Unlike the conventional motionless trade marks, the motion mark contains the movement of the logo, some symbols or other graphic elements. The registration of motion mark helps the company to protect the dynamic identity of their brand.
Annika Lipstal, brand manager at Tallink Silja Line, says that the motion mark in question is a central element of Tallink's shipping communication. According to Lipstal, the trade mark - the verbal element of which is Sea Mode - expresses the specific feeling of being at sea that their customers have grown to love, when the worries of everyday life disappear and they can spend time with their loved ones. "Sea Mode carries just that feeling: turning off the rest of the world and enjoying being at sea," Lipstal explains the concept behind the trade mark.
Lipstal says Tallink has used this sign in their promotional clips, website, newsletters and elsewhere. By protecting their intellectual property, Lipstal says, Tallink avoids situations where something similar is deliberately or accidentally introduced to the market and consumers are misled.
"We registered the trade mark in the European Union because we operate internationally: in addition to Estonia also in Finland, Sweden and Latvia. By registering the trade mark in the European Union we have also left open the possibility of introducing the mark in other member states where we do not operate right now, but which could be of our interest in the future," Lipstal explains the reasons why the mark was decided to be registered in the European Union.