Overview of Trademark Registration for Motion Mark

Trademark registration for a motion mark means giving legal protection to a logo or design that moves. Unlike a normal trademark that is a still image, a motion mark shows an animation or a sequence of movements. A simple example is the animation that plays before a movie starts, like the roaring lion or the jumping lamp in popular film studios.
In the digital world, videos and animations are everywhere. Customers remember moving images better than static ones. That is why motion marks are becoming popular. By registering your motion mark, you get full rights over it, so no competitor can misuse it. In India, this protection comes under the Trade Marks Act, 1999, and you can also extend it internationally through WIPO.
Trademark registration for a motion mark is not just a legal process—it is a smart business decision. Brands today spend a lot of money on creating digital logos, moving designs, and animations. If these are not protected, anyone can copy them. Registration makes your investment safe and builds a strong brand image.
Why Motion Mark Registration is Important?
Stronger Brand Identity – A moving design is more attractive and easier to remember than a static one.
Stops Copying – Animations can be copied easily online. A registered motion mark prevents this.
Adds Business Value – Just like patents and copyrights, it becomes an asset for your business.
Helps in Marketing – Moving visuals catch attention faster and help in digital promotions.
Long-Term Security – Once registered, it is valid for 10 years and can be renewed.
Example: Think of Netflix. Its “N” animation that appears before every show has now become iconic. When people see that animation, they instantly connect with the brand. Similarly, Intel’s animated logo, combined with sound, has global recall. Without registration, such creative brand identities can easily be copied, which may harm the business.
Eligibility for Motion Mark
The animation must be unique and easily linked to your brand.
It should be possible to show it clearly, either in a video or through a set of images.
The motion should not be part of the product’s function (like a machine part moving).
The brand should be using it in business, or planning to use it soon.
The animation should not be misleading, offensive, or illegal.
Documents Needed for Motion Mark Registration
Proof of applicant (ID and address).
Details of products or services for which you want registration.
Video clip or image sequence of the motion.
Power of Attorney (if filing through an agent/lawyer).
Proof of usage (if already in use).
Trademark application form (TM-A).
Step-by-Step Process of Motion Mark Registration
Trademark Search – Check if someone else already has a similar motion mark.
Prepare Representation – Submit either a video file or a series of still images that show the full movement.
File Application – Apply under the Trade Marks Act, 1999, in the correct class of goods or services.
Examination – The Trademark Office checks if the motion mark is new and follows the rules.
Reply to Objections – If the office raises any issues, you may need to reply or attend a hearing.
Publication – If accepted, it will be published in the Trademark Journal for public notice.
Registration – If no one opposes it, or opposition is resolved, you get your certificate of registration.
Benefits of Registering a Motion Mark
Exclusive Rights – Only you can use the motion mark for your business.
Legal Protection – Easy to take legal action against misuse.
Boosts Brand Value – Increases trust and recall among customers.
International Reach – Can be protected outside India, too.
Long-Term Asset – Can be sold, licensed or franchised.
Customer Confidence – Customers trust registered brands more.
Attractive in Digital Media – With social media marketing growing, animated logos and moving visuals are more engaging.
Competitive Advantage – Few companies in India use motion marks, so registering early gives your brand a strong edge.
Example: Pixar’s lamp animation before movies or the animated Warner Bros. shield are motion marks that have been carefully protected. These small sequences become part of the brand identity and cannot be copied.