Protect your unique brand identity

A strong brand or trademark is more than the symbol of your company. It is a strategic weapon and a powerful commercial asset that attracts customers and gives them extra security in their purchasing decisions. The properties that set your trademark apart deserve the highest level of protection. You can count on our experienced trademark specialists for this.

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A strategy for your trademark portfolio

Trademark protection is far more than a legal formality. It is a strategic investment in value creation and risk control. Strong trademark protection ensures legal exclusivity, a stronger negotiating position and commercial differentiation and reduces your exposure to risk.

After an in‑depth introduction, we work with you to develop a bespoke trademark strategy for your company. Taking into account your commercial objectives, we offer customised advice on how best to protect your trademarks and what the process involves.

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“A strong trademark is an integral part of your company’s assets.”

– Els Nijs

European trademark attorney

What’s in a trademark?

A trademark is often associated with a name or logo, but its scope is much wider. It comprises all the characteristics that sets your product or service apart from the competition. Think colour, images, sound, position, etc. Keep in mind that a trademark needs to meet certain legal formal requirements to be registered

More about trademark types
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The process: from search to registration and monitoring

Once we have defined your trademark strategy, we can proceed with the necessary registrations. In principle, a trademark must be registered in every country, but important exceptions exist such as the Benelux trademark, the EU trademark and international registration. After registration in the relevant jurisdictions, we monitor your intellectual property.

More about the process of trademark protection.

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Why is it important to register a trademark?

Registering a trademark protects the investments you make in branding and the growing value of your trademark. A trademark registration ensures that you can continue using the trademark. It also prevents competitors from registering a similar name and blocking you from promoting your product or service in that territory (also known as trademark squatting). Finally, trademark registration helps prevent third parties from misusing your trademark or infringing on your trademark rights.

How can I protect my trademark?

Unlike patents, which are limited in time, a trademark can remain your property indefinitely, provided it is renewed on time with the local or regional trademark registers. The initial filing date of your trademark is crucial in this, as it determines the start of your monopoly and can give you a six‑month priority right worldwide. You can count on our trademark attorneys and paralegals to handle all the administration required to register and protect your trademark rights. After an initial discussion and a favourable preliminary search, we file your trademark in all relevant countries. We subsequently ensure that your trademark is renewed everywhere in good time, so that it remains your property. You can expect transparency, clarity and a proactive approach.

What does an Availability Search involve?

An Availability Search is a legal investigation, usually carried out in the field of trademark law, to determine whether a trademark or logo is available for use and registration. It prevents conflicts and avoids investments in a trademark being lost due to opposition proceedings.

What rights do I have once my trademark is registered?

After registration, a trademark owner has the following rights:

  • The trademark can be sold or licensed to others to generate income.
  • Legal action against counterfeiting can be taken.
  • The registration of identical or similar marks when they are used for identical or similar goods or services can be opposed.
  • If a trademark enjoys a high level of recognition, it is possible, in certain circumstances, to take action against highly similar trademarks used for dissimilar goods or services.
What types of trademarks exist?

Word mark
A mark consisting solely of words, letters, numbers or a combination thereof.
> Example: “Nike” or “Coca-Cola”

Device mark
A mark containing a graphic element, often without words. Synonym: logo.
> Example: the Apple logo.

Combined mark
A combination of a word mark and a device mark.
> Example: The McDonald’s logo in combination with the name “McDonald’s.”

Colour mark
A specific use of colours that distinguishes a brand, provided it is unique and applied consistently.
> Example: Cadbury’s use of purple for chocolate packaging.

Three-dimensional mark
A unique three-dimensional shape that identifies a product or its packaging.
> Example: The shape of a Coca-Cola bottle.

Sound mark
A distinctive sound associated with a brand.
> Example: The Windows start‑up sound.

Scent mark
A mark based on a specific scent. This type is rare because scents are difficult to describe and register precisely.
> Example: The smell of freshly cut grass for tennis balls.

Motion mark
A mark consisting of a moving image or animation.
> Example: The rotating triangle in the TriStar Pictures introduction.

Hologram mark
A mark distinguished by a holographic image.
> Example: The G of Google

Pattern mark
A specific pattern that is unique and recognisable for a brand.
For example, the Louis Vuitton chequerboard pattern.

Position mark
The specific way in which a mark is placed or applied on a product.
For example, The yellow stitching on Dr Martens shoes.

Multimedia mark
A mark consisting of a combination of images and sound.
For example, MGM’s roaring lion.

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