legalease
VERB-UP
YOUR
It's time for
nonprofits to
break some
trademark rules.
BY ANDREW D. PRICE
AND JUSTIN E. PIERCE
40
MARCH/APRIL 15
signature
As trademark law and practice evolves to
keep pace with changing consumer sophistication and expectations, nonprofits
should not be afraid to break the old rules
of proper trademark use when it comes to
strong brands. In fact, nonprofits should
take note of the increasing practice of forprofit brand owners "verbing up" their
own marks and in some cases deliberately
disrupting their own logos. Strong brands
can be flexible, fluid, and living - for
for-profits and nonprofits alike.
Under the traditional rules of proper
trademark use (also known as the ACID
test), brands must be used:
Table of Contents for the Digital Edition of Signature March/April 2015