ivir – institute for information law dubai 19 december 2010 looking good the role of design in...

IViR – Institute for Information LawDubai 19 December 2010

Looking GoodThe Role of Design in Branding

Ana Ramalho, LL.M.Researcher

IViR – Institute for Information LawUniversity of Amsterdam

WIPO – Training of Trainers Program

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Outline

1. Industrial Design basics

2. Importance of designs in business

3. Protection of Industrial Designs

4. Multi-protection

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

What is an Industrial design?

- Ornamental or aesthetic aspect of a product or part of a product

- Defined by its features: lines, contours, colours, shape, texture and materials, etc

- 3D or 2D

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

fashion & textile products

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

FurnitureHousehold appliances

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Technological products

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

CarsWatches

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Packaging & containers

But also…

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Why are designs important to your business?

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

• Attracting consumers

vs

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

• Maintaining consumers (consumer loyalty)

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

• Adding value to your product

USD 10USD 1800

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

• Creating harmony between functionality and form

vs

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

• Improving your marketing strategy: Multi-brand or family brand strategies

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

• Improving your marketing strategy: product extensions – line extensions

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

• Improving your marketing strategy: product extensions – brand extensions

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Importance of design - case study: IKEA- Concept: design furniture at affordable prices; “functional

approach to design”- Founded in 1940s by 17 year-old I. Kamprad- 301 stores in 37 countries (August 2009)- Secret: cost cutting solutions not affecting the quality of

the products

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Types of protection

1) Registered design

2) Unregistered design (EU)

3) Copyright

4) Trademark

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design

Why register?- Protection against imitations made by

competitors- Generate income – licensing, selling- Acquiring leverage

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design (cont.)

How?

Application to the Industrial Property Directorate (Ministry of Finance and Industry)

Application to the Office of Harmonization for the Internal Market (OHIM). But: EU representative

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design (cont.)

How?

1st step Application

-To be submitted to the Directorate or OHIM-With a description of the industrial design (pictures, photos, etc.)-UAE: 2 drawings or photographs of the design (or photographs of each side if it is 3D) + samples + extract of Commercial Register-Payment of fees. EU: 350 Euro + 90 Euro (1st renewal) + 120 Euro (2nd renewal) + 150 Euro (3rd renewal)

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design (cont.)

How?

2nd step Formal Examination

Examination of the formal requirements of the application

3rd step Substantive Examination

Examination of the substantive requirements of the application

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design (cont.)

How?

4th step Registration

5th step Publication

Official Gazette (UAE)

6th step (Eventual) Renewal

Registration of licenses

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design (cont.)

Duration:

UAE: 5 years + 2 renewals = 15

EU: 5 years + 4 renewals = 25

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design (cont.)

Requirements for registration:

- Novelty/ originality- Usable as an industrial or craft product- Not contrary to public policy or morality of UAE

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design (cont.)

Requirements for registration: A design is new if…- No identical industrial design before filing the

application- No prior application requesting the registration of an

identical industrial design

Industrial designs are identical if their features differ only in immaterial details

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design (cont.)

Requirements for registration:

“Usable as an industrial or craft product”

=

Industrial applicability

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design (cont.)

Rights of the owner:- Using and preventing others from using the

industrial design- Importing and preventing others from importing

any product related to the industrial design, or possessing such product for the purpose of selling it

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

1) Registered design (cont.)

Source: BVonstyle

Givenchy

BCBG

Case study:

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

2) Unregistered design (EU)

- Protected under the EU Community Designs Regulation (2000)-Requirements for protection:

making a design available to the public (a design was published, exhibited, used in business and

used in any other way, so that it becomes known to the specialists in that specific design field)

- Limited scope of protection: only prohibition of use of imitations by other designers- Duration: 3 years

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

3) Copyright

- “works of applied and plastic art” (UAE Copyright Law)

- Duration: 25 years- Potential problems:

same level of originality?

industrial applicability?

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

4) Trademarks

- “A trademark is anything which takes a distinctive form” (UAE Trademark Law): can be 3D

- Duration: 10 years + indefinite renewals- Potential problems:

Distinctiveness

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Multi-protection

The same product might be eligible for multi-protection

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Designs & Patents (or Utility Models)

Designs & Copyright

Designs & Trademarks

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Designs & Patents (or Utility Models)

Design protects aesthetical features of a product (it is primarily ornamental), whereas its functional features (functional improvements) can be protected by a patent or a utility model

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Designs & CopyrightDual (cumulative) protection by design law and by copyright law varies on a country-basis:- in some: only for certain types of designs- in others: for all types of designs-in others: copyright protection is suspended until design rights lapse

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

Designs & Trademarks

- If a product’s design becomes a distinctive feature of that product, it can be protected as a 3D trademark (in some countries).- Once a design acquires distinctiveness through its use in the market it may qualify for trademark registration.

1. Industrial Design basics

2. Importance of Designs in business

3. Protection of Industrial Designs

4. Multi-protection

IViR – Institute for Information LawDubai 19 December 2010

In short…

Industrial designs protect the ornamental or aesthetic aspect of a product or part of a product

Designs should be registered – necessary to file an application

There are mandatory requirements for registration

There are several types of protection available and sometimes they overlap

IViR – Institute for Information LawDubai 19 December 2010

Questions?

Thank you!

a.b.ramalho@uva.nl