Microsoft 'ONIT' Trademark Filing Signals Men's Centric Website

A new trademark filing shows Microsoft's seeking to register the name "ONIT" for a new website for men. The trademark filing, dated Aug. 4, is clear in describing "ONIT" as "an Internet website portal featuring information of general interest to men," specializing in "providing information in the field of entertainment, sports, fitness, recreation and leisure […]

A new trademark filing shows Microsoft's seeking to register the name "ONIT" for a new website for men. The trademark filing, dated Aug. 4, is clear in describing "ONIT" as "an Internet website portal featuring information of general interest to men," specializing in "providing information in the field of entertainment, sports, fitness, recreation and leisure activity."

Trademark filings also put names in all-caps by default, so we're thinking it's probably "OnIt," as in, "On It" -- which would presumably be a synonym for "all over it," as opposed to an exasperated "Yeah, yeah, I'm on it."

Based on the sound of it, the site could be a natural addition to growing stable of online properties created for Microsoft by high-profile team at BermanBraun Interactive, who teamed with Microsoft on successful WonderWall celebrity site, and Glo online magazine for women— created in partnership with Elle and Woman's Day publisher Hachette Filipacchi Media.

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