Instagram has filed a trademark application for the word ‘Gram’. What are they trying to accomplish? It’s a huge brand, Instagram, with distinctive features, like its name, its logo its user interface, et cetera. And distinctive features are worth protecting. It seems now that Instagram filed a trademark application for the word ‘Gram’ for the whole European Union. The trademark application seeks to cover, amongst others, “computer software, specifically for social networking”. In 2013, Instagram communicated its guidelines on how you should use its brand assets which included the use of “Insta” or “Gram”. But now the company takes it a step further: when Instagram has accomplished the registration of the word “Gram”, it will give them the legal right to pursue apps with the name ‘gram’ in them and stop them.