UPS: Word, Acronym or Initialism Trademark? - JDSupra Life is full of ups and downs. The world of trademarks often tends to mirror life. Yet, for the time being, the USPTO currently recognizes only one brand and mark as living solely on ups. As it turns out, those three letters form a pretty powerful brand and trademark. Although there may have been two previous federal registrations for the same letter-string, one covering socks and another covering “retail marketing programs for products of others,” those have long since expired, and the USPTO database now is surprisingly clear of any others, to the point where even goods like specialty metal pipes and carpet and rugs can’t find a path to registration.