Marks in motion

Trivago_logoTrademark law is always in motion, for example due to changing case law. But also due to technical developments that change life.

Trademarks are in motion too. As nowadays short movies and animations can be seen everywhere and anywhere, for example on your smart phone, these short movies are often a very distinctive feature for companies. And companies understand that protection is needed as more and more animations or short movies are filed as a trademark.

These motion marks often consist of several frames by means of which protection is sought for a short film or animation. Like in case of Trivago. This company filed a trademark in the European Union consisting of six frames. The description states that the animation takes place on a white background on which the words “hotel?” are stated. The entire logo tilts forward and after turning “hotel?” changes in “trivago” which has the same colors as a hotel.

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Arnaud Bos

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