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UKINNOVATION UK163 Design Design is all about the way an object looks: its shape, its visual appeal... it's all in the design. A registered design is a legal right that protects the overall visual appearance of a product in the geographical area you register it. The visual features that form the design include such things as the lines, contours, colours, shape, texture, materials and the ornamentation of the product which give it a unique appearance. It costs £ 60 to apply to register a single design or the first design in any multiple application. Each additional design in any multiple application costs £ 40 per design. Publication of designs can, on request, be deferred for up to 12 months. If this is the preferred route, it costs £ 40 to apply to register a single design or the first design in any multiple application. Each additional design in any mul-tiple application costs £ 20 per design. When publication is requested a further fee of £ 40 per design is payable. To keep registered designs in force, they must be renewed on the fifth anniversary of the registration date and every five years after that. Designs can be renewed up to a maximum of 25 years. Copyright Copyright protects many types of work, from music and lyrics to photographs and knitting patterns. It protects: » Literary works, including novels, instruction manuals, computer programs, song lyrics, newspaper articles and some types of database, dramatic works, including dance or mime, musical works, artistic works, including paintings, engravings, photographs, sculptures, collages, architecture, technical drawings, diagrams, maps and logos » Layouts or typographical arrangements used to publish a work, for a book for instance » Recordings of a work, including sound and film, broadcasts of a work. Copyright is an automatic right that exists as soon as the work is created. The length of copyright depends on the type of work. For example, the term of protection for literary, theatrical or musical works lasts for the life of the creator plus 70 years from the end of the year in which they died. Both computer software and databases are covered by this. In the case of written work, including computer software, databases, websites and photographic works, the author or creator is also the first owner of the copyright. The owner of copyright has the right to decide whether and how copyright work is to be used. Copyright, like any physical property, can be sold, licensed, inherited or used if the creator has given their permission. The only excep-tion to this is where the work is made by an employee in the course of their employment. It is advisable that when a piece of work is created, records are kept on this process. In the event of any litigation this can act as useful evidence of how the work was created. As a matter of course, any created works should carry the © symbol along with the creator's/ company name and the year of creation. While this does not give any addi-tional protection, it does signal to others that the work is copyright and who owns the work. further tips on protecting your IP Do your homework or face the consequences Check that your idea is as " unique" as you think it is. A simple internet search should be the first step - do your research, make sure your product doesn't already exist and check out the competition. You can also search online records at the Intellectual Property Office website ( www. ipo. gov. uk). You should be aware that if you infringe someone else's intellectual property rights, legal action may be taken against you. If other parties infringe your IP, you have a legal recourse against them; this process can be made a lot simpler if you have registered your IP rights. What happens if I don't register my IP? Intellectual property is a business asset, which like any other business asset needs to be carefully managed, pro-tected and maximised. For example, if you decide not to register your trade mark, you will need to rely on common law to protect your rights. This will require the filing of detailed evidence sufficient to establish your reputation in a court of law. This will take time and substantial resources which will not be directed where they should be - your business. With possible appeals, the whole process may take years with the outcome always in doubt. Third parties are entitled to register your trade mark and if they succeed they may offer to license it to you for a fee. They may offer to sell it to you for a fee. If you carry on trading, they may sue you for infringing their registered rights. Don't forget to update your registrations As your logos, brand identity, packaging and products change, you need to make sure your IP registration is adapted to suit. Registered trade marks, designs and patents only apply to the specifics you detail in your reg-istration, so if you make any major amends, you'll need to make sure these are protected. For more information, contact: Tel: 0845 9 500 505 Website: www. ipo. gov. uk Business Solutions Intellectual property office

164INNOVATION UK Commercialisation of Intellectual Property in SMEs and Academia Background Innovation has been identified by the government as a key way for the UK to gain and maintain competitive advantage in an increasingly global marketplace, and our ability to invent, design and produce innovative goods and services that meet customer needs is vitally important to the future prosperity of the UK. For the UK to increase its long- term prosperity, it needs to become a front runner in the supply of knowledge- based goods and services. To become a front runner, it is critical to create a platform for a robust innovation and Intel-lectual Property ( IP) commercialisation process that will release the existing latent IP within the UK. ProspectIP, an innovation initiative of De Montfort University, was formed in 2007 to assist businesses and HE institutions in the East Midlands to commercialise their IP. ProspectIP is currently partly funded by the European Regional Development Fund ( ERDF) and consortium partners ( De Montfort University, Northampton Univer-sity, University of Lincoln, University of Derby and NHS Innovations East Midlands). What do we ofer: » Support in identifying, assessing, protecting and commercialising product and process innovations. » Access to innovation commercialisation expertise for all sectors and all sizes of businesses. » Training and development programmes to support innovation commercialisation. Currently all of the above services are free to businesses in the East Midlands region and to our consortium partners. Track Record: Since 2007 we have reviewed over 130 innovation oppor-tunities across all sectors and sizes of businesses. » We have been instrumental in the formation of two businesses - a healthcare undergarment business and a car accessory business. » We have secured licensing deals for two of our clients. » We are currently seeking licensing deals for a number of other opportunities. » We have delivered a number of seminars to increase IP awareness. The Future ProspectIP plans to role out its offering nationwide during the third quarter of 2010. For more information, contact: Dr Derek Palmer Head of ProspectIP Tel: 011 6257 7233 E- mail: dpalmer@ dmu. ac. uk Website: www. prospectip. co. uk Bagrack - car boot holder A Leicester business-man worked with ProspectIP to com-mercialise the Bagrak, a device that fits in the boot of a car. Bagrak secures shopping bags and other items to keep them safe and upright Flexopen - ampoule opener An East Midlands-based inventor with experience in both the pharmaceutical and research sectors approached ProspectIP for support to commercialise his patented ampoule opener. Business Solutions ProspectIP