The Globe and Mail reports in its Saturday edition that Bell Canada is hoping to formalize the blue on its logo as "Bell Blue" with a trademark on the colour. A Canadian Press dispatch to The Globe says that if approved by the Canadian Intellectual Property Office, the trademark would give the telco exclusive rights for a decade to use the colour across a variety of goods and services it offers, including on phones and TVs, software programs, and advertising campaigns. Trademark lawyer Graham Hood of Smart and Biggar LLP said trademarking a colour is a useful way for companies to set themselves apart. "In a Canadian marketplace saturated with brands, goods, services, I think anything a savvy brand owner can do to stand out is worthwhile," he said of Bell's move. In 2019, Canada's Trademarks Act was amended to allow for the registration of colours alone, expanding the option from only colours associated with the surface of a particular object. In order to register a colour mark, the applicant must prove that the colour would prompt the average Canadian consumer to distinguish the applicant's goods and services from those of others in the marketplace. TD Bank filed an application to trademark its "TD Green" in 2020.