Post by EUIPO - European Union Intellectual Property Office

“Colder than your ex’s heart.” 🥶❄ Is this slogan registrable as a trade mark for beer in the EU? Yes, it is! All EU IP offices agreed on common examination standards for slogans and find that this one goes beyond advertising and indicates commercial origin for beer. Here’s what changed, and why it matters. From February 2026 on, the EUIPO and EU IP offices apply a unified approach to evaluate the distinctive character of slogans in line with their respective implementation dates, looking at elements like wordplay, conceptual surprise, originality, and whether the slogan prompts a cognitive effort. Want the full picture? Sign up for the webinar on CP17 ‘The distinctive character of slogans’ that will also discuss CP16 ‘Signs describing the subject matter of goods and/or services’ on 17 March at 10:00 AM » 11:00 AM: https://lnkd.in/eef_Hxdk