Well known to many since its establishment in 1856, the Burberry brand is now inseparable in many people’s minds from the emblematic trench coat, the checked pattern and the traditional, classic style the brand represents.įamed for his minimalist taste, Tisci, previously creative director of Givenchy, chose not to preserve even the slightest feature of the Burberry equestrian logo, which has been under trademark protection since 1905, opting instead for a completely new design. It is perhaps no surprise then that when Burberry’s newly hired creative director, Ricardo Tisci, came up with a new logo and pattern for the traditional English fashion house of more than 150 years’ standing, it caused quite a stir in the fashion world. A well-chosen brand name font can instil trust, quality and exclusivity in the consumer, while a less successful choice of font can easily have a detrimental effect on the brand itself, the message it wants to convey and even on its sales data. So, Burberry’s well-known checked pattern, the iconic blue of Tiffany’s luxury jewellery store and even the three-dimensional shape of the Dior J’adore perfume bottle are all trademark protected.Ī fashion brand’s image is built up on the basis of a number of factors, among which the brand name font is a cardinal point. Today fashion houses seek trademark protection not only for the key elements of their image, such as their logo or name, but also for other signs that are integral to the brand. A trademark provides an exclusive right over a given designation, which may be, inter alia, a colour, a three-dimensional shape, a position, a sound, a pattern or even a designation which reflects movement. This also means that the name itself is an essential element of their image and it is therefore crucial for the success of the brand that this is protected effectively.Īs a result, a number of fashion houses with portfolios extending to thousands of trademarks seek the widest scope of protection for their brand name and related elements.Intellectual property law offers a number of tools to protect their intellectual creations, among which trademark law is perhaps one of the most common. The fact that consumers immediately recognise fashion brands’ emblematic logos and associate them with the high quality they represent is the result of substantial investment on the part of the brands. For example, anyone who buys a Birkin bag will not only get an exceptionally high-quality bag, but is also seeking to be part of the exclusive world which Hermés represents, or at least that is the ethos of the marketing strategy behind most luxury brands. A product bearing the brand name also serves today as a status symbol for the person wearing or carrying it. When it comes to giant fashion houses like Chanel, Gucci, Givenchy or Balenciaga, the brand name fulfils more than just an essential trademark function like product indication. Could this be just a question of image or is there perhaps a legal consideration behind this choice of uniform design? When one of the essential functions of a logo is to set a brand apart from its rivals, what benefit can a brand derive from looking to blend its logo in with those of its fellow market brands. Interestingly, though, not only has fashion brands’ choice fallen on a similarly simple font, it has in fact fallen on exactly the same sans serif font. Recent years have seen a tendency for world-famous luxury fashion brands to exchange their well-known logos with their distinctive lettering for a clean, simpler design.
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