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ARTICLE · 01 APRIL 2010

Hologram, Texture and Taste Trade Marks: Get Set for Moving

Gadens Lawyers
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As unbelievable as it may sound, we must all get ready for a ‘new generation’ of trade marks including movement, hologram, taste and texture marks. Earlier this year the Trade Marks Office issued an official notice about a change in practice in respect of non-traditional marks

AustraliaIntellectual Property
Alexia Marinos
Alexia Marinos

As unbelievable as it may sound, we must all get ready for a 'new generation' of trade marks including movement, hologram, taste and texture marks. Earlier this year the Trade Marks Office issued an official notice about a change in practice in respect of non-traditional marks.

The Trade Marks Register is already home to many non-traditional marks including shape, sound, colour and scent marks. Some examples of these marks include Lindt's gold chocolate Easter Bunnies, Tiffany's blue packaging, Jean Paul Gaultier's perfume bottles and the sound of the "PING" in the "Ah McCain You've Done It Again" advertising campaign.

More recently, moving images such as the Nokia handshake on mobile phones, the M&M characters in animation and an animated sequence mark by Microsoft have also been registered as moving trade marks in Australia.

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