The Colgate-Palmolive Company has filed a trademark application for the above sound used in connection with dental and oral care products such as toothpaste, mouthwash and toothbrushes.
In particular the mark consists of:
a sequence of 5 notes in the key of Bb Major – the range is from a 4th below the tonic to a M3rd above. The notes are F, G, up to D, down to G, up to Bb. The sequence of notes in the scale are 5, 6, 3, 6, 1 and the mnemonic resolves clearly on the 1 (tonic)
An Office Action was issued objecting to the description of the mark because it referred to more than one rendition of the mark – specifically, the description indicated that the mark can be transposed into any key. However, marks are required to depict a single rendition only. The application was therefore amended to include the description above, and remains pending. Click here for further details.