China Approves Sound Trade Mark

When the China Trademark Law was revised in 2013 it provided for the registration of non-traditional trade marks, including sound marks. Since that time, the China Trademark Office has received more than 450 applications for sound trademarks. Of these, the first registration has recently been recently granted.

This type of mark comprises a sound that is considered sufficiently distinctive to identify the commercial origin of a product or service and to distinguish it from similar products or services of other providers. In contrast to more traditional word, figurative and other visible trade marks, sound marks help consumers distinguish a particular source of product or service through the medium of hearing. Typical sound marks include the widely recognised "I'm lovin' it" jingle of McDonald's Corporation and the roaring lion of MGM Studios.