News

• Trademark Refusal for 'Made in China' Figurative Mark Highlights Geographic Descriptiveness Hurdles

  
  
  
  EUIPO has formally rejected the registration of a figurative mark resembling the phrase 'Made in China', submitted by Jingdezhen Ceramic Culture Tourism Holding Group, citing that the sign is merely descriptive and lacks distinctiveness. Despite containing stylised elements such as a traditional Chinese house and red Chinese characters, the mark was found to communicate a clear and direct reference to the geographical origin of the goods—primarily household ceramics and glassware. The Office reasoned that the figurative components did not mitigate the descriptive nature of the term, rendering it incapable of fulfilling the essential function of a trade mark. The applicant failed to contest the objection, leading to a definitive refusal. The case underscores the limitations on registering terms perceived as indicating origin rather than source branding. Following visualisation shows detail info on rejected 'Made in China' trademark.
  
  

  
  

  30/05/2025

• An update to our design & design patterns report is now available

    To access it, please log in to your account and go to the "Design" section. If you're not registered yet, simply sign up with your reference number.
  
  
  

  29/05/2025

• AXA Succeeds in EUIPO Opposition Against ‘AXA MEDICA’ Over Risk of Consumer Confusion in Medical Services

  
  
  
  In a ruling issued on 23 May 2025, the EUIPO Opposition Division upheld AXA S.A.’s opposition against the figurative trademark application ‘AXA MEDICA’, filed by Italy-based Axa Medica S.R.L., rejecting the application in its entirety. The case centred on the likelihood of confusion, with the Office concluding that the contested medical and healthcare services were identical or highly similar to those covered by AXA’s earlier EU trademark registration. While the applicant argued that the inclusion of terms like 'Medica', 'Prevenzione', 'Diagnosi', and 'Cura' distinguished the mark, the Office found such additions merely descriptive and incapable of offsetting the dominant presence of the word ‘AXA’. Visually and aurally, the shared use of ‘AXA’—placed at the beginning of both signs—was deemed the primary driver of potential confusion. The figurative atom symbol in the contested mark was considered decorative and secondary to the verbal elements. Following visualisation shows detailed information on the rejected ‘AXA MEDICA’ trademark, illustrating the scope of its claimed services and the graphical composition that failed to differentiate it from the well-established AXA brand.
  
  

  
  

  27/05/2025