The short answer
For a trademark in another script, identify the representation you will actually use. Original script, Latin transliteration and translation are not automatically one application. Unfamiliar characters may be treated as figurative elements under Swiss practice. The particular sign and its perception for the offering remain important.
Document the versions customers will encounter
Collect the original character sequence, intended pronunciation and every Latin version. Transliteration represents sound, while translation conveys meaning. They may differ and perform different roles on packaging, invoices or your website. Decide which versions customers should recognise as indicating the commercial source of the goods or services.
The IPI guidelines generally treat scripts uncommon in Switzerland, such as Chinese, Japanese or Cyrillic, as figurative elements. This cannot be turned into a blanket rule for every alphabet and design. Clarify the appropriate trademark form for the actual Arabic or other representation instead of simply substituting a Latin entry.
Sources: IPI: Trade Mark Guidelines 2026 · IPI: Trademark types and colour claims
An unfamiliar script does not remove other requirements
A sign perceived as graphic is not protected independently of every other condition. Its meaning may still matter for statutory grounds for refusal. Assuming Swiss customers will not understand the characters is therefore not a safe basis for filing. Reliable language checking can identify unintended statements before they enter your branding.
Sound, meaning and design may also matter for earlier rights. Searching only copied original characters can miss transliterations, similar pronunciation or graphically related trademarks. Consider the relevant customers and the goods or services for which you intend to use the sign when deciding how to investigate potential conflicts.
Sources: IPI: Trade Mark Guidelines 2026 · IPI: Conflicts with earlier rights
Build a coherent application and search package
Use a clean final file with clearly identifiable characters. Have linguistic accuracy confirmed separately from the design work. Keep approved spellings and pronunciation information together so that your agency, sales team and application do not unintentionally use different versions of the same intended brand.
Then assess whether one or several applications fit your commercial presentation. Registration in the original script does not automatically reserve every translation or transliteration. Prioritise the signs customers will actually see and say. The IPI does not independently perform the search for conflicts with earlier trademarks during examination.
Sources: IPI: Conflicts with earlier rights · IPI: Trade Mark Guidelines 2026
What you can do now
- Record original script, transliteration and meaning separately.
- Check the final file and linguistic accuracy.
- Search relevant sounds, graphics and actual variants.
Frequently asked questions
Does a Chinese trademark automatically protect its English name?
No automatic equivalence applies. Protection concerns the sign filed; potential conflicts between different versions need separate assessment rather than an assumption that all translations are covered.
Sources: IPI: Trade Mark Guidelines 2026
Is searching the original characters enough?
Not reliably. A text search can miss similar pronunciation, transliterations and graphic variants. The search should fit the sign and the actual goods or services.
Sources: IPI: Conflicts with earlier rights