Identidade visual e propriedade intelectual: da concepção à proteção

Abstract

The concepts of an organization create an image before the public, which needs to be communicated and positioned at all times. This communication occurs through visual identity and its attributes, whether symbolic, abstract, figurative, iconographic or by any other means of representative expression. One of the elements that make up the visual identity is the brand, a graphic representation that conveys the identity, personality, attributes and values of a company, product or even an individual. It is up to the brand to differentiate itself by means of a name, symbol or combinations of both, in such a way that the consumer will distinguish it from other competitors by having contact with its visual representation, associating it to sensations, characteristics and / or experiences lived by him. For this, there is a strategic and necessary process for the conception and protection of this asset, which needs to be perceived and dominated by who should coordinate its execution: the entrepreneur. The main objective of this work is to provide content for entrepreneurs about brands, focusing on their design process and the importance of their legal protection. A model illustrates and presents the stages of the process, which are detailed and exemplified in a guide - which accompanies this document - in a portable format and with spaces for interaction, which provides the reader a fluid reading, with quotes from referenced authors and for practical use. The guide also contains a step-bystep for registering trademarks with the National Institute of Industrial Property (INPI), a frequently asked questions chapter and a section with useful links. In addition to the guide, the work reveals two other elaborated products: the first one is the process for collecting the register of “F. NOGUEIRA Brand Advisor”, which has already been published in the Revista de Propriedade Intelectual (Industrial Property Magazine) and is in progress for concession; and the other is the article “Formal preliminary examination of trademarks: a survey about the requirements formulated by the INPI”, which deals with the mistakes made by the applicants in the preliminary stage of the registration application and its consequences. For the preparation of the article, 3,326 processes were analyzed, from August 2018 to August 2020.