04 Sep 2024
Faedah Indah
Building a business with a strong brand is essential as it helps people associate themselves with the brand and feel connected to it.
One of the key factors that support this is the logo, which as the face of a brand, is a very important aspect of a product or services. A logo serves as a point of reference for a brand and creates a visual connection between the brand and its target audience.
Registering a business logo as a trademark is important, as it can provide legal protection for a company's unique visual identity and reduce the risk of third party infringement.
However, if any changes are made to the design of the logo, the extent of the change can affect the previous trademark protection. As a result, it may also be necessary to re-register the new and updated logo.
If you decide to change your branding and want your customers to associate the new logo with your new product or vision, then it's a good idea to create a new visual identity. In the case of Pepsi, they didn't change the product itself, just the logo design and Pepsi did something creative with their redesign logo to tell a compelling and holistic story.
Pepsi unveiled a new logo and visual identity in March of 2023 after 14 years.
Even if the pepsi logo changes, it still cannot be used freely by anyone. The old logo likely remains a registered trademark, preventing others from using it. Likewise, with the new logo that has been created, it is registered and cannot be used illegally. This new registration offers protection against unauthorized use of the new design.
Pepsi has a kind of intellectual property protection for their logos, both old and new.
This helps them maintain brand identity, and we believe they will maintain the protection of both as they are both iconic.
In the article on Trademarks and Geographical Indications under Law No. 20 of 2016, we can learn about the process for re-registering a previously registered logo.
It is highly advised to consult your rebranding matter with your Intellectual Property Consultant and try to strategize your brand protection the way you see fit.
