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Trade Dress Protection in the United States Michael G. Atkins Graham & Dunn PC University of Washington School of Law

Trademark vs. trade dress Trademark Trade dress

Definition of trade dress ,[object Object],[object Object],[object Object],[object Object]

Source of trade dress protection ,[object Object],[object Object],[object Object],[object Object],[object Object]

Forms of design protection ,[object Object],[object Object],[object Object],[object Object]

Forms of design protection ,[object Object],[object Object],[object Object],[object Object],[object Object]

Elements of trade dress infringement claim ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Likelihood of confusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Two Pesos v. Taco Cabana Trademark Two Pesos Taco Cabana 505 U.S. 763 (1992)

Two Pesos trade dress ,[object Object]

Challenge to describe trade dress ,[object Object],[object Object],[object Object]

Two Pesos and secondary meaning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Spectrum of distinctiveness Generic Descriptive, Geographic, Personal Name Suggestive Arbitrary And Fanciful No Trademark Significance Secondary Meaning Required No Secondary Meaning Required No Distinctiveness Not Inherently Distinctive Inherently Distinctive

Spectrum of distinctiveness SOFTWARE TM Generic Descriptive, Geographic, Personal Name Suggestive Arbitrary And Fanciful No Trademark Significance Secondary Meaning Required No Secondary Meaning Required No Distinctiveness Not Inherently Distinctive Inherently Distinctive

Wal-Mart v. Samara Brothers 529 U.S. 205 (2000) Samara Brothers Wal-Mart

Wal-Mart v. Samara Brothers ,[object Object],[object Object],[object Object],[object Object]

Wal-Mart and software trade dress ,[object Object],[object Object],[object Object],[object Object]

Functionality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Functionality factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TrafFix v. Marketing Displays 532 U.S. 23 (2001) Marketing Displays TrafFix

TrafFix v. Marketing Displays Marketing Displays TrafFix

TrafFix v. Marketing Displays ,[object Object],[object Object],[object Object],[object Object],[object Object]

Functionality in software ,[object Object],[object Object],[object Object],[object Object],[object Object]

Questions? ¡ Gracias! [email_address]

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