There are multiple reasons why trade dress may not be eligible for registration on the Principal Register at the United States Patent & Trademark Office (USPTO). One example is the functionality doctrine, which states that if a feature of a product is essential to its use or purpose, or if it affects the cost or quality of the product, it will be considered functional and cannot be protected as a trademark.
Another reason for refusal of trade dress registration is lack of distinctiveness under the Trademark Act (Sections 1, 2 & 45). To meet the distinctiveness requirement, an applicant must demonstrate either inherent distinctiveness or secondary meaning of the overall appearance of the product. Evidence of five years of continuous and exclusive use of the trade dress may be considered as prima facie evidence of acquired distinctiveness, but this is generally insufficient for registration when a product design is involved. In cases of product design, the applicant typically needs to provide evidence such as advertising expenditures (with a focus on advertising of the claimed design), sales success, duration of use, consumer surveys, unsolicited media coverage, and intentional copying.
Trade dress applications often include disclaimers. This is because trade dress marks are usually considered non-unitary marks, as the various elements create independent commercial impressions. To learn more about unitary marks, please visit our web page titled "What Is A Unitary Trademark." If a mark contains a combination of trade dress, word, and/or design elements, each aspect should be evaluated separately for distinctiveness. If only one aspect of the trademark is inherently distinctive, it does not transform the entire mark into an inherently distinctive unitary mark. Unregistrable elements of a mark should either be shown in broken or dotted lines in the drawing or be disclaimed. To determine how to treat unregistrable elements, consider whether they are functional or incapable of acquiring trademark significance. If so, represent those elements in dotted lines on the drawing. However, if the elements are capable of trademark significance but haven't acquired distinctiveness yet, a disclaimer can be included in the trademark application.
Special rules apply when dealing with three-dimensional marks. The drawing must depict the mark in a single rendition, while the mark description should indicate that the trademark is three-dimensional in nature. If the applicant is unable to show the mark in a single rendition, they can petition the Director to waive this requirement and accept a drawing that shows multiple views of the mark. It's important to note that the three-dimensional packaging of a product qualifies as trade dress.
Product packaging can take various shapes or forms. For example, a drawing could depict a three-dimensional mirror, the mark description could state that the trade dress is product packaging, and the identified goods could be cosmetics. In such a case, the cosmetics could be sold in packaging shaped like a mirror. Often, the three-dimensional product packaging depicted in the drawing will hold the actual product being sold. Trade dress applications are generally considered one of the most challenging types of trademark applications to prosecute.
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