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I did some work for a friend who sells Kayaks a year ago and I gave his business a tagline to go with his new identity. I have just seen a commercial for a cruise operator who uses this tagline (for about 5 years). I ran a search on the USPTO and verified this.
I did not attempt to register his tagline so it is unprotected.
My question is, is this an infringement of a ® registered trademark if we are in different business' with entirely different objectives?