A carefully thought out, aesthetically pleasing design adds a distinctive quality to a product and its user experience. If the design appeals to the interest groups, it will enhance sales as well as the good reputation of the manufacturing company. For this reason, design is an essential part of a product brand.
Companies used to invest particularly in the design of consumer market products. However, they have now realised how important design is for brands in all markets, from laboratory tools to paper machines and outdoor lighting. Technical innovations alone are not enough to distinguish a company from its competition. A company must use all available means, including design, to stand out from the rest. Generally, a carefully thought out design also significantly improves product usability.
A systematic design that communicates brand values requires investments in terms of both money and time. Industrial property rights were created to protect these investments by preventing competitors from using designs without permission. The results of design processes are protected by design rights.
Companies can apply for design rights to protect the appearance of a product or its constituent parts, meaning the features of the product or its embellishments, such as lines, contours, colours, shape, surface structure or material. Design rights can also apply to a detail that is regarded as an integral part of the product, such as the neck of a bottle or the armrest of a chair. In other words, design rights are always related to perceivable product appearance.
For more information on designs, please contact:
Mr. Hannu Halmetoja, EU Trademark and Design Attorney, tel. +358 10 227 2223
Mr. Ville Patja, EU Trademark and Design Attorney, tel. +358 10 227 2214
Ms.Soile Järvenpää, EU Trademark Attorney, Design Attorney, tel. +358 10 227 2622
Mr. Teppo Ahremaa, Design Attorney , tel. +358 10 227 2557