perception, such as consumer testimony or a survey showing
recognition of SCOTTSDALE TAXI as an indication of the source of Applicant’s “taxi
transport” services. While we agree with Opposer that a well-conducted survey can
be highly persuasive on the question of acquired distinctiveness, our precedent is
clear that a survey is not required to establish acquired distinctiveness. Yamaha, 6
USPQ2d at 1010 (citing Roux Labs., 166 USPQ 35). Likewise, Applicant submitted
no evidence indicating the success of its business under the SCOTTSDALE TAXI
Opposition No. 91218718
27
designation, such as evidence of its sales volume, revenue, or market share. Although
robust business under the putative mark is often considered as indirect evidence of
acquired distinctiveness, such evidence is also not required. To the contrary, we must
consider evidence of any type reflecting on the public perception of the putative mark
as an indication of source. See Coach Servs., 101 USPQ2d at 1729. Nonetheless, while
we do not construe Applicant’s “failure” to submit any particular type of evidence as
an indication that SCOTTSDALE TAXI has not acquired distinctiveness, it remains
Applicant’s burden to demonstrate that the applied-for mark has acquired distinc-
tiveness by whatever evidence it has made of record.
e. “Confusion” Caused by Opposer
Finally, Applicant contends that Opposer’s use of “Scottsdale taxi” has caused con-
fusion among Applicant’s customers. App. Br., 31 TTABVUE 6. While the avoidance
of consumer confusion is of considerable importance under the Trademark Act, we
cannot agree that the confusion alleged here either demonstrates acquired distinc-
tiveness or otherwise requires a decision in Applicant’s favor. First, the question be-
fore us focuses not on Opposer’s use of “Scottsdale taxi,” but on whether that term
can be registered by Applicant in view of the evidence that it is primarily geograph-
ically descriptive and significantly so.14 Second, because Applicant’s putative trade-
mark is highly geographically descriptive, Applicant’s competitors may and have a

14 Applicant does not assert (and has therefore forfeited) the argument that Opposer’s use or
“copying” of SCOTTSDALE TAXI is itself evidence that the term has acquired distinctive-
ness, but even if it had, the facts do not support such a claim. While intentional copying by a
junior user is sometimes considered evidence (albeit not conclusive evidence) of acquired dis-
tinctiveness, the doctrine seems most often applied when the putative trademark consists of
Opposition No. 91218718
28
need to use it in describing and advertising their own services. As the Supreme Court
noted in an analogous situation, “[i]f any confusion results, that is a risk [Applicant]
accepted when it decided to identify its product with a mark that uses a well-known
descriptive phrase.” KP Permanent Make-Up Inc. v. Lasting Impression I Inc., 543
U.S. 111, 72 USPQ2d 1833, 1838 (2004) (quoting Cosmetically Sealed Indus., Inc. v.
Chesebrough-Pond’s USA Co., 125 F.3d 28, 43 USPQ2d 1956, 1958 (2d Cir. 1997));
see Alzheimer’s Disease & Related Disorders Ass’n, Inc. v. Alzheimer’s Found. of Am.,
Inc., — F. Supp. 3d —, 2018 WL 2122829 *25 (SDNY 2018) (“In light of the descriptive
nature of the marks, confusion between the unchallenged ‘Alzheimer’s Foundation of
America’ mark and ‘Alzheimer’s Association’ supports the notion that it is the weak-
ness of the marks and consumers’ inattention, not AFA’s specific disputed practices,
that yields confusion.”). We conclude that the alleged confusion in this case has no
bearing on the registrability of the applied-for mark.

trade dress or a configuration of the goods. Even so, intentional copying is only relevant when
done with the intention of passing off the junior user’s goods or services as those of the senior
user, Blau Plumbing, Inc. v. S.O.S. Fix-It, Inc., 781 F.2d 604, 611, 228 USPQ 519, 522 (7th
Cir. 1986), rather than to exploit some “intrinsic consumer-desirability” of the alleged mark.
Cicena, Ltd. v. Columbia Telecomms. Grp., 900 F.2d 1546, 14 USPQ2d 1401, 1406 (Fed. Cir.
1990). In this case, the mark in question is a highly geographically descriptive, standard-
character word mark, not trade dress of arguable distinctiveness, and on this record, it is far
from clear that Opposer uses SCOTTSDALE TAXI with the intent to pass off its own ser-
vices as Applicant’s, rather than because it is an apt description of Opposer’s own services.
“[A] defendant may deliberately copy a descriptive mark because it accurately and succinctly
describes the properties of the defendant’s goods or services.” Cont’l Lab. Prod., Inc. v. Medax
Int’l, Inc., 114 F. Supp. 2d 992, 56 USPQ2d 1548, 1562 (S.D. Cal. 2000) (citing Blau Plumbing,
228 USPQ at 522; Philip Morris, Inc. v. R.J. Reynolds Tobacco Co., 188 USPQ 289, 293–94
(SDNY 1975)). “It must . . . not be forgotten that there is absolutely nothing legally or morally
reprehensible about exact copying of things in the public domain.” J.T. McCarthy, MCCARTHY
ON TRADEMARKS & UNFAIR COMPETITION, § 15:38 (5th ed. Mar. 2018 Update).
Opposition No. 91218718
29
IV. Equitable Defenses
Applicant pleaded the defenses of laches, estoppel, and unclean hands. Answer to
Amend. Not. of Opp., 14 TTABVUE 4, ¶¶ 2–3. The first two need not be discussed at
length as they were not argued in Applicant’s brief so they are waived. Cerveceria
India Inc. v. Cerveceria Centroamericana, S.A., 10 USPQ2d 1064, 1066, n.3 (TTAB
1989) (affirmative defenses not argued in brief), aff’d, 892 F.2d 1021, 13 USPQ2d
1307 (Fed. Cir. 1989); Alcatraz Media, 107 USPQ2d at 1753 n.6.
On the other hand, Applicant argues at some length, App. Br., 31 TTABVUE 7–
13, that Opposer and its principal are unscrupulous in their business dealings, oper-
ating a variety of “fictitious companies,” App. Br., 31 TTABVUE 7; that “Mr. Wein-
stein’s taxi scheme is just his latest plot to make easy money through deception,” id.,
31 TTABVUE 9; and that Opposer’s arguments to the Board are deceptive.15 Id., 31
TTABVUE 9–10. “To the extent Opposer has grounds for relief,” Applicant urges, Op-
poser has “unclean hands, which should preclude any such relief.” Id., 31 TTABVUE

15 Applicant cites Opposer’s concern that if Applicant is successful in registering its mark,
Applicant “might preclude [Opposer], and others, from making descriptive use of the terms
‘Scottsdale’ and ‘taxi.’ ” App. Br., 31 TTABVUE 9 (footnote omitted). According to Applicant,
Opposer “aims to deceive” the Board with this argument because under the doctrine of fair
use, Applicant “could not preclude Opposer from descriptive use of the term ‘Scottsdale taxi.’ ”
Id., 31 TTABVUE 9–10. Applicant’s argument misses the point. The availability of fair use
as a defense to a claim of infringement cannot justify the registration of a primarily geograph-
ically descriptive term on the Principal Register. Absent acquired distinctiveness, such terms
are unregistrable, in part so they cannot be used to threaten competitors with infringement
suits in the first place. Cf. In re Abcor Dev. Corp., 588 F.2d 811, 200 USPQ 215, 217 (CCPA
1978) (One “major reason[ ] for not protecting [descriptive] marks [is] . . . to maintain freedom
of the public to use the language involved, thus avoiding the possibility of harassing infringe-
ment suits by the registrant against others who use the mark when advertising or describing
their own products.”). We do not find Opposer’s argument deceptive or — in light of Appli-
cant’s cease and desist letter — unreasonable.
Opposition No. 91218718
30
13. In response, Opposer argues that Applicant’s unclean hands defense is “simply
irrelevant and improper to proceedings based on descriptiveness,” Reply Br., 33
TTABVUE 11, and that it is based on inadmissible evidence. Id., 33 TTABVUE 12.
Not surprisingly, Opposer disagrees with Applicant’s characterization of its behavior.
Id. 33 TTABVUE 13–14.
Unclean hands is an equitable defense generally available in Board proceedings.
See Trademark Rule 2.106(b)(2) (oppositions), 2.114(b)(2) (cancellations). When ap-
plicable, the defense denies relief to one who has acted inequitably with respect to
the matter before the tribunal. E.g., Hornblower & Weeks Inc. v. Hornblower & Weeks
Inc., 60 USPQ2d 1733, 1738 (TTAB 2001). But see Warnaco Inc. v. Adventure Knits,
Inc., 210 USPQ 307, 313 (TTAB 1981) (“misconduct in the abstract, unrelated to the
claim in which it is asserted as a defense, does not constitute unclean hands”). But in
applying equitable defenses such as unclean hands, the tribunal must take into ac-
count “the public interest as well as the private interests of the litigants.” Precision
Instrument Mfg. Co. v. Auto. Maint. Mach. Co., 324 U.S. 806, 65 USPQ 133, 138
(1945). When a dispute primarily involves the individual rights of the parties, equi-
table defenses will bar relief in appropriate cases. But the Board and its primary
reviewing courts have refused to apply unclean hands and other equitable defenses
in cases where their application might implicate the interests of others, including
consumers and competitors. For example, in Loglan Inst. Inc. v. Logical Language
Group Inc., 962 F.2d 1038, 22 USPQ2d 1531 (Fed. Cir. 1992), the Federal Circuit
affirmed the Board’s holding that defenses of laches, estoppel, and acquiescence are
Opposition No. 91218718
31
insufficient to bar a claim that a mark is generic. “The Board did not err in declining
to apply the defenses, as the public interest in a cancellation proceeding to rid the
register of a generic mark transcends them.” Id. at 1534. Likewise, laches will not bar
a claim under Trademark Act § 2(d) where consumer “confusion or mistake . . . is not
only likely but inevitable.” Ultra-White Co. v. Johnson Chem. Indus., Inc., 465 F.2d
891, 175 USPQ 166, 167 (CCPA 1972). “In such a situation, . . . the public interest . . .
is the dominant consideration.” Id. Similarly, equitable defenses are not available
against claims of fraud or abandonment, Treadwell’s Drifters Inc. v. Marshak, 18
USPQ2d 1318, 1320 (TTAB 1990) (citing TBC Corp. v. Grand Prix Ltd., 12 USPQ2d
1311, 1313 (TTAB 1989)), or claims that a mark is merely descriptive, deceptively
misdescriptive, deceptive, or functional, Saint-Gobain Abrasives, Inc. v. Unova Indus.
Automation Sys., Inc., 66 USPQ2d 1355 (TTAB 2003) (functional); Southwire Co. v.
Kaiser Aluminum & Chem. Corp., 196 USPQ 566, 576 (TTAB 1977) (descriptive);
W.D. Byron & Sons, Inc. v. Stein Bros. Mfg. Co., 146 USPQ 313 (TTAB 1965), aff’d,
377 F.2d 1001, 153 USPQ 749 (CCPA 1967) (misdescriptive or deceptive).
More to the point, in Ohio State Univ. v. Ohio Univ., 51 USPQ2d 1289 (TTAB
1999), Ohio University’s applied-for and registered marks were challenged on the
ground that they were primarily geographically descriptive. Upon motion, the Board
struck a defense of equitable estoppel because, “as with merely descriptive marks,
the public interest is not served by allowing primarily geographically descriptive
marks to become or remain registered based on the action or inaction of any single
person or concern.” Id. at 1294. So too in this case. Even if Applicant’s allegations
Opposition No. 91218718
32
about Opposer’s actions and motives are true — a question we need not reach — it
would not change the fact that the designation SCOTTSDALE TAXI is primarily
geographically descriptive, and quite clearly so. In the absence of a showing that the
designation has acquired distinctiveness, it should remain available for use by others
providing taxi transportation services in and around Scottsdale, Arizona to describe
and market their services. Registration of SCOTTSDALE TAXI on the Principal
Register is inconsistent with that right, regardless of what Applicant characterizes
as Opposer’s misbehavior. Because the interest in preventing the registration of Ap-
plicant’s mark is broader than the dispute between the individual parties, we find
Applicant’s invocation of the equitable doctrine of unclean hands insufficient to bar
Opposer’s claim in this case.
V. Conclusion
We find SCOTTSDALE TAXI to be highly geographically descriptive as used in
connection with “taxi transport” services in and around Scottsdale. As a result, Ap-
plicant bears a heavy burden to demonstrate that the designation has acquired dis-
tinctiveness. Upon consideration of the record and the parties’ arguments, we con-
clude that Applicant has not met that burden.
Although we accept Mr. Tabor’s testimony that Applicant has used
SCOTTSDALE TAXI in its business since 1994, the evidence of Applicant’s promo-
tion of its services under the applied-for mark prior to 2008 is weak. While Applicant’s
post-2008 online use of SCOTTSDALE TAXI in connection with its business is
clearly more significant, it covers only the most recent few years and more im-
portantly, Applicant provided no evidence of how many consumers have accessed its
Opposition No. 91218718
33
website or viewed its ads. Moreover, Applicant’s recent modest advertising expendi-
tures do not suggest strong promotion of SCOTTSDALE TAXI as a designation of
source. Finally, Applicant’s lack of substantially exclusive use of the applied-for mark
is inconsistent with a finding that the term has acquired distinctiveness.
We find the evidence — considered as a whole — insufficient to meet Applicant’s
burden to demonstrate that SCOTTSDALE TAXI has acquired distinctiveness as a
trademark for “taxi transport” services.
Decision: The opposition to registration of Application Serial No. 86175541 is sus-
tained on the ground that the applied-for mark is primarily geographically descrip-
tive pursuant to Trademark Act § 2(e)(2), and has not acquired distinctiveness. Reg-
istration to Applicant is refused.