Abion / Blog / Now you can go right ahead and register ‘modern’ trademarks in Sweden
Strategy for brand security

A little more than a year ago, the rules regarding registration of EU trademarks were changed and the requirement for a trademark to represented graphically was removed. In January of this year, the Swedish trademark law was changed in a similar way and the requirement for graphic representation at registration has now also been removed for Swedish trademarks.

So, what does this mean?

First and foremost, this means that a trademark application can be filed for a brand that cannot be represented graphically. To put it simply, one could say that "modern" brands can now be registered in Sweden. Since the requirement for graphic representation has been removed, you can now apply for trademarks in the form of, for example, sound, movements, animations, graphic sequences or short film sequences.

For companies, this means that you can be a lot more creative when it comes to designing brands. Several of the modern brands could be registered even before this law change, but due to the requirement for graphic presentation, it was much more complicated. It is therefore not entirely unreasonable to think that many companies were hesitant to develop more creative brands due to fear of not being able to protect them through a Swedish trademark registration. Other forms of brands, such as multimedia brands (a combination of sound and motion), could not be registered at all. This is now possible due to the fact that the graphic presentation requirement has been removed. Multimedia brands can now be registered by submitting a short video that clearly presents the sound and movement of the brand.

In relation to other countries, Swedish companies have demonstrated a high level of curiosity and creativity. For example, 20% of the applications for movement brands during the first year originates from Sweden.

Thanks to the new rules, the limitations against registering many kinds of brands has been removed. There is therefore nothing to limit creativity and we at Abion hope that several companies dare to think a little outside the box when new brands are developed.

At Abion, we chose to take this opportunity and register our spinning logo, which was the first application to be submitted to EUIPO for a movement brand:

Related reading

Allianz stadium EURO24

Protecting Intellectual Property at Major Sporting Events: A Comprehensive Guide

Trademark Management
English
25, September 2024
Counterfeiting is a global issue that affects both luxury and everyday brands, undermining the integrity of genuin...
Black Friday Protection Package

Black Friday – A Threat Against Your Brand?

Strategy
Trademark Management
English
17, September 2024
While Black Friday brings opportunities, it also poses security and technical challenges that can impact sales and...

This website uses cookies

Cookies ("cookies") consist of small text files. The text files contain data which is stored on your device. To be able to place some type of cookies we need your consent. We at Abion AB, corporate identity number 556633-6169 use these types of cookies. To read more about which cookies we use and storage duration, click here to get to our cookiepolicy.

Manage your cookie-settings

Necessary cookies

Necessary cookies are cookies that need to be placed for fundamental functions on the website to work. Fundamental functions are for instance cookies that are needed for you to use menus and navigate the website.

Functional cookies

Functional cookies need to be placed for the website to perform in the way that you expect. For instance to remember which language you prefer, to know if you are logged in, to keep the website secure, remember login credentials or to enable sorting of products on the website in the way that you prefer.

Statistical cookies

To know how you interact with the website we place cookies to collect statistics. These cookies anonymize personal data.

Ad measurement cookies

To be able to provide a better service and experience we place cookies to tailor marketing for you. Another purpose for this placement is to market products or services to you, give tailored offers or market and give recommendations on new concepts based on what you have bought from us previously.

Ad measurement user cookies

In order to show relevant ads we place cookies to tailor ads for you

Personalized ads cookies

To show relevant and personal ads we place cookies to provide unique offers that are tailored to your user data