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Engadget logo now a thrilla in Manila
Even though your company might be based in Croatia, Malaysia, or scattered throughout US airports we're all linked together by a single common thread: Google image search and a penchant for the Engadget logo. The latest infringer of our beloved IP is E-pins Corporation, a self-described telecommunications contractor employing some 500 people in the Philippines. With staff like that you'd think they could hire their own graphic designer. [Thanks, Jeffrey S.]
Apple, Woolworths in Australian trademark dispute, media in hysterically confused panic
Oh boy. So if you haven't already seen some news on this, Apple's opposing the formal registration of the Australian grocery store Woolworths' logo, pictured above. We'll be honest: we saw this story when it was first reported last night by The Age, and we passed on it. Why? Because while we're not experts in Australian trademark law, we happen to have an ex-US trademark attorney on staff (cough), and the Australian system is similar enough to the US system that a simple notice of opposition just isn't that interesting. Here's what's really going on, outside of the sad media frenzy that surrounds anything Apple does: in both the US and Australian systems, a trademark registration is applied for with the appropriate federal agency -- the USPTO, or, in this case, IP Australia. After a period of review by that office for eligibility, it's then published for other companies to review and potentially oppose because it would cause confusion with their own marks. This is the fundamental essence of the trademark process, and every company with a major mark goes through it several times a year -- it's not a lawsuit, and there's no judge or jury, just the trademark examiner. Sure, there are some potentially meaningful and expensive consequences, but filing and responding to oppositions is something that any trademark attorney does quite frequently, and it's not like Apple's aggressively suing anyone here. It's just part of the process. We'd also like to note that all these stories today have but a single source, and that Apple actually filed their notice of opposition in March but no one noticed until Woolworths talked to The Age. If we had to bet we'd say this is a tactical move by Woolworth's PR team to churn public opinion before a decision is issued -- and if it is, well, congratulations to them, because it certainly looks to us like the reality of this story has been totally overshadowed by the second, slightly more fictional story the tech media would like to tell. Sure, it'll be big news if Apple's opposition is successful and Woolworths registration is denied -- and we'll obviously cover it if it happens -- but chances are that Woolworths and Apple's highly-paid attorneys are going to quietly go through the trademark process and come out with an agreement, and we'll never hear about this again. Until the next time everyone gets this story wrong. Update: Oh, and just to make this perfectly clear, Woolworths' application covers "Retailing and wholesaling services including... electronic stores," so there's definitely overlap here. Update 2: You know, we've actually covered this exact same territory with Apple in the past -- will anyone ever learn? Read - Original story in The Age Read - Woolworths trademark filing 1258297 Read - Woolworths trademark filing 1258298
Wi-Fi Alliance updates Certified 802.11n program, intros shiny new logo
It's all paperwork at this point, but you had to know that the Wi-Fi Alliance wouldn't just let the two-year old 802.11n draft 2.0 program remain as it was now that the protocol is finally finished, right? Announced today, said organization is updating the Wi-Fi Certified program to add testing for "popular optional features now more widely available in WiFi equipment," all of which are detailed in the read link. The real news, however, is the new face. On the same day that we were shown an absolutely spectacular new Windows 7 logo -- one that will inevitably mar your next laptop's palm rest -- the Wi-Fi Alliance (or the WFA, as we call 'em at the poker table) is rolling out an updated logo, family of taglines and product labeling matrix. Thrilling, isn't it? Head on past the break for a few more... if you're into that kind of thing. [Via PC World]
Windows 7 logo program already 6,000-strong with products
The Windows Ecosystem Team has gone official with the new 'Compatible with Windows 7' sticker, which we sincerely hope won't be as laughably misapplied as its Vista-related predecessor. Set to appear on hardware, software and peripherals, the label is intended to reassure customers that they'll have the "optimal Windows 7 experience" thanks to "robust testing requirements" and a longer testing cycle. That's good to hear, as is the fact that already over 6,000 products have been given a passing grade, meaning that -- surprise, surprise -- when you get your Windows 7 machine, it will most likely be compatible with everything you own or intend to buy. An intriguing tidbit is that one logo will cover all flavors, including 64-bit, meaning that you'll have to wait for Intel's Pineview chips to come around the turn of the year if you want to get a certified Atom-based Windows 7 netbook. Update: Okay, so it looks like we were a little off the mark here. To be clear, this program is primarily intended for peripherals and accessories you purchase after you get a computer, which is why testing against 64-bit Windows 7 is a requirement. We're sure we'll see plenty of Atom netbooks running Windows 7 with a slightly different sticker on 'em just as soon as October 22 rolls around -- you just won't be able to buy an Atom-based mobo with this particular sticker on the box, because it won't run 64-bit Windows 7. You know what else you can't buy? A dragon.
USB 3.0 logos now being handed out to certified wares
Aww suki suki now. With CES 2010 leaning around the corner and refusing to leave our periphery, we're getting more and more evidence that the January trade show will be a launching pad for a new suite of USB products. Several months after the first USB 3.0 cables curiously went on sale, the USB Implementers Forum (USB-IF) has announced the availability of the USB 3.0 Compliance and Certification Program. What's that mean? It means that a program is now firmly in place to provide compatible wares with a SuperSpeed USB logo, which in turn means that USB 3.0 gear is that much closer to retail shelves. So, who's anxious to slap a USB 3.0 PCI expansion card into their shiny new PC? [Via HotHardware]
PLAYSTATION 3 logo replaced due to 'visibility' issues
The system wasn't the only thing that got smaller when Sony officially unveiled the slimmer PS3. The entire PlayStation branding has been reworked: the system is no longer PLAYSTATION 3 (all caps), it's PlayStation 3. The logo no longer uses the Spider-Man font to spell out the entire system name. Instead, marketing materials now feature three simple characters: "PS3." Kaz Hirai explained the meaning behind the change to Times Online. The new logo represents a "reset" of sorts. Hirai explains that he wanted it to represent "going back to our roots." There are practical applications to a revised logo, as well. "When you have PlayStation 3 spelt out, the aspect ratio was such that if you wanted it on a billboard it became tiny. It didn't work in terms of visibility," he admitted. We took a look back to this Call of Duty 4 TV ad to emphasize the difference: the Xbox 360 logo is more than twice as large as the now-outdated PLAYSTATION 3 logo. If you watched this ad on a SDTV, you probably wouldn't even notice the PS3 logo at all! While we're not entirely sure the new logo will have an effect on sales, we (and other games bloggers) are glad to finally give our CAPS LOCK keys a break. Thanks, Sony.
Microsoft's new retail logo revealed in trademark application
You know how serious Microsoft is about those new retail stores it's currently building? New logo serious, fool. This artful rethink of the familiar Windows logo just popped up in a trademark filing saying it'll be used to identify "retail store services and online retail services" for computers, media players, cell phones, video games, and more. Sounds like this is one box you'll be seeing in person sometime soon.[Via PC World]
EVE Online developer trademarks 'DUST 514'
EVE Online developer CCP Games is set to announce its upcoming project at the swiftly approaching GDC Europe in a little under two weeks. The identity of said project has heretofore been unknown, but a recent trademark filing may have parted the veil -- the company just reserved the title DUST 514, as well as the gas mask-equipped logo you see above.What could be the premise of this new title? Our MMO-lovin' brethren over at Massively have spun a few theories, including the overdue appearance of the oft-rumored World of Darkness MMO, as well as an EVE Online spin-off game (as evidenced by the similar-looking logo, also seen above). Our hypothesis? Given that 514 is the area code for areas in the province of Quebec, we're guessing CCP is working on an MMO about Canadian silt.
Google artist sneaks Triforce into logo, Google removes it [update]
Well that was quick! just as soon as the Internet caught The Legend of Zelda's Triforce in a handful of Google homepage logo designs, Google has altered said images, removing the easter egg. It appears as though the images were created for Google by artist Susie Sahim -- a woman whose personal blog contains a picture of her dressed up as LoZ's Link, might we add ... which is awesome. We've contacted both Ms. Sahim and Google for comment, but, well, it's Sunday. Sunday evening. People gotta rest sometimes. With any luck, we'll have any update for you early this week. For now, peep all the original images over on Blogoscoped.Update: Google got back to us about the existence, and subsequent disappearance, of the symbols, saying, "Our doodles aim to celebrate interesting events and anniversaries around the world that reflect Google's playful personality and love of innovation. As for our Triforce Easter egg, we're glad people discovered it and enjoyed it before it vanished back into the Zeldasphere. We appreciate people around the world looking into our artwork so closely!" Now, just to find that Zeldasphere ...[Thanks, Matt M.!]
All Points Bulletin video podcast shows off symbol creation and character customization
Since E3 2009 the All Points Bulletin team at Realtime Worlds has been releasing video podcasts showing aspects of the urban crime title, and no doubt gaining some new fans in the process. We mentioned an earlier video that focused on customization options players will have, but Realtime Worlds is taking that a step further in their latest video podcast, which walks the viewer through the layer-based symbol customization players will use in All Points Bulletin.The demonstration from senior concept artist Jon Stockwell shows how simple it is to create and manipulate layers in a symbol, resulting in your own unique look. As the video shows, that symbol can be applied to characters in the form of tattoos or graphics on clothing, and even used to detail your vehicles. Have a look at the video we've embedded for you below, and let us know what you think.
Sony seeks official PlayStation peripherals -- offers logo, good time
Do you dream of big plastic tennis-rackets and steering-wheel snap-ons for Sony's upcoming motion controller? Yeah, then why not build them yourself? Sony Computer Entertainment has launched its Official Licensing Program that gives accessory and peripheral makers in Japan, Asia, North America, and Europe access to all the PS3, PSP, and PS2 tech documents and schematics required to qualify your product for an "Official Licensed Product" logo. Sure, you'll likely have to hand over some cash for the privilege, but imagine the bank that awaits the person who converts the glowing orb atop Sony's motion controller into the very first official PS3 lightsaber.
SATA Revision 3.0 specification completed and released
Well, it sure took 'em long enough. In August of last year, the Serial ATA International Organization (SATA-IO) got us all hot and bothered when it introduced the SATA Revision 3.0 specification to double transfer speeds to 6Gbps. It's taken until today, however, for that very specification to be completed and released. Thankfully for those who love to relish in the past, the new spec is backward compatible with earlier SATA implementations, and for those looking forward to new innovations, you'll appreciate the new streaming commands for isochronous data transfers between audio and video applications and the Low Insertion Force (LIF) connector for more compact 1.8-inch storage devices. We're told to expect SATA Revision 3.0 demonstrations next month at Computex, but who knows how long it'll be before this stuff seeps into shipping products.
RetroMacCast interviews Rob Janoff
The guys over at the RetroMacCast sent us a link to their latest episode, featuring an interview with none other than Rob Janoff, the designer of Apple's old rainbow Mac logo. The interview starts a little less than halfway into the show, and it's cool to hear a voice right out of Apple's past. They talk about the inception of the logo -- how Apple came to Janoff's firm and what they originally asked for in terms of a design. He actually had very little guidance when first creating the logo, and in fact hadn't seen any of Apple's branding or even heard of the company before he created the now-iconic image. He also talks about how lucky he was in choosing the image -- he saw it as a pretty obvious choice to use a picture of fruit for a company named after said fruit, but like any great logo, there ended up being layers of meaning behind that apple bite (or byte, as he points out).Nothing really earthshaking in the interview (he hasn't had contact with Apple since, and even he says that the mythology behind the company has much more to do than just the familiar logo), but hey, if you're hanging out today during Memorial Day and need something interesting to listen to while barbecuing, you can tune in and learn a little bit about Apple's corporate history.
Windows 7 branding leaks out
You didn't think Microsoft was going to ship Windows 7 with that same tired Vista-esque branding it's been using on the betas and RCs, did you? No way, man -- and if those crazy-cool wallpapers didn't prove it to you, the eager monkeys at MS China have thoughtfully posted up the new branding for your perusal right now. We rather like it -- it conveys a welcoming sense of lightness that contrasts well with the battleship-heavy aesthetic of Vista, and that's pretty much exactly how Microsoft needs to position 7. A few more shots of the branding being used at the Chinese PCBETA event at the read link.[Thanks, Nicola] Read - Microsoft China Windows 7 site Read - Branding at PCBETA
Knitted mitts for the Alliance
We are so glad we get to use bigger pictures now, especially when they show off something this cool. Mirthical made these Alliance-branded fingerless mitts (actually, we're not sure that lion is an official Alliance logo, but he's cute enough) for a friend of hers who was such a big Warcraft fan that she put an Alliance crest on her wedding cake, too.The design is great, though -- she borrowed the cuff look from a neckwarmer, and that lion came from a sticker someone else made. We're not sure why you'd wear open gloves like that (probably a girly thing), but even if they aren't super warm, they do at least look comfy. And Alliance have to represent when they can, we guess. Grab your... mittens and fight the Horde?
More tasty WoW cakes
We got quite a few new cakes come across the tipline since we posted that caketop the other day, including this scary little bit of confectionary groomicide, thanks to another WoW-playing laptop. Lumpey of Arathor sent this one in, and says his mom made it for his wife's bridal shower, after he joked about bringing his laptop on the honeymoon so he could play WoW. We just want to know: mother or mother-in-law? The two messages might be very different, depending. But it does look like a great cake!We've added this one to the gallery, along with two others we were sent. One is from Bubber, who put an edible guild picture on a regular cake he picked up (but it still looks pretty good), and the other is from Patrick S., whose wife made him another cake laptop for his birthday last year. That one actually has edible ricepaper TCG cards on it, and a great little World of Warcraft logo on the bottom. Very awesome, everybody, thanks for sending those in.%Gallery-31459%
Verizon rebranding: an April Fools' prank that should be real
When we came across this post at Brand New, it was pretty clear from the outset that it was fake (the "April Fools" in the headline didn't hurt). Still, it got all the editors at Engadget thinking, and talking, about how badly Verizon does need some kind of makeover. Across the board, it seems that the reaction to the big V's logo and branding is like-minded: it stinks. That cheap looking italicized Helvetica, the gaudy gradient on the check... the check itself. The whole thing looks like it was done by a first-year art student with a cracked copy of CorelDRAW. Meanwhile, in a few hours, the cats at BN managed to mock something up that not only looks clever and inviting, but almost totally washes away the bad taste the current logo leaves in our mouths.Look, we're not saying you should go the cloud direction here -- it might not be the right fit -- but maybe it's time to reconsider your drab, staid design, and start to paint yourself in a different light. There's one more pic after the break -- a device with the "new" logo... just imagine it.
Koei and Tecmo's merger commemorated with new logo
Say goodbye to one more classic Japanese game company logo. The newly merged Koei-Tecmo holding company revealed its logo, which features a K and T inside circular outlines. We say "one more classic logo" and not "two," because the Koei logo we most strongly associated with the brand was replaced in the last console generation with the "bubble" logo on which this new one is based. We didn't even realize there was a stylized K in the Koei logo until we saw this new variant.We suppose if we can get used to the "new" Konami logo, we can get used to this. We will never get over the loss of the Namco logo, however.[Via NeoGAF]
Rob Janoff and how he made the Apple logo
ZLOK has re-posted an article (originally meant for the defunct Sync Magazine) about Rob Janoff, a designer who's credited with coming up with the iconic-as-they-come Apple logo. It's actually a really short piece, but he does talk pretty candidly about where he got the idea: by buying a bag of apples and slicing them up in different ways.And the original design was just a single color Apple (which, of course, Apple has used versions of since), but Jobs thought the design should be more colorful, so the logo got its familiar colored bands. Janoff says he just threw the colors in where he thought they might fit, which makes sense -- they don't match up with the physical spectrum at all, they're just sort of in there.Cool to see that something now so well known started off so simply. Janoff did the work for a design firm, and says that nowadays, he gets "not even a holiday card" for his invention. Apple does take their time recognizing inventors, though -- maybe the card's in the mail.[via Cult of Mac]
Windows 7 Touch logo program detailed, Release Candidate "at the end of May"
In a bid to help consumers recognize PCs optimized for new Windows 7 multi-touch controls, Microsoft has started... (can you guess?)... a logo program. Not that those "Vista Capable" stickers were of much use. Just think, now our new convertible laptops will be graced with loads of crapware and stickers touting Designed for Window 7, Intel inside, nVIDIA graphics or similar, and now Windows Touch, too. Of course, Microsoft's slide-ruled hearts are in the right place: the Windows Touch logo is meant to identify machines featuring all the required improvements in hardware (such as accuracy, sample rate, and resolution of the display) to ensure that gestures are recognized and that users can successfully target common UI elements like "I'm over 18" boxes. The logo program also quantifies the requirements for drivers (hooray!) and applications (natch). Certified machines must pass a 43-step test that validates the core requirements under different conditions. Every device submitted for logo will be tested in-house by Microsoft. Hit the read link for the exhaustive detail straight from the unicorn's mouth. P.S. The BBC's report on the new logo program says that Microsoft will kick out the Windows 7 release candidate for users "at the end of May," not April as previously rumored. [Via BBC]
