Traditionally, Trade Dress has been used to describe the shape of a product or the way its packaging is presented. Over time, the meaning of Trade Dress has expanded to encompass a vast range of characteristics. For instance, trade dress can refer to the way a product is packaged or labeled, the design of the product itself, the flavor of the product, the color of a product, the layout of a restaurant, or the design of a retail store. However, for Trade Dress to be eligible for registration at the USPTO and protected under trademark laws, it must be both distinctive and non-functional.
Trade dress may be considered inherently distinctive if its unique and memorable nature primarily serves to identify the origin of the product or service and is conceptually separate from the product or service itself. For instance, the United States Supreme Court determined that the décor of a Mexican restaurant chain was inherently distinctive due to its brightly colored pottery, a mural, distinctive outdoor umbrellas, neon border stripes, and a novel style of service.
In general, functional aspects of trade dress are not considered inherently distinctive. Only designs and shapes created solely for promotional purposes are protected as trade dress. For example, certain perfume bottles and their packaging are created to be identifiable with a particular brand. However, simply registering trade dress as a trademark may not be sufficient in an infringement suit. Simply finding that a mark is inherently distinctive does not necessarily make the trade dress strong.
In order to establish secondary meaning in trade dress, plaintiffs must demonstrate that the primary significance of the product feature in the public mind is to identify the source of the product. Factors that may be considered include advertising expenses, consumer studies linking the mark to its source, unsolicited media coverage, sales success, attempts to copy the mark, and the length of exclusive use of the mark.
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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