New types of trademarks on the horizon

laptop-2411303_1280.jpgAs it is well-known the current changes in the European legislation eliminated the need for graphical representation of trademark in its application form.

This by itself opens widely the door for new types of trademarks unseen so far especially when we take into consideration all new technologies available.

Of course, these potential trademarks will have to fulfill all general requirements for trademark protection. Nevertheless, many companies and individuals will be happy when it comes to this possibility because they will be able to protect more innovative signs for trade origin which has been impossible so far.

Some examples that have started to appear in different countries are:

  • A UK motion trademark by Toshiba – here or
  • A Google EU hologram trademark –  here.

It is highly likely that we will see even more creative trademark forms in the foreseeable future.


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