In “Marks for the Marketplace: The Curious World of the Trademark,” which appeared in our October, 1977, issue, author Gerald Carson outlined the deadly serious corporate view of those who violate, however innocently, proper usage of trademark names: “Many firms have standard letters ready to be sent when necessary to writers, the distributors that handle their merchandise, the general public, and lexicographers, thanking them politely for their interest in the product but chiding them for sinning against the law of trademarks.”
We prefer the response of the Xerox Corporation, as reflected in the text of one of its recent magazine advertisements:
“Dust was the color of the sky.
“Dust was the color of the town.
“The young sheriff moved toward the railway platform, pausing only to wipe his moist palms on his holsters.