Jon Gelchinsky Co-authors "Four Truths for Successful Brand and Trademark Evolution" in Package Design Magazine

Jonathan M. Gelchinsky, a partner in Pierce Atwood’s Trademark and IP Practice Groups, discusses how companies can potentially evolve their brand without losing critical trademark protections. While companies are generally advised to remain consistent with various design elements, Jonathan notes that “making changes to a mark could result in the abandonment of rights in the original version of the mark.  This can lead to the loss of priority and ultimately significant trouble for the trademark owner.”

Please visit Package Design to read the entire discussion about successfully evolving and protecting your trademark.