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Earlier today, it was discovered that Square Enix had filed for a trademark of the name "Square" which cites the many methods of video game publishing we see in the video game industry today. It seems Square Enix is pursuing a re-branding effort as "Square". Thanks to users on the web, including deanbmmv of Reddit, we've discovered that the Square trademark looks very similar in description to the trademarking of Square Enix.
"Square" Trademark: Computer game software; video game software; sound recordings in the form of optical discs, magnetic discs and semiconductor ROMs featuring music and fictional stories; audio visual recordings in the form of optical discs, magnetic discs and semiconductor ROMs featuring music and animated fictional stories; prerecorded compact discs featuring music; prerecorded video discs featuring music and animated fictional stories; mouse pads; straps for cellular phones; video game controllers; downloadable musical sound recordings; downloadable ring tones for mobile phones; downloadable wallpaper graphics for mobile phones; downloadable electronic publications in the nature of magazines, journals and newsletters in the field of computer games and video games. Providing on-line computer games; providing on-line video games; providing information on computer game strategies and video game strategies via computer networks and global communication networks; providing information on entertainment in the field of computer games, video games, card games, animated cartoons, comics, novels and magazines; providing on-line non-downloadable comics; providing on-line non-downloadable magazines, journals and newsletters in the field of computer games, video games, cartoons and general entertainment.
Square Enix spawned from a company merger between Square Soft, and Enix. Square Enix also owns Taito Corporation (Eidos), which has been compiled into Square Enix Europe.
Perhaps a future press release will clarify this recent trademark filing, until then keep calling them Sqeenix
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