As of February 7, 2023, Brand New is officially a registered mark with the United States Patent and Trademark Office (USPTO), registration number 6973665. For the curious, Brand New’s registered services are:

International Class 041: Education and Entertainment Services
Providing a website featuring blogs and non-downloadable publications in the nature of written articles and graphic presentations of projects developed by third-party practitioners on behalf of products, companies, services, and organizations worldwide in the field(s) of branding, naming, packaging design, marketing, motion graphics, corporate identity, brand identity, and institutional identity; Arranging and conducting of business conferences in the field of branding, naming, packaging design, marketing, motion graphics, corporate identity, brand identity, and institutional identity.

USPTO Reg. No. 6973665

We have invested so much time, energy, and resources into Brand New that we felt it was, if not the necessary thing to do, it was at least the wise thing to do in order to protect the name and the content moving forward. I can’t really foresee a scenario where we have to enforce any kind of legal ownership of the name but we can sleep a little better at night knowing that if we have to, we can wield the arm of the law in our favor.

Also, on the day to day, this doesn’t change anything and it has no significant bearing on what we do or what you enjoy about Brand New… we probably didn’t even have to tell you about it but it’s a bit of maturation that we are oddly proud about.