{"id":4124,"date":"2021-10-29T14:55:04","date_gmt":"2021-10-29T12:55:04","guid":{"rendered":"https:\/\/veridiaip.com\/can-i-register-a-slogan-as-a-trademark\/"},"modified":"2021-10-29T14:55:04","modified_gmt":"2021-10-29T12:55:04","slug":"can-i-register-a-slogan-as-a-trademark","status":"publish","type":"post","link":"https:\/\/veridiaip.com\/en\/can-i-register-a-slogan-as-a-trademark\/","title":{"rendered":"Can I register a slogan as a trademark?"},"content":{"rendered":"<p>The answer is yes, but only if it fulfills a distinctive function regarding the business or commercial origin of the products or services it refers to.<\/p>\n<p>The difficulties in establishing the distinctive character of slogans due to their very nature have always been highlighted, but this does not justify establishing specific criteria that replace or create exceptions to the distinctiveness criterion, as interpreted by case law.<\/p>\n<p>In the case of an advertising slogan, it must be examined whether it contains elements that could, beyond its obvious promotional meaning, allow the relevant public to easily and immediately memorize the expression in question as a distinctive mark for the designated products or services. Indeed, insofar as it pays little attention to signs that from the outset do not indicate the origin or destination of what it wishes to acquire, but merely promotional and abstract information, the relevant public will not stop to ascertain the different functions that the phrase may fulfill or to memorize it as a trademark (05\/12\/2002, T-130\/01, Real People, Real Solutions, EU:T:2002:301, \u00a7 28, 29; 09\/07\/2008, T-58\/07, Substance for success, EU:T:2008:269, \u00a7 22). <\/p>\n<p>Let&#8217;s look at some examples of slogan trademark applications that were unsuccessful and the reasons given by the European Trademark Office.<\/p>\n<ul>\n<li>&#8220;DIRECTO DE LA NARANJA&#8221; (DIRECT FROM THE ORANGE). This slogan was applied for soft drinks, refreshing carbonated beverages, juices, fruit-based drinks, and nectars. <\/li>\n<\/ul>\n<p>Its registration was denied because the registration office understood that &#8220;the combination of these words does not confer upon the phrase DIRECTO DE LA NARANJA a meaning different from that possessed by each of the terms individually considered. DIRECTO DE LA NARANJA is not an uncommon expression, being formed by words in common use in Spanish. The combination of words is not contrary to the grammatical rules of the Spanish language, and in the sector of refreshing, fruit-based beverages, it has an obvious descriptive meaning for the products.&#8221;<\/p>\n<ul>\n<li>&#8220;VIVE SALUDABLE, HAZ NEGOCIO&#8221; (LIVE HEALTHY, DO BUSINESS). This slogan was applied for, among others, services aimed at professionals or companies in the food sector and the cosmetics and perfumery sector. <\/li>\n<\/ul>\n<p>Its registration was also not granted by the European trademark office because &#8220;the aforementioned slogan can never be perceived as a trademark by the relevant public, but solely and exclusively as a mere promotional message, a commercial incentive according to which the services for which protection is sought are helpful in work. In view of this, also due to its intrinsic characteristics as a mere advertising claim intended to offer the requested products and services, the sign &#8216;Vive Saludable, Haz Negocio&#8217; cannot be attributed to a particular entrepreneur.&#8221;<\/p>\n<ul>\n<li>&#8220;ALIMENTAMOS UN MUNDO MEJOR&#8221; (WE FEED A BETTER WORLD) was a slogan applied for food products.<\/li>\n<\/ul>\n<p>It was denied &#8220;because the trademark application is a simple and immediately understandable laudatory phrase that encourages the purchase of products or the contracting of services related to food due to their quality and positive characteristics. There is nothing distinctive about the expression &#8216;ALIMENTAMOS UN MUNDO MEJOR,&#8217; as in relation to the requested products and services, it will be memorized as nothing more than a promotional slogan.&#8221;<\/p>\n<ul>\n<li>&#8220;Costa Blanca, para\u00edso del mountabike&#8221; (Costa Blanca, mountain bike paradise) was a slogan for services organizing mountain biking sports activities<em>.<\/em><\/li>\n<\/ul>\n<p>It was also not granted because it was indicated that &#8220;the slogan &#8216;[&#8230;] consists of informing the User where they can go to develop and practice this sport,&#8217; and is therefore merely informative or promotional, without possessing any of the characteristics listed above that would make it perceived by the target public as distinctive in relation to the requested services.&#8221;<\/p>\n<p>In conclusion, before applying to register a slogan as a trademark, consult a professional.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The answer is yes, but only if it fulfills a  &#8230;<\/p>\n","protected":false},"author":2,"featured_media":4125,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categorizar"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Can I register a slogan as a trademark? 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