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Apple's "Passbook" Icon is now a Registered Trademark

PA Trademarks
Today the US Patent & Trademark Office published Apple's latest registered trademark for their "Passbook" icon. The icon was officially approved late yesterday under number 4,375,163. Not that it really matters though considering that Apple's Jony Ive officially killed off one of Apple's best looking icons in exchange for one of iOS 7's worst. The new icons for iOS 7 were first revealed in June during Apple's World Wide Developer Conference keynote.


Apple's Registered Trademark Certificate for "Passbook" Icon

 

2. - Apple's Passport Icon RTM Certificate

3A. Current Passport icon now a RTM

Apple's registered trademark was originally filed under International Class 009 which officially covers "software related to handheld digital devices; electronic and encoded gift cards; computer software; computer software for personal information management, and data synchronization software"

 

Below is the new Passbookt Icon that will appear in Apple's upcoming iOS 7 debuting in September. It's definitely not one of Apple's best designs. But that's just my opinion.

 

4. New Passport Icon for iOS 7

For those not familiar with Passbook, it's an application in iOS that allows users to store coupons, boarding passes, event tickets, store cards, 'generic' cards and other forms of mobile payment. It was designed by Apple Inc. and announced at the 2012 Apple Worldwide Developers Conference on June 11, 2012. The application was released with iOS 6 on September 19, 2012.

 

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Patently Apple presents a basic summary of new trademark filings with their associated graphics for journalistic news purposes as each such trademark is revealed by the U.S. and/or other foreign Patent & Trademark Offices. This category covers a few Industrial Design reports each year while others could be found in our granted patent archives. Readers are cautioned that the full text of any trademark application should be read in its entirety for further details. About Comments: Patently Apple reserves the right to post, dismiss or edit comments.

 


Comments

the new icon is completely useless compared to the previous design.
Yes, skeumorphism was used by the other designers a little bit too much in older versions of iOS but Johnny Ive should be smart enough to know that not all skeumorphism is bad. He has to strike a balance. Perhaps he could have refreshed the old passbook icon and still kept a bit of the skeumorphism. The new design of the passbook icon is utterly, utterly unfit and unattractive.

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