UKs first Multimedia Motion Mark by Toshiba

1. UK Intellectual Property Office (IPO) said that Japanese conglomerate Toshiba became the first organisation to register a distinctive multimedia motion mark (a moving trademark) as per changes to the UK trademark law which came into force in January 2019.

   According to the Intellectual Property Office, while it is possible to register motion marks before this, submissions needed to be illustrated graphically. The new system allows applicants to submit their moving, hologram or sound trademark by means of a multimedia file.
   As per the changes in the UK trademark law, there is now a provision that makes it easier to register a sound or motion as an MP3 or MP4 file for a trademark.
   Toshiba Europe communications head Matt McDowell said: We are thrilled and honoured to be the first brand to legally protect our motion mark in the UK using a multimedia graphic representation.
   The Toshiba brand is synonymous with innovation and reliability and this initiative further demonstrates that our brand identity guides the business in both our communications and our behaviours in delivering our brand promise.
   The graphic motif of Toshiba, which was created by the company to reflect its brand, is based on Origami, the art of paper folding.
   The Japanese conglomerate applied for the multimedia motion mark through London-based Patent and Trade Mark Attorneys, Marks and Clerk.
   The Intellectual Property Office said that the UKs first hologram trademark has been registered by Google under the updated law. However, the first sound mark is yet to get registered under the new system.
   Intellectual Property Office chief executive Tim Moss said: Trade marks are likely to become increasingly innovative in the digital age, as organisations explore imaginative ways of reflecting their distinctive brand personalities using creative intellectual property.
   Under the amended trade mark law, submission of motion marks, hologram trade marks and sound marks via multimedia format now enables examiners to see exactly what the creator of the mark intended.
   The Intellectual Property Office is the official UK government body that handles intellectual property (IP) rights, which includes patents, designs, trademarks and copyrigh .