Do Good Design

It’s time to call a halt to Trademark Madness (TM)^tm.

TM^tm is a virulent strain of marketing where you slap a legal “tm” next to everyday words like “business” or “mind” or “love” and stake your claim. It’s your phrase, you own it.

The Whole You^tm, New Beginnings^tm, Jumpstart Your Life^tm.

Like imperialists subduing the natives, you plant the flag of “tm” and righteously declare “These words are mine, and I’ll sue you if you use them.”

Perhaps you think you’ll sound more professional? More authoritative? That attaching some legalese to your product will make it sound more impressive?

Perhaps you’ll even sound like a big business?

Corporate love for the TM

‘Cause corporations loooovvve the TM.

When I was the media website manager at Sprint, I used to have to do the HTML code for our press releases. Hours spent typing endless little TMs and SMs. Every^tm Single^sm Time^tm we used the magic phrase (note the SM variation, another favourite).

If I left one out, our legal team was on it in a flash.

Are you a money-grubbing, soulless corporation? Do you care only about making profit and pushing useless crap to people who can’t afford it?

No? Then don’t mark your territory by pissing all over the verbal commons. Words are for everyone to use, not just you.

Especially if your business is to help people live better lives.

Self-help businesses, stop the madness

Alas, self-help experts are rife with the trademark virus. It’s infested their websites, business cards and logos.

If you’re in a business that’s supposed to help people, here’s the message you’re sending when you trademark some basic words strung together like “Live the Good Life^tm” or “Coaching for Busy Bees^tm“:

Hey, I’m yet another guru promising you riches, happiness and all your dreams to come true.

But what I’m really about is what’s mine, not yours, and how I can make money off of it.

I’m not sure I really know what I’m talking about, or that I’ll be a success. So I’m going to put some symbols next to some words to make it look like I’m a big shot.

That’s right, I’m an expert. Really.

Just stop it. Right now.