By way of the Trademark office, we see that TiVo’s brand makeover continues. Whereas the earlier 2015 visual tweaks were logo-centric, and perhaps merely a test, TiVo recently passed 6 applications thru the USPTO showcasing significantly modernized rendition of their classic thumbs up/down iconography as an update to prior art filed way back in 1999. Use of these buttons, in regards to fine tuning TiVo Suggestions, has likely declined and in dramatic fashion as folks move away from TiVo Suggestions into What To Watch Now, OnePass, and recommendation engines built into services like Netflix. However, TiVo has dabbled in real-time thumb-initiated ratings, perhaps as an upcoming advertising feature, and I’m sure there are additional ways to leverage these buttons… including the possibility of improving Suggestions integration itself, as content remains king. I also wonder what these “flatter” graphics might mean in terms of the broader TiVo set-top and mobile app interface.