Clementino, Marco Bruno MirandaOliveira, Rick Souza2019-12-032023-03-072023-03-072019-11-26OLIVEIRA, Rick Souza. O direito das cores: A registrabilidade da cor como marca à luz da Propriedade Industrial no Brasil. 2019. 73f. Monografia (Graduação em Direito) - Departamento de Direito, Universidade Federal do Rio Grande do Norte, Natal, 2019.https://repositorio.ufrn.br/handle/123456789/51737Color perception is a phenomenon that occurs for many species of living beings, but for humans, color-transmitted information can become a language, a code, a symbol that is often used by brands for their own distinction in the market. The present work aims to study the physical, cultural and marketing process of color perception through the study of semiotics, so that, understanding that color alone can identify a brand, defend the possibility of color registration, in contrast to the prohibitions present in article 124, item VIII of the Brazilian Industrial Property Law, n. 9.279/1996. By the hypothetical-inductive method, it was demonstrated that, from the chromatic abilty to signify and distinguish a mark, and being the trademark protected by law, the trademark composed exclusively of one color must be protected by it. Thus, by comparing the steps of the substantive examination of a trademark application with the INPI, and in light of the distinctiveness brought about by the concept of ‘secondary meaning’ of the American trademark law, the color could be registered in Brazil, as it meets all requirements imposed on trademark registration.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Propriedade industrialDireito marcárioMarcaCoresbachelorThesis