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ARTICLE · 21 MAY 2025

Trademarks: Building Brand Identity

Foley Hoag LLP
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Trademarks are crucial assets for robotics companies, helping them establish and maintain a distinctive brand identity.

United StatesIntellectual Property
John D. Lanza
John D. Lanza
Joshua Jarvis
Joshua Jarvis
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Trademarks are crucial assets for robotics companies, helping them establish and maintain a distinctive brand identity. In a competitive industry driven by technological advancements, trademarks protect names, logos, slogans, and other identifiers that distinguish a company's products and services. A well-managed trademark strategy fosters customer loyalty, reinforces brand reputation, and prevents competitors from capitalizing on confusingly similar marks.

One notable example is Boston Dynamics, a leader in advanced robotics, which has strategically used trademarks to build its brand. Boston Dynamics owns trademarks for the names of its iconic robots, including "SPOT" (U.S. Trademark Registration No. 5998806), the agile quadruped robot, and "ATLAS" (U.S. Trademark Registration No. 4851798), its humanoid robot designed for dynamic movements and complex tasks. These trademarks have come to indicate innovation, reliability, and cutting-edge engineering, enhancing the

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