When we talk about intellectual property, most people immediately think of patents and trade marks. But there’s another equally powerful right that is often overlooked: registered designs.
Patents protect how a product works. Trademarks protect names and logos. Registered designs fill the gap by protecting how a product looks. Together, these rights create a layered IP strategy that is much harder for competitors to work around.
In today’s competitive marketplace, the way a product looks can be just as important as how it works. Consumers make buying decisions not only on performance and price, but also on visual appeal. For businesses, this means that protecting the appearance of products is a vital part of securing market share and maintaining brand value. If your business invests time, effort, and money into creating products that look appealing to customers or spends money marketing a product that the consumer will recognise, then design protection is not just desirable, it’s essential.
As patent and design attorneys, we see time and again how securing registered designs makes a real difference to businesses, from start-ups to established brands. Here’s why registered design protection deserves a place in your IP strategy.
1. Protecting your competitive edge
The way a product looks is often what sets it apart. Whether it’s the sleek shape of a gadget, the pattern on packaging, or the silhouette of a garment, appearance influences customer choice and recognition. Registered design protection stops competitors from copying these features and ensures your originality remains yours.
Having strong registered design rights doesn’t just help you take action when your design is copied – it also deters competitors from copying in the first place. Without them, you may be seen as an easier target.
2. Safeguarding investment
Creating a new device can involve a significant amount of time and money in R&D and testing. The final design is often the product of significant engineering and ergonomic work. Registering that design protects your investment and prevents others from reaping the benefits of your hard work.
3. Stronger than relying on unregistered rights
In the UK and EU, some automatic “unregistered” rights do exist, but they are limited in scope and short-lived. A registered design provides far stronger, longer-lasting protection – up to 25 years with renewals. That kind of security is invaluable for products with long commercial lifespans.
4. Affordable and fast
Compared with patents, registered designs are cost-effective and relatively quick to obtain. This makes them a practical choice for businesses of all sizes, especially those launching multiple new products each year.
5. Adding value to your IP portfolio
Registered designs don’t just protect against infringement; they are also commercial assets. They can be licensed, sold, or used to attract investment, demonstrating that your business takes innovation seriously.
How can we help?
At first glance, filing a registered design might look straightforward. After all, it’s just about protecting how a product looks, right? But in practice, getting it wrong can weaken or even destroy your protection. That’s why working with a qualified design attorney is such a smart investment.
The protection you receive depends heavily on how the design is represented in the application. Subtle choices – line drawings vs. photographs, shading, colours, or multiple views – can make the difference between broad, enforceable rights and a design that’s easy to work around. We can make sure your application captures the widest possible scope of protection.
Should you protect just one design, or a whole family of variations? Should you file in the UK only, or also in the EU or internationally? We can help build a cost-effective strategy tailored to your business needs.
If you’d like tailored advice on protecting your designs – or help building a cost-effective design filing strategy – our team of patent and design attorneys would be delighted to guide you.
