Ella Cheong

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Ella Cheong LLC is an intellectual property law firm with over 30 years of experience in trade marks, patents, designs and copyright, as well as IP disputes, commercialisation, data protection, and notarial services.

Brands naturally evolve as businesses grow. A logo might be refreshed, a design simplified, or a new element added. But ...
08/06/2026

Brands naturally evolve as businesses grow. A logo might be refreshed, a design simplified, or a new element added. But what many businesses may not realise is that even small changes to a trademark can affect the protection it receives.

Under Singapore trademark law, using a slightly modified version of a registered mark may still be acceptable — but only if the change does not alter the distinctive character of the mark. If the change is significant enough, the altered version may not be covered by the existing registration.

When considering changes to a brand, businesses should think about a few key questions:
• Does the new version still look like the registered mark?
• Does the current registration still cover the goods or services offered?
• Would filing a new trademark strengthen the brand’s protection?

Sometimes a small branding change can carry larger legal implications, which is why it is important to review trademark protection when a brand evolves.

💡 Thinking of patenting your invention? Not every idea qualifies.To be patentable, an invention must meet three key requ...
02/06/2026

💡 Thinking of patenting your invention? Not every idea qualifies.

To be patentable, an invention must meet three key requirements: it must be new, involve an inventive step, and be useful.

New? That means no one else has made it public before — whether in a publication, a presentation, or an existing patent.

Inventive step? Your idea can’t be an obvious combination of things that already exist. It needs a spark of creativity that someone skilled in the field wouldn’t come up with easily.

Useful? The invention has to do more than just exist in theory — it should have a practical, industrial, or commercial application.

Example: Imagine a unique kitchen gadget that solves a common cooking problem. If it’s never been made before, isn’t obvious to other designers, and can be manufactured and sold, it could be patentable.

✅ Takeaway: Before investing time and money, make sure your idea meets these three criteria. That’s the first step to protecting your invention.

Wishing all a blessed and peaceful Vesak Day🌸
29/05/2026

Wishing all a blessed and peaceful Vesak Day🌸

Wishing you and your loved ones a blessed Hari Raya Haji! 🌙 May the spirit of Hari Raya Haji bring harmony, renewed hope...
25/05/2026

Wishing you and your loved ones a blessed Hari Raya Haji! 🌙

May the spirit of Hari Raya Haji bring harmony, renewed hope, and continued blessings to all.

At Ella Cheong LLC, we are committed to maximising the value of your IP, supporting you at every step of your journey. ...
19/03/2026

At Ella Cheong LLC, we are committed to maximising the value of your IP, supporting you at every step of your journey.

Have you ever noticed the ™ or ® symbol next to a brand name and wondered what the difference is? While they may look si...
13/03/2026

Have you ever noticed the ™ or ® symbol next to a brand name and wondered what the difference is?

While they may look similar, these two symbols serve very different purposes. The ™ symbol indicates that a business claims trademark rights in a brand name or logo, even if the mark has not yet been registered. On the other hand, the ® symbol can only be used once a trademark has been officially registered with the relevant intellectual property office.

Using the correct symbol is more than just a formality — it helps businesses communicate their rights clearly and avoid potential legal issues.

Find out when to use each symbol and why it matters for your brand.

Selamat Hari Raya Aidilfitri! 🌙✨As we celebrate this joyous occasion, may the spirit of Hari Raya bring happiness, peace...
13/03/2026

Selamat Hari Raya Aidilfitri! 🌙✨

As we celebrate this joyous occasion, may the spirit of Hari Raya bring happiness, peace, and meaningful moments with loved ones. May this festive season also inspire renewed connections, gratitude, and togetherness.

Wishing everyone a wonderful Hari Raya filled with warmth, laughter, and delicious festive treats. 🕌💚

AI used to support humans. Now, some systems are making decisions on their own. That sounds exciting — but it also raise...
06/03/2026

AI used to support humans. Now, some systems are making decisions on their own. That sounds exciting — but it also raises a big question: who’s responsible if something goes wrong?

Singapore’s IMDA has launched the world’s first Model AI Governance Framework to guide organisations on this. Even if AI acts independently, humans must own the outcome. Someone must approve it, set its limits, and know when to step in.

Oversight is not optional. Letting AI handle important decisions alone might seem efficient, but it’s risky. Human checkpoints protect your business and your customers.

Not all AI is the same. A tool that schedules meetings doesn’t need the same rules as one that negotiates contracts or talks to clients. Evaluating each AI based on its impact and risk is key.

Transparency is everything. Make it clear what AI can — and cannot — do. It helps everyone use it properly and avoids surprises later.

Bottom line: AI isn’t just a tool — it’s a choice in governance. Treat it like a high-risk business tool, and your organisation will stay safe and competitive.

Think registering your trademark in Singapore protects your brand everywhere? 🤔 Not quite. One of the most common misund...
04/03/2026

Think registering your trademark in Singapore protects your brand everywhere? 🤔

Not quite.

One of the most common misunderstandings we see is the belief that a trademark automatically gives worldwide protection. In reality, trademark rights are territorial — protection generally only applies in the country where your trademark is registered.

A famous example? Burger King.
Despite being a global brand, it operates as Hungry Jack’s in Australia because someone else already owned the “Burger King” trademark there.

Even international systems like the Madrid Protocol don’t create a global trademark — they simply make it easier to apply for protection in multiple countries. Each country still decides independently whether your trademark can be registered.

💡 What this means for businesses:
• A trademark registered in Singapore may not protect you overseas
• Expansion without prior checks can lead to conflicts or rebranding
• Early clearance searches can save significant cost and disruption later

Brands may be global — but trademark rights are not.

If your business is planning to expand internationally, making sure your brand is protected in the right markets early can make all the difference.

Welcoming the Year of the Horse with hope, joy, and new momentum 🐎✨May this Chinese New Year bring prosperity, happiness...
17/02/2026

Welcoming the Year of the Horse with hope, joy, and new momentum 🐎✨

May this Chinese New Year bring prosperity, happiness, good health, and success in all that you do. Here’s to new beginnings and a wonderful year ahead.

🧧 Gong Xi Fa Cai!

Address

300 Beach Road #31-04/05, The Concourse
Singapore
199555

Opening Hours

Monday 08:45 - 18:00
Tuesday 08:45 - 18:00
Wednesday 08:45 - 18:00
Thursday 08:45 - 18:00
Friday 08:45 - 18:00

Telephone

+6566925500

Website

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