Lodged on Monday, 29 July, the New York office of Tumblr applied for the trade mark under a number of classes, covering online, entertainment and advertising.
The news comes shortly after Yahoo! purchased the company for $1.1 billion in May.
Of the six classes the trade mark application covers, none are of a great surprise. A summary of them is below:
Class 9: Computer software to enable uploading, downloading, accessing, posting, displaying, blogging, linking, sharing or otherwise providing electronic media or information via computer; downloadable software in the nature of a mobile application for use with computers; computer software for use as an application programming interface (API) for use in developing other applications software
Class 35: Advertising and marketing services provided by means of indirect methods of marketing communications, namely, social media, search engine marketing, inquiry marketing, internet marketing, mobile marketing, blogging and other forms of passive, sharable or viral communications channels
Class 38: Computer services; telecommunications services; peer-to-peer photo sharing services, namely, electronic transmission of digital photo files among internet users; delivery of digital music by electronic transmission
Class 41: Electronic publishing services; on-line publishing of the blogs of others; arranging, organizing, conducting, and hosting social entertainment events
Class 42: Providing on-line non-downloadable software for social networking and media sharing and consumption via the Internet
Class 45: Internet-based social networking services; online social networking services; providing a social networking website for entertainment purposes
Tumblr already holds an Australian trade mark for its name and logo, registered in 2009 and 2013 respectively.
The application was lodged by Tumblr, Inc and a Sydney-based legal representative, Davies Collison Cave. It stands at the early status of ‘Indexing Approved’, meaning it has not gone through examination yet.
Click to view a screenshot of the Tumblr ‘t’ trade mark application.