Traditional marks in a design world

By Patricia Collis

Designs are becoming more crucial to manufacturers of consumer goods – distinctive design can not only result in aesthetically pleasing products, but also help to indicate the products’ origin. But could or should designs ever replace trademarks?

In recent years designs have become increasingly important in our busy world and are now more highly valued than ever, in every sense of the word. While this is good news for designers and means that, as consumers, we live in a world of aesthetically pleasing yet functional goods, from a business perspective the key to long-term success is the ability to harness the value of a popular design and translate it into revenue. This is where trademarks take centre stage.

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