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Protecting Your Property Development Brand: The Importance of Trademarking – Part 2: Case Study

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By Jamie Felstead

In this captivating case study, we explore the recent experiences of two property developers: “B Developments” based in Brisbane and “SC Developments” from the Sunshine Coast. The focus of this study revolves around their efforts to protect their interests by trademarking their development names and logos. While one party successfully secured their intellectual property rights, the other faced unfortunate and costly consequences.


In 2022, “B Developments” embarked on a townhouse development in Northern Brisbane. The Developer took proactive steps by engaging solicitors to conduct preliminary searches on the IP Australia database to ensure that the proposed development name and logo were available and not already protected in a related class. After receiving confirmation that the name and logo were open for use, the developer proceeded to collaborate with graphic designers, marketers, and agents to create compelling marketing materials. Concurrently, the developer’s solicitors filed an application with IP Australia to protect the development name and logo. Following the public notification period with no objections, the application was approved and registered successfully.

In the same year, “SC Developments” commenced a residential unit development in the Sunshine Coast. Unfortunately, they did not undertake adequate preliminary due diligence enquiries. The developer engaged a marketing and design agency to create the marketing materials, relying solely on a preliminary Google search that showed no similar developments with the proposed name.


By June 2023, both developments gained popularity in the market. “B Developments” discovered “SC Developments” and their use of the same development name and a logo that resembled theirs. Concerned that potential consumers might be confused or misled, “B Developments” exercised their right to protect their trademarks and sent a cease and desist letter to “SC Developments,” accompanied by copies of their Trademark Registration Certificates.

“SC Developments” responded, citing reasons for not complying:

  1. The development was almost sold out, and rebranding would be costly.
  2. Their designer had not come across “B Developments” development during their initial Google search.
  3. The name held emotional and sentimental significance as it was the name of “SC Developer’s” daughter.
  4. They argued that the developments were distinct – one being for units in the Sunshine Coast and the other for townhouses in North Brisbane.

However, these defences failed as “SC Developments” had no trademark registration to claim protected interest in the name and logo. Their lack of proper due diligence before starting the development became evident. If they had conducted thorough inquiries, they would have discovered “B Developments'” pending application for the trademark registration and could have responded during the public notification period or chosen a different development name and logo. Additionally, they had misidentified the classes in which “B Developments” had registered their trademarks, rendering the differences between the developments irrelevant.


Ultimately, “B Developments” successfully protected their exclusive rights to the development name and logo. “SC Developments” had to undergo a costly and time-consuming rebrand, immediately cease using the name and logo, and cover “B Developments'” legal fees incurred during the trademark protection process.

Key Takeaways

This case underscores the significance of trademark registration. Emotional attachment to a name cannot replace the legal protection offered by a registered trademark. Conducting proper inquiries into the availability of a development name and logo is critical in avoiding future conflicts. “B Developments'” proactive approach to safeguarding their brand ensured their success. Trademark registration not only provides exclusivity and protection but also establishes a strong foundation for future growth and expansion. This case study serves as a stark reminder of the importance of understanding intellectual property laws and seeking professional guidance to effectively safeguard a property developer’s business interests.

Read Part 1 for background.

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