Hi Everyone! I would like to share my presentation on Fluid Trademarks with all of you.
Fluid trademarks are marks that change over time (think Google Doodle). They are an increasingly prevalent branding strategy in the digital age, but due to their changing nature it is very difficult to shoehorn fluid marks into existing IP regimes.
Louis Vuitton has attempted to obtain trademark protection for a variation of its famous logo; Google even has a patent for the method of varying the logo on their homepage to attract users. These cases raise the issues of registrability as well as scope of legal protection for fluid marks. As you will see in my presentation, there are no simple answers. Hope you enjoy the presentation.
Ashley Wang
Communications Law