Delta Air Lines loses bid to call itself ‘most trusted airline’

The U.S. Patent and Trademark Office rejected a request by Delta Air Lines to protect the slogan "The world's most trusted airline."
(Alex Brandon / Associated Press )

It looks like Delta Air Lines won’t be calling itself the “world’s most trusted airline.”

The U.S. Patent and Trademark Office rejected the airline’s request to trademark the slogan “The world’s most trusted airline,” saying the motto is “not inherently distinctive, but rather is merely laudatory and descriptive.”

The airline has six months to appeal.

Don’t feel sorry for Delta. The airline can always revisit one of 22 other trademarks and slogans it has adopted since the 1920s, including “The airline with the big jets” (1959), “We love to fly and it shows” (1987) “Ready when you are” (1992) and the latest, “Keep climbing.”

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