Descriptive terms used in connection with a trademark do not meet the purpose of a trademark, and as such, are generally not registrable. The purpose of a trademark is to distinguish an individual’s goods and/or services from another’s goods and/or services. If a consumer can instantly associate the terms with a quality, feature, function, characteristic, or ingredient of the product or service, the trademark is descriptive and will not achieve trademark registration.
The test to determine trademark descriptiveness is whether a term will immediately convey the knowledge of a quality, feature, function, or characteristic of the goods or services that are associated with the trademark. As such, if a proposed trademark immediately conveys information on one characteristic of the good or service, then the entire trademark will be ruled descriptive.