The number 7 isn’t lucky all the time, especially when you are trying to trademark it. Equus Automotive, a car manufacturer, drove into a jumbo jet-sized problem with Boeing when it went to register a trademark for the numbers 777.
Equus Automotive is the muscly alternative to the Hondas of the world. Equus is an American automobile manufacturer that was formed in 2009 and is based out of a city near Detroit. The company produces cars inspired by the American muscle cars of old. Their website shows off one of the company’s amazing looking vehicles known as the “BASS 770”. This car is not for the 55 in the slow lane kind of crowd, it features a supercharged V8 engine spitting out 640 hp that goes 0-62 mph in 3.4 seconds and has a top speed of 200 mph. Take that Toyota Prius. 
In August 2014, Equus filed a trademark registration application for the 777 mark. This is an intent to use mark and presumably is for another model of the car as the class covers land vehicles and automobiles. In December 2014, the mark was published for opinion and that’s when Boeing did its fly-by.
In 1995, Boeing began distributing its model 777 jet.  The “Triple Seven” is a twin-engine jet airliner and the world’s largest twin jet. It  has seating up to 450 passengers and is a popular choice for passenger airline planes.  The 777 ranks as one of Boeing’s most popular and best selling models.
Long before the release of the plane, Boeing received trademark registrations for the model number. Last week, Boeing formally filed its opposition to Equus’s attempt to register the 777 mark. Boeing argues that people would confuse Equus’s mark with Boeing’s since they are exactly the same. Equus can now fight for the registration of the trademark, abandon the attempt, or try to work out some kind of coexistence agreement with Boeing.
So you can play trademark examiner for the day, if you saw the 777 mark on a car would you associate it with Boeing and its trademark. The registration of numbers as trademarks is a tricky situation as the marks themselves are very generic and common. Trademark applicants most show that the mark is distinctive and associated with the applicant’s goods or services. The registration of numbers as trademarks has been successful before though just ask Boeing who owns several registered trademarks for just numbers including 747, 727 and 737. We will see if this attempt comes up all sevens for Equus.
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