Log in or register
Share on LinkedInShare on LinkedIn

ARTICLE · 10 MARCH 2023

Toblerone To Change Distinctive Branding

Marks & Clerk
Marks & Clerk
Contributor
Marks & Clerk

Marks & Clerk

Marks & Clerk LLP was founded in 1887 by George Croydon Marks, who was joined in partnership by...

View firm profile
Explore more from Marks & Clerk

Toblerone have to change their branding to make it non-Swiss as they move production out of Switzerland. This is a reminder that brands may be forced to change iconic parts of their branding...

United KingdomIntellectual Property
Kirsten Gilbert
Kirsten Gilbert
Author LinkedIn connections
Toblerone have to change their branding to make it non-Swiss as they move production out of Switzerland. This is a reminder that brands may be forced to change iconic parts of their branding as a result of changes in commercial practices. In this case, Toblerone plan to use a generic summit to replace the iconic Matterhorn logo. The question is will the "Bern Bear" be replaced by a more generic bear or will the designers take the opportunity to include a new hidden image in the generic summit?

My colleague Esther has also commented on the Toblerone news (with a side of Gruyere) here.

Toblerone is to remove the Matterhorn mountain peak from its packaging when some of the chocolate's production is moved from Switzerland to Slovakia.

We operate a free-to-view policy, asking only that you register in order to read all of our content. Please login or register to view the rest of this article.

Register for freeORLog in

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.

View source

Related Articles

Legal Intelligence Newsletters: sign up for the latest legal and regulatory news on your chosen topics

Read more about

Related Comparative Guides

See more popular content from

Article

AI, Deepfakes And Image Rights: Does English Law Protect Your Face, Voice And Likeness?

Generative AI has created a legal vacuum where synthetic images and deepfakes can be created and shared without consent, yet English law offers no standalone "image right" to protect individuals. With celebrities like Lisa Riley and over 80 performers demanding reform, the question is whether the UK's patchwork of intellectual property, data protection, and common law protections can adequately address this rapidly evolving threat to personal autonomy and reputation.
United KingdomIntellectual Property
Mills & Reeve LLP
Mills & Reeve LLP
Article

The Sound Of Ownership: Why AI Voice Cloning Is Raising New IP Questions

As AI voice cloning technology becomes increasingly sophisticated and accessible, the Save Our Voices Now campaign calls for statutory rights allowing individuals to own and control their voice as intellectual property. This article examines whether existing UK law sufficiently protects one of our most personal and recognisable attributes, exploring copyright, trade marks, passing off, and the practical steps individuals and businesses can take.
United KingdomIntellectual Property
Ashfords LLP
Ashfords LLP
Article

High Court Clarifies The Limits Of Copyright Claims Against Online Marketplaces

The UK High Court has delivered a landmark ruling on online marketplace liability, dismissing Shein's copyright infringement claims against Temu and clarifying when platforms can be held responsible for third-party content. The judgment examines the boundaries of copyright ownership in complex supply chains and establishes important precedents for how marketplace operators should respond to infringement allegations.
United KingdomIntellectual Property
HGF Law
HGF Law
Article

The Manchester Creative Industries AI Summit – The Government's Opportunity To Set Out A Policy Direction On Copyright And AI?

Prime Minister Andy Burnham has convened the Creative Industries AI Summit in Manchester to bring together rightsholders, regulators, platforms and AI labs to align on a common approach to copyright-protected works in AI development. The Summit will unveil the 'Manchester Principles', a framework establishing minimum conditions for using human creative work to train generative AI models.
United KingdomIntellectual Property
Lewis Silkin
Lewis Silkin
Article

UPC CoA Confirms Jurisdiction Over Pending European Patent Application

The UPC Court of Appeal has confirmed that the Unified Patent Court can exercise jurisdiction over European patent applications, provided they are granted before the defendant files their statement of defence. This landmark decision means patent holders may now be locked into the UPC system even before their patents are officially granted, fundamentally changing the strategic timing considerations for opting out of UPC jurisdiction.
United KingdomIntellectual Property
HGF Law
HGF Law
Article

Be Nice To Claude: Anthropic's Acceptable Use Policy Updates

Anthropic's updated Acceptable Use Policy introduces significant changes for organisations building on Claude, extending far beyond the headline-grabbing prohibition on abusive behaviour towards the AI model. The policy now addresses deceptive campaigns, election interference, weapons development, surveillance systems, and requires human oversight for high-impact decisions affecting individuals' rights and wellbeing.
United KingdomTechnology
Marks & Clerk
Marks & Clerk
Article

Takeaways From UC Berkeley Law AI Institute

UC Berkeley Law AI Institute brought together academics, venture capitalists, judges, lawyers, and general counsels from leading AI companies to discuss critical issues spanning intellectual property, privacy, European regulation, and AI governance. The event revealed significant gaps in law firm AI policies, explored the judiciary's role in AI implementation, and examined the fragmented regulatory landscape alongside massive US venture capital investment in AI model development.
United StatesTechnology
Marks & Clerk
Marks & Clerk
Article

Can Generative AI Help Us Live Longer? Rentosertib Study Suggests Anti-aging Therapies May Be A Step Closer

Insilico Medicine has reported that Rentosertib, an AI-discovered clinical candidate for idiopathic pulmonary fibrosis, demonstrates effectiveness in reversing the predicted biological age of IPF patients according to six independent proteomic aging clocks. The molecule's dual-purpose approach—targeting both a diagnosable disease and biological aging simultaneously—may open new pathways for anti-aging therapies...
United StatesFood, Drugs, Healthcare, Life Sciences
Marks & Clerk
Marks & Clerk
Article

McLaren Leverages Its Heritage For New Logo Design

McLaren has unveiled a new logo inspired by the McLaren family service station in Auckland, New Zealand, alongside the heritage-focused McL 6GT supercar featuring the iconic Speedy Kiwi logo. The reintroduction of these heritage marks raises important intellectual property considerations around trade mark protection, non-use vulnerabilities, and strategic portfolio management as the brand expands into new markets including its first SUV.
United KingdomIntellectual Property
Marks & Clerk
Marks & Clerk