62019TJ0331_INF
Judgment of the General Court (Eighth Chamber) of 5 February 2020 –Pierre Balmain v EUIPO (Representation of a lion’s head encircled by rings forming a chain)
(Case T‑331/19)
(EU trade mark — Application for an EU figurative mark representing a lion’s head encircled by rings forming a chain — Absolute ground for refusal — No distinctive character — Article 7(1)(b) of Regulation (EU) 2017/1001)
1.
EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Definition — Criteria for assessment
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paras 17-19)
2.
EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Assessment of distinctive character — Criteria
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see para. 20)
3.
EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Three-dimensional mark constituted by the shape of the product — Distinctive character — Criteria for assessment
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paras 21-24)
4.
EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Figurative mark consisting of the two-dimensional representation of a product — Distinctive character — Criteria for assessment
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see para. 25)
5.
EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Assessment of distinctive character — Criteria — Perception of the trade mark by the relevant public — Attention level of the public
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paras 30, 31)
6.
EU trade mark — Definition and acquisition of the EU trade mark — Absolute grounds for refusal — Marks devoid of distinctive character — Figurative mark representing a lion’s head encircled by rings forming a chain
(European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))
(see paras 33, 38, 40, 44, 56-58)
7.
EU trade mark — Decisions of the Office — Principle of equal treatment — Principle of sound administration — EUIPO's previous decision-making practice — Principle of legality — Need for a strict and complete examination in each particular case
(European Parliament and Council Regulation 2017/1001)
(see paras 52-55)
Re:
Action brought against the decision of the Fifth Board of Appeal of EUIPO of 21 March 2019 (Case R 1223/2018-5), concerning an application for registration of a figurative sign representing a lion’s head encircled by rings forming a chain as an EU trade mark.
Operative part
The Court:
1.
Dismisses the action;
2.
Orders Pierre Balmain to pay the costs.