Changing Your Brand Color: No More Golden Arches?

more+
less-

Last year I had a running discussion on color trademarks.  I blogged about the issues surrounding the protection of a color as a non-traditional trademark, the impact of industries clustering around a particular color, and the concern that functionality may impede protection of a color trademark.  Need a refresher? Check here, here, here, and here.

One of the more noticeable industry color clusters is that of fast food restaurants, which tend to use warm tones (red, yellow, and orange) for their trademarks.  Leading the way has always been McDonald’s golden arches and bright red background.  What created this industry cluster?  I speculate that it could have been caused by newcomers who wanted to emulate McDonald’s color choice, or it might be attributable to the fact that warm tones generally stimulate the appetite and are therefore a logical, yet possibly functional, color choice.

However, over the past few months I have been alerted by multiple sources that McDonald’s may be phasing out this color combination in favor of a new look.

Please see full article below for more information.

LOADING PDF: If there are any problems, click here to download the file.

Written by:

Published In:

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Winthrop & Weinstine, P.A. | Attorney Advertising

Don't miss a thing! Build a custom news brief:

Read fresh new writing on compliance, cybersecurity, Dodd-Frank, whistleblowers, social media, hiring & firing, patent reform, the NLRB, Obamacare, the SEC…

…or whatever matters the most to you. Follow authors, firms, and topics on JD Supra.

Create your news brief now - it's free and easy »

All the intelligence you need, in one easy email:

Great! Your first step to building an email digest of JD Supra authors and topics. Log in with LinkedIn so we can start sending your digest...

Sign up for your custom alerts now, using LinkedIn ›

* With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name.
×
Loading...
×
×