Dynamic Branding

Moving images, video clips, holograms and multimedia effects are particularly suitable for anchoring a company or a product in the minds of market participants. The start screen of a computer game or a software app designed with a moving image, a dynamic graphic with background music, or even the roaring lion in the credits of a cinema movie – all these dynamic effects can, like the classic static word or figurative mark, have the character of an indication of provenance. If these sequences of movements are short and concise, these dynamic marks can be an indication of provenance and, as motion marks, be subject to trademark protection.

Motion Branding

A video clip, a sequence of movements or even just a visually perceptible modification within a pictorial symbol can be protected as a motion mark. An example of this is a figurative mark with a dynamically morphing element, such as the dynamic brandeur^® figurative mark shown here, in which the ® dynamically turns from a neutral font colour into a glowing ®. A motion mark too can identify a product or a company by creating an association between the sequence of animation and the product or company. Further examples are the dynamic image effects appearing at the beginning or end of advertising clips, when switching on the navigation system in a car or when opening a computer app, all of which can be registered as a trademark.

Hologram Branding

The hologram mark is also a dynamic mark, in which the varying image when viewing the hologram from different angles is reproduced as a sequence of images. This type of trademark protection makes it possible to use holograms effectively as certificates of authenticity for products and to prevent product counterfeiting by means of trademark law against the infringing falsified hologram.

Multimedia Branding

A dynamically altering figurative mark accompanied by a sound sequence or a video sequence with soundtrack can, if it is short and concise, identify a product or a company as a multimedia mark. In the example shown below, the sequential appearence of the characters of the word ‘brand’ is accompanied by the synchronous strokes of a typewriter, a sound that was once commonplace but is now increasingly becoming forgotten. The coloured word component ‘eur’ flies in from behind with a noise. The slogan ‘making brands right’ then appears as a subline, completing the image symbol. Finally, a glowing ® flies in from the front and brands the image symbol, accompanied by a crackling sound. A multimedia mark can also be registered as a trademark.