You’re starting a tea company. To set yourself apart from the competition, your teas come packaged in lightbulb-shaped containers.
How do you make sure that no one else sells tea that way?
You can protect it as trade dress, get a design patent, or do both.
Trade Dress
Selling stuff in special packaging is a type of trade dress, which is a trademark.[1] That makes sense, because the whole point of trade dress is to allow customers to identify the source of a product, which is what a trademark does. You know it’s a:
- CocaCola® brand soda by the shape of the bottle;
- Maker’s Mark® brand whiskey by the red wax dripping down the top of the bottle;
- McDonald’s® brand hamburger by the golden arches on the building.
Design Patent
Usually, intellectual property can be protected in only one way, but you could also get a design patent for your lightbulb-shaped container. A design patent protects the way an article looks.[2] Some famous products that have patented design elements are:
- Oakley® sunglasses;
- a Eames® chair;
- Beats by Dre® headphones.
Making a Decision
So, should you get a design patent or register the lightbulb-shaped container as a trademark? It depends. Not all trade dress is patentable and not all design patents can be the subject of a trademark. For example, if you’ve been selling tea in the lightbulb-shaped container for a year, you can NOT get a design patent, but you’re in great shape to get a trademark.
Here are some other important differences:
Patent | Trademark/Trade dress | |
Expiration | Expires after 15 years. | No expiration. It can last forever. |
Requirements | Has to be “novel”.[3]
Has to be “non-obvious”.[4] It must not be useful.[5] |
Can’t be “confusingly similar” to another trademark.
Can’t be functional. |
How do rights come about? | Granted by patent office. | Start using it to sell goods or services. |
Shout out to Cody B for the suggestion for this post.
[1] “Trade dress constitutes a ‘symbol’ or ‘device’ within the meaning of §2 of the Trademark Act. Trade dress originally included only the packaging or ‘dressing’ of a product, but in recent years has been expanded to encompass the design of a product. It is usually defined as the ‘total image and overall appearance’ of a product, or the totality of the elements, and ‘may include features such as size, shape, color or color combinations, texture, graphics.’” Trademark Manual of Examination Procedure Section 1202.02 [Citations omitted.]
[2] Manual of Patent Examination Procedure Section 1502 citing 35 U.S.C. Section 171.
[3] It can’t be something that was in a prior patent, or in a printed publication, or in public use or for sale or otherwise available to the public.
[4] It has to be an invention that wasn’t obvious to a designer having “ordinary skill in the art”. So, if it’s packaging, it has to be something that isn’t obvious to someone who is skilled in creating packaging design.
[5] If the packaging shape is useful in protecting the product in some way (for freshness, against breakage, to fit better while shipping or on store shelves, etc,), then you can’t get a design patent. You might be able to get a utility patent, though.
Is Trade Dressing the basis of the Gibson case against Dean? (As reported: https://guitar.com/news/industry-news/gibson-sues-dean-guitars-trademark-infringement/)
LikeLike
Matt,
Yes it is. Gibson has quite a few trademark registrations for trade dress, including ones for guitar bodies, pick guards, bridges, and peg heads.
-Michele
LikeLiked by 1 person
Thanks, Michele!
LikeLike