Now in its twelfth year, Class 46 is dedicated to European trade mark law and practice. This weblog is written by a team of enthusiasts who want to spread the word and share their thoughts with others.
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Guidelines on fluid trade marks
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| The Google Doodle is an example of a fluid trade mark |
The MARQUES Brands and Marketing Team has published a set of guidelines for companies on the use of fluid trade marks.
Fluid trade marks are a creative way to engage audiences by evolving a brand’s visual identity while preserving its core recognizability. Variations may include changes in colour, form or animation.
While fluid trade marks offer flexibility and relevance for modern brands, legal and strategic safeguards are essential to prevent loss of distinctiveness or enforcement challenges.
The 17 guidelines cover: core identity protection, legal risk management, strategic and creative use, enforcement and control, digital and technological considerations, and long-term oversight.
The document can be downloaded from the Team’s page on the MARQUES website (MARQUES log-in required).
The guidelines are written by Farah Molino, Rocio Fernandez-Bujarrabal, Djura Mijatovic and Flavia M Murad-Schaal, who are all members of the Team.
Picture from the Google Doodle library.
Posted by: Blog Administrator @ 12.54Tags: Fluid trade marks, brands and marketing, ,
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