Solving the puzzle

Non-traditional marks have been notoriously tricky toregister. Jonathan Ball and Zoe Pearman discuss recent EU case lawaddressing the vagaries of such protection

Jonathan Balland Zoe Pearman - GowlingWLG

Traditionally, brand owners have used conventionaltrademarks including words and logos to distinguish their goods and servicesfrom those of competitors and others in the market. However, as practitionersare aware, there are a variety of non-conventional, so called non-traditional,marks that brand owners can utilise, including colours, slogans, shapes,sounds, smell and even taste marks.