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.
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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