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That there are different trademark types is not new. The Andean Community legislation -applicable in Ecuador- allows the registration of a wide range of signs. The new Ecuadorian local law, the Social Economy of Knowledge, Creativity and Innovation Organic Code, listed other distinctive means equally protectable.

 Every day we file applications word, mixed and figurative trademark applications, including three-dimensional ones. Sound trademarks are less frequent, which we have also registered in several cases. There are also olfactory trademarks.

 A special type of signs are those perceptible by touch sense, in this order there are trademarks relative to the texture of a surface, which may be a packaging product. However, in Ecuador the registration of a TACTILE TRADEMARK constituted by the succession of letters written in language or reading system BRAILLE very useful for blind people had not been requested. Thanks to the trust of an important American company, Wonder Power Music, our law firm requested the first trademark registration of this type and we are happy to share it in this note.

The current Law now allows us to request trademarks registration formed of animations, gestures or movement sequence, as well as holograms, which were previously not contemplated. Regarding this type of signs, the secondary norms necessary to operationalize their application have not been issued yet. Although the procedure will be the same as it currently exists, only details are necessary that allow, for example, determining in the application the sequence of images or their description, so that the protection is correctly delimited.


We continue advancing with firm steps regarding the new challenges that this millennium holds.

Julioc C. Guerrero B. Intellectual Property Law Office is a family law firm specialized in Intellectual Property based in Ecuador. Johana Aguirre Guerrero talks about firm´s values and success and discusses her own achievements.




JULIO C. GUERRERO B. S.A. intellectual property specialized lawyers, representing ABG (Authentic Brands Group) which is the owner of AEROPOSTALE trademark in Ecuador and worldwide, participated actively in the process that propitiated a franchise agreement with a local enterprise. As a result of this, the Ecuadorian consumers will be able to buy original AEROPOSTALE products in the new stores that are about to be opened in several cities of the country recognizing the rights over the trademark AEROPOSTALE to its legitimate owner, ABG.

The toy company asked for the registration as a trademark of the smell of their renowned plasticine Play-Doh.

The US multinational Hasbro filed a trademark application in the United States Patent and Trademark Office (USPTO) for the aroma of one of its most recognized products: Play-Doh. The order describes the smell of Play-Doh as "unique, formed through the combination of a sweet, slightly musky vanilla fragrance, with slight cherry nuances and the natural aroma of a wheat-based salty mass."