{"id":11678,"date":"2020-10-06T16:04:35","date_gmt":"2020-10-06T14:04:35","guid":{"rendered":"https:\/\/registrare-marchio.com\/?p=11678"},"modified":"2021-01-10T18:58:16","modified_gmt":"2021-01-10T17:58:16","slug":"graphic-changes-to-a-registered-trademark","status":"publish","type":"post","link":"https:\/\/registrare-marchio.com\/en\/graphic-changes-to-a-registered-trademark\/","title":{"rendered":"Graphic changes to a registered trademark: can they be made?"},"content":{"rendered":"<p>A recurring question concerns the possibility of <strong>making graphic changes to a registered trademark<\/strong>, in particular whether this is permitted by law and, if so, under what conditions.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11679\" src=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/registered-trademark-graphic-changes.jpg\" alt=\"Graphic changes to a registered trademark\" width=\"465\" height=\"290\" srcset=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/registered-trademark-graphic-changes.jpg 465w, https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/registered-trademark-graphic-changes-300x187.jpg 300w, https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/registered-trademark-graphic-changes-280x175.jpg 280w\" sizes=\"auto, (max-width: 465px) 100vw, 465px\" \/><\/p>\n<p><div id=\"toc-np-container\"><p id=\"toc-np-title\">In this post we talk about:<\/p><ul class=\"no-bullets\"><li class=\"header-level-1\"><a href=\"https:\/\/registrare-marchio.com\/en\/graphic-changes-to-a-registered-trademark\/#Graphic-additions-to-a-registered-trademark\">Graphic additions to a registered trademark<\/a><\/li><li class=\"header-level-1\"><a href=\"https:\/\/registrare-marchio.com\/en\/graphic-changes-to-a-registered-trademark\/#Graphic-omissions-to-a-registered-trademark\">Graphic omissions to a registered trademark<\/a><\/li><li class=\"header-level-1\"><a href=\"https:\/\/registrare-marchio.com\/en\/graphic-changes-to-a-registered-trademark\/#Unacceptable-omissions-to-a-registered-trademark\">Unacceptable omissions to a registered trademark<\/a><\/li><li class=\"header-level-1\"><a href=\"https:\/\/registrare-marchio.com\/en\/graphic-changes-to-a-registered-trademark\/#Alterations-to-a-registered-trademark\">Alterations to a registered trademark<\/a><\/li><li class=\"header-level-1\"><a href=\"https:\/\/registrare-marchio.com\/en\/graphic-changes-to-a-registered-trademark\/#Unacceptable-alterations-to-a-registered-trademark\">Unacceptable alterations to a registered trademark<\/a><\/li><li class=\"header-level-1\"><a href=\"https:\/\/registrare-marchio.com\/en\/graphic-changes-to-a-registered-trademark\/#Conclusions\">Conclusions<\/a><\/li><\/ul><\/div><\/p>\n<p>If you have had the opportunity to read some articles of this blog, you are aware that there is not an universally valid answer, but there are possible different solutions depending on the law of the State in which the trademark is registered and on the practice there in use,<\/p>\n<p>In this article we take into consideration the <a href=\"https:\/\/registrare-marchio.com\/en\/registering-a-trademark-in-the-european-union\/\"><strong>European Union trademarks<\/strong><\/a> and therefore the <a href=\"https:\/\/euipo.europa.eu\/tunnel-web\/secure\/webdav\/guest\/document_library\/contentPdfs\/law_and_practice\/trade_marks_practice_manual\/WP_2_2017\/Part-C\/06-part_c_opposition_section_6_proof_of_use\/part_c_opposition_section_6_proof_of_use_it.pdf\" target=\"_blank\" rel=\"noopener nofollow noreferrer\"><strong>European Union Trademark Regulation n. 2017\/1001 and the practice adopted by the EUIPO.<\/strong><\/a><\/p>\n<p>According to article 18, 1. a) of EU Regulation 2017\/1001:<\/p>\n<blockquote><p>\u201cit shall also constitute use the use of the EU trademark <strong>in a form differing in elements which do not alter the distinctive character of the mark<\/strong> in the form in which it was registered, regardless of whether or not the trademark in the form as used is also registered in the name of the proprietor\u201d.<\/p><\/blockquote>\n<p>The Court of First Instance (<em>case T-194\/03, 23 February 2006, Bainbridge,\u00a7 50<\/em>) provides that:<\/p>\n<blockquote><p>\u201cthe purpose of that provision is to allow the proprietor of the registered trademark, on the occasion of its commercial exploitation, to make variations in the sign, which, <strong>without altering its distinctive character<\/strong>, enable it to be better adapted to the marketing and promotion requirement of the goods or services concerned\u201d.<\/p><\/blockquote>\n<p>But adds that in situations like this<\/p>\n<blockquote><p>\u201cThe sign used in trade differs from the form in which it was registered only for negligible elements, so that the two signs can be considered as equivalent\u201d<\/p><\/blockquote>\n<p>The point is:<\/p>\n<p style=\"padding-left: 80px;\"><span style=\"color: #ff6600;\"><em><strong>how can we determine when the elements are negligible?<\/strong><\/em><\/span><\/p>\n<p>In order to do it, it is first of all necessary <strong>to find the distinctive and dominant elements of the registered trademark<\/strong> and verify whether they are also present in the modified logo used in the practice: if the trademark is composed of several elements and only some of them have distinctive character , the alteration, substitution or omission of these elements can determine the alteration of the distinctive character and the non-equivalence between the trademarks as used and the registered trademark.<\/p>\n<p>EUIPO guidelines help us by establishing, for example, that:<\/p>\n<p>a)\u00a0\u00a0\u00a0 with regard to additions: <strong>\u201cif the addition is not distinctive, is weak and\/or is not dominant, it does not alter the distinctive character of the registered trademark\u201d<\/strong> (<em>30\/11\/2009, T-353\/07<\/em>)<\/p>\n<p>b)\u00a0\u00a0\u00a0 \u00a0with regard to omissions: <strong>\u201cif the omitted element is in a secondary position and not distinctive, its omission does not alter the distinctive character of the trademark\u201d<\/strong> (<em>24\/11\/2005, T-135\/04, Online Bus, EU:T:2005:419, \u00a7 37<\/em>).<\/p>\n<p>We propose some examples taken from the EUIPO guidelines to let you know how complex may be the concept of distinctiveness.<\/p>\n<h2><span id=\"Graphic-additions-to-a-registered-trademark\">Graphic additions to a registered trademark<\/span><\/h2>\n<p>In the practice it may be common to see 3 cases of additions to a registered trademark:<\/p>\n<p><strong>1)\u00a0\u00a0\u00a0 Use of several marks simultaneously:<\/strong> this is the case in which a trademark is accompanied by the mark of the business or product group (house mark). This is not the use of the mark in a different form, but the two independent marks are validly used at the same time<strong>. Two or more trademarks may be used together in an autonomous way, or with the company name, without altering the distinctive character of the earlier registered trade mark<\/strong> (<em>06\/11\/2014, T-463\/12, MB, EU:T:2014:935, \u00a7 43<\/em>).<\/p>\n<p>For example, in the case examined on 29\/02\/2012 (<em>T-77\/10 and T-78\/10<\/em>), the registered trademark \u201c<strong>L.114<\/strong>\u201d (French registered trademark for \u201cpharmaceutical products\u201d) was used in the form \u201c<strong>Lehning L 114<\/strong>\u201d. The Court found that <strong>neither the missing of full stop between the capital letter \u201cL\u201d nor the addition of the word \u201cLehning\u201d<\/strong>, house mark, <strong>alter the distinctive character of the mark<\/strong>.<\/p>\n<p><strong>2)\u00a0\u00a0\u00a0 The addition of other verbal elements:<\/strong> in principle, a difference in words or in letters constitutes an <strong>alteration of the distinctive character<\/strong>; however, sometimes the additions are considered acceptable but it happens when<strong> the distinctive character of the mark is not altered<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-11649\" src=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/unnamed.jpg\" alt=\"marchio Epco-sistemas\" width=\"180\" height=\"264\" srcset=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/unnamed.jpg 180w, https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/unnamed-128x187.jpg 128w\" sizes=\"auto, (max-width: 180px) 100vw, 180px\" \/>For example in case <em>19\/01\/2009 R 1088\/2008-2<\/em>, confirmed by <em>T-132\/09 on 15\/02\/2010<\/em> it was considered acceptable that in the <strong>trademark epco<\/strong>, below the wording \u201cSISTEMAS\u201d, it was present also the wording \u201cSOCIEDAD LIMITADA\u201d and\/or the emblem of an E with the words \u201cepco SISTEMAS S.L.\u201d because also in this case <strong>the distinctiveness of the mark was not considered compromised<\/strong>.<\/p>\n<p>Conversely, in case <em>R89\/2000-1 of 23\/04\/2000<\/em>, in which it must be decided whether the registered <strong>trademark CAPTAIN<\/strong> was equivalent to its use in practice as CAPTAIN BIRDS EYE, <strong>the Board of Appeal decided that the two brands were very different<\/strong>.<\/p>\n<p><strong>3)\u00a0\u00a0\u00a0 The addition of figurative elements:<\/strong> in case where <strong>the figurative element is merely decorative, the distinctive character is not affected<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-11647\" src=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/images.jpg\" alt=\"marchio sembella\u00ae\" width=\"253\" height=\"107\" \/>For example, in case<em> T-551-12 of 23.01.2014<\/em> (registered <strong>trademark SEMBELLA<\/strong>, its actual use), the Court considered <strong>the figurative elements decorative and insignificant<\/strong>, such as not to alter the distinctive character of the trademark.<\/p>\n<h2><span id=\"Graphic-omissions-to-a-registered-trademark\">Graphic omissions to a registered trademark<\/span><\/h2>\n<p>I<strong>f the omitted element is in a secondary position and not distinctive, its omission does not alter the mark<\/strong> (<em>24\/11\/2005, T-135\/04, Online Bus, EU:T:2005:419<\/em>).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-11645\" src=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/images-1.jpg\" alt=\"Marchio Bus (1)\" width=\"164\" height=\"191\" srcset=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/images-1.jpg 164w, https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/images-1-161x187.jpg 161w\" sizes=\"auto, (max-width: 164px) 100vw, 164px\" \/>In case<em> T-135 of 24\/11\/2005<\/em> (registered trademark , its actual use), the General Court considered that the omitted wording \u2018<em>Betreuungsverbund f\u00fcr Unternehmer und Selbst\u00e4ndige e.V.<\/em>&#8220;, in small characted and having descriptive meaning, was <strong>a not distinctive element of the trademark<\/strong> and that for this reason its omission was admissible.<\/p>\n<p>In case <em>B 103 046<\/em> concerning the registered <strong>trademark \u201cCASTILLO DE PERELADA\u201d<\/strong>, the omission of the preposition \u201cDE\u201d in the current use \u201cCASTILLO PERELADA\u201d <strong>was considered admissible because not affecting the distinctive character of the trademark<\/strong>.<\/p>\n<h2><span id=\"Unacceptable-omissions-to-a-registered-trademark\">Unacceptable omissions to a registered trademark<\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-11643\" src=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/download.jpg\" alt=\"\" width=\"194\" height=\"163\" \/>In case<em> T-46\/13 OF 21\/01\/2015<\/em>, the Court took into consideration the relationship between the registered trademark and its use as in order to evaluate if the omission of \u201c<strong>La Sabiduria del Sabor<\/strong>\u201d alters the distinctive character of the earlier mark as registered. The translation of the trademark is \u201c<strong>Tastes of Navarra \u2013 The wisdom of the tastes<\/strong>\u201d. The Court considered \u201cSabored de Navarra\u201d descriptive terms evoking a qualitative concept (taste) and a region of Spain, therefore descriptive elements, while the wording \u201cLa Sabiduria del sabor\u201d<strong> is a play of words charactering the trademark and becoming the distinctive element od the sign<\/strong>. Its omission is therefore considered <strong>not admissible<\/strong>.<\/p>\n<p>In case<em> R 12566\/2008-4 of 26\/03\/2010<\/em> the registered form was \u201c<strong>SP LA SPOSA<\/strong>\u201d but its current use was \u201cLA SPOSA\u201d or \u201cLA SPOSA COLLECTION\u201d to distinguish \u201cfemale wedding dresses\u201d and as such clearly descriptive of the products distinguished by the trademark. <strong>The combination of the letters \u201cSP\u201d constitutes a distinctive element<\/strong> because placed at the beginning of the trademark and meaningless. <strong>For this reasons, the variants of the trademarks omitting the letters \u201cSP\u201d were deemed suitable for altering the distinctive character of the trademark<\/strong>.<\/p>\n<h2><span id=\"Alterations-to-a-registered-trademark\">Alterations to a registered trademark<\/span><\/h2>\n<p>According to EUIPO\u2019s Guidelines (<em>Part C, Opposition, 2.7.3.3.<\/em>)<\/p>\n<blockquote><p>\u201cWord marks are considered used as registered regardless of typeface, use of upper\/lower case or colour.\u201d<\/p><\/blockquote>\n<p>Therefore, such use is considered use of the registered mark.<\/p>\n<p>Using a\u00a0purely <strong>figurative mark<\/strong>\u00a0(without word elements) in a form other than registered often constitutes an unacceptable alteration.<\/p>\n<p>In <strong>composite trademarks<\/strong> (composed of word and figurative elements), changes to some elements, when secondary and not distinctive, could be accepted.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-11641\" src=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/45-0.jpg\" alt=\"primo marchio vigar\" width=\"218\" height=\"134\" \/>In case <em>T-361\/13 (18\/11\/2015)<\/em> the current use of the trademark <strong>Vigar<\/strong> has been analyzed in comparison with its registered form.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-11664\" src=\"https:\/\/registrare-marchio.com\/wp-content\/uploads\/2020\/10\/Annotazione-2020-08-31-162655.png\" alt=\"marchio alternativo vigar\" width=\"136\" height=\"116\" \/>The registered trademark was as you see on the left , but its current use was as you see on the right. The Court considered that the amendments did not alter the distinctive character of the registered trademark because<strong> the distinctive element of trademark must be seen in the word \u201cvigar\u201d<\/strong> \u2013 invented word and inherently distinctive -, while all the other elements must be considered minor elements. As a result, <strong>the use of upper case or lower case, a different orientation of the same background, the adding of three dots instead of the crown have not been considered able, in this case, to alter the distinctive character of the trademark<\/strong>.<\/p>\n<h2><span id=\"Unacceptable-alterations-to-a-registered-trademark\">Unacceptable alterations to a registered trademark<\/span><\/h2>\n<p>Where a mark is composed of several elements, only one or some of which are distinctive, that have rendered the mark as a whole registrable, <strong>an alteration of that element can cause the non-admissibility<\/strong> of the amendments by reason of the alteration of the distinctive character.<\/p>\n<p>In case<em> R 159\/2005-4 of 30\/03\/2007<\/em> was examined the <strong>trademark MEXAVIT<\/strong>, which in current use was MAXA-VIT C. T<strong>his modification was not considered acceptable<\/strong> as the separated letters VIT were intended as <strong>a descriptive abbreviation of the word Vitamin<\/strong>, above all for the presente of the letter C (Vitamin C).<\/p>\n<h2><span id=\"Conclusions\">Conclusions<\/span><\/h2>\n<p>As you have seen,<strong> changes are usually admissible to the extent that they do not alter the distinctive character of the trademark<\/strong>, but this is exactly the element which is not always easy to understand.<\/p>\n<p><a href=\"https:\/\/registrare-marchio.com\/en\/who-we-are\/eva-troiani-law-firm-trademark-registration-and-legal-protection\/\"><strong>The advice of an IP expert<\/strong><\/a> will certainly help you to evaluate, if you want to make a <strong>restyling to your registered trademark<\/strong>, if the graphic changes could risk not being accepted.<\/p>\n<p><em>For further information and examples, we invite you to read the paragraphs 2.7.3.1., 2.7.3.2. and 2.7.3.3. of<a href=\"https:\/\/euipo.europa.eu\/tunnel-web\/secure\/webdav\/guest\/document_library\/contentPdfs\/law_and_practice\/trade_marks_practice_manual\/WP_2_2017\/Part-C\/06-part_c_opposition_section_6_proof_of_use\/part_c_opposition_section_6_proof_of_use_it.pdf\" target=\"_blank\" rel=\"noopener nofollow noreferrer\"><strong> EUIPO\u2019s guidelines<\/strong><\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Make changes to a registered trademark, i.e. adding, omitting or altering some elements can create problems. Find out why.<\/p>\n","protected":false},"author":3,"featured_media":11679,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98,97,108,96],"tags":[],"class_list":["post-11678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-distinctive-character-of-a-trademark","category-further-considerations-on-trademarks","category-registering-a-trademark","category-the-trademark"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Graphic changes to a registered trademark: can they be made? - \u00aeRM<\/title>\n<meta name=\"description\" content=\"Make changes to a registered trademark, i.e. adding, omitting or altering some elements can create problems. 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