google campus presentation 15 jan 2013
TRANSCRIPT
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Design Protection Workshop15 January 2013
Peter Arrowsmith & Yasmine Hashim
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Main types of Intellectual Property
• Trade Marks• Patents• Copyright• Designs
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Main types of Intellectual Property
Trade Marks•Identifies trade origin of a product•Must be distinctive and non-descriptive•Potentially unlimited duration
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Main types of Intellectual Property
Patents•Protects technical inventions•Must be novel and non-obvious•Lasts 20 years•UK/National rights
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Main types of Intellectual Property
Copyright•Protects original works •70 years from death of designer•Limited protection for 3D shapes•No requirement for registration
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Main types of Intellectual Property
Designs
Registered – Registered Community designs
UK / national registrations
Unregistered - Unregistered Community design (UCD)
UK design right
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Overview of IP
HENRY/HETTY/NUMATIC
Patents
Designs
Vacuum cleaner
bag positioner
Trade Marks
Copyright
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What do we mean by a design?
Plot Configuration Drawing Something decorative
Shape Sketch SchemeSomething artistic
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Definition of design
Legal definition (within Europe):
“A design means the of the or a p of a resulting from the features of, in particular, the lines, contours, colours, shape, texture and/or materials of the product itself and/or its ornamentation.”
appearance part
wholeproduct
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Benefits of a registered design
…over a unregistered design
•Defined asset/property
•Visible deterrent
•Easier to enforce – no proof of copying required
•Lasts longer
•Buys you time
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Requirements for protection
Registrable designs must:•Be new•Have individual character•Not be excluded
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Novelty
• A design is new if no identical design has been made available to the public before the filing date
• Designs shall be deemed to be identical if their features differ only in immaterial details
• A twelve month grace period applies to your own disclosures
• The grace period allows the design to be tested on the market before an application is filed (but should be used with caution)
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Individual Character
• A design has individual character if the it it produces on an differs from the overall impression produced on such a user by any design that has been made available to the public before the filing date
• The degree of freedom of the designer shall be taken into consideration
• The aspects that confer individual character on a design are different in each case
overall impression informed user
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Exclusions
• Features dictated solely by technical function
• “Must-fit” designs
• Component parts of complex products are excluded, unless visible in normal use
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Application process
• UK vs Community designs
• No examination for novelty and individual character
• Design representations should be considered carefully
• Multiple applications
• Other countries
• 25 years of protection, renewable every 5 years
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Scope of protection
• The holder of the design has the exclusive right to make, offer, put on the market, import, export or stock the design
• The scope of protection includes any design which does not produce a different overall impression on the informed user
• The degree of freedom of the designer shall be taken into consideration
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Scope of protection
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Scope of protection
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What have Apple protected?
Case Studies
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Case Studies
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Case Studies
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Case Studies
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Case Studies
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Case Studies
What about Google?
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Case Studies
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Case Studies
What about Facebook?
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Take home points
Registered designs
•Potentially valuable asset•Easy to get
•Low cost
•Put competitors off
•Consider as part of IP portfolio of rights
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