In response to the COVID crisis, brands have been swift in customising their logos to spread awareness among their customers. Or, seemingly at least. Here are a few examples:

Why are they doing this? More importantly, what are the likely consequences? An article on a leading national daily argues that it's an example of Good Governance, and is immensely helpful for spreading awareness among the loyal customer bases. While that might be true to some extent, the legal implications are far more complicated. A month back, a post on SpicyIP delineated the possible legal implications of such logo variations, primarily focusing on those relating to trademark jurisprudence. Here is my take on why such a trend in trademark jurisprudence might be concerning. 

Read the full reply here.