Surname Refusals
The Trademarks that are primarily a surname are refused registration in the principle registry unless one can show that the mark has acquired distinctive meaning. So one can't register the surname "Jones" without showing acquired distinctive meaning. However, surnames such has "King" that have recognized meaning other than as a surname may be registered. Rare surnames may not be considered primarily surnames. The look and feel and any stylization of the mark can also impact the determination of whether the mark is primarily a surname.