Immersive branding

Developments in augmented and virtual reality are opening the door to a new world of trademarking possibilities. Mark Kramer and Camille Arnold explore

Mark Kramer and Camille Arnold - Shoosmiths

The EU's removal of the requirement that trademarks be “capable of graphical representation” in order to be registered came into effect in the UK early last year, expanding the possibility of registering non-traditional trademarks, marks which comprise of motion idents, sounds, multimedia and scents.