The .Now domain zone controversy has flared up.

A Danish company has filed two applications for the .NOW top-level domain name with the United States Patent and Trademark Office. Global Top Level Aps filed for .NOW and DOTNOW on March 24.

Global Top Level Aps is not the first company to bid for .NOW, but previous applicants did not intend to make it a top-level domain.

St. Paul Postal Employees Credit Union has an existing trademark for the ".NOW" logo. It would be interesting if there was a top-level domain name that would match this logo.

The trademark would exist for the logo and the financial services, and thus there would be no conflict.

However, according to USPTO guidelines, a top-level domain name cannot be registered as a trademark. Therefore, the situation surrounding the .NOW domain can be considered the first potential dispute regarding the new TLD.