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               A handful of companies have pushed the boundaries of intellectual property law by laying claim to individual colors. by Zachary Crockett.
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                Issue #214
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                Sunday, June 26, 2022
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            <h2 style="font-size: 30px; font-family: 'Oswald', 'Roboto', helvetica, sans-serif; font-weight: bold; line-height: 120%; margin-bottom: 6px; margin-top: 25px;">
             <strong>
              Can a corporation 'own' a color?
             </strong>
            </h2>
            <p style="font-family: Helvetica, sans-serif; font-size: 18px; line-height: 120%; padding-bottom: 10px; font-style: italic; color: #737373; margin: 0;">
             A handful of companies have pushed the boundaries of intellectual property law by laying claim to individual colors.
            </p>
            <p style="font-family: Helvetica, sans-serif; font-size: 13px; line-height: 120%; padding-bottom: 24px; margin: 0;">
             <strong>
              BY
              <a style="color: #121212; text-decoration: underline !important; text-transform: uppercase;">
               Zachary Crockett
              </a>
             </strong>
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             On a summer day in 2019, Daniel Schreiber opened his mailbox to find a threatening letter from one of the world’s largest telecom companies.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In the letter, Deutsche Telekom AG (the parent company of T-Mobile) accused Schreiber’s small insurance startup, Lemonade, of trademark infringement. Schreiber was confused: He hadn’t used T-Mobile’s name. He hadn’t appropriated the company’s logo or tagline. Hell, he wasn’t even in the cell phone business.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             But as he read on, he realized his “crime” was using the color
             <strong>
              magenta
             </strong>
             .
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In recent years, companies like T-Mobile have achieved something once thought to be legally impossible: They’ve successfully trademarked individual colors.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             When a color becomes synonymous with a brand — think
             <strong>
              robin egg blue
             </strong>
             jewelry boxes,
             <strong>
              brown
             </strong>
             delivery trucks, or
             <strong>
              orange
             </strong>
             scissors — a company can claim a certain form of “ownership” over it.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             But how is it possible for a single corporation to call dibs on a color? And what effect does this exclusivity have on its competitors?
            </p>
            <h2 style="font-size: 20px; font-weight: 800; letter-spacing: 0px; line-height: 24px; margin: 20px 0 0px;">
             <strong>
              A colorful history
             </strong>
            </h2>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Under the umbrella of intellectual property law, the 3 most common applications are the trademark, the copyright, and the patent.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             While corporations routinely file all of these, they use the trademark to (quite liberally) protect anything integral to their brand. Under
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              legal doctrine
             </a>
             , this might be “any word, name, symbol, or device [used to] identify and distinguish” a company’s good or service from its competitors.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             When a trademark is granted, it gives a company the exclusive right to use that intellectual property in its respective industries.
            </p>
           </td>
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           <td align="center" style="text-align: center;">
            <img alt="Trademark vs copyright vs patent" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fchart.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1o5Qha:px-U83PFV7-9SddAr0zEEALEzBFbM2vWaLCbrkHigz8" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
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             Note: Though trademarks are indefinite, they still need to be renewed every 10 years. (Zachary Crockett / The Hustle)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             For many years, a color did not, by itself, qualify as a trademark.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Though companies had successfully trademarked combinations of colors (e.g., Campbell’s soup labels), the US Patent and Trademark Office shot down attempts to trademark a single color. John Deere, for example, would not be permitted to lay claim to the color
             <strong>
              green
             </strong>
             in the farm equipment industry.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Scholars maintained several arguments against issuing single color trademarks:
            </p>
            <ol style="font-size: 16px;">
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <strong>
               Color depletion theory
              </strong>
              : Only around
              <a style="color: #192733; text-decoration: underline !important;" target="_blank">
               1,867
              </a>
              solid Pantone colors exist; if brands all claim a color, we’ll eventually run out.
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <strong>
               Shade confusion theory:
              </strong>
              It would be hard for the consumer to determine the difference between slight shade variations of colors claimed by brands.
             </li>
            </ol>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             But everything changed when this stuff came along:
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="fiberglass insulation" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fpink_Insulation.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1o5Qha:px-U83PFV7-9SddAr0zEEALEzBFbM2vWaLCbrkHigz8" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: 'Roboto', helvetica, sans-serif; color: #192733; font-size: 12px; font-style: italic; padding-bottom: 10px; text-align: left; line-height: 20px; margin: 0px;">
             Owens-Corning fiberglass insulation in its trademark pink-dyed hue (Pixabay)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             That, dear readers, is a piece of fiberglass insulation (the stuff that goes behind our walls) from a company called Owens-Corning.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In the late
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              1950s
             </a>
             , Owens-Corning was facing steep competition from other fiberglass insulation companies. At the time, all products were the same “naturally
             <strong>
              tan
             </strong>
             ” hue; to distinguish itself, Owens-Corning decided to infuse their product with dye.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             For the next 30 years, the company used its unique
             <strong>
              pink
             </strong>
             insulation as a marketing tool: It adopted the slogan “think pink,” used the Pink Panther as a mascot, and spent
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              tens of millions of dollars
             </a>
             advertising the color.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              1985
             </a>
             , after a 5-year legal battle, Owens-Corning became the first company in American history to successfully trademark a color.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Ten years later, a second company, Qualitex, went all the way to the
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              Supreme Court
             </a>
             to defend its right to trademark its signature
             <strong>
              green-gold
             </strong>
             dry cleaning pads. The court ruled that color could, indeed, serve to
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              identify
             </a>
             a brand — and in doing so, opened up the floodgates for companies to file their own color trademarks.
            </p>
            <h2 style="font-size: 20px; font-weight: 800; letter-spacing: 0px; line-height: 24px; margin: 20px 0 0px;">
             <strong>
              What does it take to trademark a color?
             </strong>
            </h2>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In the decades since that Supreme Court case, a number of companies have successfully trademarked single colors.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Tiffany &amp; Co. trademarked its famous
             <strong>
              blue
             </strong>
             in 1998 — the same year UPS trademarked its “
             <strong>
              Pullman Brown
             </strong>
             .” 3M secured its signature
             <strong>
              canary yellow
             </strong>
             color for its Post-it notes, Deutsche Telekom AG protected T-Mobile’s famous
             <strong>
              magenta
             </strong>
             , and Fiskars has one for
             <strong>
              orange
             </strong>
             scissor handles.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             There are even a few you wouldn’t expect: The Wiffle Ball, Inc. has a trademark on
             <strong>
              yellow
             </strong>
             for use in bats, and the estate of the late musician Prince currently has one
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              pending
             </a>
             for the color
             <strong>
              purple
             </strong>
             .
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             These trademarks aren’t exclusive to businesses, either. The University of Texas at Austin (
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              Pantone 159
             </a>
             ) and The University of North Carolina at Chapel Hill (
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              Pantone 542
             </a>
             ) both have protections on their school colors.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="brand colors" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fbrand_colors.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1o5Qha:px-U83PFV7-9SddAr0zEEALEzBFbM2vWaLCbrkHigz8" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: 'Roboto', helvetica, sans-serif; color: #192733; font-size: 12px; font-style: italic; padding-bottom: 10px; text-align: left; line-height: 20px; margin: 0px;">
             A few of these companies, like Cadbury, have since lost their color trademark in legal disputes (Zachary Crockett / The Hustle)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Plenty of brands trademark certain colors that might appear in conjunction with a logo (think, for instance, McDonald’s
             <strong>
              red
             </strong>
             and
             <strong>
              yellow
             </strong>
             , or Facebook’s
             <strong>
              blue
             </strong>
             ). But these companies have done something different and far rarer: They have trademarked literal swatches of color.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “Usually a company does this when its business model relies, to some extent, on a particular color,” says Jeffrey Samuels, a professor emeritus at The University of Akron School of Law. “It will trademark a color to prevent other companies from using it.”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             An important distinction, adds Samuels, is that a company with a color trademark only “owns” the color in connection to particular goods or services.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Take, for instance, the purple trademark from Prince’s estate, Paisley Park Enterprises. The trademarked image is the color purple alone — no words, no logos, no other form of branding. If granted, it will give them a claim to the color
             <strong>
              purple
             </strong>
             for use in live music venues. Purple alone, they claim, is enough to ID their brand.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="trademarked color" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fcolor_trademark.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1o5Qha:px-U83PFV7-9SddAr0zEEALEzBFbM2vWaLCbrkHigz8" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: 'Roboto', helvetica, sans-serif; color: #192733; font-size: 12px; font-style: italic; padding-bottom: 10px; text-align: left; line-height: 20px; margin: 0px;">
             A trademark filed by Paisley Park Enterprises seeks to secure a shade of purple (Pantone color “Love Symbol #2”) for use in musical performance (Justia)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             To successfully secure such a trademark, a firm must
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              prove
             </a>
             that a single color:
            </p>
            <ul style="font-size: 16px; line-height: 20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              Achieves “
              <a style="color: #192733; text-decoration: underline !important;" target="_blank">
               secondary meaning
              </a>
              ” (distinguishes a product from competitors and identifies the company as the definitive source of the product)
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              Doesn’t put competitors at a disadvantage by affecting cost or quality
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              Doesn’t serve a functional
              <strong>
              </strong>
              purpose
             </li>
            </ul>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             This last piece, says IP lawyer Robert Zelnick, means that “a color really has to be quite arbitrary” to be trademarked: It can’t be essential to the production of the product or serve any utilitarian purpose.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Sometimes, proving all of his can be extremely challenging.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             General Mills, for instance, has
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              twice failed
             </a>
             to secure a
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              trademark
             </a>
             on
             <strong>
              yellow
             </strong>
             for its Cheerios box, on the grounds that the color isn’t synonymous with the brand since too many other cereal companies use it in their branding.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Pepto-Bismol’s attempts to
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              trademark
             </a>
             <strong>
              pink
             </strong>
             were thwarted when a court deemed that the “therapeutic” effect the color had on customers was “functional.”
            </p>
            <h2 style="font-size: 20px; font-weight: 800; letter-spacing: 0px; line-height: 24px; margin: 20px 0 0px;">
             <strong>
              The color wars
             </strong>
            </h2>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             As the CEO of Lemonade learned, companies that
             <em>
              are
             </em>
             granted color trademarks often go to great lengths to enforce them in court — and competitors often challenge their right to monopolize certain hues.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="T-Mobile trademarked colors" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252FT-Mobile_trademarks.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1o5Qha:px-U83PFV7-9SddAr0zEEALEzBFbM2vWaLCbrkHigz8" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: 'Roboto', helvetica, sans-serif; color: #192733; font-size: 12px; font-style: italic; padding-bottom: 10px; text-align: left; line-height: 20px; margin: 0px;">
             TOP: T-Mobile's ex-CEO John Legere has gone above and beyond to embrace the brand’s magenta hue (Twitter); BOTTOM: A diagram of colors from the T-Mobile/Lemonade incident shows the variance in colors that brands claim to “own”
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Over the years, these controversial trademarks have resulted in dozens of lawsuits relating to color “ownership:”
            </p>
            <ul style="font-size: 16px; line-height: 20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              In 2002,
              <a style="color: #192733; text-decoration: underline !important;" target="_blank">
               Mattel
              </a>
              brought suit against MCA Records for, among other things, allowing the band Aqua to use its trademarked
              <strong>
               pink
              </strong>
              color on its album cover for the single, “Barbie Girl.” The judge famously advised both parties to “chill.”
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              In 2010,
              <a style="color: #192733; text-decoration: underline !important;" target="_blank">
               Hershey
              </a>
              sued Mars for using
              <strong>
               orange
              </strong>
              on the packaging of a peanut butter candy bar. The suit was later dropped.
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              In 2011,
              <a style="color: #192733; text-decoration: underline !important;" target="_blank">
               Louboutin
              </a>
              accused Yves Saint Laurent of infringing on its trademark
              <strong>
               red
              </strong>
              shoe soles and won.
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              In 2015, toolmaker
              <a style="color: #192733; text-decoration: underline !important;" target="_blank">
               DeWalt
              </a>
              won a $54m judgment against a competitor that copied its
              <strong>
               black
              </strong>
              and
              <strong>
               yellow
              </strong>
              colors, though it was later tossed out on appeal.
             </li>
            </ul>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             But one company has been
             <em>
              particularly
             </em>
             protective of its color trademark.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             T-Mobile’s parent company, Deutsche Telekom AG, has spent at least 12 years attempting to prevent competitors — some large, some small — from using
             <strong>
              magenta
             </strong>
             .
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Though its trademark covers only a specific variation of the color (
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              Pantone Rhodamine Red U
             </a>
             ), the company has expanded its definition of magenta to encompass a variety of surrounding hues. Since Deutsche Telekom has its hands in so many projects, it has also been able to defend its trademark in industries outside of telecommunications,
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              ranging
             </a>
             from fashion to healthcare.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             In 2008, it went after the rival European wireless carrier
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              Telia
             </a>
             . A few months later, it demanded that the tech blog
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              Engadget
             </a>
             drop magenta from its mobile logo. In 2014, a judge
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              ruled
             </a>
             that AT&amp;T subsidiary Aio Wireless couldn’t use
             <strong>
              magenta
             </strong>
             because it would confuse T-Mobile customers.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="letter" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fengadget.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1o5Qha:px-U83PFV7-9SddAr0zEEALEzBFbM2vWaLCbrkHigz8" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: 'Roboto', helvetica, sans-serif; color: #192733; font-size: 12px; font-style: italic; padding-bottom: 10px; text-align: left; line-height: 20px; margin: 0px;">
             A letter sent by T-Mobile’s parent company to Engadget, demanding that the blog stop using the color magenta in its logo (Engadget)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Its latest victim, Lemonade, has complied with T-Mobile’s demand by changing the color of its marketing materials in Germany, where Deutsche Telekom AG is based. The company has also
             <a style="color: #192733; text-decoration: underline !important;" target="_blank">
              filed
             </a>
             a motion in Europe to “invalidate Deutsche Telekom’s
             <strong>
              magenta
             </strong>
             trademark.”
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Making changes like this can be costly — especially for bigger firms that spend tens of millions of dollars on marketing and branding strategies.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             But legal fees can also rack up for the companies that constantly trawl for color trademark violations, begging a question:
            </p>
            <h2 style="font-size: 20px; font-weight: 800; letter-spacing: 0px; line-height: 24px; margin: 20px 0 0px;">
             <strong>
              Is trademarking a color worth all the effort?
             </strong>
            </h2>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             When a company files a trademark in black and white — say a simple logo — the trademark is actually protected in
             <em>
              all
             </em>
             color variations by default. Nobody can, say, take the McDonald’s
             <strong>
              red
             </strong>
             and
             <strong>
              yellow
             </strong>
             logo, make it
             <strong>
              purple
             </strong>
             and
             <strong>
              green
             </strong>
             , and claim it as his own.
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             So, why would a brand go through all the trouble of trademarking a color when they likely already have so many other protections?
            </p>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             “You only see brands do this when the color is critical to the brand, or sales, or the way the product is marketed,” says Zelnick, the IP lawyer.
            </p>
           </td>
          </tr>
          <tr>
           <td align="center" style="text-align: center;">
            <img alt="popular brand colors" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fpopular-colors.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1o5Qha:px-U83PFV7-9SddAr0zEEALEzBFbM2vWaLCbrkHigz8" style="width: 100%; max-width: 600px; height: auto; padding-top: 10px;" width="600"/>
            <p align="left" style="font-family: 'Roboto', helvetica, sans-serif; color: #192733; font-size: 12px; font-style: italic; padding-bottom: 10px; text-align: left; line-height: 20px; margin: 0px;">
             Across all trademarks (including logos), blue is the color of choice (Zachary Crockett / The Hustle)
            </p>
           </td>
          </tr>
          <tr>
           <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             Most marketers are aware of the effect color has on consumer behavior. Surveys and studies have shown that:
            </p>
            <ul style="font-size: 16px; line-height: 20px; padding-bottom: 10px; padding-left: 12px; margin: 0;">
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #192733; text-decoration: underline !important;" target="_blank">
               62%-90%
              </a>
              of a consumer’s initial judgment of a product is based on color.
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              <a style="color: #192733; text-decoration: underline !important;" target="_blank">
               52%
              </a>
              of consumers say the color of packaging is an indicator of quality.
             </li>
             <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
              Color increases brand recognition by up to
              <a style="color: #192733; text-decoration: underline !important;" target="_blank">
               80%
              </a>
              .
             </li>
            </ul>
            <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
             So, if you’re thinking about making your entire brand one solid color, go ahead and try your luck. Just don’t pick
             <strong>
              magenta
             </strong>
             .
            </p>
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