Bell Canada files to trademark its signature blue colour
Canadians are familiar with the dark, muted shade of blue Bell Canada uses in its logo. Now, the telecommunication giant is trying to trademark the colour.
Bell filed to trademark Pantone*301 as “Bell Blue” on July 10 with the Canadian Intellectual Properties Office’s (CIPO) registrar of trademarks.
In its application, Bell classified all the goods and services it offers to make the best case for itself.
A screenshot of Bell Canada’s application (Canadian Trademarks Database)
The company paid $978.91 to file the application, which met the minimum filing requirements. It has not been assigned to an examiner yet.
There was, however, an update on Bell’s file yesterday. Following an “automated analysis,” a pre-assessment letter pointed out two problems.
“The application contains one or more goods or services that do not comply with the Trademarks Act and the Regulations,” the letter states, adding that it also contains goods or services that “appear to be improperly classed under the Nice Classification.”
The company was encouraged to rectify the issues before an examination was held. So far, there are no opposition cases against Bell’s application.
“Bell’s distinctive blue is already registered in association with the Bell Logo, and with the recent amendments to the Trademarks Act allowing for colours to be registered, we’re seeking trade-mark protection for our distinctive blue,” a Bell spokesperson told Daily Hive over email. “Protection is being sought for specific goods and services related to telecommunications, media and advertising.”
They added that this was similar to how Interac, TD Bank, and Mastercard are “seeking protection for their recognizable brand colours.”
Trademarking colours
Trademarking certain hues is a branding tactic.
For example, Tiffany & Co. trademarked the following shade of blue in the late 1990s. Decades down the line, it has become synonymous with the brand.
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The bright orange hue used by Reese’s Peanut Butter Cups is also trademarked.
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You probably have a DeWalt power tool at home. The company’s products boast a distinct, trademarked combination of black and yellow, too.
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Trademarking colours only became a thing in Canada in 2019.
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