Every year on the 26th of April the World Intellectual Property Organization (WIPO) celebrates the role of intellectual property (IP) in encouraging creativity and innovation on World Intellectual Property Day. This year the theme is “IP and the Music Industry” — a celebration of the rhythms, sounds, and voices that shape our culture and fuel a vibrant global music economy.
While many people associate IP with logos, inventions, and designs, the scope of intellectual and creative achievements extends beyond these. Music and sound are also types of IP. Whether it’s a catchy jingle, a signature riff, or a distinctive voiceover, sound has the power to instantly evoke emotion, trust, and brand recognition. And in the world of IP, sound can be more than just memorable — it can be protected.
Australia’s Iconic Sounds: More Than Just a Tune
You might be surprised to learn that some of Australia’s most iconic jingles and soundbites are registered trade marks. For instance:
- IP protection for the quintessentially Australian “Happy Little Vegemites” tune was secured in the early 2000s.
- Nine Network’s ‘Station ID’ – That familiar fanfare that plays before Nine News? It’s registered as a sound mark.
- “I’m Lovin’ It” – While globally famous as part of McDonald’s campaign, this slogan (and its associated jingle) is protected by trade mark laws around the world, including Australia.
In the global IP landscape, sound marks have become an essential part of branding for major players in tech and entertainment. Think of the instantly recognisable HBO “static screen” sound that plays before a feature begins. Or the iconic Microsoft startup sounds, which have evolved over the years but remain deeply tied to the brand’s identity. Samsung’s ringtone-style device chimes and Netflix’s “ta-dum” intro are further examples of companies that have successfully trade marked their signature sounds to build brand equity and sensory recognition. These audio cues are powerful, non-verbal brand assets — and they’re protected accordingly.
These examples illustrate how businesses use sound to differentiate themselves — and how protecting those sounds through trade mark registration can be just as critical as securing a logo or name.
What is a Sound Trade Mark?
A sound trade mark is a sign that identifies the commercial origin of goods or services through audio rather than visuals. Under Australian trade mark law, sounds can be registered if they are distinctive and not commonplace for the goods or services they represent.
To register a sound mark, applicants must provide:
- A sound recording (e.g. an MP3 file)
- A written description of the sound
- Evidence that the sound is used in the course of trade and is recognised by consumers as a brand indicator
While not all sounds are eligible — generic or functional noises are typically excluded — unique and creative sound marks can become powerful brand assets.
Why Should You Protect Your Jingle or Sonic Branding?
As more businesses turn to multimedia marketing, brand identity is no longer just visual — it’s audible. From podcast intros and app notification sounds to radio ads and social media content, sonic branding is a growing field.
By registering your jingle, voiceover, or audio logo as a trade mark, you can:
- Secure exclusive rights to its commercial use
- Prevent competitors from imitating or using similar sounds
- Strengthen your brand’s recognition and value
- Future-proof your business in an increasingly digital and audio-driven landscape
How We Can Help
At Wynnes, we work with clients across a wide range of industries to protect their most valuable assets — including the sounds that define their brand. Our team can guide you through every step of the sound trade mark process, from assessing distinctiveness to preparing and lodging a strong application.
Whether you’re launching a campaign with a catchy tune or refining your sonic branding strategy, we’re here to help ensure your unique sound is heard — and protected.
Let Your Brand Be Heard
This World IP Day, we’re reminded that creativity doesn’t just happen on paper or screen — sometimes, it’s something you hear. If your brand has a voice, a melody, or a moment worth remembering, it may also be worth protecting.
Talk to us about trade marking your sound today.
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