In 2019, you can expect to see branding increasingly turn into “blanding,” as The Fashion Law puts it. And there’s sound legal reasoning for the trend.
By making the plain language of a logo—the name or word—the basis for a trademark, instead of a unique font or color in combination with a specific word or name, brands may be able to better protect their intellectual property. The distinctiveness of their marks “will rest on the word(s) rather than any stylization of those words,” London intellectual property lawyer Birgit Clark tells The Fashion Law
