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.
As of July 2018, we are handling a case regarding the banking industry. Our client is a private equity US firm which has completed the acquisition of a subsidiary bank from a giant group in this field. They intend to rebrand the business and step by step to reach the objective to strengthen the Eastern ( learn more )
Shortly after the Brexit vote, its effects on the UKIPO (UK Intellectual Property Office) and EUIPO (European Union Intellectual Property Office) started to be noticed. The impact is going to be even bigger on some EU IP rights once the Brexit will actually be enforced, only if by that time no other arrangements will be ( learn more )
Today, companies are looking to get closer to the end customer in order to establish a connection between the products sold and him, to retain him and to obviously generate a higher revenue. Depending on the positioning and the targeted audience, every company builds a marketing strategy that will support its sales policy in the ( learn more )