Legal Regime of Non-traditional Trademarks

Student: Emkuzheva Alina

Educational Programme: Digital Law (Master)

Year of Graduation: 2024

Non-traditional trademarks are attracting more and more attention of professional subjects of market relations. Instead of pictorial and verbal signs, manufacturers are interested in more unusual ways to individualize their goods and distinguish them from competitors' goods. Color, smell, taste, movement and sound are the content of trademarks that entrepreneurs are beginning to gravitate towards. Registration of such non-standard designations can not only ensure consumer interest, but also become a guarantee of the uniqueness of the manufacturer's trademark: it is very difficult to register a non-traditional designation, and therefore the number of such registrations is very small.

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