The problem with choosing a popular generic firm name
The brand Theorem is a crowded brand.
A firm called Theorem is suing (pdf) another firm called Theorem for trademark infringement, and it brings up an notable point regarding choosing a popular dictionary term for your business name.
The first sign that this is a crowded brand is that the defendant uses the domain name Theorem.co while another firm uses Theorem.com—and the firm that uses Theorem.com isn’t the plaintiff. The plaintiff uses the domain TheoremInc.net.
So, right off the bat, three firms are using the name Theorem. They are all in the tech space, too.
The defendant is a web development firm that recently rebranded from CitrusByte to Theorem. The plaintiff if a digital marketing firm. The firm that uses Theorem.com provides CAD and visualization technologies.
If you google “theorem,” the plaintiff is #2. Neither Theorem.com nor Theorem.co is on the first page, but two other firms that use the name Theorem are. One is a cannabis firm and the other is a marketplace lending technology firm.
That’s a pretty crowded brand space.
The plaintiff states that a Fortune 500 firm made a presentation to it and used the logo from the defendant in its presentation. Ouch.
