SAE Magazine 13-2

178 S o why not use a crazy name for a trademark? Trademarks serve to distinguish goods or services from others. To do so you need a distinguishing trait like words including personal names, letters, numerals, colour combinations, sounds – or a mixture of these. A trademark is distinguishing if it causes a kind of twist in your brain. The idea is that you remember the specific sign by wondering what it has to do with the product. Brands that only describe the service cannot be registered. So if you sell apples ‘Apple’ will not be a possible brand name but if you sell computers it is perfect! This way an endless number of various brands are available. You do though have to take care not to get in a conflict with earlier rights, so trying to use ‘Apple’ as a brand would be a bad idea. There are other restrictions for the use of brands to bear in mind. You cannot use illegal s such as “Heil Hitler!” wou mark and badges or emb interest like the dollar bill Also signs may not be u contrary to public policy o of morality. In 2012 the German Su had to decide if the wor f*@k” (we have edited th may be registered as a tr this phrase was a breach principles of morality. Unsurprisingly the court conclusion that these wor brand would be consider able by a broad public. S the refusal of the registrati mark. This way law is ensuring step the mark. But as long important than quality or not stop commerce pushi Why trademarks have real shock Production & Know How // Law

SAE Magazine 13-2

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