The Saudi Authority for Intellectual Property (SAIP) issued the first certificate for a sound trademark in the Kingdom for the Saudi Telecom Company (STC). This comes in accordance with the Trademarks Law and its implementing regulations in force in the Gulf Cooperation Council (GCC). Sound trademark is one of the most important pillars that establishments rely on in distinguishing its goods and services and addressing them with the target audience. Also it is central part of marketing their internal and external identity, where most institutions and companies create a formal and voice identity that retains their intellectual property rights and make the impression through creativity in the audio identity. The innovative sound trademarks enjoy legal protection in the Kingdom, as are the rest of the signs in its concept, which takes a distinct form of names, words, signatures, letters, symbols, numbers, addresses, seals, drawings, pictures, inscriptions, packaging, pictorial elements, shapes, color or groups colors, a combination thereof, or any sign or group of signs, if they are used or intended to be used to distinguish the goods or services of a facility from the goods or services of other establishments. The SAIP called upon those who wish to establish and register the innovative sound trademark to apply through its official website SAIP.GOV.SA via trademark services, and to complete the required procedures until the certificate is issued electronically. It is worth noting that 83 years ago and since the issuance of the first system of trademarks in the Kingdom in 1358 AH, "trademarks" were of great importance to the Kingdom of Saudi Arabia. It is one of the most important factors affecting the market activity by stimulating innovation and entrepreneurship, where SAIP seeks to develop and improve regulations of trademark to facilitate the conduct of business related to them. — SPA
