Trademark research is on the brink of a revolution, and it will start one pixel at a time!

In the last 50 years, technology has revolutionised how we understand, process and use information like never before. We are always looking for better, faster, safer ways to do everything. Older, less efficient processes have been replaced by new, cutting edge technology for immediate, practical and improved data that optimise the way we understand and deal with data.

Applying the principles of facial recognition software to search image trademarks, is exactly that. It’s the evolution of older, less efficient processes into new, cutting edge technology that allows trademark professionals to effectively and efficiently research image marks.  By combining facial recognition software and artificial intelligence (AI) technology with quality trademark data, businesses can innovate in ways that drastically change the future of trademark research – for the better.

The next generation of trademark research

Let’s start with the facts: a majority of trademarks contain images. However, traditional processes used to research, index and categorise image trademarks are limited to keywords or design codes. As a result, the process to create search queries for images in the trademark universe is especially intricate and requires deep expertise.

It is highly unlikely to have a code that truly represents each and every conceivable visual element that makes up a logo. In addition, where trademark office records for design marks have coding errors, you run the risk of not retrieving it in your research. Moreover, the lack of standardisation among image codes in different countries or regions can result in a more labor-intensive search, where you again run the risk of not uncovering confusingly similar images. An AI-driven technology that can compare images in an automated way can make the research process faster and more accessible, without depreciating accuracy.

This is the next generation of trademark research- facial recognition software searching artwork, images and even 3D design patents to determine, in just a few seconds, whether a trademark logo is similar or not. Now, in an instant, trademark professionals can advise brand owners to make better and safer decisions and effectively manage their day-to-day portfolios.

Designed to operate like a trademark research specialist, the algorithms found behind artificial intelligence driven technology take us to a new frontier where not only shapes or compositions are relevant, but they can even understand what design components might aim to represent. And by doing so, this technology can narrow the search down, making it much more precise. But it’s not just about simplifying the task of searching or making it easier or even more accurate, it’s also about minimising risks. Logos and other visual elements can often be the most fundamental assets within a brand’s intellectual property, and so they need to be treated with the care and attention they deserve if they are to be successful. And this technology driven solution is just the way to ensure this.

Of course, while it is incredibly important for these tools to be powered by sophisticated image recognition technology in order to deliver the results that matter, it’s also important that businesses or brands are able to action these results in an efficient and effective way. This is why the most useful of these tools come combined with trusted, global content and powerful workflow tools to deliver both relevant and actionable results. This means the most similar results can be honed in on instantly, while certain tools can also rank each result in terms of relevance to speed up the review process. On top of this, records can be indexed and cross-referenced to identify all relevant results that might be missed by others, which helps to minimise risk and maximise confidence.

The power of choice

Businesses are filing trademarks on a daily basis and at a faster rate than ever before. From entrepreneurs filing their first brand to giant corporations filing trademarks for seasonal products, they all undergo this process. With more technology, comes more choice. And with more choice, possibilities broaden simplifying ideas and opportunities that might have seemed impossible before.

Businesses, whether large or small, have the power to choose from different products in the market depending on their budgets: from DIY search tools to facial recognition software that searches image trademarks, to specialised analysis from experts with wide experience in trademarks. And they can choose from different solutions at different stages of their development, according to and focusing on, their specific needs.

Ultimately, businesses, brands and trademark professionals require tools that make their lives easier. Instead of spending days or weeks scouring various search engines for the results they’re looking for, they can save time, money and resources by using a dedicated DIY search tools or trademark image search solution that will deliver far more accurate results in a fraction of the time.

Trademark research has moved into a new era. With facial recognition technology, you can simply upload an image, hit “search” and receive relevant matches ordered by similarity. Brands, trademark professionals and customers have a “secret weapon” that takes them one step closer into the world of tomorrow. A world, where time and efforts can be concentrated on analysing results and risk assessment, and enabling brands to grow steadier and stronger.

Ronda Majure

Ronda Majure


Ronda Majure, Vice President at CompuMark.