Square Enix's business has been down in the dumps lately. Down the shitter. Down the drain. Just plain down! Most gamers feel that once Squaresoft, known for some of the best RPGs ever created, started on this downward spiral ever since they merged with competitor Enix to form Square Enix.
We're guessing even Square Enix thinks this, as they've filed for a new trademark which hints at the company dropping the "Enix" part of their name to become known as simply, "SQUARE".
When the trademark first surfaced, it was believed to be Square Enix's attempt at a Steam- or Origin-like service for Square Enix products. But further analyzing the trademark, the filing mirrors that of their old filing for the Square Enix namesake trademark.
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.
The similarities are definitely there, albeit with a few differences. If there's any publisher that needs to revamp their image, it's Square Enix. This could be the first step in establishing that new image.
What do you think?
