BRAND IDENTITY
For example, visit Google’s homepage on any day and you’re likely to see a reinterpretation of the standard Google logo, or what has been dubbed a ‘Google doodle’.
Fluid trademarks invite interaction, and can transform a brand’s engagement with a customer into a two-way relationship. But while they offer a way for established brands to refresh or update their marks, they also present a trade-off between brand dynamism and integrity.
A marketing tool
“Te fluid trademark is an excellent marketing tool, to some extent even more so than a trademark,” says Flip Petillion, a partner at Crowell & Moring LLP in Brussels.
“It can be very useful because it brings
your core trademark to people’s attention in a total different way. It is even more useful if you have several fluid versions that are released at regular intervals or at some special occasions.”
Once a brand has established itself in the world and is sufficiently recognisable, it can afford to push the trademark’s boundaries and play with it in different ways.
“Fluidity lets trademarks be more than just the legal term for a brand,” says Jerome McDonnell, senior trademark director at brand consultancy Interbrand. “Tey allow brands to evolve and stay relevant.
“Tere may be novelty in the unexpected, and the versatility that fluid trademarks provide can lead a brand to be recognised as contemporary, imaginative or dynamic, create greater awareness and engage a wider audience,” he adds.
Lee Curtis, partner at HGF in the UK, says fluid trademarks can provide brands with a new look and feel “with some ingenuity and humour”.
“In contrast to a static mark, they provide some anticipation for the consumer on ‘what will happen next’ and to guess the link or brand behind the concept.”
www.trademarksandbrandsonline.com Trademarks & Brands Online Volume 3, Issue 2 13
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