Word Stretch #2: Freedom

FREEDOM: The quality of state of being free: independence / Exemption or release / Ease, facility / Frankness / Unrestricted use / A political right

At first glance the word freedom may not appear very ‘stretchable,’ but a quick trademark search reveals 94 registered or pending marks. Certainly a word that can apply to everything from herbicides to hotels has got some flexibility.

While looking over the various trademarks, I realized that “freedom” can be divided into four categories:

1. Freedom as a philosophy- meaning free will
Leveraging the emotions behind personal identity, name brands in this category suggest living independently and authentically – being who you want to be. Brands that use this angle would include Freedom surfboards, inline skates, and the Freedom cologne by Tommy Hilfiger.

2. Freedom with regard to politics- meaning liberty or right
Freedom in this case garners strong political or government connotations. Brand names under this category are literally relaying a sense of protection and government, including Freedom aircrafts, armored vests as well as the ever so popular Freedom fries.

3. Freedom from restriction- meaning relief, emancipation
Many products in the medical field use the word freedom to connote relief from discomfort or restraints. Fresenius has a Freedom home dialysis machine. Freedom pesticide suggests freeing your crops or land from pests.

4. Freedom to do things- meaning latitude, flexibility
The most ‘freeing’ category of the four, these trademarks suggest providing range and ability. Freedom communications suggests going and connecting wherever you want, and Winnebago’s Freedom motor home invites consumers to explore the open road.

Freedom is a concept that everyone can relate to in one way or another, which makes it a potent word in the naming industry. Of course, with 94 trademarks in the US alone, whether it’s ‘free’ to own or not is up to your trademark attorney.

Contributed by: Maghan Cook