Trademarks in the Augmented Reality Industry

One sure sign of a healthy industry is the growth of intellectual property developed by companies in the field.  I’ve blogged a lot lately about augmented reality patents–both their creation and litigation over them.  But other forms of AR-related IP are expanding as well.  Trademarks are what companies use to distinguish themselves and their products from their competition in the marketplace.  Growth in trademark registrations, therefore, indicates that there are more companies and products to distinguish.  And that’s a good thing.

Of course, it also means that the field of available, catchy marks is filling up, which will inevitably lead to disputes between rights holders and trademark infringement litigation.

But for now, I’m just interested in taking note of the various commercial identities that different people and companies are staking out by way of applications and registrations with the U.S. Patent and Trademark Office.  Below are some of the more intriguing and perhaps unexpected examples that I’ve discovered:



Description: Downloadable software in the nature of a mobile application for displaying augmented reality information.

App. S/N 85818263

Filed: January 8, 2013

Owner: Civil War Preservation Trust



Description: computer software embedded in smart phones, tablet personal computers and video game players which enables users thereof to use camera devices in such units to read symbols which provide augmented reality of the digital content associated with said symbols.

No: Reg. No. 4314961

Filed: April 4, 2011

Owner: Sony



Description (excerpt): Providing online augmented reality games.

No: 4305868

Filed: June 1, 2011

Owner: Iconosys, Inc.


Mark: ImageAgentProxy

Description (excerpt):  Computer programming services for creating augmented reality videos and games

Reg No: 4224049

Filed: Apr. 15, 2011

Owner: Liu Qiu Yan



Description:  Computer application software for mobile phones, namely, software for use in playing augmented reality games.

Reg No: May 29, 2012

Owner: Augaroo, Inc.



Description (excerpt): computer hardware and software for displaying augmented reality and virtual reality imagery, and component parts; computer programs, namely, augmented reality programs for commercial and industrial use

Reg No: 4131585

Filed: Aug. 22, 2011

Owner: Limitless Computing Inc.



Description: Educational software featuring interactive augmented reality platforms to provide instruction in reading.

Reg No: 4032741

Filed: Nov. 11, 2010

Owner:  Logical Choice Technologies, Inc.


Mark: WAAR

Description:  Printed pieces of paper featuring markings in the nature of augmented reality markers for use with software applications; computer game instruction manuals

Reg. No. 4329971

Filing Date: Feb. 11, 2012

Owner: Sony


Mark: ImageAgentProxy (1)

Description:  Computer software for enabling image recognition and/or augmented reality technology on mobile phones, tablets, and handheld gaming devices; computer software using image recognition and/or augmented reality technology for browsing, searching and delivery of advertising information and entertainment content for use with mobile phones, tablets and handheld gaming devices

Reg No: 4252059

Filed: Sept. 13, 2011

Owner: Zappar Ltd Limited Company



Description: Entertainment services, namely, production of multimedia augmented reality experiences for entertainment purposes that allow for audience participation available both via the Internet and at live show performances

Reg No: 3344096

Filed: July 1, 2006

Owner: Blanksby, Catherine



Description: Technical consultation and engineering services in the field of augmented reality

Reg No: 2988623

Filed: Mar. 19, 2004

Owner: Harmless Hazards Training, LLC


And of course, the one closest to my heart:


Description: On-line journals, namely, blogs featuring commentary and information in the field of augmented reality, especially from a legal perspective.

Reg No: 4093521

Filed: May 28, 2011

Owner: Wassom, Brian D.