In the world of brand affairs, creativity plays a central role — but even here, there are clear legal boundaries. Artistic freedom allows creatives to express their ideas freely, yet it must coexist with copyright and trademark law. While copyright protects works from unauthorized use, trademark law safeguards the identity of companies and products. Knowing the fine line between creative freedom and legal limitations is essential to avoid potential issues.

Violating intellectual property rights can have serious consequences, which makes thorough research indispensable. First, the type of intellectual property should be identified: Copyrighted works may include texts, images, graphics, music, videos, or software, while trademarks cover logos, slogans, product names, or designs. It is advisable to check public registers such as the Swiss Commercial Register or the Swiss Federal Institute of Intellectual Property (IPI) to determine whether a work or trademark is already registered.

Additionally, it’s useful to look for copyright notices or trademark indications on websites, products, or packaging. The mention of an author or brand does not automatically grant permission for use, but it can serve as an indicator of protection status. In cases of uncertainty, legal sources such as the Copyright Act (URG) or the Trademark Protection Act (MSchG) should be consulted to understand what is permitted. For complex situations, seeking legal advice from lawyers or specialized agencies is strongly recommended, as they can help assess rights and obligations and minimize risks.

Agencies are experts in the field of intellectual property and are well-versed in the relevant legal frameworks. They advise their clients and protect them from potential violations, as they themselves can be held liable. With their experience and expertise, agencies can identify and prevent legal issues early on — saving both time and costs.

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