Azrights

28/08/2026

Trademarks aren’t just about names and logos.

Colours, sounds, shapes – and even smells – can qualify as trademarks if they meet the legal requirements. But smell marks are notoriously difficult to register in the UK and EU.

Our latest article explores why, and how recent cases in the US and India could point to a way forward.

Read the full story: https://www.azrights.com/blog/why-smell-trademarks-are-so-hard-to-register-and-the-cases-that-have-beaten-the-odds

Trademarks aren't just about names and logos. It's possible to register any "sign" that's associated with a particular business, provided it meets the right legal tests. In the UK, that's included colours (Cadbury's shade of purple), sounds (the Direct Line jingle), and shapes (the classic

31/07/2026

One of the UK's most useful trade mark shortcuts is on its way out. ⚠️

For years, businesses have been able to protect multiple versions of the same trade mark in a single UK series application, saving both time and filing costs. That option is set to disappear as part of the UK IPO's transformation programme.

If your brand uses different versions of its logo or trade mark, now is a good time to review your filing strategy before the changes take effect.

Read the full article here:�https://www.azrights.com/blog/uk-series-trade-marks-what-s-changing

26/06/2026

The way businesses think about trademarks is changing. 👀

They're no longer seen as a legal box to tick, but as a valuable business asset that protects long-term growth.

Read why this shift matters in our latest blog: https://www.azrights.com/blog/business-confidence-on-the-rise

29/05/2026

Before trademark registration existed, businesses had to rely on the law of passing off to tackle copycats. While passing off still matters today, trademark registration made brand protection far more certain and easier to enforce. 🛡️

Read more: https://www.azrights.com/blog/passing-off-vs-trademark-infringement 📖

24/04/2026

Your brand name is only as strong as your ability to protect it—if you can’t own it, rethink it.

Read full blog here: https://www.azrights.com/blog/don-t-fall-in-love-with-your-brand-name-here-s-why

The recent decision involving Cambridge University and a local rowing business is a clear example of the importance of understanding the legal principles underpinning naming.