Case trademark registration

Swapfiets

Sometimes you get lucky, and you are asked to think along about protecting an exceptional brand: the Swapfiets blue front tire.

Blue tire brandEveryone recognises Swapfiets by their bikes with the striking blue front tire. But how do you prevent the competition from getting away with the same blue tires? Trademark registration could be the solution. Early 2020, Chiever mapped out a strategy with the Swapfiets lawyer to protect this blue tire as a brand.

Position mark

We chose a so-called “position mark” for the application. This type of trademark registration allows you to claim protection for a particular element or colour applied to a specific place on the product. In this case, the blue front tire on a bicycle.

Registration

Registration was successful. On May the 7th, 2020, Swapfiets received its Benelux trademark registration: a position mark for the blue front tire, regardless of the bicycle’s design. The registration gives the company a very effective means to combat imitation.

Trademark registration