In re: Guild Mortgage Co.
Guild makes mortgage loans and has used the mark “GUILD MORTGAGE COMPANY” since 1960. Guild was founded in California and has expanded to over 40 other states. It applied to register the mark “GUILD MORTGAGE COMPANY,” and design, in International Class 36 for “mortgage banking services, namely, origination, acquisition, servicing, securitization and brokerage of mortgage loans.” The application states that color is not claimed as a feature of the mark and that the “mark consists of the name Guild Mortgage Company with three lines shooting out above the letters I and L.” Registration was refused (15 U.S.C. 1052(d)) due to a likelihood of confusion between Guild’s mark and the mark “GUILD INVESTMENT MANAGEMENT” registered in International Class 36 for “investment advisory services,” which is owned by Guild Investment Management, Inc. a Los Angeles investment company. The Board affirmed. The Federal Circuit vacated. The Board erred by failing to address Guild’s argument and evidence related to “DuPont factor 8,” which examines the “length of time during and conditions under which there has been concurrent use without evidence of actual confusion.” Guild argued that it and Guild Investment have coexisted in business for over 40 years without any evidence of actual confusion. View "In re: Guild Mortgage Co." on Justia Law