Consistent use of a trademark is crucial for upholding rights in trademark law. Making changes to a trademark can have significant implications. Trademark owners often wish to update their marks to align with evolving market conditions or contemporary culture. However, if the change is substantial and the owner discontinues use of the original mark, they may lose rights to the initial format. Recognizing the need for brand refreshing, the doctrine of tacking was established. This doctrine permits a mark owner to make minor modifications without forfeiting ownership of the original trademark. Furthermore, under the tacking doctrine, the trademark owner can rely on the earlier filing date to establish priority for the new version of the mark, which can be crucial in priority disputes.
The issue of using a modernized version of a trademark while relying on an earlier form of the mark was addressed in the case of Jack Wolfson Ausrustung fur Draussen GmbH & Co. KgaA v. New Millennium Sports, S.L.U., 116 USPQ2d 1129 (Fed. Cir. 2015) [precedential]. The U.S. Court of Appeals for the Federal Circuit (CAFC) resolved a priority dispute by permitting tacking if the old form of the mark and the new version are legal equivalents. The Trademark Manual of Examining Procedure (TMEP) §1212.04(b) also acknowledges this concept, stating that a proposed mark is considered the "same mark" as a previously registered mark if it is the "legal equivalent" of that mark. Two marks are deemed legal equivalents if they create the same continuous commercial impression that consumers would consider them to be the same mark.
The modified new version of the mark should not materially differ from or alter the character or commercial impression of the earlier mark. If the two versions are deemed equivalents, the earlier mark cannot be successfully challenged on abandonment grounds, and tacking applies. In the Jack Wolfson case, the CAFC observed that although the font style of the subject mark "KELME" was updated, the modification did not materially alter the impression of the word itself. Additionally, the addition of claws to the paw design did not significantly change the commercial impression. The Court emphasized that in a composite mark, the design element is typically considered minor compared to the dominant literal term of the trademark. Therefore, a minor modification to the design does not materially alter the mark. The CAFC concluded that the two versions were legal equivalents. This case is not the first instance where tacking has been permitted by the Court.
Trademark owners must carefully evaluate their legal rights when contemplating modifications and modernization of their marks. When clients consider refreshing their brand, trademark counsel should discuss the tacking doctrine, aiming to leverage the benefits of making minor alterations to the mark to maintain legal equivalence and preserve priority rights for the earlier version.
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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