“Engirlneer” may be hard to pronounce. But once you know its message, it makes sense.

Shannon DeVivo, a professional environmental engineer, wanted to encourage women and girls to seek careers in the STEM fields (science, technology, engineering and math). So Shannon wrote a series of books titled “The Engirlneers”. The books also invite readers to visit www.engirlneer.com to “Learn how to become an Engirlneer”. The books and the website feature fictional female characters with interests in STEM-related fields.

After Shannon’s website went live and the books became available for purchase, Celeste Ortiz filed an intent to use application to register ENGIRLNEER as a trademark for sweatshirts and shirts, cups and mugs, and lanyards.

Shannon then filed two trademark applications to register the trademark for her books, advice services and educational website. She immediately filed an opposition with the Trademark Trial and Appeal Board (the “Board”) to block Celeste’s application.

The matter went to trial before the Board.

Celeste had two major arguments. First, she argued that Shannon lacked standing to oppose Celeste’s trademark because Shannon hadn’t applied to register the mark before Celeste did. The Board found that the dates of Shannon’s trademark applications don’t control whether or not she had standing. The date of first use of the trademark controlled. So Shannon had standing.

Celeste next argued that she wasn’t going to use the mark for a book or website so there’d be no likelihood of confusion with Shannon’s mark. The Board held that the marks are exactly the same and Celeste’s products tend to be the kind of collateral goods that a consumer would connect with Shannon’s works. So customers could be confused as to whether Shannon was the source of Celeste’s products.

The Board sustained the opposition.

WHY YOU SHOULD KNOW THIS. This case brings up two really important things to remember about trademarks. First, trademark rights are based on use. That’s why Shannon’s date of first use of her clever Engirlneer trademark was so important to her ability to oppose Celeste’s registration. Even if Shannon hadn’t filed applications to register the mark at all, there’s a good chance she would have won the day anyway. That’s because anyone who feels that the registration of a trademark will interfere with their rights can oppose the registration. But it’s better not to take a chance and file your trademark application as soon as possible. Second, trademark rights can sometimes extend beyond the goods and services identified by the owner. This happens when goods or services are related to the ones identified in the owner’s application. In this case, the Board pointed out the relatedness between books and a website and collateral goods (e.g. wearing apparel) that a consumer would connect with books and a website.