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World-leading image recognition technology empowers Aussie small business

10 February 2017

IP Australia has created a world-first for a national intellectual property agency by integrating trade mark image recognition technology into its new Australian Trade Mark Search tool.

The new technology mimics the problem solving networks of the human brain and is set to help Australian small business and entrepreneurs more easily protect their logos and brands.

The Assistant Minister for Industry, Innovation and Science, Craig Laundy, will launch Australian Trade Mark Search at the Pause Festival in Melbourne today.

“IP Australia is focused on using world-leading technology to make intellectual property information easily accessible to all Australians,” Assistant Minister Laundy said.

“The agency’s aim is to provide small businesses and entrepreneurs with a simpler trade mark search experience that gives them faster results. IP Australia has achieved this with Australian Trade Mark Search.”

The technology is incorporated into IP Australia’s new tool to make searching for similar logos simpler and faster, returning results from over 400,000 trade mark applications in seconds.

Businesses protect their logos through trade marks to help them stand out in the market and allow consumers to differentiate their products or services from competitors.

Until now, businesses searching for similar existing trade marks have had to undertake complex searches using written descriptions of a logo image—Australian Trade Mark Search changes this.

The tool’s technology, developed by Queensland start-up TrademarkVision, uses multiple algorithms to detect objects within an image and make instantaneous comparisons across Australia’s entire trade mark database, returning any similar marks in seconds. 

Patricia Kelly, Director General at IP Australia said this advance would save businesses and individuals considerable time during the trade mark application process and increase confidence that their trade mark application would be successful.

“Australian Trade Mark Search will greatly enhance the experience of customers and improve results,” Ms Kelly said.

“The ability to find similar trade mark images is an essential part of the application process. We anticipate that providing an effective, easy-to-use search tool will lead to better quality trade mark applications that are more likely to succeed. This has benefits for IP Australia and our customers, especially small businesses and sole operators and even our professional attorney customers.”

Media contact: Mr Laundy's office 02 6277 4345

About IP Australia

IP Australia is the Australian Government agency that administers intellectual property (IP) rights and legislation relating to patents, trade marks, designs and plant breeder's rights in Australia. Learn more at http://www.ipaustralia.gov.au/.

About TrademarkVision

TrademarkVision is an Australian technology company focused on image recognition for brand protection. It is committed to continuous research and innovation and works with governments and leading law firms and corporates around the world. Learn more at http://www.trademark.vision/.