G4S

G4S was registered in the UK for security services, becoming the world's largest security company by revenue. The brand gained notoriety when it failed to provide sufficient security guards for the London 2012 Olympic Games, requiring the British Army to fill the gap. The trademark's association with this very public failure demonstrates how a single event can permanently reshape a service mark's reputation. G4S was acquired by Allied Universal in 2021.

Nice Class 45 covers legal & security services. View all Class 45 trademarks and case studies →