The Japan Patent Office ("JPO") has been accepting applications for certain new types of trademarks, including those consisting of sounds and colors, since April 1, 2015, in accordance with the Trademark Act as amended in 2014. On February 28, 2017, for the first time the JPO decided to allow the registration of two trademarks consisting only of colors. The trademarks allowed to be registered were those for the storefront sign of a convenience store chain and the logo colors of certain eraser products. Both of them are well-known logos among Japanese consumers. It would be beneficial for companies that use marks with distinctive colors as part of their business to consider registering these kind of trademarks as a way of enhancing the strength of their brands.
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