Branded
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Tips for develop, protect and use trademarks, logos, and other intellectual property.
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Branded
- 1. ---------------------------------------------------------------------------------------------------- AUG 31 2011 DEVELOPING, USING, & PROTECTING TRADEMARKS Presented by: Josh Miles—Miles Design LLC Megan Mulford—Bose McKinney & Evans LLP ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY & EVANS LLP
- 2. ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Disclaimer: This presentation is not intended by any means to be used as legal advice, but we want to provide a general overview of many of the elements you need to consider and be aware of when developing a logo or trademark for your brand. Always consult with a reputable branding specialist and an intellectual property attorney prior to moving forward with any trademarking processes. ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY & EVANS LLP 2
- 3. INTRODUCTION ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Josh Miles Principal and founder of Miles Design: branding firm specializing in brand strategy, corporate identity, website, and user interface design. An author to be: my book, focusing on branding for professional services, is scheduled be published in 2012, hopefullybeforethe world ends. ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 3
- 4. INTRODUCTION ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Megan Mulford Megan Mulford is an attorney with Bose McKinney Evans LLP, and practices in the firm’s intellectual property and sports, entertainment and media groups. She focuses her practice on copyright, trademark and right of publicity matters and assists clients in identifying, protecting and licensing intellectual property assets. Megan has experience counseling a diverse client base, including business entities, universities, museums, authors, artists and musicians. ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 4
- 5. PLEASE HELP US LIVE TWEET ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Please share your ideas feedback: @joshmiles @smpsindiana #SMPS #branding Or try the “old way…” ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 5
- 6. INTELLECTUAL PROPERTY ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- “Intellectual property refers to products of the human intellect that have commercial value and that receive legal protection.” -Patent, Copyright Trademark; An Intellectual Property Desk Reference, 8th ed. ©2006 by Nolo and Richard Stim. • Patent • Copyright • Trademark ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 6
- 7. PATENT BASICS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Secures a property right to an invention • Must be useful, novel, nonobvious • Utility, design and plant • Allows patent owner a monopoly for a limited period of time to use and develop an invention • Expensive to obtain and enforce! ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 7
- 8. COPYRIGHT BASICS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Federal law protects “original works of authorship fixed in a tangible medium of expression” • Ideas and concepts are not protectable by copyright • Examples: books, music, artwork, brochures, computer programs, photographs, movies, website pages ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 8
- 9. COPYRIGHT BASICS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Protection: Copyright protection automatically attaches to a work as soon as it is “fixed” • Written, recorded, photographed, etc. Registration is not required, but provides many benefits • Can only bring infringement suit if copyright is registered ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 9
- 10. COPYRIGHT BASICS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Who owns the copyright? • If you create an original work, you own copyright in the work • If you create a work as an employee within the scope of your employment, your employer owns the work • If you are hired to create a work for someone else, YOU own the work unless there is a written transfer! ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 10
- 11. RIGHT OF PUBLICITY BASICS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Publicity: • A person may not use an aspect of a personality’s right of publicity for a commercial purpose during the personality’s lifetime or for one hundred (100) years after the date of the personality’s death without having obtained previous written consent from a person specified in section 17 of this chapter. • IC 32-36-1-8 ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 11
- 12. RIGHT OF PUBLICITY BASICS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Personality Anyone whose name, image, likeness, etc. has a commercial value, regardless of whether or not the person exploited that value during his or her lifetime Right of Publicity Name, voice, signature, photograph, image, likeness, distinctive appearance, gestures, mannerisms Commercial Purpose On or in connection with goods and services; for advertising or soliciting purchases of goods or services; for fundraising ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 12
- 13. TRADEMARK BASICS – WHAT IS A TRADEMARK? ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- What is a Trademark? • Name, phrase, design, symbol, color, shape or sound used to indicate the source of a product or service • Symbolizes good will of the seller • “Trademarks” identify source of products, “service marks” identify source of services • Trade name – can be, but is not necessarily, a trademark • trademark identifies the source of goods/services • trade name identifies the company itself Miles Design, LLC ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 13
- 14. TRADEMARK BASICS - EXAMPLES ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- “The Happiest Place on Earth” The NBC chimes ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 14
- 15. TRADEMARK BASICS – PURPOSE ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Why do we need Trademarks? Protect consumers by preventing confusion in the marketplace • Are consumers confused or deceived about the source of the goods or services? • Is there a likelihood of confusion between the marks of different parties? • Compare marks themselves, goods and services offered under the marks, channels of trade, sophistication of consumers ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 15
- 16. SELECTING A MARK – LEGAL PERSPECTIVE ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Generic *ICE CREAM for ice cream *Generic words/nouns are not protectable as trademarks Descriptive *STEVE’S COFFEE SHOP for a coffee shop owned by Steve *Descriptive marks can be protectable with a showing of “acquired distinctiveness” or “secondary meaning” Suggestive *PARK ‘N FLY for airport parking services ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 16
- 17. SELECTING A MARK – LEGAL PERSPECTIVE ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Arbitrary *APPLE for computers Fanciful *PEPSI for soda ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 17
- 18. SELECTING A MARK – LEGAL PERSPECTIVE ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Do: Don’t: • Distinctive • Surnames • Unique • Geographic indicators • Know your • Marks that are similar to competition competitors • Internet search • APPLE CORE for • Basic search of computers Trademark Office • MOONBUCKS for database coffee, coffee shop (uspto.gov) ---------------------------------------------------------------------------------------------------- 18 MILES DESIGN + BOSE McKINNEY EVANS LLP
- 19. DEVELOPING A MARK – BUSINESS PERSPECTIVE ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- What’s in a name? - Memorable, fun to say (say it aloud, answer the phone), - Easy to spell, distinctive, clever, .com available - Protecting your existing name? - Creating a new name? ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 19
- 20. DEVELOPING A MARK – BUSINESS PERSPECTIVE ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Common professional firm problems: • Alphabet soup (ABC, etc.) • Add a partner, add a name • Generic Services Co. • Outdated, inconsistent usage ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 20
- 21. DEVELOPING A MARK – BUSINESS PERSPECTIVE ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- What is the role of a “Trademark”? A logo is a flag, a signature, an escutcheon. A logo doesn’t sell (directly), it identifies. A logo is rarely a description of a business. A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it means is more important than what it looks like. …It says “We care.” - Paul Rand Paul-Rand.com originally published in 1991 by AIGA ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 21
- 22. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Before you begin: Do an audit of your local/industry competition (name, colors, and design) Insist that your design firm do a “cursory search” both in Google and logo design databases. ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 22
- 23. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Why are “descriptive” marks difficult to defend and “brand”? ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 23
- 24. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Examples of arbitrary marks, and why they’re better. ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 24
- 25. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Different types of “Trademarks” – a design perspective: A word mark or logotype ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 25
- 26. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- “Badge” logos: ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 26
- 27. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Mark + type: ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 27
- 28. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Mark alone: ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 28
- 29. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- A logo system: ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 29
- 30. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Aesthetic considerations Hand drawn, geometric, relating shapes, contrast, rhythm, motion, space, and other design principles. ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 30
- 31. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- “Owning” a color: ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 31
- 32. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Avoid style over function: Grunge, distressed, multi-color or photographic logos. Aim for readability at any size ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 32
- 33. DEVELOPING A MARK – DESIGN PROCESS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Consider how it will be used: - Horizontal, vertical, square spaces - Online - Signage / Fleet / site - Print, promo items - Sponsoring events - Special use – Stadium, Indycar, blimp ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 33
- 34. PROTECTING A MARK - TRADEMARK RIGHTS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- • In the US, trademark rights arise from use in commerce, not from obtaining a registration • Rights last as long as the mark is in use to identify the product or service • Trademark rights can last forever! ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 34
- 35. PROTECTING A MARK - TRADEMARK RIGHTS ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- • Common law rights arise only to the extent that the mark is used in commerce • Geographic limitations • Registration • State • Federal ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 35
- 36. PROTECTING A MARK – STATE REGISTRATION ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Rules vary by state: • Must use the mark in commerce in the state • Most state applications are available online • Check Secretary of State websites • Less expensive than federal registration • $10 in Indiana • Term of protection typically between 5-15 years, can be renewed ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 36
- 37. PROTECTING A MARK – FEDERAL REGISTRATION ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- • Constructive notice to the public that registrant claims ownership in the mark • Legal presumption of owner’s exclusive right to use the mark nationwide • Opens the door to federal court for bringing action related to the mark • Can use U.S. registration as basis for registration in foreign countries • Can use ® (Registered Trademark, R-Ball) ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 37
- 38. PROTECTING A MARK – FEDERAL REGISTRATION ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Application Basics • Can be based on use of or intent to use mark in interstate commerce • Must include information about owner (name, entity information, address, etc.) • Description of goods or services identified by the mark • Depiction or drawing of the mark • Date of first use and example of use (if use-based) • $325 government filing fee, per class of goods/ services ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 38
- 39. PROTECTING A MARK – USE ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Use marks consistently! • Marks that identify source of a product should appear on the product (label, packaging, tag, etc.) • Marks that identify source of a service should appear in materials promoting and describing the services (website pages, brochures, advertisements) ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 39
- 40. PROTECTING A MARK - USE ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Distinguish marks from surrounding text • Capitalize, use different fonts and sizes, etc. • Use the ® or TM at least once per document or per page • ® is only for federally registered marks • TM for common law, state registrations Use as adjective • XEROX copier • WALT DISNEY WORLD resort ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 40
- 41. DEVELOPING A BRAND ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Creating a brand identity system - The trademark is only one piece of the brand… maybe not even the first piece. - What is your unique position? - What is your strategy? ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 41
- 42. DEVELOPING A BRAND ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- A brand platform: 1. Strategy Positioning 1 2. Brand Voice 2 3 3. Identity 4. Look Feel 4 5 5. Collateral Standards Marketing ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 42
- 43. PROTECTING THE BRAND ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Standards: - Colors, clearance, usage, what not to do, graphic elements, email signatures, etc. - Consistency lends to protection ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 43
- 44. PROTECTING THE BRAND ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Consistency: - Everywhere your mark is used - Online - Written style - Social Media - Corporate vs. Employee - Social Media policy / brand strategy - Blogging, commenting ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 44
- 45. PROTECTING THE BRAND – LEGAL ENFORCEMENT ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Clearance • Due diligence to determine if mark is “available,” no apparent infringement risk • Clearance searches • Register your most important marks • Police use of marks by others • License agreements • Cease and desist letters • Be consistent! Don’t let some infringers slide – affects ability to enforce your rights ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 45
- 46. GETTING STARTED ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------- Creating and Protecting your TM - Many factors at work - Not a great place to skimp… - Use 99 designs, LogoTree.com, legalzoom, etc. at your own risk. ---------------------------------------------------------------------------------------------------- MILES DESIGN + BOSE McKINNEY EVANS LLP 46