Minimalist brands


What if you strip a brand of its most iconic features: its logo, its distinctive packaging, its colour? Will it still be recognized as the famous brand that we all know? Or will all brands sort of blend together? Designer [...]

Minimalist brands2019-11-26T14:14:58+01:00

Sundae Bloody Sundae


McDonald's in Portugal has apologized for the marketing slogan "Sundae Bloody Sundae" in his Halloween campaign. Many people reacted furiously to the slogan that refers to one of the bloodiest days during 'The Troubles" in Northern Ireland. The term 'Bloody [...]

Sundae Bloody Sundae2019-11-26T14:11:36+01:00

Big Mac, big loss


Fast food chain McDonald's has lost its exclusive right to the Big Mac trademark in the European Union following a request from its Irish rival Supermac with the European Intellectual Property Office (EUIPO). The EUIPO ruled that McDonald's lost its [...]

Big Mac, big loss2019-02-19T12:21:59+01:00



Although it is still a ‘fast food’ chain, McDonald’s is moving towards healthier meals, reducing calories in its meals. This advertisement, spotted by one of our observant attorneys during his holiday, is an accidental extension of this trend.: an ad [...]


McDonald’s reverses logo


McDonald's has decided to flip its 'hallmark golden arches'. The company is using a similar logo on its official website, Twitter and Instagram. The fastfood chain's chief diversity officer Wendy Lewis states: "In celebration of women everywhere, and for the first [...]

McDonald’s reverses logo2018-03-16T07:46:55+01:00



One of the most important reasons to protect your trademark by means of a registration is to obtain the exclusive rights to use that trademark for certain products or services. An important other argument is to protect your trademark against [...]


Save the environment? Change your trademark


You can save the environment by changing your trademark. How? Ink! Yes, ink. Reducing paper waste by printing less is already quite common. You may already have a sentence underneath your email signature, asking not to print the email (ironically, [...]

Save the environment? Change your trademark2017-12-12T23:44:18+01:00

Walking in Bastogne


When on holiday in Belgium, there is a big chance you run into, well..., "wannabe" restaurants, as you can see here. But not only in Louvain where you can find this clear trademark infringements. Also in Bastogne (Belgium) where our colleague [...]

Walking in Bastogne2017-01-09T07:45:26+01:00

The best thing…?


Earlier this week we've seen what the worst thing is that can happen to a trademark. But what's the best thing that can happen to a trademark? You would say that the trademark becomes itself. When the trademark is affected [...]

The best thing…?2016-02-24T08:29:27+01:00

Brand Re-versioning


Always fun... mashing up famous logo's. Still recognisable, but sometimes you end up a brand-schizophrenic. "Brand Re-versioning" is what graphic artist Graham Smith calls it. Do you recognise them all?

Brand Re-versioning2015-03-23T19:37:00+01:00
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