Pinwheel Has A New Name: Findery

findery-logo-iconWith a U.S. court telling Pinwheel that it couldn’t use that name anymore, the location-based startup has chosen a new name: Findery.

It also has a new lantern icon (shown at right) on its renamed Twitter feed and its new Facebook page, and a new blog where founder Caterina Fake’s first post explains that nothing but the name has changed.

A New York court recently agreed with Pinweel, a mobile photo-sharing site, that Pinwheel (with the “h”) was infringing on its trademark. Yesterday, Pinwheel temporarily redirected its site to, the name of its parent company.

Today, Findery has even been joking about the situation on Twitter — sarcastically listing some names that didn’t make the cut:

In her blog post, Fake also says that “fall looks most likely” for Findery’s public launch. The site is still in private beta, invite-only mode. Findery allows users to leave public or private notes (with or without photos) about locations around the world.

The site began its private beta (as Pinwheel) in February of this year.


Related Topics: Channel: Local | Findery | Legal: Copyright & Trademark


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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