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okay in this lecture we are going to begin talking about non-word marks and how exactly trademark law treats them so of course we are awash in the world with any number of trademarks that are not words things like the golden arches the mercedes-benz logo all kinds of logos and so the question is when are these things distinctive for trademark purposes and so you know theres a couple of things that trademark lock does with these number one is to go ahead and try to apply the abercrombie spectrum and so take a look at a nike swoosh and when you look at that what do you think is that something that you can think of as being fanciful or arbitrary suggestive descriptive or generic are those categories that we normally think of in the context of word marks helpful for a symbol does the swoosh you know suggest speed because its streamlined or its a check mark and you have to know in context that the product is a sneaker to make that kind of suggestion or association with streamlining and