The rules of English grammar supersede those of the trademark office. If it's not a proper noun, and not the first word in a sentence, don't capitalize it. As

The rules of English grammar supersede those of the trademark office. If it's not a proper noun, and not the first word in a sentence, don't capitalize it. As an example of all-caps trademark, LEGO bricks. Like velcro, LEGO is a portmanteau. Velcro is velour-crochet, and LEGO is leg-godt ("play good"). And like velcro before it, LEGO is now fighting genericization. If they lose the struggle, kids will play with legos instead of LEGO bricks. They might be legos made by Lego then, but LEGO would be the trademark. It might not be relevant to the word mark, but the image mark is stylized in all caps. This is nitpicky, but I am sharing some of my experience from writing software that produces brand reports for trademark lawyers. The USPTO might not be case-sensitive, but some of the lawyers are very case-oversensitive, so our software had to take that into account. I still have trouble using a trademark as a noun or verb.