Arts & Culture » Culture

Name that trademark

The word "millennium" is hotter than a Y2K expert's employment options these days, and hundreds of companies, inventors and investors have hustled to register their own official versions of the Year 2000.

The idea is modeled after the "official" status granted to product providers and sponsors for the Olympics. But because there's no international millennium committee to grant the official sanction, it's every entrepreneur for his- or herself on the way to the busy U. S. Patent and Trademark office.

There are currently almost a hundred trademarked goods and services for the millennium, as cataloged by the law firm Dechert Price & Rhoads.

Some are already on the market, raking in profits for toy companies and computer developers alike.

Some, such as those owned by Birmingham-based Millennium 321, are more ephemeral: The company owns "The Official Web Site of the New Millennium", as well as the "Official Symbol of the New Millennium," a logo which managing partner James Iacobucci says took about two years to develop.

The logo, says Iacobucci, will be licensed for use on clothing, accessories and other consumer products, while the Web site is meant to be a home for the logo and a place for people to discuss their thoughts about the millennium.

Some of the "official" trademarks are bound to come up in advertisements. Some companies are bound to just feel smug at their "official" status, and some might even try to live up to the image this important-sounding name confers.

And some of these companies are already trading on their status. Others are destined to remain fairly obscure.

Here, to test your product placement mettle, is a quick quiz. If you can match all the companies to their official slogans, you can consider yourself an official millennial expert.

MATCH THE SLOGAN!

Official slogan

Company

1.

 

official airline of the millennium

A.

 

Oregon Brewing Company

2.

 

official brick of the millennium

B.

 

Ambitech, Inc.

3.

 

official investment firm of the millennium

C.

 

David Michael & Co.

4.

 

 

official sponsor of computed sonography products in the millennium

D.

 

Acme Brick Co.

5.

 

official sponsor of the millennium

E.

 

South Carolina

6.

 

official magazine of the millennium

F.

 

A&E television networks

7.

 

official air freshener of the millennium

G.

 

United Air Lines

8.

 

the official beer of the new millennium

H.

 

Charles Schwab & Co.

9.

 

the official burger of the new millennium

I.

 

Playboy

10.

 

the official champagne of the millennium

J.

 

Millennium 321

11.

 

the official flavor company of the new millennium

K.

 

Boca veggie burgers

12.

 

the official network of every millennium

L.

 

Korbel

13.

 

the official travel destination of the new millennium

M.

 

Renuzit

14.

 

the official Web site of the new millennium

N.

 

Miller Beer

It's a prestigious title. Use it before someone trademarks it.

 

Answers:

Official slogan

Company

1.

 

official airline of the millennium

G.

 

United Air Lines

2.

 

official brick of the millennium

D.

 

Acme Brick Co.

3.

 

official investment firm of the millennium

H.

 

Charles Schwab & Co.

4.

 

 

official sponsor of computed sonography products in the millennium

B.

 

Ambitech, Inc.

5.

 

official sponsor of the millennium

N.

 

Miller Beer

6.

 

official magazine of the millennium

I.

 

Playboy

7.

 

official air freshener of the millennium

M.

 

Renuzit

8.

 

the official beer of the new millennium

A.

 

Oregon Brewing Company

9.

 

the official burger of the new millennium

K.

 

Boca veggie burgers

10.

 

the official champagne of the millennium

L.

 

Korbel

11.

 

the official flavor company of the new millennium

C.

 

David Michael & Co.

12.

 

the official network of every millennium

F.

 

A&E Television Networks

13.

 

the official travel destination of the new millennium

E.

 

South Carolina

14.

 

the official Web site of the new millennium

J.

 

Millenium 321

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