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Japan's Toshiba has been granted first registered moving multimedia trademark by UKIPO. According to European Union Directive 2015/2436 regulations, there is no requirement of graphical representation of trademarks. This allowed sound clips, motion multimedia marks, holograms, figurative and other similar marks to be registered with the EUIPO and UKIPO. Toshiba was granted as a first registered multimedia mark. Previously graphical representation was required for a mark.
New provisions are introduced in the changes made in the UK's 2015 Trademark directive. Rules related to moving image marks are entered. Toshiba was able to register its multimedia mark which bears its logo. This mark can be presented by MP3, MP4, JPEG, OBJ, STL and X3D file. On 26 June 2019, on British IP Day, the mark was registered. Innovations are changing the presentation of trademarks in this digital age. These trademarks are reflecting the brands of the products. The multimedia mark of Toshiba displays origami style motif and logo of the company.
Founded in 1965, Toshiba America Inc.(TAI) is a subsidiary of Tokyo-based Toshiba Corporation and the holding company of six Toshiba operating companies that offer a broad range of products and solutions for the residential, commercial, and industrial sectors. The Company’s customer markets comprise retailers, enterprises, municipalities, utilities, universities, businesses and other high technology manufacturers. The trademark shows the logo zooming out with several multi-coloured polygons representing Origami appearing and disappearing around it. This creative Intellectual Property will enable the examiners to find the intention of the creators and their creation. This registration is a milestone in the history of UK trademark law.