Growing up, my dad and I watched a lot of Bond movies. You all
know the line: "Bond. James Bond." [Cue music
and Bond girl]. That line was introduced in the 1962 film
Dr. No. Over more than 50 years, Bond has endured as an
iconic brand. The Bond actors and array of Bond girl
actresses have changed throughout the decades, but the brand stands
the test of time to Die Another Day. The heart
of each Bond movie is constant and shares the same key
characteristics of a spy with a License to Kill for whom
The World is Not Enough. The way Bond looks,
however, has changed over time with several actors playing the
role. My favorites are Sean Connery and Daniel Craig.
To see them all, click here for the official 007 website.
Just like Bond, your brands and trademarks may change looks over
time. You may want to change fonts, tweak your design, add or
remove punctuation or spacing, change colors or make other changes
to your mark. Two easy steps will maintain your brand and
avoid becoming a Spectre. First, you need to make sure
that the new version of your trademark is covered by your trademark
registration. And second, you need to make sure that your
marketing and branding materials consistently use the same version
of your mark so you communicate a consistent message and avoid a
Changes to your brand are not For Your Eyes Only.
You may need to file an updated version of your mark with the U.S.
Patent and Trademark Office to make sure your updated version of
your mark is protected with an existing registration. If the
changes are non-material and don't change the overall
commercial impression of the mark, you can simply amend an existing
registration to update the appearance of your mark. If,
however, you are making a change that would be noticeable to a
consumer, then you probably will need to file a new registration
application. Diamonds are Forever, but trademark
registrations must be updated.
Second, you need to ensure that all uses of your mark are
consistent. This is true whether you adopt a new updated version of
your mark or whether you have marketing or promotional materials
that display your original mark in different ways. For
example, maybe your mark has a hyphen in some places but not
others, or maybe your mark is shown as a one-word term in some
places but as two separate words in other places. This
inconsistency can cut against your brand identity. Don't
just Live and Let Die. Review your marketing, your
website, your business cards, and other materials to ensure that
you have a strong, consistent trademark message. After all,
You Only Live Twice.
The lawyers at Trademarkology provide trademark registration
services backed by the experience and service of one of the
nation's oldest law firms. Click
hereto begin the process of protecting your brand
name with a federally registered trademark.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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