Innovation in motion: Transforming how dynamic trademarks are reported

//Innovation in motion: Transforming how dynamic trademarks are reported

Innovation in motion: Transforming how dynamic trademarks are reported

“What you see is what you get.” That’s how the European Union Intellectual Property Office (EUIPO) describes a recent change in the filing requirements for trademark designs featuring motion, multimedia elements, holograms or 3D elements.

“What you see is what you get” also describes a new way CompuMark delivers search and watch results for such marks. We have put to use deep understanding of how trademark professionals work and our operational horsepower to quickly bring to market a new approach to EUIPO’s recent changes. More on that in a moment; first, let’s review the new rules.

No more descriptions

Effective last October, trademark applicants to the EUIPO can now present their designs using appropriate technology formats—including JPEG image files and MP4 video files. Descriptions of these marks are now optional, instead of mandatory as in the past. According to the EUIPO, this rules change is intended to increase legal certainty and reduce the objection rate for new filings of trademark designs featuring motion, multimedia elements, holograms or 3D elements.

The ability to use graphical formats when filing motion marks is exciting news. But it creates a challenge when performing a trademark search: How will these dynamic trademarks be represented in a search report? To fully evaluate a new mark type, it’s important to see how it changes as it goes through its motion sequence.

CompuMark Innovation

CompuMark came up with a novel solution. Now, when new mark types are reported in search results, users will be presented with a six-frame view of the mark that reflects the major elements of the mark. This new visual presentation is available across CompuMark search and watch products, including Full Availability Searches, SAEGIS®, TM go365™, and Watch on SERION®.

“This dynamic, visual report feature provides CompuMark customers with a more complete and accurate view of these new mark types in the marketplace, helping them make more confident decisions when clearing and protecting their brands,” says Jeffrey Mastendino, Vice President of Global Operations at CompuMark.

Mastendino notes that, without this new feature, search and watch users could risk missing marks filed after October 1, 2017. This makes CompuMark’s innovation even more critical for decision-making.

“This is just the latest example of how we are continually innovating to help trademark professionals keep pace with advances in technology and regulatory changes,” Mastendino says.

To learn more about this exciting, new enhancement, contact your CompuMark representative below.

Contact your account rep

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