Intellectual Property, Legal

IP Australia launches “world-first” trademark technology that allows businesses to conduct image-based searches

Dinushi Dias /

The Australian government agency for intellectual property rights has teamed up with a Queensland startup to launch a “world-first” trademark solution to make it easier for businesses and entrepreneurs to protect their logos and brands.

Craig Laundy, assistant minister for industry, innovation and science, launched the Australian Trade Mark Search at Melbourne’s Pause Fest on Friday.

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

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

Read more: This entrepreneur’s mum bought him a trademark when he was a teen

The search tool uses image-recognition technology to find similar logos or brands from a database of over 400,000 Australian trademark applications.

Queensland startup TrademarkVision, one of the first funding recipients from Queensland University of Technology’s Creative Enterprise Australia, developed the technology with algorithms that detect objects within an image and immediately draw comparisons to other images across Australia’s trademark database.

Until now, startups and other businesses have had to hunt for these with just worded descriptions.

“The ability to find similar trademark images is an essential part of the application process,” said IP Australia director general Patricia Kelly.

“We anticipate that providing an effective, easy-to-use search tool will lead to better quality trademark 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.”

This article was first published by StartupSmart.

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Dinushi Dias

Dinushi Dias is a freelance journalist and a former StartupSmart reporter and multimedia content producer. She is the co-founder of Melbourne-based production house Dinushi & Power.

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