Trademark consisting of 1 or 2 letters is absolutely valid and it is wrong to assume that this type of trademark is devoid of any distinctive character. EU Court reiterated this concept with reference to trademark HP. Find out why.
The EU General Court has expressed some considerations on the patronymic trademark and distinctive character of the EU trademark, particularly on the different value that a surname can have compared to a name.
In the context of European Union trademark it is important to evaluate how much the descriptiveness of a term can affect for a part of the public in the European Union market. You can find here below the case Bellissima.
The principle of secondary meaning concerns trademarks devoid of distinctive character, acquiring the same through the use and renown. In these cases it is said obtaining a secondary meaning which occurs when a word (or a design, or a shape or other types of mark), originally devoid of distinctive character, has with time a further meaning in the eyes of consumers and thereby it is able to identify that products come from a specific undertaking.