Hey Rich: I have a question. I just moved to California from Arizona and notice lots of decals on cars that say NOR CAL -- NOR CAL with a star or other object in between NOR and CAL. Can you trademark NOR CAL? Would you have to trademark every design with NOR CAL? I'm so glad you asked. The short answers to your questions are "Yes," and "No." However, we will need to qualify these answers (and segue into the "long answer"): (1) As has been pointed out to the Dear Rich staff, "trademark" is not a verb. You cannot trademark anything; you can only acquire and assert trademark rights. (2) You can only acquire trademark rights if you are the first to use a mark in connection with the goods or services in commerce. So if someone is already using the mark in connection with goods or services, you're probably out of luck.