In this diverse, growing and competitive era, everyone is trying to be different and unique in any type of perspective or view, rather it is a social, economic or political concern.
Similarly in the world of trademarks, a novel approach has been observed and practised, primarily as an effective and efficient approach to brand marketing, which is called ‘Fluid Trademark’, as the term suggests, it is flowing in any form.
In definite terms, fluid trademarks are the extensional variations of the originally registered trademarks As in they coincide with the fundamental marks and are formed in a manner as for building up or to attract and improve the customer interest, which subsequently leads to the strengthening of brand loyalty.
Although, the variations that emerged retain certain features of the originally drafted trademark. The notion of fluid trademark is basically unambiguous in contrast to the idea of the traditional trademarks’ formation, which completely relies on the usage of words, images, symbols etc, as to make the goods and services of the owner different and distinguish among the customers. This approach highlights the interest of the loyal as well as of the emerging consumers towards the brand and their product as well.
This contrasting concept has become a climax point in the marketing strategies and the same effective strategy can be observed by many famous companies and brands.
The notable and successful example of this practice can be observed via Google’s Doodles, as in this it displays variations in the mark of the Google mark on its home page, like on any festive occasion it leads to variation in the mark accordingly
The most notable example of a successful fluid trademark is Google’s Doodles, where Google creates and displays variations of its Google mark on its homepage, as on India’s 74th Independence Day, the Google mark showcased cultural elements of India infused into the underlying Google mark.
Another great example is the popular vodka brand, i.e ABSOLUT, which has also advertised their iconic vodka bottle mark, by creating creativity in alteration format.
But the practice of Fluid Trademark became a common space in the outbreak of COVID 19, where it was very important to make people aware of the spread and its precautions, and one of the important measures as social distancing. And as a virtue of Corporate Social Responsibility, many companies adopted this trend of Fluid trademark and symbolized the social distancing by introducing variations in their mark.
Like, McDonald’s had their iconic arches in the ‘M’ mark spaced far apart to signify social distancing.
Also, Volkswagen company moved their logo letters ‘V’ and ‘W’ apart from each other with the message “Thanks for keeping your social distance”.
A prominent example by Subway India for wearing masks was highlighted on their logo.
In this digital economy, the emergence of Fluid Trademark has come up as an eye-catching and excellent marketing tool across the globe as for engaging the customers and leading a long term relationship with them, as this approach uplift the brand reputation thereby leading the customer to have higher satisfaction as well increase their level of goodwill through their association with the brand.
The idea of reforming a trademark in variety with preserving its authentic and original format can lead to the strengthening of the original mark by increasing the commercial trance and undoubtedly making the registered trademark stronger.