Are fluid trademarks marketing gold?

By James Turner, Director, Turner Little

Fluid trademarks offer innovative ways for businesses to engage with their customers. And many of the world’s biggest brands have embraced this mode of marketing for decades.

So, what are fluid trademarks?

Even if the term isn’t familiar, you’ve probably come across fluid trademarks. As the name suggests, they are conventional marks that change over time while retaining some of their core characteristics. They come in various forms, such as logos, graphic symbols, verbal elements, or a combination of these things.

“One of the best-known examples of a successful fluid trademark is Google, who use infinite ‘Doodles’ to change to their mark and commemorate influential figures, or to celebrate a particular holiday. Another example is Absolut Vodka, who have previously utilised fluid trademarks by tasking artists and designers to reinterpret their mark for various campaigns and media channels,” says James Turner, Director at company formation specialists, Turner Little.

What makes fluid trademarks so beneficial?

Designing a fluid trademark takes a lot of careful consideration to avoid confusing customers. But when done right, brands can strengthen their awareness and interact with existing customers to help sustain their interest.

As well as attracting customer’s attention, changes to a trademark can also attract the attention of the media – thereby giving brands an innovative identity. Another key benefit to fluid marks is that they give brands flexibility, which empowers brands to keep up with the latest trends and appeal to new audiences.

Fluid trademarks are also an increasingly popular mode of brand rejuvenation, meaning business owners can keep the fundamentals of their brand mark whilst enhancing its overall appeal.

What are the legalities?

Business owners should consider registering particular variations of their mark to protect themselves against unauthorised use. By doing so, businesses can take legal action against other companies imitating their trademark, which could have otherwise damaged their reputation and resulted in a loss of business.

Not only is a trademark the most secure way for business owners to get rights to their brand name, but it is also affordable and can save long and costly aludels in the future.

At Turner Little, we have years of experience registering trademarks, helping business owners get it right first time. We also closely monitor businesses’ critical assets and react quickly to potential discrepancies and threats.

So, talk to us about securing your trademark today and see how fluid trademarking could work for you.