These are names that exist in popular vocabulary, but have no logical relationship to the goods or services for which they are used. The pairing of the mark with the particular category of goods or services should appear to be random. Examples include APPLE for computer, BEEFEATER for gin, COMET for kitchen cleaner, and JAGUAR for a car. Whether a word is arbitrary or not has everything to do with the context in which it is used. Obviously, the term "apple" used to sell a rounded edible pome fruit of a tree is a generic term, and not trademarkable. Similarly, use of the phrase "Comet Watch" for a newsletter describing the activities of celetial bodies with long tails pointing away from the sun would not be considered arbitrary, but rather descriptive or suggestive.