The representation of a bee beside a hive could not be used to distinguish honey or jelly other than that obtained from bees. A trademark comprising the representation of the famous Eiffel Tower of Paris could lead consumers to think that the product or its ingredients or materials come from France, and if such is not the origin of the product the trademark is deceitful. Decision 344 does not list the signs that may be considered trademarks. Article 81 of such Decision only sets forth the general characteristics that a sign must have in order to be considered a trademark. According to Decision 344, marks may be trademarks, service marks or collective marks.
Service marks serve to distinguish services rendered.
The need for protecting intangible property arose from the large volume of standardized branded services, such as those rendered by hotels, restaurants, airlines, tourist operators, credit cards, car rental companies, employment agencies and laundries. Service marks are registered on the same conditions and with the same effect as trademarks. A collective mark is a sign adopted by a collective entity, for instance, a legally established association, organization or group of producers, manufacturers, service rendering concerns, to distinguish the products or services produced or rendered by the members of the association, organization or group from the products or services of others that are not part thereof. Decision 344 expressly regulates this juridical form in its articles 123 and 127. Arbitrary, which are trademarks composed by words or terms existing and having a meaning in the language.