Toting a Trademark

Coca-Cola's (KO) hourglass-shaped bottle. Absolut Vodka's widebodied, slim-necked vessel. These iconic silhouettes serve as distinctive symbols of their brands and are protected by registered trademarks. Such recognition by the U.S. Patent & Trademark Office is relatively rare. But in January a small Manhattan startup won the same protection. Built NY, now two and a half years old, successfully trademarked the shape of its first product: the Two-Bottle Tote.

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