Samsung Applies To Register 'Boundless Design' as Trademark for Bezel-less SUHD TVs

Samsung’s Korean parent, a week after CES, applied to register "Boundless Design" as a U.S. trademark for use on TVs, display panels, computer monitors and smartphones, Patent and Trademark Office documents show. The proposed trademark “consists of standard characters, without claim to any particular font, style, size, or color,” says the Jan. 15 application (serial number 86877258), submitted on Samsung’s behalf by attorney Jeannine Rittenhouse of the IpHorgan law firm in Buffalo Grove, Illinois. The proposed Boundless Design trademark refers “to the ‘Bezel less’ design we displayed on certain SUHD models at CES this year,” Samsung Electronics America spokesman Lou Masses emailed us Monday. “It’s part of the overall 360 design on those models,” Masses said. Samsung coined the term 360 design to describe the effort to make the rear sides of its SUHD TVs more attractive, the company said in a 2015 backgrounder. At Samsung’s CES news conference (see 1601050063), SEA Executive Vice President Joe Stinziano debuted the company’s 2016 line of SUHD TVs by saying the models bear “the world’s first bezel-less curved design,” which Samsung created “so you can focus on what matters most, the picture.” But any mention of "Boundless Design" was missing from Samsung's CES press events or publicity materials.