The Secret Power of Color Trademarks and How to Get One

Color can be a powerful tool for branding and marketing. It can evoke emotions, convey messages and create associations. It can also help consumers identify and distinguish products and services from different sources. That is why many businesses use color as part of their trademarks, which are legal symbols that indicate the origin and quality of their goods or services.

But can you trademark a color? The answer is yes, but only under certain circumstances. In this blog post, we will explain what those circumstances are, and how you can protect your color trademarks in the United States.

a hallway made out of a rainbow color of boards

Color can be a powerful tool for branding and marketing. It can evoke emotions, convey messages and create associations. It can also help consumers identify and distinguish products and services from different sources. That is why many businesses use color as part of their trademarks, which are legal symbols that indicate the origin and quality of their goods or services.

But can you trademark a color? The answer is yes, but only under certain circumstances. In this blog post, we will explain what those circumstances are, and how you can protect your color trademarks in the United States.

What Is a Color Trademark?

A color trademark is a type of non-conventional trademark that consists of a single color or a combination of colors applied to a product, its packaging or its service. For example:

the legs of a couple with their reflections. The woman is wearing Louboutin red bottom shoes

Louboutin red bottom shoes

  

a person installing pink insulation

Owens-Corning pink insulation

an opened blue tiffany & co box with two rings inside

Tiffany jewelry blue box

  

a puppy wearing a brown UPS uniform

UPS brown

T-Mobile magenta

 

A color trademark can be registered in the United States under the Lanham Act, which defines a trademark as “any word, name, symbol, or device, or any combination thereof” that is used to “identify and distinguish” one’s goods or services from those of other sources. A symbol includes “a device, brand, heading, label, ticket, name, signature, word, letter, numeral, shape of goods, packaging or combination of colors or any combination thereof”.

Requirements for Registering a Color Trademark

Registering a color trademark in the United States is not easy. You need to meet two main requirements: distinctiveness and non-functionality.

Distinctiveness means that your color trademark must be capable of identifying and distinguishing your goods or services from those of other sources. In other words, your color trademark must have acquired secondary meaning, which means that consumers associate your color trademark with your goods or services and not with any other source or characteristic. You can prove secondary meaning by providing evidence of long and exclusive use, extensive advertising and promotion, consumer surveys and recognition, and any other relevant factors.

Non-functionality means that your color trademark must not serve a merely decorative or utilitarian purpose. In other words, your color trademark must not affect the cost, quality or performance of your goods or services, or give you a competitive advantage over other sources. You can prove non-functionality by showing that your color trademark is not essential to the use or purpose of your goods or services, that there are alternative colors available for consumers and competitors, and that granting you exclusive rights to your color trademark would not hinder competition or innovation.

Benefits and Challenges of Registering a Color Trademark

Registering a color trademark in the United States can have several benefits and challenges for your business. Some of the benefits are:

  • You can prevent others from using confusingly similar colors for their goods or services in the United States, and sue them for infringement if they do so.

  • You can enhance your brand identity and reputation by creating a distinctive and memorable impression on consumers.

  • You can increase your customer loyalty and retention by creating a strong emotional connection with consumers through color psychology.

  • You can expand your market share and revenue by attracting new customers and creating more demand for your goods or services.

Some of the challenges are:

  • You need to invest a lot of time, money and effort to register and maintain your color trademark in the United States, as well as to monitor and enforce it against potential infringers.

  • You need to overcome the high legal hurdles of proving distinctiveness and non-functionality for your color trademark, which may require extensive evidence and arguments.

  • You need to deal with possible oppositions or disputes from other parties who may claim prior rights or interests in your color trademark or challenge its validity or scope.

  • You need to comply with the rules and regulations of the USPTO and other authorities regarding the use and registration of your color trademark.

Color can be a valuable asset for your business if you use it wisely and protect it properly. Registering a color trademark in the United States can give you exclusive rights to use your color as part of your brand identity and marketing strategy. However, registering a color trademark is not easy. You need to meet certain legal requirements and overcome various challenges. Therefore, it is advisable to consult a professional trademark attorney who can guide you through the process and help you achieve your goals.

If you need any assistance with registering or protecting your color trademarks in the United States, please contact us. We are a team of experienced and qualified trademark lawyers who can help you with all aspects of trademark law. We offer high-quality services at affordable prices. We look forward to hearing from you soon.