Two other examples of coined words, suggestive but not descriptive, are "Sealpackerchief"—mentioned above—and "Hydegrade".
In some instances, there is a sort of tangential, or left-handed suggestiveness, about a trade-mark which gives it a significance quite different from the idea that was in its owner's mind when he adopted it. This is a defect in any trade-mark. An example of this is the "Ruberoid" trade-mark, applied to a high-quality, ready-to-lay roofing, sold in rolls. It is pronounced "Rue-ber-oid". The owners of this product state, in their advertising, that Ruberoid does not contain any rubber. It is not a rubber roofing. But a large percentage of the public pronounces the word "Rubber-oid", and many people have the impression that Ruberoid is a rubber roofing. The name is suggestive of rubber. This effect is not an intentional one, as is plainly shown by the widely advertised statement of the owners that Ruberoid contains no rubber, as well as by their taking the trouble to indicate the correct pronounciation in their advertisements.
The trade-mark of H. O. Wilbur & Sons.
A trade-mark name should not be easily susceptible of mispronunciation.
An arbitrary symbol may be a valid trade-mark. The Wilbur Chocolate trade-mark, showing a Cupid stirring a cup with a large spoon, is an example of an arbitrary symbol used for this purpose.
The McCutcheon trade-mark. Suggestive of fine linen.
The McCutcheon trade-mark, consisting of the representation of an old-fashioned spinning wheel, is arbitrary in the sense of not being descriptive, but it is suggestive of flax and fine linen, which is a specialty of the McCutcheon store.
The trade-mark of Domino sugar is the picture of a red domino or mask.