What Nestlé's attempt to trademark the shape of a KitKat teaches us about design
![What Nestlé's attempt to trademark the shape of a KitKat teaches us about design](https://images.theconversation.com/files/234902/original/file-20180904-45158-16p6e3y.jpg?ixlib=rb-1.1.0&rect=9%2C261%2C5979%2C2989&q=45&auto=format&w=1356&h=668&fit=crop)
The concept of “affordances” is used by product designers to capture the sense that an object seems to call for certain kinds of use. A handle affords holding, a button pressing and a KitKat breaking.
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From Toblerone to Kit Kat, why the shape of your chocolate bar matters more than you think
Why you can trademark a Toblerone but not a KitKat
![](https://i.dailymail.co.uk/i/pix/2016/01/20/19/30637D1100000578-0-image-a-4_1453318480448.jpg)
Kit Kat copycats are OK rules judge as Cadbury's beats Nestle bid to trademark shape
EU won't give KitKat a break, denying Nestle's trademark request - The Globe and Mail
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Nestlé's Two And Four-Finger Kit Kat Shape Marks Held To Be Invalid - Trademark - Singapore
Kit Kat Was Unable to Trademark the Four-Fingered Candy Bar Shape
![](https://i2-prod.dailyrecord.co.uk/incoming/article10440265.ece/ALTERNATES/s1200b/kittwat.jpg)
The KitKat trademark war and why it matters so much - Business Insider
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What Nestlé's attempt to trademark the shape of a KitKat teaches us about design
![](https://www.telegraph.co.uk/content/dam/food-and-drink/2018/07/26/TELEMMGLPICT000133992337_trans_NvBQzQNjv4BqpVlberWd9EgFPZtcLiMQfyf2A9a6I9YchsjMeADBa08.jpeg)
From Toblerone to Kit Kat, why the shape of your chocolate bar matters more than you think
![](https://www.confectionerynews.com/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_medium/publications/food-beverage-nutrition/confectionerynews.com/article/2018/12/07/uk-court-of-appeal-rules-against-cadbury-in-color-purple-trademark-dispute/8924191-1-eng-GB/UK-Court-of-Appeal-rules-against-Cadbury-in-color-purple-trademark-dispute.jpg)
EU court rejects Nestlé bid to trademark KitKat bar
KitKat: Cadbury wins battle against Nestle over shape of four fingered bar
![](https://mchattielaw.com/wp-content/uploads/2018/08/Kit-Kat-four-finger.png)
No Break for Kit Kat in EU Trademark Battle - McHattie Law Firm
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NEWS: Imitation is the greatest form of flattery unless it's costing you PROFIT! More Chocolate Wars…
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KitKat's Four Fingers Fourth Time Unlucky in Trademark Row - Bloomberg