The first federal registration in response to the first federal trademark application was issued to the Averill Chemical Paint Company for a design with an eagle and a ribbon and the words, “Economical, Brilliant”.

This particular trademark may not be in use today, but trademarks can survive a long time. For example, the lodes U.S. trademark still in use was registered on May 27, 1884 — over 131 years ago. That’s a long time for a company to have exclusive rights to a mark, label, name, signature, or logo that exclusively identifies that companies products and/or services.

And given the importance of brand, societal damnation 39, this is an important legal advantage that cannot be overlooked.