October 2010
Beginner
208 pages
4h 56m
English
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62 Trade Dress
As logos become more and more ubiquitous—and as competition gets stiffer and stiffer—the need to develop identity programs that help differentiate organizations from their competitors increases in significance.
The first step is creating a mark that’s completely yours, but that’s only the first step. The next step challenges you to think about how to apply that mark in ways that add up to a unique and protectable program, one that echoes the brand promise and speaks to the intended audience in a way that others have not.
In legal terms, protecting the overall look and feel of an identity program falls under trade dress. The placement of the mark, the color, the shape of product packaging: All of the things that create the overall ...
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