Sberbank, Gazprom, MTS and Megafon will receive a "monopoly on color"
Rospatent registered the colors of MTS , Sberbank and Gazprom : red ( Pantone 485 ), green ( Pantone 349 ) and blue, respectively ( Pantone 300CV ).
For MTS, this is a “logical continuation of the brand protection strategy,” says its representative, Elena Kokhanovskaya.
In 2006, the operator registered as a trademark a graphic image of an egg (it appears in the company's logo) and the letter designation “MTS”, reminiscent of Vedomosti.
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Red is considered to be the corporate color of MTS only in the telecommunications services market, Gazprom’s monopoly on blue is limited to the oil and gas industry and energy, and Sberbank’s green monopoly is a sphere of “savings banks and banking services”.
Trademarks are registered only with respect to a certain range of goods and services, explains Alina Akinshin, operational director of Online Patent.
“I can hardly imagine that MTS can deprive the telecom industry of red color, this is the base color, the shades of which are very close to each other,” notes BrandLab managing director Alexander Eremenko.
The need to register rights to color arises from companies that have entered the mass markets for consumer goods and services, explains the president of the branding agency Deport WPF, Alexey Andreev. But in world practice, according to him, colors are protected by copyright only in conjunction with other proprietary style elements. From the point of view of marketing, the monopoly on color, in his opinion, is meaningless.
Sberbank, Gazprom and MTS offer open space for filing lawsuits, Akinshina said. Protection of color as a trademark applies to any shades similar to it to the degree of confusion. The outcome will depend on the position of the court and expertise.
VimpelCom secured the exclusive right to use a combination of yellow and black as early as 2006. The representative of "MegaFon" Julia Dorokhina told "Vedomosti" that the operator has submitted an application for green.
For MTS, this is a “logical continuation of the brand protection strategy,” says its representative, Elena Kokhanovskaya.
In 2006, the operator registered as a trademark a graphic image of an egg (it appears in the company's logo) and the letter designation “MTS”, reminiscent of Vedomosti.
')
Red is considered to be the corporate color of MTS only in the telecommunications services market, Gazprom’s monopoly on blue is limited to the oil and gas industry and energy, and Sberbank’s green monopoly is a sphere of “savings banks and banking services”.
Trademarks are registered only with respect to a certain range of goods and services, explains Alina Akinshin, operational director of Online Patent.
“I can hardly imagine that MTS can deprive the telecom industry of red color, this is the base color, the shades of which are very close to each other,” notes BrandLab managing director Alexander Eremenko.
The need to register rights to color arises from companies that have entered the mass markets for consumer goods and services, explains the president of the branding agency Deport WPF, Alexey Andreev. But in world practice, according to him, colors are protected by copyright only in conjunction with other proprietary style elements. From the point of view of marketing, the monopoly on color, in his opinion, is meaningless.
Sberbank, Gazprom and MTS offer open space for filing lawsuits, Akinshina said. Protection of color as a trademark applies to any shades similar to it to the degree of confusion. The outcome will depend on the position of the court and expertise.
VimpelCom secured the exclusive right to use a combination of yellow and black as early as 2006. The representative of "MegaFon" Julia Dorokhina told "Vedomosti" that the operator has submitted an application for green.
Source: https://habr.com/ru/post/298676/
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