Innovative or inventive marks make great trademarks. One should, therefore, avoid marks which are common to trade or descriptive of the goods or services being offered under the mark. The following factors may be taken into consideration while adopting a trademark: the mark should be capable of distinguishing goods or services of one from those of others; it should not be descriptive of the kind, quality, quantity, intended purpose, values, geographical origin or other characteristics; it should not be a mark or indication which has become customary in the current language or in the established practice of the trade; it should not comprise or contain scandalous or obscene matter; it should not be prohibited under the Emblems and Names (Prevention of Improper Use) Act, 1950 (12 of 1950); it should not be of such nature which can deceive the public or cause confusion.