Apple leverages iPod brand identity components to new levels

Apple is noted for its uniquely designed and innovative products. Now they are getting notice for pushing trademark protection of all elements of their brand identity to new levels.

The introduction of the iPod line of products changed the way people all over the world listened to music. The streamlined design of the various iPod units were as important as the product itself.

That is why Apple has gone to great lengths to protect not only the product line's name but also the product's distinctive shape with two and three dimensional graphic design elements used to promote the product.

The advertising campaign--the dancing silhouette--- used to promote the product line was an innovation as well but it also served to highlight the uniquely shaped device. Apple was very careful and methodical in its approach to protecting its cool product by also creating support graphics for iPod related components made by other vendors and applying and receiving trademark protection for those graphics as well.

In total three graphic designs have become protected. The two-dimensional iPod line art, a two-dimensional iPod line art accompanied by the words, "Made for iPod", and a three-dimensional drawing of the iPod.

What is important is the trademark protection can remain in place forever versus the historical use of design patents which only last a set number of years. With the iPod shape trademark Apple can keep its competition in the M3 player segment at bay more easily.

Look for more companies to follow Apple's trailblazing path in this legal-branding arena.

Watching out for you everyday.

Eli