Design Matters: why trademark?

As we are designing logos for our clients, there are times where TILT will advise the client to trademark their logos / tagline.

In Singapore, you will need to contact Rivin if you wish to have a trademark application. As stated on their website

Why register a Trademark?
A registered Trademark bestows the exclusive use of that name, and provides for its owner the capability:

To offer licenses and franchises.

To be differentiated from competitors.

To be protected from third parties using an equal or similar name, exercising the legal actions that correspond.

To protect the Internet domain name.

To impede others attempting to register similar trademarks.

To have priority over third parties wanting to register their trademarks, in countries which do not require registration.

If the benefits are this good, why does TILT not advise our clients all the time instead? The reason is simple. Trademarks are probably the cheapest intellectual property asset to protect. In this fast moving industry, market movement is very constant and there may be a need for repositioning, rebranding. Why spend the money on developing a trademark portfolio until you have developed your marketing strategy and ensured that it is working and future-proof?

Once things are about to be stablise, the time will then be right to cement your ground with your branding.

For related post, read “The celebration that stops a nation!“