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Rouse is an IP services business focused on emerging markets. We operate as a closely integrated network to provide the full range of intellectual property services, from patent and trade mark protection and management to commercialisation, global enforcement and anti-counterfeiting.
A recent EU-ASEAN seminar brought together experts, brand owners, and designers to explore the latest trends in trade mark and design protection.
United Kingdom
Intellectual Property
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A recent EU-ASEAN seminar brought together experts, brand
owners, and designers to explore the latest trends in trade mark
and design protection. The event highlighted two major
developments:
- Reforms at the European Union Intellectual Property Office
(EUIPO) aimed at modernising design protection for the digital era,
and - Practical updates from Thailand’s Department of
Intellectual Property (DIP) on trade mark registrability and
distinctiveness.
The seminar also celebrated the DesignEuropa Awards, an annual
EU event that honours exceptional design talent globally. Open to
both emerging and established designers, the awards provide
international exposure and recognition.
1. Modernising EU Design Protection
The EUIPO Design Reform is a two-phase initiative that reflects
the growing importance of digital, animated, and interactive design
works:
- Phase 1 (Effective 1 May 2025):
The definition of “design” will expand to cover digital
and animated content, including non-physical creations. Designers
can use a new â’ą symbol to indicate protection. Up to 50
designs may be filed in one application, regardless of product
type, and 3D printing will be explicitly covered. - Phase 2 (Expected 1 July 2026):
The EUIPO aims to accept video files as part of the design
registration process—addressing the limitations of static
images when representing motion or interactivity.
These changes signal the EU’s commitment to keeping pace
with innovation and offering accessible protection for
next-generation designs.
2. Thailand’s Approach to Trade Mark
Protection
Thailand’s Department of Intellectual Property (DIP)
provided guidance for registering trade marks that include logos,
names, or composite elements.
- Marks must be distinctive, meaning they cannot simply describe
the goods or services. - If a mark includes generic or non-distinctive elements, such as
common words or symbols, the DIP may require a disclaimer to
clarify that exclusive rights are not claimed over those
elements.
By addressing distinctiveness clearly and structuring
applications strategically, businesses can strengthen their brands
and avoid unnecessary rejections in Thailand.
Key Takeaways for Designers and
Businesses
As branding and design become increasingly dynamic, digital, and
cross-border, the EU’s design reforms, tailored to support
emerging forms of creativity, and Thailand’s practical guidance
on trade mark distinctiveness both reflect a growing commitment to
more effective, accessible IP protection. Together, these
developments help businesses and creators navigate complex
registration systems with greater clarity and confidence, making it
easier to protect, enforce, and commercialise their intellectual
assets in today’s fast-evolving global marketplace.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.