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The Increasing Importance of Non-Traditional Marks and How Best to Protect Them

June 5, 2018

**Pre-registration is now closed. On-site registration is available. Please arrive 10 minutes prior to the program start time to register with the event staff. Webcast registration is still available. 

Credit: 0 Credit Hours

The days of protectable trademarks being only words, designs, or even trade dress have long since passed. Today, marketers use an expanding array of devices to capture customers’ attention and identify their products and services. As a result, there is an ever-increasing use of U.S. trademark law to protect a variety of these features as non-traditional marks. These include marks of a single color, product configuration, sounds, motion, scent, taste, building design, light, holograms, and texture.
This program will provide businesses and their counsel with an update on the types of non-traditional marks that can be protected, as well as practical insight from private practitioner and U.S. Patent and Trademark Office speakers on tips for federal registration of such marks – which routinely involves evidential proof of distinctiveness.  Finally, the panel will consider the future use of non-traditional marks, as marketing and branding changes – from use in social media, to the Internet of Things (IoT), to artificial intelligence.  In today’s world, these are definitely not your grandfather’s trademarks!

As always, please feel free to share this invitation with colleagues. D.C. Bar membership is not required to attend.
This afternoon program is sponsored by the Trademark Committee of the D.C. Bar Intellectual Property Law Community. Cosponsored by the Arts, Entertainment, Media and Sports Law Community and the Law Practice Management Community. Food is available on a first-come, first-served basis. Doors open at 3:30 pm.
  • Kelly Donohue, Partner, Wilkinson Barker Knauer LLP
  • Craig Morris, Managing Attorney for Trademark Outreach, USPTO
  • Belinda Scrimenti, Partner, Pattishall, McAuliffe, Newbury, Hilliard & Geraldson LLP



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D.C. Bar
Craig Morris,

Kelly Donohue,

Belinda Scrimenti,

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