{"id":2075,"date":"2021-02-08T06:02:39","date_gmt":"2021-02-08T06:02:39","guid":{"rendered":"https:\/\/swaritadvisors.com\/blog\/?p=2075"},"modified":"2021-02-13T08:39:03","modified_gmt":"2021-02-13T08:39:03","slug":"registration-of-unconventional-trademarks","status":"publish","type":"post","link":"https:\/\/swaritadvisors.com\/blog\/registration-of-unconventional-trademarks\/","title":{"rendered":"What are Unconventional Trademarks and Challenges that are faced during Its Registration?"},"content":{"rendered":"\n<p class=\"has-drop-cap\">A trademark is a\nmark which is capable of being represented graphically and helps to distinguish\nthe goods or services of one person from the others. Any mark such as logo,\nword, letter, design, numeral etc capable of distinguishing the goods or\nservices can be registered as a trademark under the <strong><em>Indian<\/em><\/strong> <strong><em>Trademarks\nAct, 1999<\/em><\/strong>. Such trademarks are also termed as traditional trademarks.\nHowever, unconventional trademark is a type of mark which is different from\ntraditional trademarks and can be identified in the form of sound mark, shape\nmark, smell mark etc. this article will discuss about what are unconventional\ntrademarks and what are the challenges that are faced during registration of\nunconventional trademarks in India.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3ac6cad726f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3ac6cad726f\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/swaritadvisors.com\/blog\/registration-of-unconventional-trademarks\/#Understanding_Unconventional_trademarks\" title=\"Understanding\nUnconventional trademarks\">Understanding\nUnconventional trademarks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/swaritadvisors.com\/blog\/registration-of-unconventional-trademarks\/#Indian_Scenario_of_Unconventional_Trademarks\" title=\"Indian Scenario\nof Unconventional Trademarks\">Indian Scenario\nof Unconventional Trademarks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/swaritadvisors.com\/blog\/registration-of-unconventional-trademarks\/#Some_of_the_challenges_faced_during_registration_of_unconventional_trademarks\" title=\"Some of the\nchallenges faced during registration of unconventional trademarks\">Some of the\nchallenges faced during registration of unconventional trademarks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/swaritadvisors.com\/blog\/registration-of-unconventional-trademarks\/#Conditions_that_are_needed_to_be_fulfilled_for_registration_of_Unconventional_Trademarks\" title=\"Conditions that\nare needed to be fulfilled for registration of Unconventional Trademarks\">Conditions that\nare needed to be fulfilled for registration of Unconventional Trademarks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/swaritadvisors.com\/blog\/registration-of-unconventional-trademarks\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Understanding_Unconventional_trademarks\"><\/span>Understanding\nUnconventional trademarks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Traditional\ntrademarks are the marks which are unique and are identified with the origin of\nthe product. Such marks usually are device marks, word marks, numerals, letters\netc. whereas, unconventional trademark are the marks which do not fall into the\ncategory of traditional or conventional trademarks. Such marks are mainly in\nthe form of smell, sound, colour or shape marks. <\/p>\n\n\n\n<p>For a mark to be unconventional, it must possess the communicative ability to be able to differentiate the products and services of one individual from the others. The unconventional marks should have the ability and potential to be distinctive; it must indicate the source and must be able to distinguish the goods or services from the rest.<\/p>\n\n\n\n<p><strong>Also, Read:<\/strong> <mark style=\"background: #fffd03 !important;\"><a href=\"https:\/\/swaritadvisors.com\/blog\/famous-trademark-cases-from-which-businesses-can-learn\/\">Famous Trademark Cases from which Businesses can Learn<\/a><\/mark><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Indian_Scenario_of_Unconventional_Trademarks\"><\/span>Indian Scenario\nof Unconventional Trademarks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Trademarks\nact draw influence from both the UK and the US trademarks laws. The doctrine of\nfunctionality that subsists under US law can also be found under the Indian\ntrademark laws as well. <\/p>\n\n\n\n<p>On 6th March\n2017, new trademark rules came into existence that brought in a new era for the\nregistration of unconventional trademarks. The registration of sound marks is\nprovided under <strong><em>Rule 26(5) in the new trademark rules<\/em><\/strong>. And the registration of\nsound marks can be done by submitting a sound clip along with the musical\nnotations. The registration for colour marks can be done by submitting a\nreproduction of that combination of colours. The burden to shown that the\ncolour or sound has distinctive character secondary meaning due to continuous\nbonafide usage is on the applicant applying for registration. There is no\nprovision for smell mark registration till date. <\/p>\n\n\n\n<p>The first entity\nto get the sound mark registration in India was ICICI Bank for its jingle. Even\nif there is no inherent distinctiveness in a mark, the brand owner can still\napply for the <strong><a href=\"https:\/\/swaritadvisors.com\/trademark-registration\" class=\"text-primary\">registration of\ntrademark<\/a><\/strong> if the mark has acquired distinctive character due to its use\nover a long period of time. This circumstance must apply with the colour marks,\nas it is not easy to establish inherent distinctiveness in the combination of\ncolours or single colours.<\/p>\n\n\n\n<p>The burden of\nproof lies on the applicant, while submitting the application for registration\nof unconventional mark that the colours or combination of colours is solely\nassociated with them and entirely designated for their goods and the public can\nassociate or link the colour with the goods of the applicant. The burden of\nproof is on the applicant to show that the colour has acquired distinctive character\nor secondary meaning.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Some_of_the_challenges_faced_during_registration_of_unconventional_trademarks\"><\/span>Some of the\nchallenges faced during registration of unconventional trademarks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The registration\nof trademark has mostly been done on the subject matters which are conventional\nthat is, something that is visual and consists of devices, letters, words, logo\nor designs and etc. registration of unconventional trademarks like colour mark,\nsmell mark, shape mark or sound mark are relatively difficult and are yet to\nhave recognition.<\/p>\n\n\n\n<p>There applicant\ncomes across many challenges faced during the registration of unconventional\ntrademarks. It is difficult to trademark sound or scents as compared to marks\ncomprising words or devices. The problem arises when a sound mark or a smell\nmark has to be registered. The registration of colour mark is yet not difficult\nif the applicant proves that the colour or combination of colours used have\nacquired the distinctive character and secondary meaning after being used by\nthe applicant for over a long period of time that the consumers can now\nassociate the colour with the goods of the applicant.<\/p>\n\n\n\n<p>For example, on\n1<sup>st<\/sup> October, 2012 the registration of colour mark was granted to\nCadbury\u2019s distinctive shade of purple packaging used for its milk chocolates,\nafter a long drawn legal battle with Nestle.<\/p>\n\n\n\n<p>While the\ngraphical representation of colour is quite much possible by referring to any\ninternational system of colour, viz, RAL or Panton, it is hard or sometimes\nimpossible for a colour to be having inherent distinctiveness.<\/p>\n\n\n\n<p>In the case <strong><em>Colgate\nPalmolive Company vs. Anchor Health &amp; Beauty Care Pvt. Ltd,<\/em><\/strong> the Indian\nCourt has acknowledged colour as a part of trade dress and provided protection\nto it.<\/p>\n\n\n\n<p>Graphical representation is mandatory for a mark to be registered under the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Indian_trademark_law\">Indian trademark laws<\/a>.<\/p>\n\n\n\n<p><strong><em>Section\n2(1) (zb) and 2(1) (m) of the trademarks act<\/em><\/strong> must be read together. The\ninterpretation of these two sections helps to understand that the definition of\ntrademark includes shapes, colour, packaging design etc. It is mandatory to fulfil\nall the criteria while registering trademarks like sound, colour, smell, shape\netc. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conditions_that_are_needed_to_be_fulfilled_for_registration_of_Unconventional_Trademarks\"><\/span>Conditions that\nare needed to be fulfilled for registration of Unconventional Trademarks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The below\nmentioned conditions are required to be fulfilled for registration of\nunconventional trademarks:<\/p>\n\n\n\n<ul><li>The trademark should have distinctive\ncharacteristics.<\/li><li>Such unconventional mark should be able to\ndistinguish the goods or services of the person from the other products or\nservices of another person. <\/li><li>Such unconventional mark should be capable of\ngraphical representation. <\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p> The rules and procedure for the registration of unconventional trademark have been laid down under the new trademark rules. It is difficult to register unconventional trademarks and the challenges faced during registration of unconventional trademarks can overcome if one applies for its registration only after fulfilling its criteria. The unconventional trademarks will definitely attract a new variety of customers who are able to identify the trademark in different ways and not only through its visuals. It would also grant many incentives to the companies who are undertaking to develop innovative and new ways of branding and marketing their products and services.<\/p>\n\n\n\n<p><strong>Also, Read:<\/strong> <mark style=\"background: #fffd03 !important;\"><a href=\"https:\/\/swaritadvisors.com\/blog\/landmark-judgments-on-ipr-law-in-india\/\">Landmark Judgments on Intellectual Property Rights Law in India<\/a><\/mark><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A trademark is a mark which is capable of being represented graphically and helps to distinguish the goods or services of one person from the others. Any mark such as logo, word, letter, design, numeral etc capable of distinguishing the goods or services can be registered as a trademark under the Indian Trademarks Act, 1999. 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