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Tag Archives: Changing

The Looming Danger of Modernizing a Trademark

Posted in Almost Advice, Branding, Loss of Rights, Trademarks

Recently, UnderConsideration’s Brand New blog commented on the new logo adopted by Much Music. After 10 years of using MUCHMOREMUSIC, the logo was changed to MUCHMORE. The new logo is aesthetically more pleasing, but the change raises an important issue. Modernizing old logos can result in abandonment of the old mark, which means a loss of all trademark rights… Continue Reading