Uniqueness and memorability are the benchmark for environmental slogans. It is not easy to achieve this, but when the environmental slogan works, it communicates in a way that is hard to beat. And if it can do so exclusively, it becomes part of that brand. Stadtwerke Berlin [Municipal Utilities Berlin] believed it was home and dry with its slogan. And rightly so?
A sign that directly and immediately indicates a particular feature of a product cannot be used as a trademark. However, could a sign be designed to communicate something more by simply adding a graphic?
Eco-brands often consist of several elements that are immediately recognisable. However, one should be wary of relying solely on such a combination. Further steps may well be necessary so the brand does not hit the rocks at a later date.
A symbol of a company’s green credentials can attract customers. Under what circumstances could such terms be used in advertising? And can they be protected as a trademark?
Sustainability-focused brands are attractive. But how can you achieve effective brand protection?
Every company wants to present itself as sustainable and environmentally friendly. Brands that suggest this, or that can validly make this claim, benefit from greater popularity. Brands that score highly in terms of sustainability often achieve more sales. Yet why do these projects so often fail? And why do they fall short of providing the necessary value, given the money that has been invested in them? That’s what a well-known shirt manufacturer has recently had to find out.
The ÖKO-TEST seal [ECO-TEST] is protected as an individual trade mark. One manufacturer used the seal without such a licence. The protection of individual trade marks has its limitations when it comes to test seals.
Do you want to communicate the sustainability of your products and highlight them with a catchy eco brand exclusive to your company? Then you should be aware of the conditions for the protection of such an eco trade mark.