Jeep Seven-Slot Grille
Trademark: JEEP® Seven-Slot Grille
Current Owner: FCA US LLC
Original Owner: Willys–Overland Motors
Trademark Type: non-traditional trademark; trade dress; configuration mark
Primarily Used For: automobiles and related parts
Brief (and likely incomplete) History [1]:
One of the most recognizable features on a JEEP® brand vehicle is the iconic seven-slot grille, usually paired with rounded headlamps. Similar to the origin of the “JEEP” name, there is some mystery surrounding how the seven-slot grille came to be.
The first Jeep vehicles introduced in World War II, the Quad and the Willys MB, were co-produced by Ford and featured a nine-slot grille (Why nine? Also a mystery.). Post-War, the Willys MB was converted into a civilian vehicle, the Jeep CJ, and debuted with a seven-slot grille. Why the change?
According to one theory, the seven-slot grille was just the simple result of changing the grille’s appearance from the nine-slot grille co-produced by Ford: it was the best-looking alternative to a complete and overhauled design.
A second theory posits that the seven-slot grille was inspired by the fast design and prototype of the first Jeep Quad during World War II – seven slots on the grille for the seven months of design time.
Another theory is that the seven-slot grille was designed to pay homage to the Jeep brand’s military history. Depending on the story, one version is that Jeep vehicles were stationed on every continent during World War II – seven continents = seven slots on the grille. Another version of the story is that the Jeep vehicles were the first-ever vehicle to drive across each of the seven continents. And yet another version of the story is simply that Jeep vehicles were designed to be capable of driving across each of the seven continents.
One final theory is that the seven-slot grille was inspired by the seven wonders of the world. Seven slots on the grille for each of the seven wonders of the world.
Whatever the origin, it is clear that the seven-slot grille is now iconic around the world. When you see it, you know it is a Jeep branded vehicle. Here are a few of the non-traditional trademark registrations for the seven-slot grille.
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[1] History 1940-1949, Jeep, available at https://www.jeep.com/history/1940s.html; 7 Slots: The Story Behind Jeep’s Iconic Grille, Realtruck, updated July 18, 2023, and available at https://realtruck.com/blog/7-slots-the-story-behind-jeeps-iconic-grille/; The Origin of the Jeep’s Seven Slot Grille, Uftring CDJR, posted January 4, 2018, and available at https://www.uftringchryslerdodgejeep.net/origin-of-the-jeep-seven-slot-grille/; What's So Special About the Jeep's Seven-Slot Grille?, American Modified Off-Road, posted February 17, 2023, and available at https://amoffroad.com/blogs/guides/whats-so-special-about-the-jeeps-seven-slot-grille.
[2] USPTO, U.S. Trademark Registration No. 1,170,088, available at https://tsdr.uspto.gov/#caseNumber=73213756&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[3] USPTO, U.S. Trademark Registration No. 2,86,2487, available at https://tsdr.uspto.gov/#caseNumber=78138440&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[4] USPTO, U.S. Trademark Registration No. 1,433,760, available at https://tsdr.uspto.gov/#caseNumber=73609481&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[5] USPTO, U.S. Trademark Registration No. 2,732,021, available at https://tsdr.uspto.gov/#caseNumber=78088810&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[6] USPTO, U.S. Trademark Registration No. 2,161,779[1], available at https://tsdr.uspto.gov/#caseNumber=75274730&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[7] USPTO, U.S. Trademark Registration No. 2,794,553, available at https://tsdr.uspto.gov/#caseNumber=78088816&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[8] USPTO, U.S. Trademark Registration No. 2,924,936, available at https://tsdr.uspto.gov/#caseNumber=78088819&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[9] USPTO, U.S. Trademark Registration No. 2,764,249, available at https://tsdr.uspto.gov/#caseNumber=78138435&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[10] USPTO, U.S. Trademark Registration No. 2,823,099, available at https://tsdr.uspto.gov/#caseNumber=78161494&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[11] USPTO, U.S. Trademark Registration No. 3,199,299, available at https://tsdr.uspto.gov/#caseNumber=78214329&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[12] USPTO, U.S. Trademark Registration No. 4,043,984, available at https://tsdr.uspto.gov/#caseNumber=85115180&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.