Once a year, I head out to the IACC (International Anti-Counterfeiting Coalition) and INTA (International Trademark Association) annual meetings. And can I tell you, you haven’t experienced life until you spend more than a week hanging out and “conferencing” with trademark attorneys…the good times never stop. This year the meeting is being held in Orlando, FL and I will be providing conference updates on Twitter. In the meantime, since I will be too busy schmoozing with a bunch of attorneys in Goofy costumes, I am turning the blog over to some up-and-coming legal minds.Charles Coulter’s first column about The Killing Joke was met with such universal praise that we brought him back for another round.
Sometimes, a company needs a rebranding phase every decade or so to stay hip and trendy with their audience. Well, DC has needed to rebrand three times in the past 11 years. The new logo, featured above, was announced earlier this week to replace their last logo created in 2012, which to many fans felt was a little too “corporate.” The most important part of your brand is protecting it, and DC has been taking some risky moves with their new mark.
How risky, you say? Well, for starters, they haven’t registered their new logo trademark with the USPTO yet. DC may consider themselves too-big-to-fail in litigation, but every company should take the appropriate steps to protect their specific logos, words, appearances, names, titles, and phrases. Listing it as protected on a company website is simply not good enough, and it’s always better to be safe than sorry. If another company were to beat you to the punch, you may lose the rights to ownership of your creations, and be forced onto a long, expensive path of litigation to retrieve them. Protect yourself, before you wreck yourself.
As we have told you before, there are many reasons to register your trademark:
So, what does Morrison/Lee think of the new DC logo? We like it. We have an affinity for the ‘76 and ’05 logos, but we’re certainly pleased with the retro look. Look for the new DC logo when it hits shelves on May 25th, on the cover of the conveniently named “DC Universe: Rebirth Special #1.”