Theory and practice of intellectual property
№ 1 / 2026
ISSN (Print) 2308-0361
ISSN (Online) 2519-2744
PDF (Ukrainian)DOI: https://doi.org/10.33731/tpip.2026.1.6
Submitted 2026-01-15
Accepted 2026-02-18
Published 2026-03-12
Issues of legal protection of non-traditional trademarks in Ukraine
Mykhailo Chemisov
PhD student of the Educational and Scientific Institute of Law,
Taras Shevchenko National University of Kyiv
Kyiv, Ukraine
https://orcid.org/0009-0008-0732-4151
Abstract
The article examines issues of legal protection of non-traditional trademarks in Ukraine in the context of national legislation and international standards, in particular, the EU practice. The subject of the study is the legal regime governing positional, sound, olfactory, holographic, motion, and multimedia signs. Regulatory developments in trademark registration are analysed alongside practical difficulties arising during the examination of applications. Attention is paid to the lack of clear criteria for assessing distinctive character, the complexity of perception and representation of non-traditional signs, technical limitations of registration systems, and the insufficiency of evidentiary support. It is established that, despite the gradual harmonisation of Ukrainian legislation with European approaches, the system of non-traditional trademarks protection remains fragmented and inconsistent. The study concludes that further improvement is required to ensure effective legal protection. Based on the findings, it is proposed to enhance methodological guidance for examiners, refine legislative criteria for registration, and improve enforcement practices to increase the overall effectiveness of trademark protection.
Keywords: intellectual property, legal protection, trademark registration, distinctive character, examination procedure, European standards
References
Derclaye, E. (2017). The new UK and EU trade mark law: graphical representation removed. Journal of Intellectual Property Law & Practice, 12(2), 131–136.
https://doi.org/10.1093/jiplp/jpw216
Humphreys, G., Malovic, N., & Martin, S. (2025). Round-up of non-traditional EU trade mark decisions 2024. Journal of Intellectual Property Law & Practice, 20(4), 231–241.
https://doi.org/10.1093/jiplp/jpaf010
Malovic, N. (2024, 20.06). Non-conventional trade marks and distinctiveness: some remarks from the EUIPO Case Law Conference. The IPKat.
https://ipkitten.blogspot.com/2024/06/non-conventional-trade-marks-and.html
Morgulova, O. (2017). Non-traditional trademarks. Registration of aural and olfactory signs as trademarks in accordance with the latest amendments of the European Trademark Regulation 2015/2424 and Trademark Directive 2015/2436, Uppsala Universitet.
http://www.diva-portal.org/smash/get/diva2:1109691/FULLTEXT01.pdf
Roth, М. Е. (2005). Something Old, Something New, Something Borrowed, Something Blue: A New Tradition in Nontraditional Trademark Registrations. Cardozo Law Review, 27(1), 457–496.
Zheng, Yi. (2024). Recognition of the Distinctiveness of Non-traditional Trademarks. Advances in Economics Management and Political Sciences, 66(1), 218–223.
https://doi.org/10.54254/2754-1169/66/20241233
Харченко, О. С. (2023). Колір як об’єкт торговельної марки. Соціальне право, 3, 90−95.
https://doi.org/10.32751/2617-5967-2023-03-12
Чемісов, М. (2025). Правова охорона нетрадиційних торговельних марок за законодавством України. Теорія і практика інтелектуальної власності, 1, 40–50.
https://doi.org/10.33731/12025.324976
Чомахашвілі, О. (2017). Охорона прав інтелектуальної власності на звукові торговельні марки. Науковий вісник Ужгородського національного університету. Серія: Право, 47(2), 17–20.