Animated “Motion Trademarks” Grow in Popularity and Legal Protection Around the World


Digital technology has led to innovative advertising and marketing. Brand owners are increasingly using the technology to create and protect new forms of trademarks, consisting of motion, holograms, and other multimedia features. While U.S. trademark law has protected these types of marks for many years, much of the international trademark community had trailed behind. But that is changing as modernized intellectual property laws now allow trademark holders in much of Europe, Asia, and North America to embrace and protect the motion mark movement.