The starting point in selecting a trademark is to recognize the nature of a trademark. A trademark is an arbitrary sign or symbol which distinguishes the goods of one proprietor from the goods of all others. It cannot be said too often that a trademark must be arbitrary. If the mark is not arbitrary, then it identifies the nature of the goods instead of the source of the goods. A service mark is like a trademark, but it identifies services instead of goods.
Some marks serve both purposes.
The legal principles relating to service marks are the same as those that relate to trademarks. One type of trademark is one that is coined and fanciful. In other words, the mark has been devised or invented for the purpose of identifying the goods. Such a mark has no meaning beyond indicating the origin of the product to which it is applied. Another type of mark is an arbitrary mark.