Originality is every client’s dream and every branding agency’s promise.
But what does “original” really mean in 2025, in a world where over 130 million trademarks are already registered globally – and counting?
A unique brand. A name that exists nowhere else. That’s the ultimate desire.
Just a few days ago, I came across a post from Lippincott showcasing the new identity for Qnity, a brand under DuPont Electronics. A full project, from naming to visual identity. I genuinely liked it. It felt both futuristic and grounded, with roots and references to enduring values. It was fluid, dynamic, smart …yet also sensitive. Yes, touchy and emotionally resonant. (see full project here)
But something kept nagging me. Where had I heard this name before? Was it the phonetic resonance? Its universal sound? I googled it, and there it was:
Qnity.com is already an active brand since around 2021, a business consultancy based in Minnesota focused on the beauty and wellness industry. (I actually came across them back in 2022 while researching the beauty industry for a branding project. They even had a division called Qnity for Schools ) Interestingly, they own the .com domain.
Curious, I kept digging. I then found Qnity.bio, a company operating in a field that overlaps, to some degree, with DuPont Electronics. Even more striking – their logo and symbolism bear intriguing similarities to the current visual direction.
And then… Qnity.io – yet another tech-related player.
“Qnity” just sounds ”techie”, fresh, short, and international. No wonder several brands found it attractive.
So I started asking myself:
- Who holds priority? The one who officially registered the trademark?
- What does “originality” even mean if a name is already used across different industries?
- How could a world-renowned agency propose a name already active in other sectors? Or maybe nothing was active yet at the time of proposal?
- And if a major agency can get away with this – how would a smaller studio be perceived for doing the same??
And here’s the intriguing part (at least to me): a giant like DuPont launched Qnity without securing the.com*, which belongs to another active brand since 2021. A small detail, but one that raises questions about how brand credibility is perceived today and what still signals “seriousness” in a brand.
*A quick note on the.com
Back in the early days of the web, if you didn’t have a .com, you didn’t count. Having a .com domain was almost a certificate of legitimacy. During the peak of the internet bubble, that was the unwritten rule. It became a symbol of credibility and permanence.
Today, that perception has (somewhat) shifted. Domain extensions have diversified, and brand authority now comes more from content, relevance, and consistent presence than from a particular suffix.
Still, it’s surprising that DuPont, a global powerhouse , didn’t secure qnity.com. Perhaps they underestimated the potential confusion. Or maybe… they simply didn’t care.
So what does originality mean in an oversaturated age?
In the end, I checked: DuPont registered the Qnity trademark in 2020 (with the application for the word mark filed on August 27, 2019), and in 2025 the logo was also registered in several Asian countries (application filed on April 21, 2025 – sources: WIPO, TMDN.org). So, it’s possible that the entire process took around five years. A significant effort, no doubt.
Yet even so, the name was already publicly used by other entities. Maybe not as registered trademarks, but visible and active nonetheless.
And that got me thinking: what does originality truly mean in an age where everything already feels taken?
The answer isn’t simple.
Originality today isn’t just about being first – it’s about creating meaning that’s relevant and memorable. It’s about the story. The context. Why that name exists. Who carries it forward? Who turns it into a symbol, not just a label?
And now, coming back to names and reputation, to big agencies vs. small studios.
Yes, there are real differences. Big agencies bring global know-how, complex processes, and undeniable reputation. But small studios – like ours and many of our peers – bring something else:
- real, personal involvement
- speed and agility in decision-making
- direct relationships with founders and creative teams
- unfiltered passion, free from KPIs and board meetings
When your own name is on the line – when you, as the founder, are directly involved in every decision – the stakes are personal. And that is shown in the results.
As of May 2025, we feel like we’re living in a time where speed is the norm, and AI seems to be taking over everything. Ironically, I’m using it right now to translate this article. It’s fast, efficient, and yes – a brilliant tool that saves time.
We’re certainly heading into a phase of creative chaos. An explosion of automated content. A radical shift in the rules of the game. But once the noise settles, what will remain is what’s always mattered: creativity with meaning.
The internet is already flooded with AI-generated campaigns – dreamy Gucci cafés, flawless imagery, luxurious colors. They look amazing. But something is missing. It’s beauty without emotion. Aesthetic without soul. Form without essence. Cold.
That’s why I believe small studios – those who are transparent, deeply involved, and treat each project as a personal success – will endure.
Because that’s where the human touch is.
That’s where true content lives.
Author: Ana Armeanu, May 2025.