Qualitex (plaintiff), a company in the dry cleaning business, used a distinct green-gold color on the dry cleaning press pads it sold to dry cleaners. Jacobson Products (Jacobson) (defendant), a rival company, began selling pads of a similar color. Qualitex then registered its green-gold color with the Patent and Trademark Office and brought this trademark-infringement suit against Jacobson challenging its use of the green-gold color. The trial court entered judgment for Qualitex. The appellate court set aside the judgment on Qualitex's trademark-infringement claim, holding that color alone cannot be registered as a trademark. The Supreme Court granted Qualitex’s petition for certiorari.