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A trademark is not merely a device to adorn a letterhead, to stamp on a product, or to insert at the base of an advertisement; nor one whose sole prerogative is to imprint itself by dint of constant repetition on the mind of the consumer public. The trademark is a potential illustrative feature of unappreciated vigor and efficacy; and when used as such escapes its customary fate of being a boring restatement of the identity of the product’s maker. When fully exploited the trademark can actively stimulate interest in the product or brand. It is possible to repeat without being repetitious. This is important; monotonous repetition eventually loses its impact, and the trademark which becomes a visual cliche will fail to evoke a response from the spectator.