Some companies are not satisfied with their current trademarks and want to change them or add something to the original ones. How should they deal with this while avoiding conflicts and infringement?

一. Register the new logo as a trademark in a timely manner. Although the new logo is an upgrade of the old logo, it is a change of the registered trademark. In many countries, trademark rights are limited to registered trademarks, and changing a registered trademark at will will increase the risk of trademark revocation. Therefore, companies need to apply for trademark registration for their new logo in a timely manner to obtain rights protection.

2. Comparison of the scope of rights between the old logo and the new logo when registered as a trademark. The rights of a registered trademark are limited to the goods or services specified by the trademark. During the registration process of the new logo, it is necessary to compare the scope of rights (scope of designated goods/services) with the old logo, and effectively utilize the rights protection advantages of the old logo. If the scope of rights is expanded, a trademark search needs to be conducted before applying for registration to check whether there is a prior trademark. If there is a prior trademark, it is recommended to keep the original registration scope and apply for the trademark. For the new scope, you can submit separate registration applications. In this way, you can obtain rights protection as soon as possible.

3. Timely maintenance of trademarks registered with the old logo. Since the old logo has an earlier date of use, you can consider giving up the maintenance of the old logo only after the upgraded new logo is approved for registration and the rights are stable to save money. Budget for old logo maintenance. Even if the old logo is abandoned, it is recommended that companies pay attention to retaining evidence of the use of the old logo in case of emergency. However, from the perspective of trademark protection, since the old logo carries more corporate reputation, it is recommended that the old logo remain valid if the budget is sufficient, especially in the case of trademark infringement, the old logo should be applied for earlier. will play a decisive role.

4. Bundled promotion of the old and new logos In order to maintain the consistency of the corporate image and make consumers associate the old and new logos, while promoting the new logo and new concepts, the company can consider ways to compare the old and new logos. This makes the new logo more directional and better helps consumers identify the source of goods. We must pay attention to the above. Although upgrading is very important, after consumers know the corporate trademark, a sudden change may damage the value of the trademark.