Colour marks, shape marks, and non-traditional trademarks in Africa

Lauren Ross and Melissa Morris of Adams & Adams discuss the strategic opportunities and challenges in protecting non-traditional trademarks across the continent’s diverse legal and regulatory landscape.It is becoming increasingly important to think beyond logos and brand names when considering the strategic potential of trademarks. A podcast sponsored by Adams & Adams explains why marks such as colours, shapes, and sounds can be powerful assets and explores how their protection and enforcement is handled in Africa. Adams & Adams partner Lauren Ross and senior associate Melissa Morris share their insights into the continent’s legal landscape with Phil Myers, the commercial editor of Managing IP. The podcast addresses the following key points, among others:Why non-traditional marks are of growing significance in terms of brand distinction globally;How key African countries and multinational organisations handle the issue; The main challenges in the enforcement of such marks; andBest practices for law firms and clients in managing non-traditional marks.Listen in as Lauren and Melissa explain the vital role of law firms as brands consider how to differentiate themselves in digital spaces – and how African frameworks are evolving to adapt to the new landscape.