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Home THE TRADEMARK New marks: sound, motion, multimedia, hologram marks

New marks: sound, motion, multimedia, hologram marks

by Redazione / Tuesday, 20 April 2021 / Published in THE TRADEMARK

On 14 April 2021 EUIPO published the Common Practice on so-called “New Marks”, which will entry in force within three months from the date of publication.The Common Practice provides a guidance with regard to the examination of formal requirements, grounds for refusal and/or invalidity of sound, motion, multimedia and hologram marks.
New marks: sound, motion, multimedia, hologram marks
Let’s see these kinds of marks, with some examples of registered trademarks.

Sound Mark

The sound mark consists exclusively of a sound or a combination of sounds and shall be represented by submitting an audio file or the representation of the sound in musical notation.
The sound mark is not always constituted by a musical notation, but it can be composed of each kind of sound.

Is there anyone that – even though not being a cinephile – does not remember the lion roaring introducing the movies of Metro Goldwin Mayer? The animal noise is, really, also a sound mark “consisting of a lion roaring” (description of the Canadian trademark registration number TA828890).

You can find here below some examples of sound marks represented by an audio file (click on the link to hear the sound):
EU registered trademark 017944840;
EU registered trademark 017981131;
EU registered trademark 017932277;
EU registered trademark 017995026.

Examples of sound marks represented by representation of the sound in musical notation

marchi sonori: registrazione UE con rappresentazione su pentagramma

(EU registered trademark 016960197)

marchio sonoro: esempio di registrazione con rappresentazione di pentagramma

(EU registered trademark 003559614)

esempio di marchi osonoro registrato con rappresentazione note su pentagramma

(EU registered trademark 008697344)

Do you want to register a sound trademark? Contact us!

Motion Marks

These signs are trademarks consisting of a movement or a change in the position of the elements or the colors of the marks and they shall be represented by submitting a video file or by a series of sequential still images showing the movement or the change of position. In this latter case it could be necessary to indicate in the description the duration, repetitions and the speed of the motion.

Examples of motion marks represented by a video file

(Click on the link to see the motion mark):

EU registered trademark 018240347
EU registered trademark 017992443
EU registered trademark 017967247
EU registered trademark 018152742

Some examples of motion marks represented by a series of sequential still images

marchio di movimento: come rappresentarlo per la registrazione
(EU registered trademark 018063589)

marchio di movimento: esempio di rappresentazione grafica per registrazione

(EU Registered trademark 018032681)

Do you want to register a motion trademark? Contact us!

Multimedia Marks

It is a trademark consisting of the combination of images and sounds and it shall be represented by submitting an audiovisual file.

You can find here below examples of multimedia marks

EU registered multimedia mark 017941596
EU registered multimedia mark 018056800
EU registered multimedia mark 017451816
EU registered multimedia mark 018168983
EU registered multimedia mark 018151790

Do you want to register a multimedia trademark? Contact us!

Hologram Marks

The hologram mark is a trademark consisting of element with holographic characteristics; an hologram is an image that changes its appearance when looked at from different angles.

The hologram marks shall be represented by submitting a video file or a series of graphic or photographic images containing all the views from different angles, which serve to sufficiently identify the holographic effect. In this latter case the images have to display all the views from different angles, which are necessary to sufficiently identify the holographis effect in this entirety, particularly height, width, depth and or/morphing effect of the three-dimensional image.

You can find here below examples of hologram marks represented by a video file

(click on the link to see the trademark):

EU registered hologram mark 017993401
EU registered hologram mark 017579491.

Do you want to register a hologram trademark? Contact us!

If you would like to have more information on these types of trademark, we invite you to download the full text on the EUIPO website “NEW TYPES OF MARKS: EXAMINATION OF FORMAL REQUIREMENTS AND GROUNDS FOR REFUSAL”, where you can find many exhaustive examples concerning the characteristics of these marks.

Finally, the new types can help you to protect your company in a more complete way. If you are interested in registering a sound, movement, multimedia or holographic trademark, Ms Eva Troiani will be pleased to assist you.


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Eva Troiani

Eva Troiani (Attorney At Law)

Eva Troiani has been working for over 15 years dealing with all aspects of the trademark: from trademark application to trademark registration worldwide, providing assistance in the event of disputes; she proposes an extensive legal advice to companies and professionals. She is the author of all the articles in this website “registrar-marchio.com”, a project created with the aim of providing useful and updated information on the trademark’s world to all readers. You can follow the lawyer Eva Troiani also on her Linkedin profile.


 

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The texts in this database are only for informational and scientific purposes and they are not to be considered official; we therefore decline any responsibility for possible errors or inaccuracies. All mentioned trademarks belong to their legitimate owners; trademarks, product names, trade names and the images of the products are the property of their respective owners. They are used in this database only for informational purposes, without any purpose of violating existing rights of others.
The information you obtained at this site is not, nor is intended to be, legal advice. You should consult Ms. Eva Troiani and/or a trademark attorney and/or an attorney at law handling with intellectual property for individual advice regarding any legal questions that you may have.

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