1210.02(c)(iii) Arbitrary, Fanciful, or Suggestive Composites
If, when viewed as a whole, a composite mark would not be likely to be perceived as identifying the geographic origin of the goods or services (i.e., the mark as a whole is not primarily geographically descriptive, primarily geographically deceptively misdescriptive, or deceptive), then the mark is regarded as arbitrary, fanciful, or suggestive. See In re Sibony, 2021 USPQ2d 1036, at *11-13 (TTAB 2021) (holding REPUBLIC OF LONDON for clothing items not primarily geographically deceptively misdescriptive under §2(e)(3) because the primary significance of the mark as a whole was a fictitious or whimsical location); In re Sharky’s Drygoods Co., 23 USPQ2d 1061 (TTAB 1992) (holding PARIS BEACH CLUB for T-shirts and sweatshirts not deceptive under §2(a) because Paris "is not located on an ocean or lake, and does not have a beach," thus, "[t]he juxtaposition of Paris with Beach Club results in an incongruous phrase;" and the inclusion of "Paris" in the mark was humorous or facetious because Paris is known for haute couture and purchasers would not expect T-shirts and sweatshirts to originate there).