Dick Smith lodges digital-focused trade mark

dick smith com au logo

Electronic retailer Dick Smith has recently lodged two local trade mark applications for its online store logo (pictured).

The move signals the growing importance of the digital store for the Dick Smith business, after last year being sold by Woolworths Limited to a private equity firm and seeing many of its bricks-and-mortar stores closing.

The two trade mark applications – TM numbers 1554348 and 1554352 – are for ‘Dick Smith’ logos, with ‘dicksmith.com.au’ text underneath. They were both lodged on 30 April 2013 by a Dick Smith legal representative, Macpherson & Kelley Lawyers.

The applications cover many different classes, with some indicating the logos could be used beyond the digital store.

For instance, if accepted, the logo trade marks would cover eight goods and services classes, including Class 16 ‘printed publications including catalogues’, Class 35 ‘retailing and wholesaling services’, Class 37 ‘Installation services and repair services’ and Class 39 ‘transport services’.

The current Dick Smith store logo is the same as the newly trade marked logos, except instead of the website address below the ‘Dick Smith’ name it has the tagline ‘Talk To The Techxperts’ – a phrase that wasn’t especially well-received when it was introduced in 2010.

Both of the trade mark applications are currently at the status of ‘Indexing Approved’, and were officially filed yesterday (9 May 2013).

Click to see a screenshot of the two Dick Smith logo trade mark applications: Tall and Short.

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