{"id":159,"date":"2026-11-01T15:20:01","date_gmt":"2026-11-01T06:20:01","guid":{"rendered":"https:\/\/brandagent.jp\/en_blog\/japan-3d-shape-trademark\/"},"modified":"2026-11-02T16:33:41","modified_gmt":"2026-11-02T07:33:41","slug":"japan-3d-shape-trademark","status":"publish","type":"post","link":"https:\/\/brandagent.jp\/en_blog\/japan-3d-shape-trademark\/","title":{"rendered":"3D Shape Trademarks in Japan: Which Product and Packaging Shapes Can Be Registered?"},"content":{"rendered":"<p><span style=\"font-size: 120%;\">&#8220;Can we register the shape of our product or bottle as a trademark in Japan?&#8221;<br \/>\n&#8220;How is a 3D mark different from a normal trademark?&#8221;<br \/>\n&#8220;Which shapes can and cannot be registered?&#8221;<\/span><\/p>\n<p><span style=\"font-size: 120%;\">Most people think of trademarks as words and logos. In Japan, however, <strong>the three-dimensional shape of a product, its packaging or an advertising object<\/strong> can also be registered \u2014 this is the 3D (three-dimensional) trademark, introduced by the 1996 amendment of the Trademark Act and in force since 1997.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">This guide by Toru Kano, Japanese Patent Attorney at BrandAgent (Kyoto), explains what can be registered, what cannot, and how to file a 3D mark in Japan as an overseas company.<\/span><\/p>\n<div class=\"st-mybox  has-title st-mybox-class\" style=\"background:#f1f8e9;border-color:#a5d6a7;border-width:2px;border-radius:5px;margin: 25px 0 25px 0;\"><p class=\"st-mybox-title\" style=\"color:#4caf50;font-weight:bold;text-shadow: #fff 3px 0px 0px, #fff 2.83487px 0.981584px 0px, #fff 2.35766px 1.85511px 0px, #fff 1.62091px 2.52441px 0px, #fff 0.705713px 2.91581px 0px, #fff -0.287171px 2.98622px 0px, #fff -1.24844px 2.72789px 0px, #fff -2.07227px 2.16926px 0px, #fff -2.66798px 1.37182px 0px, #fff -2.96998px 0.42336px 0px, #fff -2.94502px -0.571704px 0px, #fff -2.59586px -1.50383px 0px, #fff -1.96093px -2.27041px 0px, #fff -1.11013px -2.78704px 0px, #fff -0.137119px -2.99686px 0px, #fff 0.850987px -2.87677px 0px, #fff 1.74541px -2.43999px 0px, #fff 2.44769px -1.73459px 0px, #fff 2.88051px -0.838246px 0px;\"><i class=\"fa fa-check-circle st-css-no\" aria-hidden=\"true\"><\/i>In short<\/p><div class=\"st-in-mybox\">\n<ul>\n<li><span style=\"font-size: 120%;\">A 3D trademark protects a distinctive shape \u2014 product, packaging, mascot figure, store display.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">The ordinary shape of the product cannot be registered.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Shapes that are essential to the product&#8217;s function can never be registered, even after long use.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">A 3D shape combined with words or a logo can be registered.<\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<h2><span style=\"font-size: 120%;\">What a 3D trademark covers<\/span><\/h2>\n<p><span style=\"font-size: 120%;\">Under Article 2(1) of the Japanese Trademark Act, a mark can be a three-dimensional shape alone or combined with letters, figures, symbols or colours. Typical subjects:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 120%;\">The shape of the product itself (a distinctive snack, a figure, a tool)<\/span><\/li>\n<li><span style=\"font-size: 120%;\">The shape of the packaging (a characteristic bottle, can or case)<\/span><\/li>\n<li><span style=\"font-size: 120%;\">The shape of objects used to provide a service<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Advertising objects such as shop mascot figures or 3D signboards<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 120%;\">A store building is generally not treated as &#8220;advertising&#8221; unless the whole building functions as a distinctive sign.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">Shapes that cannot be registered<\/span><\/h2>\n<h3><span style=\"font-size: 120%;\">1. The ordinary shape of the goods (Article 3(1)(iii))<\/span><\/h3>\n<p><span style=\"font-size: 120%;\">A shape that consumers see as just the shape of the product or its packaging lacks distinctiveness. A car maker cannot register &#8220;a car-like shape&#8221; for cars; a spirits maker cannot register an ordinary bottle. The JPO applies this strictly \u2014 the shape must stand out enough to point to one company.<\/span><\/p>\n<h3><span style=\"font-size: 120%;\">2. Shapes essential to function (Article 4(1)(xviii))<\/span><\/h3>\n<p><span style=\"font-size: 120%;\">A shape that is indispensable to secure the function of the goods or packaging \u2014 a round tyre, a spherical ball \u2014 can <strong>never<\/strong> be registered, even if it has acquired distinctiveness through use. Because trademarks can be renewed indefinitely, registering such shapes would give a permanent monopoly over the product itself.<\/span><\/p>\n<h2><span style=\"font-size: 120%;\">Acquired distinctiveness through use (Article 3(2))<\/span><\/h2>\n<p><span style=\"font-size: 120%;\">A shape that is not distinctive at first can be registered if, after long and extensive use, Japanese consumers recognise it as coming from one company. Japanese courts have accepted this for well-known bottle shapes, such as the Coca-Cola contour bottle. You will need solid evidence of use and recognition <em>in Japan<\/em> \u2014 sales, advertising, market share and surveys.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">Another route: combine a non-distinctive shape with a distinctive word or logo. The mark as a whole can then be registered, although the shape part alone will not be protected.<\/span><\/p>\n<div class=\"st-mybox  has-title st-mybox-class\" style=\"background:#ffebee;border-color:#ef9a9a;border-width:2px;border-radius:5px;margin: 25px 0 25px 0;\"><p class=\"st-mybox-title\" style=\"color:#ef5350;font-weight:bold;text-shadow: #fff 3px 0px 0px, #fff 2.83487px 0.981584px 0px, #fff 2.35766px 1.85511px 0px, #fff 1.62091px 2.52441px 0px, #fff 0.705713px 2.91581px 0px, #fff -0.287171px 2.98622px 0px, #fff -1.24844px 2.72789px 0px, #fff -2.07227px 2.16926px 0px, #fff -2.66798px 1.37182px 0px, #fff -2.96998px 0.42336px 0px, #fff -2.94502px -0.571704px 0px, #fff -2.59586px -1.50383px 0px, #fff -1.96093px -2.27041px 0px, #fff -1.11013px -2.78704px 0px, #fff -0.137119px -2.99686px 0px, #fff 0.850987px -2.87677px 0px, #fff 1.74541px -2.43999px 0px, #fff 2.44769px -1.73459px 0px, #fff 2.88051px -0.838246px 0px;\"><i class=\"fa fa-check-circle st-css-no\" aria-hidden=\"true\"><\/i>Practical tip for overseas brands<\/p><div class=\"st-in-mybox\">\n<p><span style=\"font-size: 120%;\">Evidence of fame abroad does not prove recognition in Japan. If you plan to rely on acquired distinctiveness, start collecting Japanese sales and advertising records early.<\/span><\/p>\n<\/div><\/div>\n<h2><span style=\"font-size: 120%;\">How to file a 3D trademark in Japan<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\">State in the application that the mark is a three-dimensional trademark (Article 5(2)). Without this statement, a perspective drawing may be treated as a flat mark.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Provide drawings or photographs of the shape \u2014 views from several angles are recommended so the shape is clear.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Check in advance that the shape is not the ordinary shape of the goods and not essential to their function.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Choose goods and services carefully, as with any Japanese application.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-size: 120%;\">3D trademarks, design rights and patents<\/span><\/h2>\n<p><span style=\"font-size: 120%;\">Shapes can also be protected by a Japanese design right (up to 25 years from filing) or, for technical features, a patent. Design rights are often easier to obtain for a new shape; a 3D trademark can last indefinitely once distinctiveness is established. Many companies combine them.<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 120%;\">If using your registered 3D mark would conflict with someone else&#8217;s earlier patent, utility model or design right, the use is restricted to that extent (Article 29).<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Where an earlier patent conflicts with a later trademark, the former patentee may keep using the shape within the scope of the expired patent, if not for unfair competition (Article 33-2).<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-size: 120%;\">Filing from overseas<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\">Applicants without an address in Japan must file through a Japanese patent attorney.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Direct filing or a Madrid designation of Japan; Paris priority within 6 months.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Examination about 9\u201312 months; accelerated examination about 2\u20133 months.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-size: 120%;\">FAQ<\/span><\/h2>\n<p><span style=\"font-size: 120%;\"><strong>Q. Can we register the shape of our product?<\/strong><br \/>\nA. Yes, if it is distinctive. The ordinary shape of the product cannot be registered unless it has acquired distinctiveness in Japan through use.<\/span><\/p>\n<p><span style=\"font-size: 120%;\"><strong>Q. Is a bottle or container shape a 3D trademark?<\/strong><br \/>\nA. Packaging shapes are covered. An ordinary bottle will be refused, so the shape must be distinctive.<\/span><\/p>\n<p><span style=\"font-size: 120%;\"><strong>Q. Can we combine the shape with our logo?<\/strong><br \/>\nA. Yes. The combination can be registered as a whole if it is distinctive.<\/span><\/p>\n<p><span style=\"font-size: 120%;\"><strong>Q. Should we use a design right instead?<\/strong><br \/>\nA. Often both. A design right protects a new shape for up to 25 years; a 3D trademark can be renewed indefinitely.<\/span><\/p>\n<div class=\"st-mybox  has-title st-mybox-class\" style=\"background:#f1f8e9;border-color:#a5d6a7;border-width:2px;border-radius:5px;margin: 25px 0 25px 0;\"><p class=\"st-mybox-title\" style=\"color:#4caf50;font-weight:bold;text-shadow: #fff 3px 0px 0px, #fff 2.83487px 0.981584px 0px, #fff 2.35766px 1.85511px 0px, #fff 1.62091px 2.52441px 0px, #fff 0.705713px 2.91581px 0px, #fff -0.287171px 2.98622px 0px, #fff -1.24844px 2.72789px 0px, #fff -2.07227px 2.16926px 0px, #fff -2.66798px 1.37182px 0px, #fff -2.96998px 0.42336px 0px, #fff -2.94502px -0.571704px 0px, #fff -2.59586px -1.50383px 0px, #fff -1.96093px -2.27041px 0px, #fff -1.11013px -2.78704px 0px, #fff -0.137119px -2.99686px 0px, #fff 0.850987px -2.87677px 0px, #fff 1.74541px -2.43999px 0px, #fff 2.44769px -1.73459px 0px, #fff 2.88051px -0.838246px 0px;\"><i class=\"fa fa-check-circle st-css-no\" aria-hidden=\"true\"><\/i>Key points<\/p><div class=\"st-in-mybox\">\n<ul>\n<li><span style=\"font-size: 120%;\">3D trademarks protect product, packaging and advertising shapes in Japan.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Ordinary shapes are refused; functional shapes are never registrable.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">Acquired distinctiveness requires evidence of recognition in Japan.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">State &#8220;3D trademark&#8221; in the application and show the shape clearly.<\/span><\/li>\n<li><span style=\"font-size: 120%;\">BrandAgent fees: JPY 25,000 per class at filing and at registration; free prior search when you instruct us to file.<\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<h2 id=\"related-articles\"><span style=\"font-size: 120%;\">Related articles<\/span><\/h2>\n<ul>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan-logo-trademark\/\">Registering a Logo Trademark in Japan: Word, Symbol or Combined Mark?<\/a><\/span><\/li>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan-standard-character-mark\/\">Standard Character Marks in Japan: Word Mark vs. Logo Mark and How to Choose<\/a><\/span><\/li>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan-trademark-distinctiveness\/\">Refused for Lack of Distinctiveness in Japan? Article 3 of the Japanese Trademark Act Explained<\/a><\/span><\/li>\n<li><span style=\"font-size: 120%;\"><a href=\"https:\/\/brandagent.jp\/en_blog\/japan-trademark-vs-patent-design-copyright\/\">Trademark vs Patent vs Design vs Copyright in Japan: What Each One Protects<\/a><\/span><\/li>\n<\/ul>\n<div style=\"background-color: #f0f7ff; border: 2px solid #0066cc; padding: 20px; margin: 24px 0; border-radius: 6px;\">\n<p><span style=\"font-size: 120%;\"><strong>Planning to protect your brand in Japan?<\/strong><br \/>\nTell us your mark and your products \u2014 we will reply with the classes you need and a fixed quote, free of charge.<\/span><\/p>\n<p><span style=\"font-size: 120%;\">BrandAgent Patent Office (Kyoto, Japan)<br \/>\nToru Kano, Japanese Patent Attorney<\/span><\/p>\n<p><a style=\"color: #0066cc; font-weight: bold;\" href=\"https:\/\/brandagent.jp\/en\/trademark_lp\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: 120%;\">Get a free quote for your Japanese trademark<\/span><\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A Japanese patent attorney explains 3D trademarks in Japan: registrable and non-registrable shapes, acquired distinctiveness, functional shapes, filing requirements and the link with design rights.<\/p>\n","protected":false},"author":1,"featured_media":319,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-159","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trademark"],"_links":{"self":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts\/159","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/comments?post=159"}],"version-history":[{"count":1,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts\/159\/revisions"}],"predecessor-version":[{"id":202,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/posts\/159\/revisions\/202"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/media\/319"}],"wp:attachment":[{"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/media?parent=159"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/categories?post=159"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandagent.jp\/en_blog\/wp-json\/wp\/v2\/tags?post=159"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}