![]() The logo registration could quite possibly act as a ‘scarecrow’ and discourage competitors from using the same or similar words in their name. Although this combined mark doesn’t offer the same degree of protection, it does protect the overall appearance of the mark and it would be likely to bar any subsequent applications which might use the same words for similar goods and services. However, they have registered their logo (which contains the words THE SUPERFOOD COMPANY) as a trademark:Ī word mark would give the strongest protection. In a situation like this, many brand owners choose to apply to register a logo as a trademark to obtain some registered trademark protection for their brands.įor example, The Superfood Company would struggle to register THE SUPERFOOD COMPANY as a word trademark registration because it is descriptive of the nuts, seeds and other healthy food products the company provides. Because they contain words which other traders should not be prevented from using, they can’t be registered. While such names might be useful to convey what the business offers, they are usually not registrable as trademarks as they are not distinctive. A registered trademark logo can offer brand protection when words can’tīusiness owners often choose words which are descriptive or generic as brand names. But you can more easily prove your right to exclusivity if you have a trademark registration. You can’t ever predict when a new business might replicate or take inspiration from your logo image, either accidentally or on purpose and it could be detrimental to your brand. The court agreed and consequently, Pandora changed the colour of their logo by introducing tones of red, pink and purple to differentiate the “P” logo. Paypal felt that it was confusingly similar to its own blue shaded double P logo, especially if the two logos appeared side-by-side on phone screens. Here is a good example to emphasise the significance of trademark protection for a logo: Pandora, the American music streaming app, initially used a blue shaded P as their logo. It enables you to take steps to prevent competitors from using confusingly similar or identical trademarks. A trademark registration identifies you (or your business) as the owner of the trademark. Why should you register a trademark logo?Īs with any trademark, registering your logo ensures that you can enjoy exclusivity and protection for your brand. Consumers soon associate a brand with its logo and identify the qualities and values of the company that it represents, such as elegance, luxury, quality, reliability, advanced engineering or affordability etc.
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