TalentZoo.com |  Beyond Madison Avenue |  Flack Me |  Digital Pivot Archives  |  Categories
Tomorrow’s Brands Might Be Impossible to Trademark
By: Fast Company
Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
Anyone who owns an Amazon Echo is familiar with the blue ring. It’s the glowing, abstract face of the Alexa assistant that signifies when it is listening, thinking, and speaking. It’s about as ephemeral as user interface can get. 

Perhaps it doesn’t seem odd that Amazon attempted to register the ring as a trademark in 2016. After all, trademarks give companies more protections over their brands. Amazon wants to protect Alexa like Nike wants to protect the swoosh. But in fact, it’s a relatively rare, aggressive move on Amazon’s part: registering a trademark not for a corporate logo, but a piece of a user interface. 

KEEP READING HERE


Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
blog comments powered by Disqus
About the Author
This article was published on Fast Company. A link to the original piece appears after the post. www.fastcompany.com
Beneath the Brand on

Advertise on Beneath the Brand
Return to Top