Trademarks and Brands

Branding News: From iHOP to IHOb

by T+B BLOG TEAM on Wednesday, 20 June, 2018

When US restaurant chain IHOP — the International House of Pancakes — recently started sending the message that its name was changing to "IHOb" it used a clever graphic that showed the "p" in its name flipping over to become a "b" to build up suspense about a new name.

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Topics: brands, names

Adidas' Logo Tops Brand Visibility List

by T+B BLOG TEAM on Thursday, 7 June, 2018

The Adidas logo came out on top of marketing technology firm Brandwatch's "2018 Brand Visibility Report" — for its 6.6 million Instagram and Twitter post appearances between December 2017 and April 2018. According to the Brandwatch report, "that’s 154 new images every minute, or three new images every second.” Is that faster than the speed of light?

Nike appeared in second place with 5.1 million posts per month, while Google placed third with 3.9 million posts. McDonald's held the top spot last year. Top 10 newcomers include Starbucks and Disney.

Words didn't play a major role in this logo-tracking exercise; in fact, only 20% of the images were posted alongside written references. Of the logos that did appear with text mentions, Burberry had the highest percentage of positive text mentions, with SwarovskiTory BurchMoët & Chandon, and Nutella following.

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Topics: brands, social media

Ivanka Trump Granted 7 New Trademarks in China

by T+B BLOG TEAM on Thursday, 31 May, 2018

Seven new trademarks were granted by the Chinese government to US President Donald Trump's daughter Ivanka's fashion business. The trademarks cover a wide range of products, from books and housewares to textiles, snacks, and spices.

The new trademarks expand Ms. Trump’s growing trademark portfolio in China, which now totals 34. In June 2017, The New York Times reported that Ivanka had "17 registered trademarks and six that have won preliminary approval." At that same time, according to the Times, President Trump had"at least 89 trademarks registered" in China and "28 others that have won preliminary approval." Trademarks in China are registered three months after preliminary approval, barring any objections.

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Topics: trademarks, brands

Custom-designed Fonts as Intellectual Property

by T+B BLOG TEAM on Thursday, 29 March, 2018

It's becoming more commonplace to see custom-designed typefaces in use by large companies these days. The latest is Netflix Sans, developed by the Netflix in-house design team, in partnership with foundry Dalton Maag for use in branding and marketing. Netflix joins Apple (with its San Francisco font), Samsung (SamsungOne font), and BBC (Reith font), who have introduced their own custom fonts.

Why go custom? Using a font involves payment of a licensing fee, which can add up over time. Dalton Maag operations director Richard Bailey told Digital Arts in a recent interview: "Sometimes it’s a matter of not being able to find the right expression or functionality from 'off-the-shelf' fonts, language coverage problems or legibility — or simply wanting a font that can be an 'ownable' part of their brand."

Companies can avoid or reduce licensing fees by developing their own font in-house or by paying a fee to a design firm. As Netflix brand design lead Noah Nathan told It's Nice That: “With the global nature of Netflix’s business, font licensing can get quite expensive. ... Developing this typeface [also] created an ownable and unique element for the brand’s aesthetic.”

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Topics: brands, intellectual property

Corsearch Becomes Independent Company Following Closing of Sale to Audax Private Equity

by T+B BLOG TEAM on Friday, 5 January, 2018

Corsearch, a global trademark solutions leader, is pleased to announce the closing of its sale to Audax Private Equity, effective today. As previously reported, in October 2017, Audax Private Equity agreed to purchase Corsearch from Wolters Kluwer. Today’s closing represents the finalization of that transaction, resulting in a newly independent Corsearch company.

The move to an independent company provides Corsearch with many opportunities in an evolving industry. Corsearch will be using its new status to enrich the industry-leading offerings in trademark and domain solutions that it offers today, as well as to expand into new areas.

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Topics: Corsearch, brands, domains, trademark

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The title says it all. This is a blog about trademarks and brands, expanding the expertise and resources you’ve come to expect from Corsearch. From expert research tips to the inside scoop on productivity solutions, join the conversation about trademarks and brands.

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