Fluid trademarks offer a new way for brands to engage with their customers, but given their shape-shifting nature and short shelf life, protecting them with IP is not straightforward. TBO investigates.
Even if the term isn’t familiar, the chances are you’ve already seen a fluid trademark.
Used to great effect by brands such as Google and Absolut, as well as UK broadcaster Channel 4, fluid trademarks are those presented in an unconventional way. An old logo may be recast in different colours, given some movement or merged with different images to make it more suited to the digital world.
For example, visit Google’s homepage on any day and you’re likely to see a reinterpretation of the standard Google logo, or what has been dubbed a ‘Google doodle’.
To continue reading, you need a subscription to WIPR. Start a subscription to WIPR for £455.
In-house feature articles, the archive and expert comment require a paid subscription. Subscribe now.
Want to give it a try? We are offering a two week free trial to the WIPR website – register and select “Free Trial” to begin access to the full WIPR archive and read the latest news, features and expert comment. Begin your free trial here.
Is your 2 week free trial about to end? Upgrade to a 12 month subscription for £455 now.
If you have already subscribed please login.
If you have any technical issues please email James Lynn on email@example.com.
trademarks, Google, logo, branding