For the half-year to 30 June 2014, the IPKat's regular team is supplemented by contributions from guest bloggers Alberto Bellan, Darren Meale and Nadia Zegze.

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Tuesday, 6 January 2004

AN OLDIE BUT A GOODIE

The Trademark Blog reports on a survey conducted by monochrom, which describes itself as “an art-technology-philosophy group of basket weaving enthusiasts and theory do-it-yourselfers”, where people were asked to draw trade marks from memory in order to “evaluate the actual power of brands”. Lots of the marks drawn were frankly poor. Some of the respondents wrote down the brand’s slogan instead of the mark. What stood out most though was the number of people who drew old versions of marks that have subsequently been updated, particularly ADIDAS, APPLE, BP and PHILIPS.

The IPKat thinks that there may be a lesson for brand owners to be learnt from this. Well-established trade marks stick in the minds of consumers. Before a company updates its image, it should consider whether the benefit to be gained from the revamp outweighs giving up the goodwill and recognition that inheres in the old mark.

More old signs here, here, here and here

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