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972-248-8080 DALLAS
713-830-2207 HOUSTON
512-691-4100 AUSTIN
wilson whitaker rynell attorneys and counselors at law logo
972-248-8080 DALLAS
713-830-2207 HOUSTON
512-691-4100 AUSTIN

Requirements for a Trade Dress Application and Expanding Protection to Websites

ATTORNEYS IN DALLAS

A comprehensive discussion of trade dress, its protection under trademark laws, USPTO application requirements, and the challenges in extending protection to websites and proving infringement.

Requirements for a Trade Dress Application and Expanding Protection to Websites

Trade dress refers to the overall visual appearance and image of a product, encompassing various elements such as size, shape, color, graphics, and texture. To gain a basic understanding of trade dress and how trademark laws protect it, please refer to our webpage titled "What Is Trade Dress And How Can It Be Protected?" This page provides insights into the specific requirements set by the United States Patent and Trademark Office (USPTO) when filing a trade dress application and explores the expanding scope of trade dress protection to include website aesthetics.

When an Examining Attorney at the USPTO reviews a trademark application, they assess whether the proposed mark qualifies as trade dress. This determination is based on the application content, including the drawing, specimen, identification of goods or services, and the description of the trademark. If the application does not clearly indicate that the proposed trademark is trade dress, the Examiner may contact the applicant via phone or email, or issue an Office Action seeking clarification.

After examining the functionality of a mark, the distinctiveness of the trade dress is evaluated. If the trade dress lacks inherent distinctiveness or has not acquired distinctiveness under Section 2(f) of the Trademark Law, registration on the Principal Register may be refused. To ensure accurate examination, the drawing and description of the proposed mark must faithfully represent the intended mark. Drawings of trade dress marks, including three-dimensional product designs and packaging, should not include extraneous elements unrelated to the mark. If the mark only covers a portion of the product or container, solid lines must be used to depict the mark's elements, while broken lines indicate the unclaimed or functional portion. The elements in the broken lines will not be considered by the Examiner. Alternatively, a photograph depicting the trade dress may serve as an acceptable drawing if it does not contain extraneous information and accurately represents the mark.

Trade dress applications must include a description that accurately describes the mark. The description should indicate whether the mark is three-dimensional and whether it constitutes the design, configuration, packaging, or container of the goods. Trade dress marks are typically perceived as non-unitary marks since each element creates a separate commercial impression.

In recent years, there has been a movement to extend trade dress protection to websites. Some courts have recognized that the overall look and feel of a website can qualify as protectable trade dress. For example, in the case of Ingrid & Isabel LLC v. Baby Be Mine, LLC, No. 13-cv-01806-JCS, 2014 WL 954656 (N.D. Cal. 2014), the court denied the defendant's motion for summary judgment, allowing the plaintiff to proceed with a trade dress claim. The plaintiff successfully described the specific visual similarities between its website and the defendant's site, including the color and placement of the logo, fonts used, patterns and colors of the wallpaper, and the appearance of the featured models.

To prevail in a trade dress infringement action, a plaintiff must demonstrate the following: (1) acquired secondary meaning or inherent distinctiveness, (2) non-functionality, and (3) a likelihood of consumer confusion resulting from the defendant's product, packaging, or website. Plaintiffs in trade dress infringement cases bear a substantial burden of proof.

Contact an Experienced Trademark Attorney

If you need legal advice regarding your trademark rights, assistance with trademark prosecution, or representation in a domain name dispute, contact Wilson Whitaker Rynell. Our team of trademark lawyers has extensive experience in all aspects of trademark and copyright law, including the filing of trademark applications and representing clients in defense or prosecution before the Trademark Trial and Appeal Board.

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Trademark Resources

  • 66(a) Applications
  • Abandoning a Trademark Application or Withdrawing a TTAB Proceeding
  • Abandonment and Nonuse
  • Abbreviations as Trademarks
  • Accelerated Case Resolutions
  • Acquired Secondary Trademark Meaning
  • Amending Trademark Application
  • Assigning a Trademark
  • Assigning a Trademark and the Intent to Use Application
  • Avoiding Fraud on Trademark Applications
  • Avoiding Trademark Litigation
  • Basis for Filing a Trademark
  • Benefits of Registering a Trademark
  • Bona Fide Intent to Use
  • Celebrity Trademarks
  • Challenging the Relatedness Factor
  • Challenging Trademark Rights
  • Claims in a Notice of Opposition
  • Co-Existence Agreements
  • Common Law Trademarks in the Internet Era
  • Common Law Use and Priority
  • Conflicting Marks
  • Consent Agreements
  • Constructive Use Priority
  • Dates of Use
  • Defenses in Opposition and Cancellation Proceedings
  • Descriptive or Generic Trademarks
  • Design Marks
  • Design Trademarks
  • Determining Trademark Similarities
  • Discovery in TTAB Proceedings
  • Dividing a Trademark Application
  • Drawing Page
  • Electronic Display Specimens for Trademarks
  • Evidence in TTAB Proceedings
  • Evidence of Acquired Distinctiveness
  • Expediting Trademark Cancellation for Nonuse or Abandonment
  • Extending Time to Oppose
  • Factors of a Likelihood of Confusion Analysis
  • False Suggestions of Connection
  • Famous Trademarks and Likelihood of Confusion and Dilution
  • Filing an Opposition or Cancellation Proceedings
  • First Sale Doctrine
  • Five Years of Use
  • Foreign Trademark Rights
  • Generic Trademarks
  • Geographic Trademarks
  • Hiring Trademark Counsel
  • Immoral and Scandalous Trademarks
  • Incontestability of U.S. Trademarks
  • International Trademark Filings
  • Joint Trademark Ownership
  • Lawful Use of a Trademark in Commerce
  • Likelihood of Confusion Analysis
  • Likelihood of Confusion Refusal
  • Merely Descriptive Trademarks

Trademark Resources

  • Multiple Bases for a Trademark Application
  • Overcoming and Ornamentation Trademark Refusal
  • Personal Name Trademarks
  • Principal and Supplemental Registers
  • Protecting Single Creative Works
  • Recording Trademark Assignments
  • Refusal of a Trademark
  • Refusing a Trade Dress Application
  • Registering a Certification Trademark
  • Registering a Service Mark
  • Registering a Trademark That Lacks Inherent Distinctiveness
  • Registering an International Trademark
  • Relatedness of Goods or Services
  • Request for Reconsideration in Trademark Office Action
  • Requirements for International Trademark Application
  • Revive an Abandoned Trademark Application
  • Secondary Meaning
  • Source Confusion
  • Special Trademark Applications
  • Standard Character and Special Format Marks
  • Standing in Opposition and Cancellation Proceedings
  • State Trademark Registration
  • Statement of Use Extensions
  • Tacking Doctrine
  • Technical Trademark Use
  • The Supplemental Register
  • Trade Dress
  • Trade Dress Application
  • Trademark Application
  • Trademark Clearance Searches
  • Trademark Disclaimers
  • Trademark Licensing
  • Trademark of Authors, Performing Artists, and Characters
  • Trademark Ownership
  • Trademark Protection In Texas
  • Trademark Settlements
  • Trademark Specimens
  • Trademark Specimens
  • Trademark Use by Related Company
  • Trademark Use in Advertising
  • Trademark Use in Commerce
  • Trademarking a Distinctive Mark
  • Trademarking a Hashtag
  • Trademarks for Musical Artists
  • TTAB Discovery Rules
  • TTAB Proceedings
  • U.S. Service Mark
  • U.S. Trade Dress
  • Understanding Trade Channels
  • Unitary U.S. Trademark
  • Universal Symbols as Trademarks
  • Using Secondary Sources
  • What is an Ex Parte Appeal?
  • Where to Register a Trademark
  • Who Must File a Trademark?


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