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Page 15 of 18
Product Development
What are trademarks for and where can I go for advice about them?
A trademark is any sign or symbol, which can distinguish one product or service from another. To be registered, a trademark must be represented graphically as either words or as a symbol. You must specify the kind of goods or services the trademark refers to - it's possible for totally different types of products to have the same trademark.
UK registration can be gained from the UK Patent Office. The topic of trademarks is governed by the 1994 Trademarks Act. If you attract customers from around the world then you'll need other trademark protection. Many companies register with the US Patent and Trademark Office and also gain a Community Trademark (CTM), which is valid throughout the European Union.
Registering your trademark prevents others using the same or very similar marks for the same kind of product or service. There are companies who can undertake searches to track down infringements of your trademark, and to ensure that you are not infringing on others yourself.
Without a registered trademark it is still possible to stop competitors 'passing off' their goods as yours. But without one it is harder to prove that a consumer has been misled by a competitor.
Remember that you can use design to improve your business through the products and services you offer, and you can double its effectiveness by planning for and using design strategically. By thinking the big design picture, rather than focussing on one single product, you can link all of the parts of your company that benefit from design and create a powerful business response that is irresistible to your customers.
For design advice
visit the Design Council web site.
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Business Advice