The test for descriptiveness is not whether someone who sees the sign without any framework of reference and without any information about the field of activity in which it might be used would immediately know what goods or services the sign refers to. Descriptiveness must be assessed by reference to a typical consumer of the goods or service in question who encounters the sign with some awareness of the general context in which it is to be used. The question that must be asked is whether the sign, taken as a whole, would convey to such a person anything more than information about the kind, quality, quantity, intended purpose etc. It is likely to be perceived by consumers as a sign which conveys information about the characteristics of the goods rather than their trade origin.
Similar considerations apply mutatis mutandis to the other goods specified in the application.
It is true that the Office must strive for consistency. Decision of the First Board of Appeal of 14 September 2000. The term football has a number of meanings and can relate to soccer, rugby league, rugby union, American rules football and Australian rules football. Therefore the actual meaning of the mark is not immediately apparent. Furthermore, the mark has no immediate meaning related to the goods applied for.