Kimberly-Clark® is no stranger to securing federal registrations for its various non-traditional trademarks. No doubt, these unconventional trademark assets are of great commercial value and an important part of K-C’s evolving business strategy and intellectual property portfolio.
My previous post about the oval-shaped facial tissue container K-C was able to federally register in November 2007 is linked here. That post also discussed their current non-traditional trademark application covering a “textured alternating dot pattern appearing on the surface of the carton of disposable paper hand-towels.” By way of update, it was initially refused registration in April, but the application remains pending, as can be seen here, with no response due until October 2009.
Kimberly-Clark® has non-traditional, single color trademarks too:
In fact, I recently came across a pair of their federal trademark registrations for “the color purple,” one obtained in 2002 and the other in 2006. The differences in the description of goods between these two “color purple” registrations help make a point that is quite important to both marketing and trademark types, namely, the importance of keeping registered trademark scope current and consistent with the underlying and evolving business scope.