{"id":1695,"date":"2016-08-30T17:13:05","date_gmt":"2016-08-30T17:13:05","guid":{"rendered":"http:\/\/depot-de-marque.com\/?page_id=1695"},"modified":"2020-12-02T17:54:24","modified_gmt":"2020-12-02T16:54:24","slug":"figurative-and-semi-figurative-word-marks-different-types-of-marks","status":"publish","type":"page","link":"https:\/\/depot-de-marque.com\/en\/guide-marques\/marques-verbales-figuratives-et-semi-figuratives-les-differentes-formes-de-marques\/","title":{"rendered":"Word, figurative and semi-figurative trademarks: the different forms of trademarks that can be registered"},"content":{"rendered":"

\"semi-figurative<\/a><\/p>\n

The different forms of trademarks that can be registered<\/h1>\n

There are different forms of trademarks, which should be identified before any registration project. There are specific rules governing the registration of a trademark<\/a> and the choice between a verbal, figurative or semi-figurative form must be carefully considered.<\/p>\n

The forms of \"traditional\" brands<\/h2>\n

There are many different forms of trademarks allowed. They can be sonorous, two and three-dimensional. Colours or even holograms can constitute a mark. However, almost all registered trademarks are registered in verbal, figurative or semi-figurative form:<\/p>\n

\u00a0<\/p>\n\n\n\n\n\n\n\n
Word mark<\/strong><\/th>\nSemi-figurative mark<\/strong><\/th>\nFigurative mark<\/strong><\/th>\n<\/tr>\n<\/thead>\n
CHROME<\/td>\n\u00a0\"semi-figurative<\/a><\/td>\n\u00a0\"figurative<\/td>\n<\/tr>\n
TOTAL<\/td>\n\u00a0\"total<\/a><\/td>\n\u00a0\"total<\/a><\/td>\n<\/tr>\n
STARBUCKS<\/td>\n\u00a0\"semi-figurative<\/a><\/td>\n\u00a0\"figurative<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/h3>\n

Traditional forms of trademarks: the word mark<\/h3>\n

The word mark is only composed of one or more characters (numbers and\/or letters). It can be a word, a set of words or even a simple number. Once the word mark is registered, the name will be protected regardless of the graphic form used for its exploitation.<\/p>\n

It is often preferable to file a word mark as a priority, rather than a figurative or semi-figurative mark. By protecting only the terms of the trademark and not its graphic form, it is thus possible to use it in the form of one's choice. The latter can evolve at will, without infringing on the protection of the name. If, on the other hand, the trademark is registered in figurative or semi-figurative form, it must in principle be used in the form in which it was registered. This means that substantial changes in the graphic form may require a new application.<\/p>\n

Unless you have the necessary means to file all three forms of trademark, it is therefore better to give preference to the registration of a word mark<\/a>.<\/p>\n

Forms of traditional trademarks: the figurative trademark<\/h3>\n

It consists exclusively of graphic elements: there are no verbal elements in a figurative mark.<\/p>\n

A figurative trademark can then take the form of a logo, a drawing, a hologram or even a certain shade of color. With regard to the latter form, it must be described by means of an internationally recognized code, for example the \"Pantone\" code<\/a>. As an example, Orange and Decathlon have a title to the colour shade of their brand, without any other associated form.<\/p>\n

Thus, the figurative mark confers a right only to the sign as filed.<\/p>\n

Traditional brand forms: the semi-figurative brand<\/h3>\n

The semi-figurative mark consists of two types of elements: a verbal element and a figurative element. It can be a logo accompanied by a name, but also a term with a particular calligraphy or graphic design.<\/p>\n

This form of trademark is useful when the verbal element is not or only slightly distinctive. The association of the name with a figurative element will in principle make the mark distinctive enough to be accepted at the time of filing. Again, the semi-figurative mark must be used as filed. It is therefore preferable not to make any changes during the life of the trademark (whether on the name or on the graphic form).<\/p>\n

New forms of brands<\/h2>\n

For several years now, new forms of trademarks have been registered at the offices. These trademarks have met with varying degrees of success with the examiners. As of December 11, 2019, the obligation to represent the trademark graphically has been abolished. This will make it easier to file certain applications, such as sound and video applications. Others could finally be accepted, such as smells and tastes.<\/p>\n

Sound and video marks<\/h3>\n

Until now, these marks have posed the problem of their graphic representation. Music, for example, could easily be represented by a staff, but what about sounds? In particular, the sound spectrum was used to show variations in sound, but was not precise enough for the average consumer. As for videos, we loaded a series of successive images that more or less represented the complete video. This is the \"motion mark\".<\/p>\n

Nowadays, with the disappearance of the graphic representation, it is enough to download one's digital file, which makes the scope of protection much clearer. However, there will remain a technical difficulty at the INPI in the early stages, since these files will not be accessible on trademark databases. How can I find out about them? Time will tell.<\/p>\n

Tastes and smells<\/h3>\n

These have always been very difficult, if not impossible, to represent graphically. However, the abandonment of the obligation to graphically represent them will not make it easier to record them in the immediate future. Indeed, the new text requires that the trademark be perceptible in an objective manner. However, what could be more subjective than tastes and smells? We are therefore not likely to see this type of trademark proliferate any time soon.<\/p>","protected":false},"excerpt":{"rendered":"

Les diff\u00e9rentes formes de marques d\u00e9posables Il existe diff\u00e9rentes formes de marques, qu\u2019il convient d\u2019identifier avant tout projet d\u2019enregistrement. Des r\u00e8gles pr\u00e9cises r\u00e9gissent le d\u00e9p\u00f4t d\u2019une marque et le choix entre une forme verbale, figurative ou semi-figurative doit \u00eatre m\u00fbrement r\u00e9fl\u00e9chi. Les formes de marques \u00ab\u00a0traditionnelles\u00a0\u00bb Les formes de marques admises sont tr\u00e8s nombreuses. Elles […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":11,"menu_order":9,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":"","tve_updated_post":"

___TVE_SHORTCODE_RAW__<p><a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/GM_formes-marques.jpg\"><img class=\"size-medium wp-image-1704 aligncenter\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/GM_formes-marques-300x199.jpg\" alt=\"marque verbale semi-figurative figurative\" width=\"300\" height=\"199\" \/><\/a><\/p><h1>Les diff\u00e9rentes formes de marques d\u00e9posables<\/h1><p>Il existe diff\u00e9rentes formes de marques, qu\u2019il convient d\u2019identifier avant tout projet d\u2019enregistrement. Des r\u00e8gles pr\u00e9cises r\u00e9gissent <a href=\"http:\/\/depot-de-marque.com\/\" data-cke-saved-href=\"http:\/\/depot-de-marque.com\">le d\u00e9p\u00f4t d\u2019une marque<\/a> et le choix entre une forme verbale, figurative ou semi-figurative doit \u00eatre m\u00fbrement r\u00e9fl\u00e9chi.<\/p><h2 class=\"ckeditor\">Les formes de marques \"traditionnelles\"<\/h2><p>Les formes de marques admises sont tr\u00e8s nombreuses. Elles peuvent \u00eatre sonores, bi et tri-dimensionnelles. Les couleurs ou m\u00eame les hologrammes peuvent constituer une marque. Pourtant la quasi-totalit\u00e9 des marques enregistr\u00e9es le sont sous forme verbale, figurative ou semi-figurative :<\/p><p> <\/p><div class=\"table-1\"><table border=\"1\" width=\"80%\"><thead><tr><th style=\"text-align: center;\" align=\"left\"><strong>Marque verbale<\/strong><\/th><th style=\"text-align: center;\" align=\"left\"><strong>Marque semi-figurative<\/strong><\/th><th style=\"text-align: center;\" align=\"left\"><strong>Marque figurative<\/strong><\/th><\/tr><\/thead><tbody><tr><td style=\"text-align: center;\" align=\"left\">CHROME<\/td><td align=\"left\"> <a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/chrome_sf.png\"><img class=\"aligncenter wp-image-1698 size-full\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/chrome_sf.png\" alt=\"formes de marques semi-figurative\" width=\"150\" height=\"100\" \/><\/a><\/td><td align=\"left\"> <img class=\"aligncenter wp-image-1697 size-full\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/chrome_f.png\" alt=\"formes de marques figurative\" width=\"150\" height=\"100\" \/><\/td><\/tr><tr><td style=\"text-align: center;\" align=\"left\">TOTAL<\/td><td align=\"left\"> <a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/total_sf.png\"><img class=\"aligncenter wp-image-1702 size-full\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/total_sf.png\" alt=\"marque semi-figurative total\" width=\"150\" height=\"100\" \/><\/a><\/td><td align=\"left\"> <a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/total_f.png\"><img class=\"aligncenter wp-image-1701 size-full\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/total_f.png\" alt=\"marque figurative total\" width=\"150\" height=\"100\" \/><\/a><\/td><\/tr><tr><td style=\"text-align: center;\" align=\"left\">STARBUCKS<\/td><td align=\"left\"> <a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/starbucks_sf.png\"><img class=\"aligncenter wp-image-1700 size-full\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/starbucks_sf.png\" alt=\"formes de marques semi-figurative\" width=\"150\" height=\"100\" \/><\/a><\/td><td align=\"left\"> <a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/starbucks_f.png\"><img class=\"aligncenter wp-image-1699 size-full\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/08\/starbucks_f.png\" alt=\"formes de marques figurative\" width=\"150\" height=\"100\" \/><\/a><\/td><\/tr><\/tbody><\/table><\/div><h3> <\/h3><h3>Les formes de marques traditionnelles : la marque verbale<\/h3><p>La marque verbale est uniquement compos\u00e9e d\u2019un ou plusieurs caract\u00e8res (chiffres et\/ou lettres). Il peut s\u2019agir d\u2019un mot, d'un ensemble de mots ou m\u00eame d\u2019un simple nombre. Une fois la marque verbale enregistr\u00e9e, le nom sera prot\u00e9g\u00e9 quelle que soit la forme graphique utilis\u00e9e pour son exploitation.<\/p><p>Il est souvent pr\u00e9f\u00e9rable de d\u00e9poser une marque verbale en priorit\u00e9, plut\u00f4t qu'une marque figurative ou semi-figurative. En prot\u00e9geant uniquement les termes de la marque et non pas sa forme graphique, il est ainsi possible de l'utiliser sous la forme de son choix. Cette derni\u00e8re peut \u00e9voluer \u00e0 loisir, sans porter atteinte \u00e0 la protection du nom. En revanche, si la marque est d\u00e9pos\u00e9e sous forme figurative ou semi-figurative, elle doit en principe \u00eatre utilis\u00e9e telle qu'elle a \u00e9t\u00e9 d\u00e9pos\u00e9e. Cela signifie que des changements substantiels dans la forme graphique peuvent n\u00e9cessiter un nouveau d\u00e9p\u00f4t.<\/p><p>A moins de disposer des moyens n\u00e9cessaires au d\u00e9p\u00f4t des trois formes de marque, mieux vaut donc <a href=\"http:\/\/depot-de-marque.com\/tarifs-depot\" data-cke-saved-href=\"http:\/\/depot-de-marque.com\/tarifs-depot\">privil\u00e9gier l\u2019enregistrement d\u2019une marque verbale<\/a>.<\/p><h3>Les formes de marques traditionnelles : la marque figurative<\/h3><p>Celle-ci est exclusivement constitu\u00e9e d\u2019\u00e9l\u00e9ments graphiques : on ne trouve aucun \u00e9l\u00e9ment verbal dans une marque figurative.<\/p><p>Une marque figurative peut alors prendre la forme d\u2019un logo, d\u2019un dessin, d\u2019un hologramme ou m\u00eame d\u2019une certaine nuance de couleur. Concernant cette derni\u00e8re forme, celle-ci doit imp\u00e9rativement \u00eatre d\u00e9crite au moyen d\u2019un code internationalement reconnu, par exemple <a href=\"http:\/\/www.aperodesign.ca\/quest-ce-quune-couleur-pantone-ou-pms\/\" data-cke-saved-href=\"http:\/\/www.aperodesign.ca\/quest-ce-quune-couleur-pantone-ou-pms\/\">le code \u00ab Pantone \u00bb<\/a>. A titre d\u2019exemple, Orange et D\u00e9cathlon disposent d\u2019un titre de propri\u00e9t\u00e9 sur la nuance de couleur de leur marque, sans autre forme associ\u00e9e.<\/p><p>Ainsi, la marque figurative conf\u00e8re un droit uniquement sur le signe tel que d\u00e9pos\u00e9.<\/p><h3>Les formes de marques traditionnelles : la marque semi-figurative<\/h3><p>La marque semi-figurative comprend les deux types d\u2019\u00e9l\u00e9ments : un \u00e9l\u00e9ment verbal et un \u00e9l\u00e9ment figuratif. Il peut s\u2019agir d\u2019un logo accompagn\u00e9 d\u2019un nom, mais aussi d\u2019un terme \u00e0 la calligraphie ou au graphisme particulier.<\/p><p>Cette forme de marque s\u2019av\u00e8re utile lorsque l\u2019\u00e9l\u00e9ment verbal n\u2019est pas ou peu distinctif. L\u2019association du nom \u00e0 un \u00e9l\u00e9ment figuratif rendra en principe la marque assez distinctive pour \u00eatre accept\u00e9e lors de son d\u00e9p\u00f4t. Encore une fois, la marque semi-figurative devra \u00eatre utilis\u00e9e telle que d\u00e9pos\u00e9e. Il est donc pr\u00e9f\u00e9rable de ne pas proc\u00e9der \u00e0 des changements au cours de la vie de la marque (que ce soit sur le nom ou sur la forme graphique).<\/p><h2>Les nouvelles formes de marques<\/h2><p>Depuis plusieurs ann\u00e9es, de nouvelles formes de marques sont d\u00e9pos\u00e9es devant les offices. Ces marques rencontrent plus ou moins de succ\u00e8s aupr\u00e8s des examinateurs. Depuis le 11 d\u00e9cembre 2019, l'obligation de repr\u00e9sentation graphique de la marque a \u00e9t\u00e9 abolie. Ainsi, certains d\u00e9p\u00f4ts seront facilit\u00e9s, tels que les d\u00e9p\u00f4ts de sons et de vid\u00e9os. D'autres pourraient \u00eatre finalement accept\u00e9s, comme les odeurs et les go\u00fbts.<\/p><h3>Les marques sonores et les vid\u00e9os<\/h3><p>Ces marques posaient jusqu'ici le probl\u00e8me de leur repr\u00e9sentation graphique. Les musiques, par exemple pouvaient facilement \u00eatre repr\u00e9sent\u00e9es par une port\u00e9e, mais quid des sons ? On utilisait notamment le spectre sonore pour montrer les variations du son, mais n'\u00e9tait pas assez pr\u00e9cis pour le consommateur moyen. Quand aux vid\u00e9os, on chargeait une s\u00e9rie d'images successives qui repr\u00e9sentaient peu ou prou la vid\u00e9o compl\u00e8te. C'est la \"marque de mouvement\".<\/p><p>Aujourd'hui, avec la disparition de la repr\u00e9sentation graphique, il suffit de t\u00e9l\u00e9charger son fichier num\u00e9rique, qui rend la port\u00e9e de la protection beaucoup plus claire. Il restera toutefois une difficult\u00e9 technique \u00e0 l'INPI dans les premiers temps, puisque ces fichiers ne seront pas accessibles sur les bases de donn\u00e9es de marques. Comment en prendre connaissance ? L'avenir nous le dira.<\/p><h3>Les go\u00fbts et les odeurs<\/h3><p>Ces derniers ont toujours \u00e9t\u00e9 tr\u00e8s difficiles, voire impossible, \u00e0 repr\u00e9senter graphiquement. L'abandon de l'obligation de repr\u00e9sentation graphique ne rendra toutefois pas leur enregistrement plus ais\u00e9 dans l'imm\u00e9diat. En effet, le nouveau texte impose que la marque soit perceptible de mani\u00e8re objective. Or, quoi de plus subjectif que les go\u00fbts et les odeurs ? Nous ne risquons donc pas de voir prolif\u00e9rer ce type de marque de sit\u00f4t.<\/p>__TVE_SHORTCODE_RAW___<\/div><\/div>
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