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In today’s competitive business landscape, a strong brand is one of the most valuable assets a company can possess. At the heart of every brand lies its trademark—a symbol of trust, quality, and identity. Trademarks are more than just logos or names; they are the silent ambassadors of your business, shaping how customers perceive and remember your products or services.

In this article, we’ll explore what trademarks are, the various types that exist, and how they are protected under Japanese law. Whether you’re launching a new brand or looking to safeguard an existing one, understanding trademarks is essential.

What Is a Trademark?

A trademark is a distinctive sign—such as a name, logo, symbol, or design—that identifies and distinguishes the goods or services of one business from those of others. When consumers choose a product from a crowded shelf, they often rely on trademarks, sometimes subconsciously, to guide their decisions.

Trademarks do more than indicate the source of a product or service. They convey intangible values such as reliability, consistency, and trust built over time. In this sense, a trademark acts as a “silent salesperson”, communicating your brand’s promise to customers without saying a word.

How Trademarks Are Structured

Trademarks are not protected in isolation. Under Japanese law, trademark rights are granted based on the combination of the mark and the specific goods or services it is used with. This means that the same mark can be registered by different entities, provided they are used in unrelated fields.

When filing a trademark application, it is essential to specify not only the mark itself but also the designated goods or services it will be used for. These are categorized as “designated goods” for physical products and “designated services” for service offerings. For example, the same logo could be registered separately for food products and financial services, as they fall into different categories.

Types of Trademarks Recognized in Japan

Trademarks come in many forms, appealing to our various senses. Japanese trademark law recognizes any sign that can be perceived by human senses. Below are the main types of trademarks that can be registered:

• Word Marks: Composed solely of letters, numbers, or characters (e.g., brand names or product names).
• Figurative Marks: Logos or geometric designs that are recognized visually.
• Symbol Marks: Emblems or icons with symbolic meaning, often traditional in nature.
• Three-Dimensional Marks: Shapes of products or packaging that are visually distinctive.
• Composite Marks: Combinations of words, figures, symbols, or 3D shapes registered as a single mark.
• Motion Marks: Animated designs that change over time, often used in digital media.
• Hologram Marks: Marks that change appearance depending on the viewing angle or light reflection.
• Color-Only Marks: Marks composed solely of specific colors or color combinations, without outlines or shapes.
• Sound Marks: Melodies, jingles, or sound logos that identify a brand (e.g., startup sounds or commercial tunes).
• Position Marks: Marks defined by their specific placement on a product.

These diverse forms of trademarks allow businesses to express their brand identity in creative and memorable ways. Choosing the right type of trademark is crucial for effective brand protection and recognition.

Conclusion

Trademarks are a cornerstone of brand strategy and legal protection. They encapsulate the trust, reputation, and uniqueness of a business, and are protected not just as standalone marks, but in conjunction with the goods or services they represent. With a wide array of trademark types available, businesses must carefully consider which form best aligns with their brand identity.

If you’re considering trademark registration or seeking to protect your brand in Japan, SKIP offers comprehensive support—from consultation and filing to enforcement and anti-counterfeiting strategies. Don’t hesitate to reach out to us for expert guidance tailored to your business needs.