TTABlog Test: Is BLANCO (Stylized) Confusable with BLANCO LABEL for Clothing?

Applicant Matthew Sinnerich applied to register the mark shown below, for "Hats; Pants; Shirts; Shorts; Socks; Collared shirts; Polo shirts; T-shirts; Tops as clothing," but Examining Attorney Catherine Lee concluded the confusion was likely with the registered mark BLANCO LABEL for "Clothing, Namely, Shirts, Pants, Sweatpants, Jeans, Sweatshirts, Bandanas, Hats, Shoes, Sox, Vests, Sweaters, Scarves, Pajamas, Sleepwear, Rain wear, Blouses, headbands, Belts for Clothing, Hosiery, Swimwear" [LABEL disclaimed]. The goods overlap and the marks share the word BLANCO. Was there any hope for Mr. Sinnreich in this appeal? In re Matthew Sinnreich, Serial No. 98713935 (July 7, 2026) [not precedential] (Opinion by Judge Cheryl S. Goodman).

The Board unsurprisingly found the dominant portion of the cited mark to be BLANCO because the term LABEL had been disclaimed and was entitled to less weight in the Section 2(d) analysis. "Applicant’s mark BLANCO (stylized) is subsumed within the cited mark, and where the entirety of one mark is incorporated within another, likelihood of confusion has frequently been found."

As to appearance, Applicant ’s mark is in stylized form while the cited mark is in standard character form without a claim to any particular display. A standard character mark may be presented in any manner, including in the same size, font, and uppercase and lowercase letters as Applicant’s stylized mark.

Applicant Sinnreich argued that the word LABEL creates "visual, audio, and connoted differences between marks" in particular in "the textual portions, visual appearance, and pronunciations" with the connotation and commercial impression of a "luxurious brand identity" versus a "product line or a collection." The Board was unmoved.

Sinnreich also argued that BLANCO is a two-syllable, one-word "stand-alone term" consisting of six letters while BLANCO LABEL is a two-word "compound expression" having four syllables and 11 letters with 'elongated" pronunciation. The Board was unimpressed. "Although there are differences in appearance and pronunciation between the marks due to the additional term LABEL in the cited mark, consumers do not focus on the number of syllables, letters, or words in each mark."

Sinnreich claimed that the marks have "divergent meanings:" his mark "conveys a singular concept - whether as a surname, a geographic reference, or the Spanish word for 'white'" whereas the cited mark conveys "a compound idea in which the term LABEL modifies the meaning of BLANCO" conveying the idea of "a sub-brand or a labeled series of goods." According to Sinnreich, his mark evokes a luxurious brand and "thoughts of penmanship [LOL - ed.], craftsmanship and high quality" while BLANCO LABEL evokes the impression of "a product line, a collection; or a branded tag." The Board didn't buy it.

BLANCO in both marks could evoke the same meaning (surname, geographic name, or Spanish word for white) and give the impression of the name of a clothing label or luxurious brand identity with Applicant’s BLANCO (stylized) mark being viewed merely as a variant of Registrant’s BLANCO LABEL mark. We find that the marks create similar commercial impressions.

The Board considered the impact of the inclusion of the word LABEL in the cited mark but found that "this difference is not sufficient to overcome the overall similarities of appearance, sound, connotation, and commercial impression resulting from the initial shared term BLANCO, particularly in view of the fallible memories of consumers, who retain general impressions of trademarks." Moreover, the Board noted that consumers have a "penchant" for shortening marks, and found it likely that "consumers would shorten BLANCO LABEL simply to BLANCO in verbalizing and recalling the cited mark."

Finding the mark to be "highly similar" in appearance, sound, meaning and commercial impression, the Board affirmed the refusal.

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Text Copyright John L. Welch 2026.