Publications, press articles, rankings, awards

2610, 2026

To vary without altering: how to assess the evolution of your trademarks

Publications, Trademark|

When a company registers a French or European Union trademark, the registered sign remains fixed. It cannot be altered subsequently, unless a new application is filed. In practice, a sign registered at a given point in time may need to evolve in line with the company’s communications strategy and be used in a modified form, particularly due to marketing and promotional requirements for the goods and services to which it applies. The legislation has taken these practical constraints into account when the trademark owner is required to demonstrate that said trademark is in use by providing evidence of use.

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710, 2026

The sound mark in the age of artificial intelligence: voice protection between branding and personal identity

Publications, Trademark|

The voice, one of the most intimate components of identity, constitutes both an immediately recognizable distinctive feature and a genuine intangible asset of significant economic value. It also represents a particularly vulnerable resource, insofar as it is constantly recorded, digitized, and disseminated through online content and streaming platforms, thereby becoming increasingly susceptible to reproduction thanks to recent advances in artificial intelligence systems.

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