What is real
is not external form.”
The sign you choose as a trademark must be graphically represented. It can take various forms such as a word, a name, a slogan, numbers, letters, a drawing or a logo.
Different types of trademarks
Some signs may not be registered as a mark, such as a word or a phrase used to describe your product or service, for example, or terms that could mislead the consumer about the nature, characteristics or provenance of your product.
The brand can take various forms such as a word, a name, a slogan, numbers, letters, a drawing or a logo.
What can be protected
A word, a name
A drawing, a logo
A combination of these different elements
A sound sign (sound, musical phrase)
A nuance of color, mentioning in the description of the brand the reference of the shade in an internationally recognized code, such as the “Pantone code” (figathlon – Pantone process blue quadri cyan 100%)
A trademark can also take the form of a hologram, be in two or three dimensions (Guerlain) (fig.6) or written in a foreign language.
An olfactory trademark cannot be registered.
What cannot be protected
Certain signs may not be registered as a trademark, such as a word or a phrase that may mislead the consumer about the nature, characteristics or provenance of your product or service.
Do not choose:
A sign, word or phrase used to designate your product or service.
Ex .: the word “baba” cannot be filed alone to designate pastry.
A sign, word or phrase that describes your product or service.
Ex .: the term “pure wool” alone cannot be chosen for a woolen rug.
“Laudatory” terms used alone, such as “Super” or “More” …
A term that could mislead the consumer as to the nature, characteristics or provenance of the product.
Ex: “Lavablaine” for cotton fabrics; “Genéva”, for watches made in France.
A word or phrase contrary to public order or morality, like a racist slogan.
Some public arms, flags or other protected official signs, listed with the World Intellectual Property Organization (WIPO).
A designation of origin. It is constituted by a regulated name, which is that of the place from which the product is derived from which it owes its specific characteristics.
Ex: “bordeaux” only, for a wine, is forbidden.
Before you file your trademark, you must ensure that the sign you have chosen is available, that is to say, it does not reproduce or imitate a sign that has a prior right, for products or services that are identical or similar to yours.
If your trademark is not available, it may be challenged at any time by the owners of prior rights who may, for example, attack you for infringement or unfair competition and prohibit you from exploiting your trademark.
For more information about trademark research, you can read more on our blog.
With more than 11,100 brand owners, trademark practitioners, and other intellectual property (IP) professionals from 150+ countries around the world have gathered between May 18 and May 22 in Boston, Massachusetts for the 2019 Annual Meeting of the International Trademark Association (INTA), to learn, discuss and debate over important topics that impact brands, consumers, as ( learn more )
The owner of the biggest number of AI patent applications, IBM, has a portfolio of 8,290 inventions. They are closely followed by the company Microsoft with 5,930. Both companies have patent registrations and applications from various fields and covering many techniques, thus proving that they are not limited to a specific industry. The other top ( learn more )
A district court in US has recently ruled in favor of Apple in a trademark dispute with RXD Media over the name ‘iPad’. The issue started in 2012, when RXD Media has claimed it was the first to use the name in its ‘ipad.mobi’ platform, established two years before Apple launched on the market its ( learn more )