[Original story] Earlier today, it was discovered that Square Enix had filed for a trademark of the name "Square" which cites the many methods of video game publishing we see in the video game industry today. We initially thought that this could possibly be a new console/platform of sorts that Square Enix is developing but upon further investigation, it seems Square Enix is pursuing a re-branding effort as "Square". Thanks to users on the web, including deanbmmv [of Reddit], we've discovered that the Square trademark looks very similar in description to the trademarking of Square Enix.
"Square" Trademark: Computer game software; video game software; sound recordings in the form of optical discs, magnetic discs and semiconductor ROMs featuring music and fictional stories; audio visual recordings in the form of optical discs, magnetic discs and semiconductor ROMs featuring music and animated fictional stories; prerecorded compact discs featuring music; prerecorded video discs featuring music and animated fictional stories; mouse pads; straps for cellular phones; video game controllers; downloadable musical sound recordings; downloadable ring tones for mobile phones; downloadable wallpaper graphics for mobile phones; downloadable electronic publications in the nature of magazines, journals and newsletters in the field of computer games and video games. Providing on-line computer games; providing on-line video games; providing information on computer game strategies and video game strategies via computer networks and global communication networks; providing information on entertainment in the field of computer games, video games, card games, animated cartoons, comics, novels and magazines; providing on-line non-downloadable comics; providing on-line non-downloadable magazines, journals and newsletters in the field of computer games, video games, cartoons and general entertainment.
Square Enix Trademark: Computer game software; video game software; sound recordings in the form of optical discs, magnetic discs, tapes and semiconductor ROMs featuring music and/or musical entertainment; audiovisual recordings in the form of optical discs, magnetic discs, tapes and semiconductor ROMs featuring music, animation and/or entertainment; prerecorded compact discs featuring music; prerecorded digital video discs featuring music, animation and/or entertainment; prerecorded video cassettes featuring music, animation and/or entertainment; computer software for browsing and navigating through websites on global communication networks; computer software for sending and receiving messages and electronic mail; computer software for personal scheduling; decorative magnets; mouse pads; straps for cellular phones; sunglasses; memory cards; memory card cases; CD cases; computer keyboards; computer and video game joysticks; video game controllers; downloadable computer graphics software, namely, downloadable wallpapers or downloadable screen savers for the screens of computer displays or mobile phone displays; downloadable computer graphic software containing downloadable animated active wallpapers or downloadable animated screen savers for the screens of computer displays or mobile phone displays; downloadable video recordings featuring cartoon characters and/or video game characters; downloadable musical and sound recordings; downloadable game programs; downloadable electronic publications in the nature of magazines, journals, newsletters and manuals in the fields of computer games, video games and general entertainment.
Square Enix spawned from a company merger between Square Soft, and Enix. Square Enix also owns Taito Corporation [fixed reference], which has been compiled into Square Enix Europe.
Perhaps a future press release will clarify this recent trademark filing, until then we will attempt to contact Square Enix for a comment.
http://www.dualpixels.com/profiles/blogs/square-enix-to-drop-enix-in-a-re-branding-effort
