5. PLEASE HELP US LIVE TWEET
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Please share your ideas feedback:
@joshmiles
@smpsindiana
#SMPS #branding
Or try the “old way…”
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11. RIGHT OF PUBLICITY BASICS
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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
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12. RIGHT OF PUBLICITY BASICS
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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
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13. TRADEMARK BASICS – WHAT IS A TRADEMARK?
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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
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14. TRADEMARK BASICS - EXAMPLES
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“The Happiest Place on Earth”
The NBC chimes
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15. TRADEMARK BASICS – PURPOSE
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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
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16. SELECTING A MARK – LEGAL PERSPECTIVE
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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
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17. SELECTING A MARK – LEGAL PERSPECTIVE
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Arbitrary
*APPLE for computers
Fanciful
*PEPSI for soda
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18. SELECTING A MARK – LEGAL PERSPECTIVE
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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)
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19. DEVELOPING A MARK – BUSINESS PERSPECTIVE
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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?
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20. DEVELOPING A MARK – BUSINESS PERSPECTIVE
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Common professional firm problems:
• Alphabet soup (ABC, etc.)
• Add a partner, add a name
• Generic Services Co.
• Outdated, inconsistent usage
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21. DEVELOPING A MARK – BUSINESS PERSPECTIVE
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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
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22. DEVELOPING A MARK – DESIGN PROCESS
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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.
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23. DEVELOPING A MARK – DESIGN PROCESS
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Why are “descriptive” marks difficult to
defend and “brand”?
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24. DEVELOPING A MARK – DESIGN PROCESS
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Examples of arbitrary marks, and why
they’re better.
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25. DEVELOPING A MARK – DESIGN PROCESS
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Different types of “Trademarks” – a
design perspective:
A word mark or logotype
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26. DEVELOPING A MARK – DESIGN PROCESS
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“Badge” logos:
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27. DEVELOPING A MARK – DESIGN PROCESS
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Mark + type:
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28. DEVELOPING A MARK – DESIGN PROCESS
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Mark alone:
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29. DEVELOPING A MARK – DESIGN PROCESS
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A logo system:
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30. DEVELOPING A MARK – DESIGN PROCESS
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Aesthetic considerations
Hand drawn, geometric, relating shapes, contrast, rhythm,
motion, space, and other design principles.
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31. DEVELOPING A MARK – DESIGN PROCESS
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“Owning” a color:
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32. DEVELOPING A MARK – DESIGN PROCESS
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Avoid style over function:
Grunge, distressed, multi-color or photographic logos.
Aim for readability at any size
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33. DEVELOPING A MARK – DESIGN PROCESS
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Consider how it will be used:
- Horizontal, vertical, square spaces
- Online
- Signage / Fleet / site
- Print, promo items
- Sponsoring events
- Special use – Stadium, Indycar, blimp
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34. PROTECTING A MARK - TRADEMARK RIGHTS
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• 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!
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35. PROTECTING A MARK - TRADEMARK RIGHTS
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• Common law rights arise only to the extent that the
mark is used in commerce
• Geographic limitations
• Registration
• State
• Federal
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36. PROTECTING A MARK – STATE REGISTRATION
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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
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37. PROTECTING A MARK – FEDERAL REGISTRATION
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• 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)
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38. PROTECTING A MARK – FEDERAL REGISTRATION
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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
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39. PROTECTING A MARK – USE
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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)
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40. PROTECTING A MARK - USE
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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
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45. PROTECTING THE BRAND – LEGAL ENFORCEMENT
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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
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