Pro Bono Trade Marks: Enhancing and Protecting Non-Profit Brands
When it comes to integrity and trust, your brand may be your most valuable asset as a charity or non-profit organisation. Many popular non-profit organisations have registered their trade marks and use them to help the public identify their brand. Failing to secure intellectual property protection can put their brand integrity at risk.
As we have mentioned to clients and brand owners across all industries, trade marks convey goodwill to consumers and can impact the present and future success of marketing efforts. This is particularly relevant for charities and non-government organisations (NGOs).
Issues Faced by NGOs
Firstly, scams are increasing, and unscrupulous individuals may be looking for opportunities to defraud potential and regular donors. This behaviour may cause significant harm to a charity’s reputation. This is particularly true if these third parties use the brand to claim they are affiliated with your fundraising efforts, when they are in fact pocketing the money for themselves. Obtaining a trade mark registration provides a charity with a) the right to enforce rights to prevent unauthorised use of said mark, and b) the means to take legal action in a scenario where income is lost.
Secondly, securing funding is an ongoing challenge for charities – not only for advancing their mission, but also for sustaining their operations.
With limited resources, NGOs often prioritise essential operational work – leaving trade mark matters overlooked.
Supporting Local Charities
MBIP has worked with local brands doing important work for our community. Our trade marks team have been working closely with some NGOs to enable them to protect their brand equity.
Geraldine Rimmer (Principal, Head of Trade Marks) assisted the well-known organisation TRADEMUTT – an organisation that raises funds and awareness in the support of men’s mental health – when they were starting out several years ago. The workwear branding of TRADEMUTT has become extremely well known in Australia, with the brand having affiliations with businesses such as Bunnings and BCF (Boating Camping Fishing). The registered brands are of great value to this impactful organisation. The slogan THIS IS A CONVERSATION STARTER is protected, along with the team’s recognisable name and logos.
Riet van den Ende, Trade Marks Attorney has recently joined MBIP and has been assisting Karuna Hospice Services.
For over 33 years, Karuna Hospice Services has provided compassionate, Brisbane-based care grounded in Buddhist principles. Their newly unveiled brand is a powerful visual expression of their long-standing commitment to compassion, clarity, and connection. Designed to open up conversations around dying and grief, the refreshed identity remains deeply caring and authentic, while also reflecting Karuna’s ongoing evolution – including the expansion of their services, educational outreach, and community engagement programs.
The new logo encapsulates Karuna’s philosophy through three key symbolic elements. The sundown motif represents both sunset and sunrise – an acknowledgement that, in Buddhism, the end of one journey is simply the beginning of another. The circle of life element emphasizes life’s natural cycles, with its irregular form reminding us of the beauty found in imperfection. Finally, the incorporation of Yin and Yang symbolises the balance and interconnectedness of life and death, where loss and renewal are inseparable. Altogether, the elements that form the brand reflect Karuna’s enduring values: humility, kindness, respect, and courage.
Our trade mark attorneys have also proudly worked with the Red Rose Foundation to protect their brand. The Red Rose Foundation is a national not for profit charity (established in Queensland) that provides support to domestic violence victims and their families through public awareness, law reform, training, and systems advocacy. Their trade marks include the well-known RED BENCH PROJECT and CHANGE THE ENDING slogan, as well as their distinctive logo.
Internationally, Geraldine Rimmer has assisted Friends of the Shelter, Inc. in the US with protection of their trade mark HOME 2 HOME on a pro bono basis. The services provided by this special organisation include placing dogs in homes that are compatible with their needs. The dogs stay in a loving and safe environment whilst they wait to be placed in their forever home.
Pro Bono Trade Marks
A not-for-profit organisation’s goodwill and reputation in its name and overall brand is one of its most important assets. It is often the name of a charity, for example, that can allow it to secure funding and support from the general public. This is true universally, and particular additions to the international Nice classification system provide for protection for these types of organisations.
As with any trade mark, it is imperative that the correct protection and classification is sought. Accordingly, professional advice in this regard is essential. Building trust and recognition is critical for these organisations which is why at MBIP, we feel strongly about supporting important causes and assisting with pro bono, or heavily discounted services. For further advice on trade marks for your charity or NGO, please contact us at mail@mbip.com.au.
