{"id":8011,"date":"2021-08-28T06:03:11","date_gmt":"2021-08-28T06:03:11","guid":{"rendered":"https:\/\/swaritadvisors.com\/blog\/?p=8011"},"modified":"2021-10-08T10:31:49","modified_gmt":"2021-10-08T10:31:49","slug":"4-best-non-conventional-trademarks","status":"publish","type":"post","link":"https:\/\/swaritadvisors.com\/blog\/4-best-non-conventional-trademarks\/","title":{"rendered":"What are the 4 Best Non-Conventional Trademarks?"},"content":{"rendered":"\n<p class=\"has-drop-cap\">Non-Conventional Trademarks can be understood in the way of any mark that does not come under the traditional domain of either being a symbol, name, logo, or word and capable of non-visual marks such as smell, taste, texture, sounds, etc. Hence, it is not about what it comprises but more about what is exempted from the conventional category of things. The types of Non-Conventional Trademarks can be largely categorised in visual marks such as holographic marks, colour marks, trade dress, motion marks, and non-visual marks like an olfactory mark, sound mark, and taste mark. The originality of the mark but doesn&#8217;t award it any rights beyond that of a traditional Trademark. In this blog, we are going to discuss the 4 best Non-Conventional Trademarks. <\/p>\n\n\n\n<div class=\"embed-responsive embed-responsive-16by9\"><iframe class=\"embed-responsive-item\" src=\"https:\/\/www.youtube.com\/embed\/udnmsEh_XaI\" allowfullscreen=\"\"><\/iframe><\/div><br>\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-6a2e43cc83a57\" 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-6a2e43cc83a57\"  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\/4-best-non-conventional-trademarks\/#What_is_a_Trademark\" title=\"What is a Trademark?\">What is a Trademark?<\/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\/4-best-non-conventional-trademarks\/#4_Best_Non-Conventional_Trademarks\" title=\"4 Best Non-Conventional Trademarks\">4 Best Non-Conventional 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\/4-best-non-conventional-trademarks\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_a_Trademark\"><\/span>What is a Trademark?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Before\nwe discuss the 4 best Non-Conventional Trademarks, it is important to understand\nthe meaning of Trademark. A Trademark is any mark or sign used to differentiate\nthe products and services of one individual from the other to identify the origin\nof such products and services. A Trademark only refers to words, logos, or\nsymbols. This understanding is only partially proper since logos, words, and\nsymbols are not the only marks capable of being used as a Trademark for one\u2019s\ncompany or business. With the beginning of the development of <strong><em>Intellectual\nProperty Law \u2013 <\/em><\/strong>other types of marks such as smell, texture, shape,\nsound, shape, taste can also be trademarked. These developments have manifested\nin different ways, and the most outstanding of which is the International\nAgreement on <strong><em>TRIPS (Trade-Related Aspects of Intellectual Property Rights)<\/em><\/strong>,\nwhich lays down the meaning and specific minimum standards concerning <strong><em>Intellectual\nProperty Rights (IPR) <\/em><\/strong>comprising Trademarks.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Best_Non-Conventional_Trademarks\"><\/span>4 Best Non-Conventional Trademarks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Following are the 4 best Non-Conventional Trademarks:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/swaritadvisors.com\/blog\/wp-content\/uploads\/2021\/08\/4-Best-Non-Conventional-Trademarks.png\" alt=\"4 Best Non-Conventional Trademarks\" class=\"wp-image-8019\" width=\"421\" height=\"395\" srcset=\"https:\/\/swaritadvisors.com\/blog\/wp-content\/uploads\/2021\/08\/4-Best-Non-Conventional-Trademarks.png 842w, https:\/\/swaritadvisors.com\/blog\/wp-content\/uploads\/2021\/08\/4-Best-Non-Conventional-Trademarks-300x281.png 300w, https:\/\/swaritadvisors.com\/blog\/wp-content\/uploads\/2021\/08\/4-Best-Non-Conventional-Trademarks-768x721.png 768w\" sizes=\"(max-width: 421px) 100vw, 421px\" \/><\/figure><\/div>\n\n\n\n<ul><li><strong><em>Sound Marks<\/em><\/strong>: It&#8217;s a type of mark where a sound is used as a Trademark. With the increase of social media platforms utilising audio features such as Instagram Reels, YouTube Shorts, etc., sound has assumed a vital role in recognising a business. Generally, there are two essential necessities for Sound Mark Registration:<\/li><li>The application of <strong><a href=\"https:\/\/swaritadvisors.com\/trademark-registration\" class=\"text-primary\">Trademark Registration<\/a><\/strong> must mention that the mark applied for is a sound mark;<\/li><li>A graphical representation of the same must make in the musical notations form, or where possible, the sound should be capable of being described on paper.<\/li><\/ul>\n\n\n\n<p>However,\nnot all Sound Marks are registrable; if the Sound Mark applied for is not unique\nenough, it may be denied registration. For instance, in the year 2013, <strong><em>Anheuser-Busch\nInBev<\/em><\/strong>, a beer company, applied for registered a Sound Mark, which includes\n2 clicking sounds at intervals focused at resembling the beer sound can\nopening. The inspector went to the extent of a video recording of himself\nopening a beer can along with a can of Coca-Cola and held that this company\u2019s\nSound Mark was not unique as all beer cans made an identical sound when opened.<\/p>\n\n\n\n<p>Hence, for your Sound Mark to have the best opportunity at being registered, make sure that it is unique that is not generic in nature, such as snippets of popular music or other sounds, and that you own the <strong><a href=\"https:\/\/swaritadvisors.com\/copyright-registration\" class=\"text-primary\">Copyright<\/a><\/strong> of the sound being applied for.<\/p>\n\n\n\n<ul><li><strong><em>Smell Marks<\/em><\/strong>:\nUnlike other Non-Conventional Trademarks, even though in theory Smell Marks can\nbe permitted, only a few have been registered till date, in the case of <strong><em>Deutsche\nPatent und-Markenamt<\/em><\/strong> Vs. <strong><em>Ralf Sickmann, <\/em><\/strong>a German Patent\nAttorney, filed an application for a Smell Mark for the chemical methyl\ncinnamate. They tried representing the smell with their chemical formula and\nalso said that the scent was &#8220;balsamically fruity with a tiny hint of\ncinnamon&#8221;. The German Office of Trademark and the ECJ both refused\nTrademark for the odour as it held that a chemical formula was not enough to\ndeduce any smell. Further, the representation of the smell should be precise\nand clear.<\/li><\/ul>\n\n\n\n<p>The position of India on registering <strong><a href=\"https:\/\/swaritadvisors.com\/blog\/smell-mark-is-it-possible-to-trademark-smell-in-india\/\" class=\"text-primary\">Smell Marks<\/a><\/strong> is identical to that of the EU in the case of Ralf Sieckmann. Although the Trade Mark Act and Rules provide for the Smell Marks Registration, not a single mark has been registered in India till date &amp; no guidelines have been issued by the Trademark Registry on how to show Smell Marks graphically.<\/p>\n\n\n\n<p>In comparison to the above, the <strong>USPTO<\/strong><sup><a href=\"https:\/\/en.wikipedia.org\/wiki\/United_States_Patent_and_Trademark_Office\" class=\"text-primary\"><strong>[1]<\/strong><\/a><\/sup> first consented to registration for Smell Marks back in the year 1990 for a mark recognised as a fresh, floral fragrance significant of Plumeria blossoms for sewing yarn &amp; thread. Smell marks for the smell of rose on tyres were allowed to Sumitomo Rubber Co. And the smell of bitter beer on darts was permitted to Unicorn Products by the UK Trademark Office. Hence, due to the absence of clear &amp; consistent guidelines &amp; various practical barriers, registering smell marks still remains a controversial issue across jurisdictions.<\/p>\n\n\n\n<ul><li><strong><em>Colour Marks<\/em><\/strong>:\nColours are one of the 1<sup>st<\/sup> things to be observed by people, and\nhence, it&#8217;s most cautious about utilising this 1<sup>st<\/sup> impression while\ncreating a business identity. Marks that use minimum one colour to get a unique\nidentity concerning products or services are referred to as a colour mark.\nThese marks can be registered as a single colour or, alternatively, a colours\ncombination. Unlike conventional Trademark Registration, a colour mark can only\nbe trademarked if it has already acquired uniqueness due to its use in trade.\nThe colour is sufficient to recognise the source of the products &amp;\nservices.<\/li><\/ul>\n\n\n\n<p>However,\nsingle colour Trademarks have been permitted in India \u2013 for instance, the\nunique purple colour of the Parachute Oil and Cadbury blue regardless of being\na base colour. It is hard to say if Parachute will continue to preserve their\nTrademark for blue if it is challenged in the future, but it will be\ninteresting to see how such a battle might pan out in court. Other examples of\nTrademarks permitted to a combination of colours consist of the green and\nyellow used on John Deere tractors and the green circle of Starbucks on a white\ncup, thereby adding to its uniqueness.<\/p>\n\n\n\n<ul><li><strong><em>3D or Shape Marks<\/em><\/strong>:\nWhen a product can be recognised based on the shape or its packaging, then a\nthree-dimensional mark may be applied for. However, there are different factors\nthat come under consideration while assessing the applications for\nthree-dimensional marks. Other well-known three dimensional marks consist of\nKit-Kats chocolates with wedges and the shape of Zippo lighters and Coco-Cola\nbottles. <\/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>After discussing the 4 best Non-Conventional Trademarks, it is concluded that Non-Conventional Trademarks continue to remain a current concept. Although there exist barriers to their registration, there should be deemed a discouragement to apply for Non-Conventional Marks. On the contrary, these difficulties are proof of the development &amp; growth of Intellectual Property Law and should be seen as stepping stones to the incorporation of new methods of differentiating one\u2019s business.<\/p>\n\n\n\n<p class=\"text-left\"><b>Read our article<\/b>:<mark style=\"background: #fffd03 !important;\"><a href=\"https:\/\/swaritadvisors.com\/blog\/trademark-registration-in-entertainment-industry\/\">Importance of Trademark Registration in Entertainment Industry<\/a><\/mark><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Non-Conventional Trademarks can be understood in the way of any mark that does not come under the traditional domain of either being a symbol, name, logo, or word and capable of non-visual marks such as smell, taste, texture, sounds, etc. Hence, it is not about what it comprises but more about what is exempted from [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":8013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[72],"tags":[829],"acf":[],"_links":{"self":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts\/8011"}],"collection":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/comments?post=8011"}],"version-history":[{"count":12,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts\/8011\/revisions"}],"predecessor-version":[{"id":8836,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/posts\/8011\/revisions\/8836"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/media\/8013"}],"wp:attachment":[{"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/media?parent=8011"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/categories?post=8011"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/swaritadvisors.com\/blog\/wp-json\/wp\/v2\/tags?post=8011"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}