Basics of trademarks

Types of trademarks: Points for understanding and utilization

When most people hear the word trademark, they probably think of product names, service names, or company logos. However, the world of trademarks is not limited to these, and there are many other forms. We will provide an easy-to-understand introduction to the types of trademarks recognized in Japan.

Three-dimensional trademark: into the three-dimensional world

As the name suggests, a three-dimensional trademark is a trademark that has a three-dimensional shape. This includes things like the product's container and packaging. For example, a bottle with a certain shape or a character doll. However, trademarks that function simply as guide signs are often excluded, and trademarks related to the product itself or the shape of its packaging must have significant distinctiveness when used.

Color-only trademark: Identity told through color

A color-only trademark may consist of a single color or a combination of colors. If a particular color has the power to symbolize a product, service, or company, it may also be recognized as a trademark. However, the hurdles for registering a color-only trademark are high, and as of May 2020, there are no single-color trademarks yet.

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Sound trademark: audible identity

Sound trademarks consist of elements that appeal to the sense of hearing, such as music, voices, and natural sounds. This includes memorable jingles and sound logos that you hear on TV commercials and video sites. To apply for a sound trademark, it is necessary to submit a description in musical notation and an audio file.

≪Registration example»

Motion trademark: moving identity

Motion trademarks are trademarks of characters, figures, etc. that change over time. Examples include animated company logos and moving billboards. When applying, you will be asked to submit diagrams and photographs along with a detailed explanation of the movement.

≪Registration example»

Holographic trademarks: a changing identity

Holographic trademarks are characters, figures, colors, etc. that change in appearance depending on the viewpoint or temperature. As with motion trademarks, the before and after changes must be clearly indicated.

≪Registration example»

Position trademark: identity indicated by position

A position mark is a letter or figure that is placed in a specific position on an object related to a product or service. To identify this, a diagram with solid and dashed lines and a detailed explanation are required.

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Catchphrase: Verbal identity

In the past, catchphrases tended to be difficult to be recognized as trademarks, but with the revision of examination standards in 2016, it is now possible for phrases that clearly express a company's philosophy or message to be registered as trademarks.

Understanding these diverse trademark types opens the door to richer expressions of a company's or product's identity. Trademarks are more than just names and logos; they play an important role in the business world.

≪Registration example»

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