Mitchell Hamline School of Law Mitchell Hamline Open Access Faculty Scholarship 2011 On Nontraditional Trademarks Kenneth L. Port Mitchell Hamline School of Law,
[email protected] Publication Information 38 Northern Kentucky Law Review 1 (2012) Repository Citation Port, Kenneth L., "On Nontraditional Trademarks" (2011). Faculty Scholarship. Paper 235. http://open.mitchellhamline.edu/facsch/235 This Article is brought to you for free and open access by Mitchell Hamline Open Access. It has been accepted for inclusion in Faculty Scholarship by an authorized administrator of Mitchell Hamline Open Access. For more information, please contact
[email protected]. On Nontraditional Trademarks Abstract This piece regards nontraditional trademarks like sound, color, scent or even the vertical opening motion of a Lamborghini car door. The protection of trademarks has, historically, walked a fine alb ance. Naturally, as a society, we want to protect trademarks so that transaction costs are lowered as purchasers make a quick and easy purchasing decision. You see Tide, you know Tide, you buy Tide. However, the protection of nontraditional trademarks upsets this fine alb ance. If we go too far in the protection we grant unwarranted monopolies to companies to stifle the precise competition the law was meant to encourage. Sometimes, we do not have to protect a trademark claimant to recognize the savings in search costs. In fact, nontraditional trademarks are ornamental, at best, and, at worst, a horrible distraction from the larger job of substantive harmonization so that the transactions costs might be lessened for all companies around the world. This article traces the origins of this protection and concludes that nothing in our history predicts or requires this protection.